Fashion Posted on December 6, 2012 – 15:56 in Fashion | Calum

Brand Authority and Substance

“Brands often make the mistake of believing it is the consumer who must behave in a certain way. They believe it is a case of reminding people they exist via a short-term marketing campaign. In the case of many brands, it’s more about getting back to their core substance and what gives them authority.”  This is a short excerpt from the first of a series of lectures by Bob Sheard of FreshBritain. If you’re into brands or apparel, you’ll find this incredibly insightful; I certainly did.

You can read the full lecture, including a fascinating Nike ACG story, here.

Post comment

Related posts:


Our latest feature:

An Interview with Jerry Cohen of Ebbets Field Flannels

Words: Robert Boswell Illustrations: Rebel-Yuth   I recently had the pleasure of talking with Jerry Cohen, owner and founder of Ebbets Field Flannels, on his latest trip to London. We discussed a great deal of things including Jackie Robinson and the integration of Major League Baseball, wool as a performance fabric, meeting Odd Future and the renaissance [...]


Our columns:

A Drink A Day

Morning Wood

Blacklodges