![]() As McDonough noted, form follows function with L.L.Bean's product, and a better understanding of the brand's target customer will enable the company to provide them with improved experiences.īe bold and disruptive in creative and media execution. For L.L.Bean, this meant ensuring all employees were aligned on the brand's new vision, and their role in helping it come to fruition.īe laser-focused on product and customer experience. He noted that these learnings can be leveraged to iterate and improve upon what currently has been put in place.Ĭonnect and inspire the whole organization. McDonough concluded his presentation by sharing with the audience the key takeaways L.L.Bean has gleaned from its brand refresh. "It's great to work on a 170-year-old brand that’s always willing to reinvest itself." Key Learnings "We’re willing to be bold, make mistakes, and learn from them," McDonough said. As for the content itself, it revolves around a common theme: to get consumers excited to enjoy the outdoors. L.L.Bean's marketing campaigns have an omnichannel reach through multiple channels, including digital, physical, experiential, packaging, print, social media, and others. Boosted by a $3 million commitment from L.L.Bean, the partnership will raise awareness about park experiences to match all interests, highlighting lesser-known national park sites across the country. For example, L.L.Bean partnered with the National Park Foundation. L.L.Bean has proliferated the number of marketing channels it participates in, as well as developed new partnerships that align with its commitment to being a brand that celebrates the outdoors. "We need to be celebrate differentiated product, but also need to build emotional connectivity," noted McDonough. This was done with a new brand manifesto: a commitment to the outdoors. In addition to addressing its new target customer and product assortment, L.L.Bean wanted to refresh its marketing of the brand, particularly the creative. The Role of Creative in L.L.Bean's Brand Refresh
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