FashionUnited’s Post

Brand co-existence at its finest🤣! Well played Lewis Capaldi.....or AI? I struggle to tell these days! Co-existence agreements are a big topic in the world of trade marks. For those of you who don't know what I'm talking about, a co-existence agreement is something that two brands put in place when they are "similar", agreeing to do/not to do things so that they can continue to peacefully co-exist and grow. I've helped two brands recently with co-existence agreements, and the general feeling is that they are on the rise. Afterall, from a trade perspective, the world is getting smaller and it's getting harder to come up with branding, which is truly unique for all industries, worldwide. The two brands that I helped recently, started out with an "Asia" focus and have since gone global. Generally speaking, it's those brands which find themselves talking co-existence agreements - they are, in effect, helping companies which are dealing with unexpected growth in unexpected markets. It also happens to other brands which haven't done or continue to do trade mark due diligence in their current and future markets, but that's for another post! Co-existence agreements are a great way to secure your brand, your markets and, ultimately, your ability to function and grow. But not all brands are keen to enter into them. An aggressive company with deep pockets may, instead, opt to try and shut the other brand down through trade mark infringement proceedings. Co-existence agreements should not form part of your strategy - they are a fall-back option! Ultimately, excellent and ongoing trade mark due diligence in your current and future markets is the only way to ensure that you can launch and grow your brand as intended. And, as for Aldi and Capaldi, well they don't need a co-existence agreement. They are both at the top of their game, in totally different markets and there is zero chance of confusion. Unless, that is, Aldi starts ripping off music as well. I mean, with Aldi, you never know right?! If you need help with a co-existence agreement or, even better, you want to try and avoid one altogether, come and speak to us. Brand growth and protection is what we do! #lewiscapaldi #aldi #capaldi #coexistenceagreements #brandcoexistence #rethinklegal #ipspecialists #brandspecialists #trademarks #brandgrowthandprotection

What happens when a heritage brand dares to rewrite its own rulebook? This is the result.📹 Shooting Alastin campaign at Ritz Paris last week made me think of exactly that. Ritz-Carlton’s “Late Checkout” campaign won Gold at Cannes, beating out 181 luxury competitors, including Prada and Tiffany, with a four-minute, Wes Anderson-style film made without an ad agency and on a sub–$1 million budget. There were no infinity pools. No champagne clichés. Just storytelling, humour, and emotion, all anchored in the brand’s timeless promise of service and excellence. What's iconic about this campaign comes down to how it happened: 👉 A legacy hotel cold-calling a streetwear label (Late Checkout) 👉 Partnering with a music-video production house (Little Spain) 👉 Launching a capsule collection that sold out in days 👉 Choosing long-form content over short-form trends, and seeing record engagement Proof that when luxury brands stop chasing formulas and start telling human stories, culture listens!

A French fragrance brand with a legacy spanning 120 years identified gaps in its support function. Their model was entirely reactive, reporting was nonexistent, personnel shifts left the fate of CX in new hands without bandwidth, and seasonal surges were on the horizon. We had the honor of partnering with Maison Berger Paris to completely upscale their support solution, resulting in a 72% improvement in overall average First Response Time (FRT) by sourcing and deploying an on-brand team built for weekday inquiries, as well as implementing additional strategic process changes and coverage plans throughout the term of our relationship... 𝙬𝙝𝙞𝙘𝙝 𝙞𝙨 𝙨𝙩𝙞𝙡𝙡 𝙜𝙤𝙞𝙣𝙜 𝙨𝙩𝙧𝙤𝙣𝙜!

🌿 Great loyalty programs don’t just offer discounts; they tell a brand story. That’s exactly what L’Occitane (part of the L'OCCITANE Group (B Corp)) has done with its Passport to Provence program. We just published an in-depth review of how L’Occitane blends perks, prestige, and sustainability. Here are a few highlights: - 💰 4-tier system with both financial and experiential rewards - 🫧 VIP perks like facials, early access, and exclusive events - 🤝 Partnership with TerraCycle, making sustainability part of loyalty - 💡 Lessons for marketers: balance value, emotion, and brand storytelling Curious how you can apply these takeaways to your own program? Read the full article on Antavo’s website! #LoyaltyMarketing #CustomerEngagement #Sustainability

Unlock the secrets to iconic brand building! Discover how companies like Coca-Cola, Versace, and Virgin have masterfully crafted unforgettable brand experiences that resonate with consumers. From aspirational advertising to exceptional customer service, learn what it takes to stand out and leave a lasting impression. #BrandBuilding #MarketingStrategy #SuccessStories #ConsumerEngagement #VirginAustralia #Versace #CocaCola

Unlock the secrets to iconic brand building! Discover how companies like Coca-Cola, Versace, and Virgin have masterfully crafted unforgettable brand experiences that resonate with consumers. From aspirational advertising to exceptional customer service, learn what it takes to stand out and leave a lasting impression. #BrandBuilding #MarketingStrategy #SuccessStories #ConsumerEngagement #VirginAustralia #Versace #CocaCola

What Are the Disadvantages for the Independent Luxury Brands When Acquired by Large Luxury Conglomerates? In this short clip, I outline the inherent setbacks when large luxury holding companies, such as LVMH, Kering, and Richemont, purchase independent luxury brands. https://lnkd.in/e-fvm5AD

Consumers desire authenticity from brands. But how do brands curate authenticity? For Pendleton Whisky, a Proximo Spirits brand, the evolution of the 115 year old Pendleton Round-Up provided a case study in how to curate authentic engagement rooted in tradition. Today on Ruling Sports: How one of the oldest and biggest rodeo's in American provides the guidebook for authentically engaging with consumers.

Consumers desire authenticity from brands. But how do brands curate authenticity? For Pendleton Whisky, a Proximo Spirits brand, the evolution of the 115 year old Pendleton Round-Up provided a case study in how to curate authentic engagement rooted in tradition. On Ruling Sports: I explore how one of the oldest and biggest rodeos in America provides the guidebook for authentically engaging with consumers.

✨ 𝒂𝒏𝒅𝒛𝒖𝒑’𝒔 𝒇𝒂𝒗𝒐𝒓𝒊𝒕𝒆 𝒂𝒅 𝒐𝒇 𝒕𝒉𝒆 𝒘𝒆𝒆𝒌 - let's go international 💡 For the first time in its 30-year Lidl Belgique et Luxembourg (Lidl group) launches a single international brand campaign rolled out simultaneously across 31 European countries. Under the slogan “Lidl, dat kan tellen”/ "Lidl, ça vaut le coup", the supermarket strengthens its brand consistency while leaving room for local accents and local product focus. 🎬 Developed by Serviceplan Group (Serviceplan, Germany), the campaign marks the beginning of a unified brand identity, positioning, and values promise — aiming to anchor Lidl even more deeply in the hearts and minds of customers across Europe. 💬 “Lidl is convinced that everyone deserves access to fresh, sustainable, and affordable products. This slogan is a promise to our customers, employees, partners, and communities,” explains Isabelle Colbrandt, spokesperson Lidl Belgique et Luxembourg. 👏 What we love: a campaign that goes far beyond advertising — it builds the foundation for Lidl’s future communication, seamlessly combining consistency, local relevance, and societal responsibility. 📖 Version française : https://lnkd.in/e4jWxPaK 📖 Nederlandse versie : https://lnkd.in/eY6MUR9U