The headline of this post is taken directly from the third page of Gigantic’s credentials presentation.
It’s the cornerstone of our approach to narrative branding. Our philosophy is that brands have to “program” the media that revolves around them — much like a television network programs itself. And most importantly, all creative work needs to be developed as “content” — with an eye toward multichannel distribution.
Lately, we’ve been seeing some great reinforcement of our philosophy popping up in discussions around luxury brands.
A recent New York Times article, by Alice Pfeiffer, titled “Editing as a Brand Investment”, makes a strong case for why this approach can be a powerful one for a brands that are willing to think a little differently. The whole article is summed up nicely by this quote:
“Why spend €40,000 a page to advertise in Vogue when, for the same amount of money, you can publish an entire magazine?” asked Alice Litscher, a professor in fashion communication at the Institut Français de la Mode in Paris.
Meanwhile, over at Mashable, in the wake of the smashing success of Burberry’s recent fashion week efforts, Lauren Ludvick offered a great piece titled “Burberry’s Evolving Role as a Media Company” — her quote from Christopher Bailey, Burberry’s Creative Director, is a wonderfully modern take on the idea — and speaks directly to the role of social media:
“A brand is not just about product, it’s about experience as well, and experiences need to come from the center of a community,”
We’re thrilled to see this kind of approach find adoption and results — it’s a big part of how our team solves problems for forward thinking luxury and lifestyle brands.