Today it is a branding conversation.

Join me, if you will for a quick look at the brand accountability, social media savvy, it’s how you protect, manage and strategically position your brand case study for the history books…

The Lesson of a Tattered Pink Ribbon

(or ten things we learned the day The Susan G. Komen Foundation died):

• Social Media renders all entities transparent – thus accountability is key
• Social Media has permanently shifted, altered and sped-up the way in which we receive, share and interpret information
• This one fact defines how brands act, react and respond
• Brands are accountable to ALL – no exceptions
• All populations are a brands’ potential ally or foe – no exceptions
• Brands must act with speed, candor and care – no exceptions
• Brands must remain in a proactive, strategic stance not in a lesser reactionary mode —Planned Parenthood was brilliant in how they turned a significant funding loss into a giant brand, funding and positioning gain
• Komen failed the exercise across the board
• Pink is dead, Komen is over and their partners are stuck with the residual mess
• The focus on real corporate responsibility (including all forms of organizations – non-profits included) is just beginning – pay attention…

I grew up in the age of John Hughes. The 80s had a lot to teach us (my children find my knowledge of neon fashion, ripped tees and well John Hughes to be more than impressive/ annoying). But what they don’t get is how much I learned from Ferris Bueller. That day, that one wondrous day has it all…and there is nothing that comes close to that pitch-perfect  movie.  I have been trying to get my  kids “in” but  the movie moves too slowly for them, my kids can’t really appreciate it – somehow the wildest adventure of all time feels dull to them. I am miffed.

Still, Ferris has played a big part in their growing up. My  parenting style (call it what you will) has always been balanced by an eye towards that day off. The fact that we all need it. And sometimes, quite badly. And so in the world where I am Mommy (cut to the 2012 Julia shot – still me , but wait – where are those cool highlights?!?!) each one of my kids is allowed one “mental health day” per year. On that day we go our own wild adventures – we visit museums, watch movies, try new restaurants, take a drive, take a shop, explore new neighborhoods – we just take a day off. It is completely a la Ferris and completely rich on so many levels. I see them as they see the world – just one on one – with no agenda but discovery and fun. It is bonding and bumming all at once. An really it is priceless. Yup, I am sold…

Cue the Ferris music….

Nicole Felicano, Vera Sweeney, Jessica Alba and Julia Beck

Look a bit more closely (and know what I know) – and what you see are four women with passion drive and the ability to make it so. Nicole Felicano, founder of Momtrends hit a home-run as the host of Jessica’s launch event at (my personal fave) ABC Kitchen in New York. Nicole continues to hone her craft and scale her brand (and her sweet spot) – and has grown her vertical to include influencer liaison work. I am impressed but certainly not surprised with her accomplishments. Vera Sweeney, a woman whose ability to spot what is next is only surpassed by her knack for building powerful partnerships and her mighty and impressive work ethic. She and (sadly MIA) Getting Gorgeous partner Audrey McLelland -a multi-tasking goddess with striking good looks, contagious enthusiasm and endless energy- have, in addition to their respective empires (understatement) and collaborative brand,  just announced that their newly born STRUT will be part of Fashion Week next month. As part of a partnership with other industry heavy-weights, these two will bring the first mom-focused runway show (with an array of brands and celebrity mom models) to take place during fashion week  to life at Lincoln center.

WHEW!

Pull the lens back and you see something richer, deeper and worth a second look. This image captures the energy and the sisterhood of successful women at a moment of accomplishment . This is the knowing smile, the warm hug, the hard-earned exhale. It is a portrait of women with passion, drive, creativity, sticktoitiveness, savvy and likely sleep deprivation. This is a view of entrepreneurs (Mompreneurs if you please) with both focus and faith, women who have taken real-time chances with impressive results. And of course this an image of what we should strive for, mentor in and share with our daughters…

This is the future!

]]> http://www.fortyweeks.com/content/every-picture-tells-a-story/feed/ 5 http://www.fortyweeks.com/content/southbound-in-the-sunshine/ http://www.fortyweeks.com/content/southbound-in-the-sunshine/#comments Thu, 19 Jan 2012 15:25:03 +0000 julia http://www.fortyweeks.com/?p=3111 I left a cold New York this morning – warm and energized. Jessica Alba and David  Jones – happy to have attended both of your events (sincere congratulations to you both on your accomplishments) – each confirming my conviction that passion is really what makes the world go round…

I am often citing case studies of powerful brands that can’t market their way out of a bag. Today, I will go quite literal with a tale of bags, fees and brands gone bad (at least badly off message).

Let’s begin this tale with a disclaimer… I know little about the Montgomery Maryland county ordinance that now requires retailers to charge $.05 per bag given to a customer at the time of transaction (by request). However, I am both green (enough) and a passionate protector of brands. With that as a starting point…

I do know this –

Montgomery Country Maryland (interesting side note, I grew up in Montgomery Country ,Pennsylvania) is home to hamlet of Bethesda – a near perfect demographic storm. The town is rife with suburbanites who fancy themselves urban. Young, hip, fit, moneyed and trend forward (enough). There are many generations – grandparents, new parents, babies, teens  all looking to stay in the mix…The psychographics alone are compelling and would drive many a flagship to Bethesda Avenue to claim their piece of the dream.

And so they come to make it so – shiny flagships, concepts or pop-ups – they come…

They come to bring their brand to their target market – forget the bottom line (for the moment) –this is a brand building exercise and opportunity as much as a profit building one.

If I could I would spend hours talking to Street Sense’s CEO (and very smart guy) Marc Ratner about this one – he is really the guru of the topic. I am just passing by – but I am still , as a brand savant, a bit lost.

Riddle me this – why would J. McLaughlin,  The North Face, Le Creuset , Aveda, or even Georgetown Cupcake CHARGE for a bag?

Yes, it is the law….but savvy brands must know better than to:

Charge to have their brand walking along the streets of Bethesda

Charge five cents in an act which is completely off-brand

A bag is not only walking endorsement, promotion and nod it is also a courtesy. Why, after paying a premium price for a cupcake would you then ask for a nickel for the iconic bag in which to carry them? The super luxe J. McLaughlin bag – is fine, finished and completely on brand. And charging for it? Well that, I will say with complete conviction is OFF BRAND.

Brands, all of you – listen up. Pay for the bags yourself. Underwrite those five cents as an investment in your brand. This is as about as intuitive as it comes – if your brand is built around luxe and lifestyle  – if you have bothered to sidle up to the consumer of your dreams in Bethesda, Maryland, then get smart. Ready?  You pay the tariff and instruct your team to smile and say, “thank you, the bag is on us”.

You are welcome.

A NEW VIEW: 212 643 9547

checking out the goods at A New View

I am lucky to be surrounded by such remarkable people, engaging projects and to be at the epicenter of such a vibrant industry.

What do I see for 2012? Funny you should ask…

STRATEGY SESSIONS

This sector of our business continues to grow and thrive – in fact, this particular sweet spot of ours has lined up perfectly with the needs of some of our oldest industry friends as well as international newcomers, expanding brands and organizations in transition. The process of stopping and defining via the Forty Weeks Road Map has led some of our clients on the way to the very best of what is next for them – and of course, we take great pride in these critical accomplishments. Look for Forty Weeks to continue to lead the category in strategy and for new brands to find their way to our innovative methodologies.

PHILANTHROPIC PARNERSHIPS

It is where I live – in clear lane of ALL mothers needing the tools to survive and thrive for themselves, their children and their families. I have had a long-standing commitment to bringing the Forty Weeks savvy to a wide scope of philanthropic organizations. This year, expect to see some new milestones – think both brands and non-profits raising the bar both on what they will do to reach much needed funding milestones and awareness and also on what they will deliver to all women. This is both energizing and incredibly exciting for all parties and something we will take great pride in on an ongoing basis. Some hints – think celebrity, programming, anniversary and celebration.

INFLUENCER MEETINGS OF THE MINDS

There is a great deal to say about how the collective sum of the women I connect with on a daily basis is much greater than the individual parts. And the parts are outstanding too!  It is community made up all of some incredible secret sauce.  And with that power, commitment and drive I can hardly wait to see what comes next! Well I may have a little idea, but you will need to stay tuned…

CONFERENCES, SPEACHES, SESSIONS

Join us as we explore a wide range of topics with some of the brightest women in the business. Expect new, provocative topics, insights and calls to action in 2012!

BABYMOON, PAMPERING, PLEASE!!!

Oh yes, I will keep my “Fairy Godmother” wand well polished,  my bump-style spree step-out in high gear, my craving radar at the ready and my pampering play list well studied — this is the fun part, and I would not pass on the privilege of sharing a little Gestational Girl-time for all the tea in China (oooh, tea sounds good!!!).

PHILANTRHOPIC HONORS

I did hear a little something…

CONTENT

Yes, there is lots brewing here and mainly I will say, stay tuned and you will not be disappointed

Am I a tease?  Well yes, I am – but I promise the “what comes next” is the stuff that makes us all glad we came along for the ride. Happy New Year and I will see you all, with bells on, in 2012!

Tonight the sun set early, the moon hung low and oh so full, and I was just a little quieter than usual.

It’s been a long December, and there’s reason to believe maybe this year will be better than the last (thank you beautiful Adam Durwitz for your uncanny ability to wrap the disappointment and the optimism into one melodic package).

And with the end of year – comes the time to reflect with real purpose…the goal is simple – celebrate the good, learn from the rest and build on it all of as we enter 2012.

Thank you to the amazing team, clients and friends of Forty Weeks who help to make it so each and every day. You are the good, the buzz and the juice. Without you there is not much to say.

This year we saw a lot of our clients “come of age” – grow to new heights even leave the nest…we are always proud to have played such a vital role in these powerful stories. We saw old friends come to us with new, inspired ideas and we joined them as they worked tirelessly to make their visions real. We saw clients acquired, partnerships solidified and best of all we saw the results of passion, strategy and focus…all things that make Forty Weeks hum.

As for redirection, expect even more of a pivot towards our philanthropic partners and their role as marketing partners to our beloved brands. Expect more integration and certainly more celebration as brands and friends reach major milestones in 2012 (Bravado will turn 20, R Baby Foundation 5 and more!).

And now, time to recharge. The next few weeks will include a very special and overdue personal celebration followed by a family trip to my beloved Paris and London.

I can’t wait to see what comes next.

A very merry to all….