Ok, you have to read this article. Then when you’re done, read it again. Because Marc Ecko has killer brand building ideas. And so should you. Here’s the link:
“It’s Going to Be Big” by Arthur Lubow for Inc. magazine
My quick summary:
Don’t think of yourself as a T-shirt company or a jeans company, but think of yourself as a brand. A brand that lives and breathes. If you’ve got limited funds, find creative ways to build and promote your brand. Marc used YouTube to inexpensively generate lots of media attention for publicity stunts, way before it was fashionable to do so. One year, Marc couldn’t afford to be at MAGIC but turned it into his best sales year to date by employing a street team to promote the fact that he wasn’t at MAGIC, therefore generating tons of inquiries. (Guerrilla marketing at its best.) As of today, Marc’s brand continues to be successful, despite the economic down-turn, demonstrating the power of brand loyalty.
These are some of the highlights of the article, but you should really read all of it to learn from the awesomeness that is Marc Ecko. Enjoy!
