Why Does a Brand Explode

Why does a brand explode.

As an emerging designer in a vast ocean of designers, it is important to study the successes of the companies you admire and strive to financially emulate. Why do some companies achieve greater success than others ? Why does it seem as if this designer is everywhere you look ? Why are the highest-­‐profile buyers scrambling to carry the product of that same designer ?

The answer is simple: it’s all about the buzz. Consistent mentions in all major media outlets (including television, magazines, websites and blogs ) or having your piece worn by an A-­‐list actor can catapult your sales beyond what you ever thought was possible. Brands that seem like they’re “everywhere” really aren’t everywhere but they have a team crafting a precise strategy for their brand growth; brands explode when they’ve got the right kind of TNT behind them.

One of our established clients friend is Rebecca Minkoff, the industry’s most buzzed-­‐about fashion accessories designer. When Rebecca walked in for our first meeting over seven years ago, she had little more than a small collection of handbags and an unrivalled drive to succeed. What we built together was a strong foundation for Rebecca Minkoff to become one of the fastest-­‐growing companies in the current fashion industry by using strategic buzz and teamwork.

One of the main reason Rebecca Minkoff became such a success was her deep commitment to keeping momentum for her brand through public relations. Rarely does a day go by that Rebecca’s name isn’t mentioned or represented on a magazine, or blog. Rebecca believed in the power of public relations; her success with our team is a noticeable testament to this.

What we do with our clients is but a small part of the expansive nature of public relations. Many designers equate public relations with advertising but it’s time to dispel that myth once and for all. Public relations is not advertising. Public relations is the fuel for your brand. We accelerate your brand through an uninterrupted presence in the media, which, in turn, impacts the purchasing influence of your public consumer and interest from key buyers.

Imagine your brand as a new car. Your sales are your fuel, it’s your brand livelihood. Now I think of a public relations firm as your gas station, an integral place where your brand refuels and charges up. The two are married by their shared responsibility in getting your car ( a.k.a brand) from point A to point B. Without one the other falters, and vice versa. Brands shouldn’t allow their fuel to burn out; once it’s empty, it takes more effort to regain maximum performance.

Aside from impressive sales support, a public relations firm can also open your brand up to additional opportunities that other realms of corporate structure cannot access. Each season, we organize massive editorial previews with over 250

of the nations leading editors, bloggers, and stylists in attendance. We assist brands in all details from participating in exclusive promotions with leading publications and websites to major lifestyle and fashion show collaborations. We also consult brands in collections to make them more media-­‐friendly and, in turn, secure an even greater number of placements without compromising the designer’s creativity.

A designer’s first step into the consumer market should be to partner with a passionate public relations firm; however, this is a step that should be done once a brand is ready and able to provide the necessary tools.

A brand cannot expect to thrive if the consumer doesn’t know your name. By working with a public relations team, you are building a strong foundation for the future of your brand, enhancing its credibility, and making it an attractive sell to the high-­‐profile buyers worldwide.

Your public relations team will help you expand not only your brand, but also your media presence and network. We guarantee after a year with a firm, every editor will know your name. Once you’re established with the media, your brand will become a juggernaut with unstoppable momentum. We always love seeing the smile on our clients’ faces when their media presence and sales surpass the brands they once looked up to.

If you only ever heed one bit of advice, let it be this: enlist the help of a passionate team of publicists, and watch your company grow and secure its place at the top of the fashion industry. The fate of your emerging company doesn’t have to rest solely on your shoulders, let us support you.
                                                                                                               Mauricio Bouzas.

Award-winning Publicity Makes Designer A Star.

Take a look at any Oscar-winning film. From Casablanca to the king’s speech, these movies share signature qualities. Each film has a gifted director, exquisite cinematographers or talented actors who cleverly play their role in the film’s success.

The accomplishments of the film were not based upon the hard work of a singular talent, but rather on the talent of a cast of hundreds. If your career is a movie publicists are your cast. We are the hands, mouth, eyes and ears that build your company from budding idea to a full-fledged empire.

Without these integral members of the cast, your company will lack the necessary fuel to rise from good to great. Publicity is a designer’s first step in the path to success. It can come in any number of forms: word of mouth marketing, print placement, advertising or exposure on the web. As each form is utilized, it will create a quick-moving wave of brand awareness. As the awareness of a brand grows, so grows the sales exposure and financial stability as well.

Deliberate media strategies and marketing plans are devices a publicist will utilize to raise your brand exposure. The role of the designer is to provide the additional tools that will help execute these strategies efficiently. A cohesive collection from a designer offers publicists the opportunity to craft creative pitches to the media. The richer the ability to pitch, the greater the results will be for your brand in the press. When knowledgeable publicists have these tools, they are often an unstoppable force for your brand.

While good design is an essential part of your brand growth publicity is the air that keeps your fashion organs thriving. Simply put, without publicity, you may as well bury your collection underground; it will receive the same amount of exposure.

When your brand is not consistently on an editor’s radar, you have set yourself up for failure, as these media mavericks are the direct link to your target consumer. They serve as the gatekeepers for what the rest of the world views as premium, trendy and sellable. For any brands, the success is in numbers.

You will need many hands to forge your way. Our company garners over 2,000 placements for our clients each year. We achieve this by keeping our clients on the forefront of the media frenzy.

From the initial introduction to full-fledged adoration, we are behind our clients at all times. We rely on the keen acumen of a passionate to execute every opportunities for our clients, a tool every designer should experience. Without this integral passion, brands can become stalwarts in the industry. This type of non-growth should be avoided at all times, talented publicists can steer your brand into the right publications and placements.

Returning to our Oscar analogy, it is important to note that no award-winning movie was made using a single pair of hands. Similarly, no successful fashion brand is built upon the efforts of one person. It takes many minds working together as a team to garner the media exposure a brand deserves.

Designers often neglect their potential by entrusting the future of their company in the hands of  one person, whether that is a small internal team or the designer himself. Unfortunately, this is a recipe for disaster. No one can be successful at carrying the weight of a brand on their shoulders.

If a cinematographer were left to self-produce a major motion picture, that project would never make it to theaters. A film needs the talents of a full, knowledgeable staff to cultivate an idea into reality. Every designer needs a savvy publicity team to generate the buzz around their brand and, in turn, reach a potential unmatched by the efforts of a singular cast member. The flow of this “togetherness” is important in creating a visceral foundation a brand requires to experience immense growth.

As you build your brand’s success over the course of this year, decidedly weigh the options of utilizing publicity in your company blueprint. Riding on the back of a passionate, constructive team of publicists can unlock your greatest potential. To truly succeed, all you need is a talented team to market your brand. You give us your movie and we will make it an Oscar-winner.

Mauricio Bouzas

President, Shine Media Public Relations

Tel : 212-922-1219

Mauricio@shinemediapr.com           

www.shinemediapr.com