Geoff Cottrill, Converse

But Cottrill had a plan: His first objective was to build a leadership team that would turn the focus back to the brand’s heritage and loyal fans. Hence, a campaign from Anomaly in early 2008 that showed icons like Hunter S. Thompson and Sid Vicious sporting Converses. But much of Cottrill’s success has been via digital media. Before Cottrill came on board, Converse’s Web site was a largely informative one that was geared towards retailers. Now, it boasts a huge amount of content, almost all created by Converse consumers. Cottrill refers to the online transformation as «a dramatic shift towards being consumer-friendly.» That shift has turned the brand into a curator of sorts for new music, art and fun.

Take, for example, a recent musical collaboration sponsored by Converse. The effort put Kid Cudi, Rostam Batmanglij from Vampire Weekend and Bethany Cosentino of Best Coast together in the studio to write a song. The resulting track, «All Summer,» was downloaded more than 66,000 times in the first 24 hours of its July 14 release and contributed to a 400 percent increase in traffic on a Converse blog that week. Cottrill estimates it brought in an estimated unpaid media value of $6.5 million from mentions.


MARKETER OF THE YEAR 2010
By Rebecca Cullers

Photograph by Allison Cottrill

Geoff Cottrill, whose name is synonymous to many with digital marketing, says he draws much of his inspiration from a decidedly pre-Internet document: The 1913 Converse Catalog.

One passage in particular has resonated: «Our company was organized in 1908 fully believing that there was an earnest demand from the retail shoe dealer for a rubber shoe company that would be independent enough not to follow every other company in everything they do.»

It’s safe to say Cottrill has followed that directive. With a small budget, he resuscitated Converse by focusing—quirkily and imaginatively—on digital and social media. Matt Powell, an analyst at SportsONESource, credits Converse for being «one of the first [shoe brands] to exploit social media and the Web, talking directly to the end consumer and end running conventional retail. Converse has really embraced the alt/indie lifestyle and remained true to that consumer.»

The numbers bear that out. The brand has 8.8 million fans on its two Facebook pages, which is about four times more than Converse owner Nike has. And those fans don’t just «like» Converse, they buy them. Last year, Converse posted more than $2 billion in sales, a 26 percent jump over its 2008 sales.

That’s quite a change from previous years. Back in 1966, Converse—best known for its iconic Chuck Taylor shoe—controlled 80 percent of the U.S. sneaker market. But thanks to stiff competition, a string of owners through the ’80s and ’90s, and other factors, that number sank to a piddling 2.3 percent in 1998. By 2003, Converse was perceived as a has-been brand and Nike bought it for a scant $305 million. Continuar leyendo «Geoff Cottrill, Converse»

Are Brands and Agencies The New A&Rs?


Author Richie Cruz March
Much has been written about the music industry’s historic decline over the greater part of the last decade.

As the primary distribution mechanism has shifted from discs to digital, consumers’ discovery process has followed suit, evolving from the “new release” rack of their local record store to the link collection at their favorite music blog.

What many accounts of the struggling music industry fail to mention, however, is that the music industry’s ultra-fragmented, content-overloaded state has created an opportunity for brands to become involved as never before. The record label’s and record store’s historical position as middlemen between consumers and content is dwindling, leaving a vacuum that is rapidly being filled by blogs, publications and the savviest of brands.

Demand is at an all-time high, but the “means to consumption” have changed, says Roger Faxon, head of EMI Publishing, in his recent interview with The Economist. There are new free-and-subscription-based streaming services setting up shop every day, sustained and fueled by the rabid demands of consumers for more and better content.  The result has been the disintermediation of content – consumers no longer care where good content comes from, as long as it’s both convenient and good.

Do marketers and brands need to become A&Rs? Continuar leyendo «Are Brands and Agencies The New A&Rs?»

GENTE COSMO

LIFESTYLE - by Esther Herrero

Being Your Brand

Branding and Strategy for Business and Life

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

imagination is the key

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Poesías, relatos, diario de sueños

Unencumbered by Facts

Taking unsubstantiation to new levels

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

BLOGTEC

Noticias de Tecnologia.

T a l e n t o  en  E x p a n s i ó n

Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Ideas para la clase

Experiencias creativas en la clase de español.

Little Grey Box

Travel Well

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea Growth Hacking

Expertos en estrategia y auditoria de marketing

The Coaching Alliance

El camino hacia el éxito

Erick Lovera

Mi Pasión en un Blog

Estampas de México.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Escritora y formadora en comunicación

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

be.blog

be. Intelligent Multimedia Education

~~Mente en Gravedad~~

************************************************************************************************************

The Xtyle

Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban

aníbal goicochea

Tecnologías de la Información y Estrategia

A Waterfall of Sound

"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost

Health & Family

A healthy balance of the mind, body and spirit

Style & Design

Fashion Trends and News

U.S.

News, Headlines, Stories, Video from Around the Nation

A %d blogueros les gusta esto: