Initial Storytelling Recommendations
Focus on Videos
- Javier J. Cobo
Brand Statement
•  Brooks	
  Brothers	
  is	
  about	
  capturing	
  the	
  American	
  Dream.	
  
	
   That	
  includes:	...
Primary Target Customers*
•  Affluent	
  $100K+	
  households	
  
•  Segment	
  1:	
  Men	
  25	
  –	
  50	
  for	
  dress	
...
Analysis: Current Videos
•  Videos	
  are	
  moving	
  catalogues	
  
featuring	
  models.	
  Featuring	
  
characters/peo...
Recommendation
1.  CreaAng	
  more	
  personal,	
  engaging,	
  story	
  driven	
  content	
  that	
  especially	
  target...
Engaging Content: Burberry Acoustic
•  Burberry	
  is	
  not	
  seeking	
  to	
  tell	
  a	
  
story,	
  but	
  merely	
  ...
Story Driven Content: Tiffany
•  Tiffany	
  features	
  mulAtudes	
  
of	
  videos,	
  but	
  some	
  of	
  
their	
  most	...
Highlighting Heritage: Chanel
•  Chanel	
  regularly	
  features	
  
classic	
  looks,	
  but	
  Aes	
  them	
  
to	
  cur...
Content Ideas: Brooks Brothers
•  Offer	
  grants	
  to	
  Independent	
  film	
  makers	
  (or	
  more	
  seasoned	
  ones)...
Upcoming SlideShare
Loading in …5
×

Recommendations for Brooks Brothers Video Strategy

189 views

Published on

A video content strategy should take advantage of the opportunity social media allows companies to tell stories. YouTube is not limited by the thirty-second time constraint of a TV commercial, so companies can use YouTube to fully explain products or build an emotional connection with visitors. That said, entertaining 30-second spots are effective at attracting visitors.

In this content strategy recommendation, I examined how Brooks Brothers was approaching video in 2011 and recommended some future initiatives.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
189
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Recommendations for Brooks Brothers Video Strategy

  1. 1. Initial Storytelling Recommendations Focus on Videos - Javier J. Cobo
  2. 2. Brand Statement •  Brooks  Brothers  is  about  capturing  the  American  Dream.     That  includes:   –  Feeling  you  have  achieved  success.   –  Seeing  your  family  happy  and  secure.   –  Finding  love.   –  Sharing  your  bounty  with  long  held  friends.   –  ConnecAng  to  previous  and  future  generaAons.   –  Experiencing  sublime  comfort  and  joy.  
  3. 3. Primary Target Customers* •  Affluent  $100K+  households   •  Segment  1:  Men  25  –  50  for  dress  shirts  and  pants**.     –  Shop  for  quality  and  in  store  experience.  Best  targeted  at  their  workplace  and   reinforcing  messaging  in  store.  Want  their  purchase  to  make  them  feel   respected  in  the  workplace.   •  Segment  2:  Married  Women  30  –  55  purchasing  for  themselves,  their  husbands/ fathers/brothers,  and  their  children   –  Seeking  an  “American  Dream”  family.    Value  unique  experiences,  a   sophisAcated  aestheAc,  and  a  historic  brand  that’s  Aed  to  their  experience   today.       •  Segment  3:  Single  Men  and  Women  24  –  35   –  Busy  building  career  and  daAng.  Seeking  no  stress  way  to  signal  success,   pedigree,  and  sophisAcaAon.   •  RecommendaAons  in  this  deck  focus  on  segments  1  &  3.        
  4. 4. Analysis: Current Videos •  Videos  are  moving  catalogues   featuring  models.  Featuring   characters/people  with  wants  and   dreams  drives  greater  engagement.   •  Stories  are  disjointed.    Viewer  is   unable  to  connect  and  so  is  unable  to   aspire  to  what  is  presented.   •  Videos  should  be  less  about  illustraAng   the  clothes  and  more  about   illuminaAng  the  Brooks  Brothers   experience.   Actual  fan  comment   that  illustrates  what’s   missing.  
  5. 5. Recommendation 1.  CreaAng  more  personal,  engaging,  story  driven  content  that  especially  targets   segment  3  (25-­‐35),  but  also  touches  married  women.   2.  HighlighAng  Brooks  Brothers  heritage  while  tying  it  to  the  present.  Target  for   these  videos  is  segment  1  (business-­‐wear  customer),  while  also  touching  single   men  &  women.   Communicate  Brooks  Brothers’  Dream/AspiraAon  more  effecAvely  by:  
  6. 6. Engaging Content: Burberry Acoustic •  Burberry  is  not  seeking  to  tell  a   story,  but  merely  present  itself  as   edgy  and  sophisAcated.   •  Their  content  features  their   clothes,  dreary/earthy/cool  UK   sebngs  and  engaging  music.   •  Music  themes  drive   conversaAons  online  and  draws   in  younger  customers.  
  7. 7. Story Driven Content: Tiffany •  Tiffany  features  mulAtudes   of  videos,  but  some  of   their  most  viewed  feature   stories  that  accentuate   their  story  of  LOVE  and   GIFTING.   •  At  holiday  they  told  a   silent  video  story  of  a   beauAful  proposal  full  of   aspiraAon  and  dreams.     •  Their  current  “True  Love   Grows”  video  is  simple  yet   is  effecAve  because  it   conveys  a  single  story.      
  8. 8. Highlighting Heritage: Chanel •  Chanel  regularly  features   classic  looks,  but  Aes  them   to  current,  relevant   celebriAes  and  events.   •  Videos  are  highly  arAsAc   and  visually  spectacular.   •  Viewers  want  to  be  a  part   of  the  spectacle  in  some   way.  
  9. 9. Content Ideas: Brooks Brothers •  Offer  grants  to  Independent  film  makers  (or  more  seasoned  ones)  to  create  videos   around  specific  themes  like:   –  Finding  love   –  The  American  Dream  aier  2nd  GeneraAon*   –  Sublime  joy  and  simple  comfort   –  Videos  feature  Brooks  Brothers  clothing  and  sebngs  and  should  be  posiAve/ upbeat.   •  Feature  a  “Timeless  Classic”  as  part  of  an  in  store  or  PR  event.    Pull  in  historic   images  (Presidents,  celebriAes,  leading  businessmen  of  their  Ame)  juxtaposed  with   images  from  today.  Tie  together  images  and  narraAve  to  communicate  why  these   pieces  are  Ameless  and  answer  the  need  to  feel  powerful/respected  in  the   workplace.    

×