Brand it like Beckham
This year, Victoria Beckham made her debut at London Fashion Week, which is strange for a London native who has been running her own fashion label for 10 years. So this year was to be a big transition for her brand where her label would be ‘coming home’. So how did she keep her decade-old brand narrative strong whilst refreshing the label ready for its London debut? And why should SMEs care? Do your market research
Vision and purpose leads to brand legacy
Her brand statement at London Fashion Week was “Putting the Victoria into Victoria Beckham since 2008.” London Fashion Week represented the complete character arc of her personal brand, namely that of pop singer, to a high-fashion legacy brand. And it’s the same for your brand, trace your brand narrative and your brand legacy will follow.Tell a story
“We were talking about what the campaign image should be – is it a woman in a dress, is it a woman in sunglasses – and we thought, let’s have some fun with it instead.” – Victoria Beckham, London Fashion Week 2018Emotions appeal to audiences. Any advertising executive worth their salt will tell you that. It doesn’t matter what kind of business you are running, establishing a strong brand vision and purpose may sound abstract, but it’s part of a winning equation.
Core values

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