Creating Brand Cool

In this intriguing blend of branding how-to and business memoir, an in-

dustry pioneer presents the thought process and tools to create a success-
ful Ecommerce business by developing a distinct emotional attraction to
a brand, beyond individual product offerings.
Leveraging her 26 years of experience in online marketing and brand-
ing, Joan Abraham reveals the thought process behind successfully
addressing today’s marketing challenge: clearly defining the business’s
brand essence using its owned social media channels to personalize the
full character of the brand. Creating Brand Cool addresses the impor-
tance of developing a unique state of being that personally resonates
with today’s consumer. Abraham energizes the creative and strategic
thinking for attracting and maintaining brand loyalty when the compe-
tition is a click away.
Appealing to branding and social media marketing professionals, as
well as students in these fields, this book is a primer for building an
online community and distinguishing a brand from the competition. It
is relevant to all types of business, from small businesses to globally
recognized brands.

Joan Abraham’s focus on the Internet over the last 26 years has created
new merchandising and marketing paradigms for branding in a global
marketplace. Among her accomplishments are two one-hour specials
for the Oprah Winfrey Show, the establishment of a network of video
walls in shopping malls nationwide for advertisers, and online media
campaigns for The Chrysler Corporation, NBC, ABC-TV, Phillips Van
Heusen and the city of Detroit.
She currently heads up StyleBranding, Inc. which she founded in 1996.
The company specializes in the next generation of online content for
branding and marketing in the Ecommerce arena. She has recently re-
tired after 25 at Parsons School of Design in New York where she taught
Ecommerce Marketing and Fashion Branding Abraham developed the
Ecommerce marketing course for Parsons in 1996 and graduated with a
B.A. from the University of Michigan.
Creating Brand Cool

Brand Distinction in the

Online Marketplace

Joan Abraham
First published 2021
by Routledge
605 Third Avenue, New York, NY 10158
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2021 Joan Abraham
The right of Joan Abraham to be identified as author of this
work has been asserted by her in accordance with sections
77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted
or reproduced or utilized in any form or by any electronic,
mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any
information storage or retrieval system, without permission
in writing from the publishers.
Trademark notice: Product or corporate names may be
trademarks or registered trademarks, and are used only for
identification and explanation without intent to infringe.
Library of Congress Cataloging-in- Publication Data
Names: Abraham, Joan, author.
Title: Creating brand cool : brand distinction in the online
marketplace / Joan Abraham.
Description: New York, NY : Routledge, 2021. | Includes
bibliographical references and index.
Identifiers: LCCN 2020053026 (print) |
LCCN 2020053027 (ebook)
Subjects: LCSH: Branding (Marketing) | Internet
marketing. | Electronic commerce.
Classification: LCC HF5415.1255 . A274 2021 (print) |
LCC HF5415.1255 (ebook) | DDC 658.8/27— dc23
LC record available at https://lccn.loc.gov/2020053026
LC ebook record available at https://lccn.loc.
gov/2020053027

ISBN: 978 - 0 -367- 69315-2 (hbk)

ISBN: 978 - 0 -367- 69314 -5 (pbk)
ISBN: 978 -1- 003-14134 -1 (ebk)
Typeset in Sabon
by codeMantra
To Ken
Contents

Acknowledgements xiii

Introduction 1

1 Anyone Can Be an Amazon.com 3

Social Media Allows a More Personal Brand Experience 4
Social Media Exposes the Brand Character 5
The Value of Ecommerce to Niche Markets 6
Customer Service Is the Center Core of the Brand 7
The Value of Online Advertising for Brand Awareness 7
The Value of Strategic Partnerships for Branding 9

2 The Website as Brand Central 11

Where the Branding Process Begins 12
The Art and Science of Branding 12
The Experience Offered on the Website 13
Lifestyle Marketing 14
Technology in the Retail Environment: Omnichannel Retailing 14
Aspiration Is Cool 15
Cause Marketing Is Cool 16
Ecommerce and Brand Recognition 16
And Then There Is Everyone Else 17
Brand Awareness Provides Trust 17
Search: Keyword Marketing 17
Content Mapping 18
The Value of Design in Creating the Brand Experience 19
Graphic Presentation Personalizes the Product 22
Style and Design Enhanced with Partnerships 22
The Consumer Loves Stories 23
The Website as Flagship 23
viii Contents

3 Putting the Sensory Appeal into the Sell 25

Consistency Is Key for Brand Distinction 25
The Necessity of Tailoring the Brand Voice 25
How Do We Get the Message to Our Audience? 25
Brand Symbols 26
Emails 27
Personal Means Respect the Recipient 28
Online Lifestyle Networks 28
Bundled Lifestyle Networks 29
Mobile Advertising Is All About Getting Personal Responsibly 29
The Value of Media and the Research We Have Access To 30
Lifestyle Marketing Is All About Getting Personal 30
Failure Is a Part of Success 31
The Return on Investment with Social Media Is Engagement 32

4 Research Is Your Sherpa 34

Research Process 34
Methodologies: Qualitative; Quantitative; Primary vs.
Secondary Data 34

5 Surround Sound Media for Online Branding 36

Cloud Living and the Impact of Data 36
Research Directs the Media Efforts 36
Mass Media Gets Personal 37
And Then COVID-19… 37
The Websites of Traditional Media 38
The Best Messaging Traverses Channels 38
The Big Picture: Mass Marketing for Big Budgets and
Building Trust 39
Bundled Multi-media Buys to Surround the Audience 39
Localizing the Media Buy 40
Direct Response + the Internet 42
Expanding Local Messaging 42
Live Events + Email 43
A Note about Landing Pages 43
Daily Communication 43
Collecting and Growing an Email List 43
Fashion and Music Partnerships 44
Influencers and Bloggers: New Partnerships for Lifestyle Cool 44
Apps 45
And Now: Back to Surround Sound Media 45
 Contents ix

6 Strategic Partnerships for Lifestyle Marketing 47

Co-Branding Partnerships 47
Sponsorship of and Product Placement in Entertainment 47
Magazines as Lifestyle Partners 48
Pooling of Resources 48
Creativity and Innovation Are Born Out of Diverse
Cultures 50
Partnerships Are Service Tools for Your Customers 51
Walmart and Moosejaw 51

7 Entertaining the Sale; It’s All About the Story 53

The Value of Original Content for Online Messaging 53
Entertaining the Sale 53
The Online Environment Demands Authenticity 55
Creativity Is the Magic Sauce for Brand Distinction 58

8 Merchandising an Ecommerce Website 60

Visit Your Competitors and Stay Up to Date 61
Branding Partners Give Tide Detergent a Sense of Style 62
Personal Shopper Merchandising 62
Merchandising a State of Mind 62
How Does the Customer Travel Through Your Site? 63
Video Brings the Merchandise to Life 63

9 Customization 64
Customized Products Enhance the Brand Image 64
Technology and Data Offer New Retail Concepts 65
The Social Channels Offer Customized Service 66
Personal Style Offers the Best Customization 66
Bundled Lifestyle Websites Customize the Placement
of Online Banner Ads 67
Programmatic Mapping for Customizing Online Ad
Buying 68
Promotions Give You Something to Talk About 69
The Distinction of a Once Great City for Brand Identity 70
Customized Products as Brand Distinction 71
Good Promotions Can Lead to a Great Job 71
Brand Building Themes 72
As a Style Maker Your Lifestyle Showcases Your Brand
Identity 72
The Power of Social Media for Inside Access 73
x Contents

Capsule Collections Are Today’s Norm: The Need for

New Never Stops 73
Vintage Style 73

10 Cause Related Marketing and Sustainability for Brand

Distinction 74
Colin Kaepernick Takes a Knee 74
The Commitment Must Be Authentic 74
Attention to Detail with Cause Branding Is Essential 75
Young People Have the Ideas and the Accessibility 75
Micro Loans Change a Life 76
Corporate Branding That Gives Back 76
Sustainability 77
Going Forward Cause Marketing Will Play A Major
Role in Defining a Brand 77

11 Localization and Globalization 79

No Limits No Boundaries But Don’t Forget the Local
Familiarity 79
Glocal Thinking 80
The Value of Pop-Up Shops 80
Personalize the Event 80
Merchandise into a Lifestyle Event 81
The Global Marketplace: Remember No Boundaries 81
Test Markets That Show Interest 82
Don’t Overlook an Interested Audience 82
It Takes a Global Village to Build a Sweater 83
Breaking Down the Barriers of Entry for Reaching the
Global Market 84
Accommodating Local Customs 84
Ah… but the Lure of American Brands 85

12 Imagine the Possibilities; the Role of Virtual Reality in

the Future of Retail 87
Technology Will Create Our Greatest Fantasies Online
and In-store 87
Disruptors That Create Change and Innovative Thinking 88
Too Many Stores 88
Reimagining the Mall to Address Modern Lifestyles 88
Social Media Is the Magic Bullet That Changed Everything 89
 Contents xi

The Science of Online Marketing 89

Online Media Buying Simulations Are a Great Learning Tool 90
Today Everyone Has Access to Style 90
The Power of Influencers 90
New Communication Content Is Necessary for the Web 91
Testimonials 91
Merchandising the Experience 91
Optimization Makes Sure the Message Gets Through 92
Where Are We Going? 93
And the Future… 94

Index 95
Acknowledgements

This book is a labor of love devoted to a subject I am passionate about. I

wouldn’t be able to have the vision I have on the subject without my Par-
sons students who have always opened up the future for me. The caliber
of work presented over the years has consistently kept my perspective
ahead of the curve. Their professionalism and creativity have been my
fuel. Isabella Taylor is the student we all dream of, an incredible prodigy
talent who always makes me look so good, thus responsible for the cover
illustration. My very special thanks to Heana Song and Nicole Dillon,
ex-students and dear friends, who are my fashion Sherpas.
My good friends Bill Cella and Ira Carlin opened up a lot of doors to
the advertising industry. They saw the vision I had and gave me great
visibility behind the curtain. Dennis Swanson must be mentioned, whom
I met at WLS-TV in Chicago. We both moved on to New York, he with
ABC, NBC and FOX. He always offered me television programming
time which encouraged me to keep up the pursuit. Bruce Block, a very
talented dear friend, always fuels my creative thoughts with the ability
to produce many of the innovative program concepts I have developed.
Lynn Pregont was my partner in arms when she sold my fashion exper-
tise to WLS-TV. Her marketing and media savvy made the video wall at
the Trade Center a reality.
I have a special debt of gratitude to my friend Janet Rodgers whose
support in getting through the book helped make it happen. I am most
grateful to Janet for settling me into New York as I galloped on the scene
in 1987, immersing me in New York style through all the right places
and just the right way. By the way, Janet is the “consummate shopper”
in Chapter 12. And lastly I must include Celia Sherred who always sup-
ported the work and the ideas as a dear friend who has nothing to do
with the fashion or advertising industry.
Introduction

The ability to purchase a product through the computer and have it

delivered directly to one’s door was just beginning to impact our lives
around 1994. The actual moment I realized the profound impact digital
retail would have on traditional retail was during the holiday season in
1995. I could avoid crowds, the lines to check out, and carrying around
my purchased gifts with the simple touch of a computer key from home.
I knew then, there was no turning back. It took the retail industry a little
longer to fully invest in the capabilities of the Internet to produce the
most revenue-generating channel for the brand.
In the Dark Ages of 1994, there were no smartphones, or laptops and
Google had not yet discovered the answer to just about everything. Jeff
Bezos had just launched Amazon and the product selection was focused
exclusively on books. He was surely a visionary for selecting an easy
product with which to test the power of the Internet. Selling books could
be accomplished without concern about fit or color.
Jeff Bezos also realized if the customer couldn’t examine the product
in person, the retailer has to make it as easy as possible to return the
product. This “no risk” service encouraged the consumer to return and
try again. Customer service was his number one focus from the very
beginning.
Bezos’ primary interest was getting the functionality of the process
right as opposed to being focused on the profits for the shareholders.
He concentrated on making the system work and making the customer
happy. Not many CEOs overlook the grumblings from the board of
­directors about not distributing the profits among shareholders. For years
he was losing money and he insisted on investing any profits back into
the business, constantly learning about how best to serve his ­customers
most efficiently. Knowing what Amazon has become today I think there
is a message in its business model.
Back in 1995 who could even imagine selling shoes online, as the fit
and feel are so critical? But Tony Hsieh, founder of Zappos, figured it out.
Like Bezos, he realized that if you make it easy enough for the customer
2 Introduction

to try it and return it, the customer will buy even shoes online. Having
thousands of different pairs of shoes presented right in one’s own home is
truly nirvana for many women. The convenience and impulse factors are
too enticing. Like the traditional retailer Nordstrom, these companies
adhered to the baseline principle; the customer is ALWAYS right.
In 1996, as a marketing instructor at the Parsons School of Design’s
newly established Fashion Marketing department, I was granted the
ability to teach a course specifically on my new-found focus: marketing
online retail. This led to the development of the course I still teach t­ oday,
originally called “Ecommerce Marketing” now aptly titled ­“Social
Commerce”.
In my virtual classrooms, I share the insight and strategic knowledge
with my global student body, who are able to interpret the language of
the Internet so naturally, and together we have been able to create brand-
ing paradigms for the online environment that are unique and effective.
Sharing strategic thinking with the students’ online social skills gives all
of us a look at where Ecommerce and lifestyle marketing are going. The
students’ intelligence, creative point of view and global representation
have offered me as valuable a learning experience as the branding the-
ories and practices I’ve passed on to my students. In sharing my story,
it is possible to see how to creatively brand and develop online market-
ing strategies which can apply to a one-man shop or a multinational
corporation.
My exposure to Ecommerce marketing has been through the eyes of
traditional fashion branding and translating these branding techniques
to the world of digital retail. Many examples stated in the book are
­personal experiences as I watched the online phenomena develop from
its earliest stages.
It’s been a fascinating ride to see the retail industry which exploded
through rapid store growth and mall development during the postwar
era finally shift its focus to the power and ease of the Internet. With the
Internet being such a prevalent fixture in all of our lives, I am eager to
share my most valuable experiences and my vision of what Ecommerce
will become. This book is about the merging of retail, advertising and
entertainment to create excitement in the marketplace of the Internet.

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