Sunday, March 22, 2009

Brand in glove

When you think of global brands, you usually think of Dove, Coca Cola or Heineken. But TV shows and movies have also become “global brands”, spawning off trends, products and certainly shared experiences and social networks.

A current global success is “Desperate Housewives” which is viewed in over 50 countries and has made billions for ABC. A classic soap, millions of fans sit glued to their TV or interact with fellow viewers to discuss the latest episodes or flaws of their favourite characters.

I loved this quote describing the show that I found in The Independent. “Behind its white picket fence, Desperate Housewives can often be insulting and demeaning. It is, after all, a smart satire about materialism, which exposes the foibles of women who are outwardly racy, smart, and prosperous – yet in reality selfish, weak, and Machiavellian. The show's tone is part suburban pantomime, and part sexist cliché. But that, of course, lies at the heart of its appeal”.

Clever marketers and retailers are able to tap into the zeitgeist of a show and create products that catch the imagination of followers.

One such product that is making its way around the world are “Glovables”, diva-worthy gloves created by a smart entrepreneur from Chicago. These gloves, it seems, are not only gaining popularity in North America but are a hot new trend in Japan. These gloves strike the right note between brand badge and sophistication. Who needs to wear boring gloves washing dishes or gardening when instead you can gear up like Bree on Desperate Housewives, who has worn Gloveables on the show. What would the neighbours say!

Furthermore, these gloves have a heartwarming backstory. The idea was conceived by a woman entrepreneur who has bravely championed debilitating cancer. In addition, Gloveables’ parent company, Grandway, has built a wooden fabrication facility and a sewing factory to employ residents in Cholutecca, Honduras, a rural city with few employment opportunities. So by purchasing these gloves, you are helping to support the community where they are made.

A great example of the changing definitions of creating and of leveraging a global brand.

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