A new marketing trend has emerged — a renaissance in the art of brand storytelling — and there is hardly a better example than Ralph Lauren Corp. For many years, the firm has been known for creating a certain lifestyle through its advertising images and, more recently, that effort has moved into new formats including video, photos on Facebook and stories on its Web site.
Greg Rogers, chief executive officer of Pictela Inc., used Ralph Lauren as an example of a brand that is making the connection between its products and consumers while focused on building content strategies for the future. More and more, this will be happening through the use of apps. “It takes 50 apps to perfectly replicate your Web site,” said Rogers. But they need to be smart and adjust to the consumer’s preferences. Rogers speaks from experience — his company delivers a high-definition content marketing platform that has been used by Hearst, Time Inc., The Wall Street Journal and Glam Media. Pictela is now under the AOL umbrella, after being acquired in December 2010.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"