I love the point made by Charlie Crowe of C Squared: “A brand can be built over generations, but destroyed in 140 characters.”
Definitely worth keeping in mind!
The most poignant comment, though, was made by Kamel Oudi, Digital Media Director for Louise Vuitton France: “Each brand has a heart, a DNA.”
He urged brand custodians to follow their brand’s DNA ‘down the natural evolutionary path of your story, your brand and your people.’
He discussed the recent Journeys Awards, a crowdsourced campaign in which Louis Vuitton showcased emerging filmmakers following a brief from Wong Kar Wai. As pointed out on the mipblog:
The work was particularly meaningful because it demonstrates there’s a use for social media by luxury brands, which sometimes worry there’s no way to maintain exclusivity and cachet on democratic media. But with clear boundaries in place (for example, the same “journeys” text appeared in all film festival videos) and a clear communications strategy, users followed the tone set by Vuitton, speaking in the same artistic, ephemeral accent that the brand used.
Here’s the video of Sho Tsukikawa, which won the jury prize. Well worth watching: