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Dashing Brands

Brand Review : Barry’s Bootcamp Instructor

©James Woodley Photography
www.james-woodley.com

BRAND Immersion : Intrinsic Brand value’s analysis

Fitness classes have developed the need for society to get back in touch with our bodies not just at a physical level, but spiritual as well.

Their cult-like lifestyle is intoxicating for a reason. You walk out a new person, a person filled with the positive energy of men and women in every walk of life.

When you are in a room with people that have the same emotional goals as you, even if you don’t engage in conversation, you connect to them at a deep energy level.
At one specific moment we all become a collective energy for change.

To become someone better, to feel good within, to be proud of ourselves both physically and mentally.

Your body and mind go into a trace with like minded positivity.
This energy is so fulfilling, so strong, so empowering it becomes addictive.

©James Woodley Photography www.james-woodley.com
©James Woodley Photography www.james-woodley.com

 A healthy dependency to happiness by symbiosis.
History is full of examples both in ancient and modern civilizations of similar tandem rituals.

Humans are known to gather around a single object or symbol to move or dace within a certain rhythmic sound. It’s within these moments of trance, were a true connection to the gods was felt.

Ceremonial rituals to worship and devote all energy to a certain divinity.

If you’ve ever been at a Barry’s Bootcamp class, you clearly feel all energy in the room being focused on one idol. The trainer in the room becomes a symbol of our own need to change.

All our trust goes to one idol, all our devotion. One idol whom we aspire to be.

This wellness movement has come to idolize trainers and fitness models as such. We give value to the one person who can facilitate our physical and emotional goals, a spiritual guide who knows all the secrets we seek to posses.

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Barry’s Bootcamp trainers not only create a string allure around them, becoming social media kings and queens, they become part of our lives. Their figures become an influence to to our daily choices.

We are in a moment where tuning into our spiritual beings is not only a trend, but a necessary part of our lives. We admire and praise people who are in sync with their wellbeing selves and seek to follow the path of a wellness change

We value wellness goals as much as professional ones and lookup to individuals who have turned this into a career. 

It’s when all the negative energy goes out of our bodies that we have the space to actually listen to our creative being.

It’s when we are truly connected with ourselves that we can hear the calling of inspiration.

It’s when we allow more room for our mind and body to fill with positive energy that positive ideas burst in, connections happen and the insights begin.

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Follow the Rabbit

DBC’s new identity has me thinking: Where did the CONCEPT go?

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Where has the value for market research and consumer insights go to?
How is it that clients and agencies alike are giving less thought to this first and (to my humble opinion) most important step for any Brand Strategy.
 DBC_mockupaka – THE BRAND CONCEPT 

Crunched times, hard deadlines, small budgets…  All clearly affecting the “concept”. But NONE of these is an excuse to jump this key strategic process!

Ok Ok … I agree I have to think of the man/woman behind the Brand or Account.
Brand Owners, we shall call them, are the experts behind their strategy. Owners that of course (and rightly so) have revenue and ROI’s in their mind.

Safe to assume, the first thing that pops into their mind when you dare say the words concept are:

“How long will it take”
“How much will it cost me”
“We don’t need a concept for this part”my personal nightmare

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While starting to redesign The Dashing Brand Club ’s new identity, I didn’t have to start from scratch, wonder what direction I was going to take or worst, just seeing if I can come up with something good out of nothing.

All I had to do was, check the Brand’s initial concept document where a clear defined personality and Brand values were established Proving that a well thought concept is an effective way to reshape a Brand’s new identity without the risk of loosing a Brand direction

Concepts are of the same value to strategies, as the Adobe Suite is to Graphic Design.

Is not a matter of time.. is the creative toolBrand Strategists use to create.

postersDBCOur Brand creative-thinking comes from the insights we develop during the concept making process.

What is best for the Brand, what is good for the Brand, what does this brand even look like?
Are questions answered only through a clear CONCEPT.

The only side I’m with, is the Brand’s side. I can’t help It… it’s even in my professional title Brand Strategist.
I believe I can even come up with a creed:

Thou shall create a strategy that expresses and fulfills the Brand’s Creative Concept as well as its Strategic Business needs.

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Brand Journey

Retail is Dead. The Fitness Hub is taking over

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Food emporiums are too mainstream.
Coffee shops are so passé.
The Retail is dead.
This 2017 the Fitness-hub is here to conquer and rule the wellness consumer.

No longer just a place to get a good sweet and booty workout at the end of the week.
Consumers have started to shift from the traditional all-inclusive gym membership and going to specifically design workout hubs.

The trend will not stop, indeed this 2017 will probably see new fitness tribes, new workouts, new offers for clients willing to spend money to get the body they seek.

Crossfit locations are known to be the trend starter of this fitness/wellness consumer. Crossfit creators where able to connect a needed sense of community with a need to boost some fitness and well diserve wellness into our lives . 

Last year we saw the continued boom of  lifestyle-CULT places like:
Barry’s Boot Camp,

SoulCycle,
Brooklyn Boulders &
ShadowBox.

2017  brings in a new kid on the block.
Rumble Boxing
, the newest addition to this very front trend of fitness lifestyle by 
Barry’s Boot camp ex-trainer Noah Neiman.

If we analyze the need and the reason behind their growing success, we might find the key to the future of retail.
NO. Retail is not dead.

It’s merely just evolving, and reshaping into a true Lifestyle HUB.
A HUB where we see a convergence of all our newest needs, the needs of the biggest generation there has been. Apparel, Food, Entertainment and Fitness.

Yes (rest assured), consumers still want to shop and dine outside the comfort of their homes.
They just don’t want to find the same type of services and products they can find with a click of a button.

As Brand Strategist, we must learn to see the insights of this ever growing trend of Fitness HUBs in America.

In this hyper-personalized society, consumers seek to shop and enjoy the products they will display and be proud to share on their social media. There is no question on the reason behind the Supplement Bars, Branded Protein Shake and extended merchandising that defines set tribe.  A tribe who seeks to belong to and show the world who and what they are all about.

Products and services carefully design to appeal both the direct consumer of the fitness camp and the social media user being showed the Brand online.  

The calling: You must belong to this FitnessHub in order to display proudly our products.

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Brand Journey

5 ways to slay 2017 #together

The horrors and disappointments of 2016 are over!
A new year begins.
A year that will put every fiber of our moral code to the test.

2016 was emotionally exhausting & disturbing for many.
This new year will be a challenge; we all fear what’s to come and has already started. The neglect, the hate, the phobia … feelings we thought were on the verge of extinction.

Let’s make the best & SLAY 2017 together.

1.Out, Proud and FEARLESS  

Values of unity shared within our LGBT community and our allies must prevail and shine stronger than ever.
We need more Brands that stand for and share the lifestyle that this unity represent.

As Brand Strategists it is our duty to support Brands and insight new ones who will be a product/service refuge and support for the next years to come.

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2.Trust your inner QUEEN

We need more Brands run by openly gay men and women, we need more LGBT entrepreneurs launching their ideas into the word. More than ever we need gay-lifestyle Brands that showcase how our community is and forever will be present and relevant for the future success of all Americans and this country.

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3.GLITTER BOMB everything

The LGBT community most not shut down into a sequined rainbow bubble.
We must show the world we are creative, stylish, successful and most of all-inclusive with our products and services.

Being gay has allowed us to become a cool hunting, trend-seeking, fad shading machines. 
Abilities we learned during the years we stayed in the closet, having to be aware of everything we said and used. 

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4.Look for the DASHING touch

I don’t want to say the world is not a fabulous place, but it needs more of our community’s charm and never-ending search for STYLELet’s create new brands that are ALL elegant, ALL inclusive,  ALL loving brands.

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5.Get your heels on and SLAY!

I want to do my part and promise to give our community the tools to begin their Brand journey. THE DBC this year with become your go-to for simple Brand development tools.

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Follow the Rabbit

Follow the Rabbit: LINCOLN CENTER

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“I’m not crazy, my reality is just different than yours”

New York City becomes a stylish winter wonderland of urban and elegance. When the temperature has gone down, the street-runway of stylish coats and gorgeous boots begins.

And so does the METROPOLITAN OPERA Season.

The #SatinRabbit takes a visit at Midnight hour to the glimmer and shine of the epic space that will host one more opera season. A season of tuxedo jackets and sequence dresses that is sure to receive a new standing ovation.

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Inspirational Branding

Make the Holidays INSTAGRAM-able

This Holiday Season;  consumers will not just share sweet treats,  delightful gifts and Christmas recipes…
Consumers will share their every Holiday Lifestyle moment on social media.

Your Brand needs that extra holiday-factor that can make it Instagram-worthy for their next lifestyle pic.

Users take care of every detail on their uploaded photos for Instagram.
This season is no different, it might even be the key season of sharing photos.  Every lifestyle holiday moment that could be shared with your Brand, will be shared, at home, street or holiday party.

With all the holiday shopping happening, consumers will be exposed to more products than usual. Pair that with users never ending scrolling within Instagram and you have the chance to double your online engagement and impression numbers.

Products that are winning the conversion game are helping users heighten their Social Status.
Writers Anette Asp and Steven Quartz in their  COOL book even go so far as saying this new quest for status has always shaped our modern culture and our global economy.

We know Instagram (any social media platform for that matter) is a game of status affirmation, and just as Status, Instagram lifestyle images are multidimensional.

INSTAGRAMABLE HOLIDAY Brands are dashing, unique, stylish and seductive.

Instagramable checklist:

  1. INSTA-unique
    As  Mr. Holmes Bake House’s deliciously unique pastry Cruffin and beautifully crafted floors. 
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  2.  INSTA-dashing
    As Sugarfina Luxury Candy Boutique’s handsome packaged Bento Boxes and stunning gummies to go with.
  3. INSTA-seductive
    As H.Rebel’s collaboration with @odernichtoderdoch ‘s cozy beautiful Let’s Stay At Home collection.

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  4. INSTA-stylish
    As NoHOW’s e-commerce site’s gallantly curated and attractive gift selection.


These are Brand best practices who are getting all the glory with Millennials and  the Generation Z  social profiles. After all 2015 TOP purchasing Factor for millennials are 
1# Price and 2# Packaging Design.

You still have a few days of the holidays left, make sure your Brand creates a strong photo worthy lifestyle-connection this season.

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Follow the Rabbit

Follow the rabbit: Central Park

“How long is forever? … Sometimes, just one second.”
One second of stylish-eternity is exactly how I felt in this all ZARA outfit.

You’ll know where to find the #SatinRabbit for his Holiday outfit.

ZARA MAN, once again has read my mind with its 2016 Fall-Winter collection.
It’s URBAN meets ELEGANT selections is giving me all sort of dirty mind feelings.

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Dashing Brands

STORY: A Dashing HOLIDAY EXPERIENCE

New York City’s unique Concept store STORY is my favorite place for a gallant holiday shopping.

Just as a stylish home out of a Restoration Hardware catalog. Products and Brands are displayed on divided areas based on moods and styles of an elegant home; the store is divided into different home spaces, which make the experience unique.

This concept-retail recreates itself every month with a different sponsor and idea. Founder Rachel Shechtman describes it as a live magazine. For this Christmas 2016 edition, STORY partnered with Microsoft Surface and recreated a charming “Home for the Holidays”.

The first part of your holiday scouting has been done for you. It’s as if a personal shopper has stylized each area to cater your personal Brand– and we all know we choose gifts based on what we like. Brands take advantage of this HOLIDAY spirit and shopping frenzy inside all of us.

Brands must represent the HOLIDAY spirit without falling into a cliché. For this very social-media year, I would say it’s important for Brands to create lifestyle experiences rather than the usual holiday-commercials.

No wonder why this 2016 Xmas, Microsoft Surface partner with STORY. Placing this new laptop amidst an Instagram-worthy scenario. The new Microsoft Surface feels right at -Home for the Holidays.

It’s the perfect stop for every stylish and unique Christmas gift you are looking for. It even has a feel of  The DASHING BRAND . A gentleman’s area, perfect for any essentials you needed for yourself or that special gent in your life. (Santa, take note)

During the Holidays Brands take extra time to create experiences that can capture the already overexposed consumer.
STORY store, makes you feel as if you just stepped inside your favorite Brand’s Instagram feed.

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Inspirational Branding

BRAND’S Breakfast Attack

Fortune magazine called it Breakfast Wars.
It started with All-Day breakfast menus from the biggest chain restaurants, now it’s a trend within every Brand and Food Co.

Don’t you wish you could have BRUNCH all day every day!

Common, you know you do…  I, for one, can’t get enough of sweet pancakes, delicious mimosa,  scrumptious eggs Benedict … and yes even a crunchy nostalgic cereal bowl  does it for me every time. 

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As our lifestyles shift, to a time-starved generation, our morning routines changed dramatically. Breakfast; has become an on-the-go meal as well as an important going out moment aka The Brunch.

With no spare-time and with the love for this flavors, no wonder why Breakfast taste seem to be getting into every food category. Even protein powders are into the trend of Breakfast deliciousness, like Performix newest flavor Fruity Charms.

This market shows no sign of stopping, Breakfast market is keen to grow to $5B by 2017. Mix this projection with the latest growth of the SNACK category and you have a huge opportunity to tap into.

With the popularity of Breakfast food detachment from the morning time. All day times of snacking are quickly becoming a moment of consumption opportunity for Breakfast Brands.  Kellogg Company even created a successful Cafe in mid-NYC,  Kellogg’s NYC repurposes cereal as an all day consumption food.

What would be the next breakfast food product idea be?

You must address your breakfast Brand as part of a weekend Brunch routine.

  1. A charming location – Make sure your product stands out from the crowd by choosing a unique design. 2015 top 2 purchasing factor for Millenials are price and packaging design!
  2. A Stylish Setting –  Make sure your product is Instagram worthy. Check what other Brands do to have a high engagement within the social network.
  3. A unique routine – Make sure your product plays a part on the new consumer’s lifestyle. Millenials are, around the clock eaters, make it convenient.

A shift in design for on-the-go is focusing on this type of “convenient packs”, packs that you can grab throw in a bag and enjoy easily after. Millennials are choosing on-the-go and snack size food as meal-replacement in different times of the day.

Make your Brand interesting enough for you consumer to be proud of both sharing and talking about it.
So don’t be stingy with your design.

How about a Dashing Concept Video to get your creative inspiration flowing.

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