Initial Storytelling Recommendations Focus on Videos

- Javier J. Cobo

Brand Statement •  Brooks  Brothers  is  about  capturing  the  American  Dream.     That  includes:  

–  Feeling  you  have  achieved  success.  –  Seeing  your  family  happy  and  secure.  –  Finding  love.  –  Sharing  your  bounty  with  long  held  friends.  –  ConnecAng  to  previous  and  future  generaAons.  –  Experiencing  sublime  comfort  and  joy.  

Primary Target Customers* •  Affluent  $100K+  households  

•  Segment  1:  Men  25  –  50  for  dress  shirts  and  pants**.    

–  Shop  for  quality  and  in  store  experience.  Best  targeted  at  their  workplace  and  reinforcing  messaging  in  store.  Want  their  purchase  to  make  them  feel  respected  in  the  workplace.  

•  Segment  2:  Married  Women  30  –  55  purchasing  for  themselves,  their  husbands/fathers/brothers,  and  their  children  –  Seeking  an  “American  Dream”  family.    Value  unique  experiences,  a  

sophisAcated  aestheAc,  and  a  historic  brand  that’s  Aed  to  their  experience  today.      

•  Segment  3:  Single  Men  and  Women  24  –  35  

–  Busy  building  career  and  daAng.  Seeking  no  stress  way  to  signal  success,  pedigree,  and  sophisAcaAon.  

•  RecommendaAons  in  this  deck  focus  on  segments  1  &  3.        

Analysis: Current Videos •  Videos  are  moving  catalogues  

featuring  models.  Featuring  characters/people  with  wants  and  dreams  drives  greater  engagement.  

•  Stories  are  disjointed.    Viewer  is  unable  to  connect  and  so  is  unable  to  aspire  to  what  is  presented.  

•  Videos  should  be  less  about  illustraAng  the  clothes  and  more  about  illuminaAng  the  Brooks  Brothers  experience.  

Actual  fan  comment  that  illustrates  what’s  missing.  

Recommendation

1.  CreaAng  more  personal,  engaging,  story  driven  content  that  especially  targets  segment  3  (25-­‐35),  but  also  touches  married  women.  

2.  HighlighAng  Brooks  Brothers  heritage  while  tying  it  to  the  present.  Target  for  these  videos  is  segment  1  (business-­‐wear  customer),  while  also  touching  single  men  &  women.  

Communicate  Brooks  Brothers’  Dream/AspiraAon  more  effecAvely  by:  

Engaging Content: Burberry Acoustic •  Burberry  is  not  seeking  to  tell  a  

story,  but  merely  present  itself  as  edgy  and  sophisAcated.  

•  Their  content  features  their  clothes,  dreary/earthy/cool  UK  sebngs  and  engaging  music.  

•  Music  themes  drive  conversaAons  online  and  draws  in  younger  customers.  

Story Driven Content: Tiffany •  Tiffany  features  mulAtudes  

of  videos,  but  some  of  their  most  viewed  feature  stories  that  accentuate  their  story  of  LOVE  and  GIFTING.  

•  At  holiday  they  told  a  silent  video  story  of  a  beauAful  proposal  full  of  aspiraAon  and  dreams.    

•  Their  current  “True  Love  Grows”  video  is  simple  yet  is  effecAve  because  it  conveys  a  single  story.      

Highlighting Heritage: Chanel •  Chanel  regularly  features  

classic  looks,  but  Aes  them  to  current,  relevant  celebriAes  and  events.  

•  Videos  are  highly  arAsAc  and  visually  spectacular.  

•  Viewers  want  to  be  a  part  of  the  spectacle  in  some  way.  

Content Ideas: Brooks Brothers •  Offer  grants  to  Independent  film  makers  (or  more  seasoned  ones)  to  create  videos  

around  specific  themes  like:  –  Finding  love  –  The  American  Dream  aier  2nd  GeneraAon*  

–  Sublime  joy  and  simple  comfort  

–  Videos  feature  Brooks  Brothers  clothing  and  sebngs  and  should  be  posiAve/upbeat.  

•  Feature  a  “Timeless  Classic”  as  part  of  an  in  store  or  PR  event.    Pull  in  historic  images  (Presidents,  celebriAes,  leading  businessmen  of  their  Ame)  juxtaposed  with  images  from  today.  Tie  together  images  and  narraAve  to  communicate  why  these  pieces  are  Ameless  and  answer  the  need  to  feel  powerful/respected  in  the  workplace.