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Brand Review by Wildmoon: Ted Baker - The Rule Breaker

By Georgie Gallagher

The lining of my Ted Baker coat

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:

I genuinely love design, I love product, I love people, I love what I do.
— Ted Baker as told to AFR's Luxury Magazine - Issue 27 | March 2014

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.

Thanks Ted.

To experience the fantastic Ted Baker brand (and maybe check out the range), please visit the website:

So what's the Ted Baker Brand Promise?

Underlying our strategy is an emphasis on design, product quality and attention to detail, delivered by the passion, commitment and dedication of our teams, licence partners and wholesale customers (“trustees”).

At Ted Baker, the approach to marketing the brand remains the same as it was from day one, and that’s primarily by word of mouth and an unconventional approach. Ted Baker remains one of the only brands to be built into an international designer label without an advertising campaign. As it chooses not to advertise, it must do everything it can to support the various collections in a more cohesive, interesting and quirky manner. From employing witty, eclectic and engaging window displays to amusing in-store giveaways and one off unique events and digital initiatives.

Everything produced under the Ted Baker name has Ted’s personality woven into its very heart and we always ask ourselves the question….Would Ted do it that way?

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.

Happy Marketing.


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.