Who controls a brands vibe? Is it what the company says it is, or what the public says it is? This is the basis of the website Brandtags.com. The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.
The Harley Davidson brand looks closely aligned in corporate and public meaning. Other brands are not so successful.
Ok, I’ve seen some things in my day, but nothing as “brand crazy” as what I experienced this weekend at the Vera Bradley outlet sale in Fort Wayne, Indiana. Vera fans from around the country made the pilgrimage to Fort Wayne - the city that has been home to Vera Bradley since the beginning (1982). The 5 day event provides fans with a killer chance to save big time on overstock and retiring products and designs.
I’ve been working on a number of projects for the company, and thus have become quite familiar with the social strength of the brand, and the loyal following of its user family. The Vera Bradley Facebook group, launched in November of 2007, already has nearly 23,000 fans. But the outlet sale event brought it all to another level. This is truly a phenomenal brand. 40% off select items from Vera Bradley
I took a bunch of pictures while my wife shopped (and bought like the rest of the women) - you can check them out on flickr. Also, check out the video link at the bottom of the post. The quality is bogus because it was taken with my camera, but I had to capture the “Swarm” otherwise nobody would have believed me.
See movie clip below:
Another link to some more great pictures posted on flickr by AC.
