21st Century Branding - From Heritage to Digital
summary
A recount of concrete moves: THE OUTNET.COM launches five years ago as a discount luxury site carrying ~250 designer brands and shipping to 170 countries, built its identity from customer surveys and editorial curation and scores a successful collaboration with Oscar de la Renta. Buro 24/7 grows into a licensed digital business with six regional editions, 35 daily updates, a 65/35 female/male audience and big-brand advertisers. Maison Missoni preserves family heritage with low ad spend while moving into digital; Instagram metrics cited (about 730,000 and 50,000 followers) underscore reach.
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chapters (7)
- 0:00Introduction of panelists
- 5:03Defining brand identity
- 10:53Personal image as business
- 15:02Authenticity in marketing
- 19:01The role of digital media
- 24:05The future of print media
- 27:30Privacy and social media
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