By Georgie Gallagher
I’m a rule breaker.
I’ve always been person who never sticks to paths, diagonally crosses the road, walks through sand in high heels, travels the world without a watch – you get the picture.
In part, it’s why I chose the name Wildmoon. Because I wanted to be different and stand out from the pack.
So when I read Katarina Kroslakova’s wonderful article about Ted Baker in AFR's Life & Leisure mag, I felt like I’d met a kindred soul.
Unconventional is the norm
Ted Baker’s real name is Ray Kelvin. He didn’t call his store after himself because he thought his business wouldn’t succeed.
However with a huge clothing and luxury empire to his name (group revenue of GBP 321.9 million in the year ending January 2014 and a share price of GBP 21.72 today), Ted Baker has done an awful lot of things right.
The quote I loved the best was this:
How wonderful. Please read the article, it’s a great business story. (Sorry I can't link it as it's not on AFR's website yet).
But the bit I loved most from a marketing strategy and branding perspective is that Ted Baker broke all the conventional or traditional rules of marketing...
He focussed on producing amazing quality clothing with a sense of fun, humour and colour that makes the owner feel special – part of a club, in the know. His focus was on fun, irreverence, luxury – something people just want to share.
And here's the thing. He did it without spending one cent on advertising.
Of course he spent time and money on a fun in-store experience. Of course he spent time and money on quirky giveaways. Of course he spent time and money on developing great staff who love their product.
But his whole business premise is based on passion, instinct and energy. He (and his very large team now) work hard to make everyone that touches his brand happy.
This is true social marketing. Very happy campers who love their piece of clothing and how it makes them feel because a wonderful man called Ray Kelvin loves what he does and wants to share this passion with you.
To experience the fantastic Ted Baker brand (and maybe check out the range), please visit the website: tedbaker.com
So what's the Ted Baker Brand Promise?
Over to you
So, how are you going to express your passion about your brand to your clients?
How do you make them feel special?
How do you get them talking and sharing their experience about you without asking them to ‘Like you’?
How do you get them to share the love?
Oh and in case you’re wondering, the pic is of the beautiful lining of my coat – just had to show you.
Georgie Gallagher is the founder of Wildmoon, a specialist consultancy focussing on brand development, marketing strategy, marketing communications and strategic content marketing for SMB's.