Marc's Blog
Di
10
Nov
2009
Burberry startet Trenchcoat-Community
Neue Burberry Community: artofthetrench.com
Seit Montag setzt Burberry mit seiner neuen Online-Community "Art of the Trench" auf die Kraft des Social Webs, um mehr direktes Kunden-Involvement für die eigene Marke zu erzielen. Burberry-CEO Angela Ahrendts sagt in einem New York Times Artikel, dass auf diesem Wege die Marke im Internet einer neuen Generation von potentiellen Kunden näher gebracht werden soll.
Hier sind zwei sehr treffende und einsichtsreiche Zitate von Angela Ahrends aus dem NY Times Interview:
“The biggest thing that keeps me up at night is how can we continue to evolve this organization in order to stay ahead of the curve.”
“My job is to always look two to three years ahead and look round the corner and see what’s coming.”
Diese Einsicht ist aus meiner Sicht essentiell in der heutigen Zeit, wenn die eigene Marke oder Marktposition nicht erodiert oder verdrängt werden soll von Unternehmen und Marken, die mit Innovationen punkten können.
Das heißt nicht, dass Unternehmen blind auf jeden Mikro-Trend aufspringen sollen. Aber den entscheidenden Trends nur im Nachhinein hinterher zu weinen, kann schmerzhaft werden. Das Social Web und Social Commerce sind keine Rand-Erscheinungen, sondern Groundswell-Bewegungen, die gerade erst begonnen haben. Dies sollte kein Unternehmen ignorieren.
Beispiel-Profil mit Foto von thesatorialist
Die neue Community ist optisch ansprechend gestylt und mit angenehmer Musik hinterlegt. User können ganz einfach über Facebook Connect ein Profil anlegen und ihre eigenen Trenchcoat Fotos hochladen. Alle Einträge können kommentiert und mit Freunden auf den gängigen Wegen geteilt werden.
Um von Anfang an für die kritische Masse an Content zu sorgen, ist die Community zum Start mit hochwertigen Fotos von The Satorialist gefüllt worden, was zudem einen wirklich exclusiven Look verleiht.
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