Videos

Inside look at the book The young Hollywood women also wear several outfits from the Michael Kors brand. Ms. Swanson Frank's book will be available this fall for advance sale in select Michael Kors stores and through Assouline distribution locations in September. Fashion reading Publishing a tome such as Ms. Swanson Frank’s book helps brands gain recognition and present themselves to authors, book critics and readers, a different audience than normal campaigns. Some brands have published their own books. For instance, German automaker Mercedes-Benz pushed a new coffee table book published by teNeues that shows its history through photography as a Father’s Day gift. The Mercedes-Benz 300 SL Book contained a photographic history of the model’s 60 years on the market. Mercedes was positioning the book as a Father’s Day gift for a man who enjoys sports cars via a Facebook app that holds a contest, limited-time discount code and preview (see story). Also, British gun and rifle maker James Purdey & Sons celebrated its 200-year history with a bicentennial book that gave a detailed historical account of the brand and its dedication to craftsmanship. Titled “Two Hundred Years of Excellence,” the Purdey’s anniversary book was available in two different editions to appeal to the most enthusiastic gun collectors. Anniversaries are an ideal way for a brand to share its culture and achievements with dedicated fans and build awareness among unfamiliar consumers who have overlapping interests (see story). Entering the publishing world gives brands to have multichannel efforts that are likely to reach a wider range of potential consumers. "As retail is an extremely competitive space, it is important for brands to continuously innovate in order to maintain their relevancy with their consumer base," Ms. Strum said. "One strong strategy has been merging concepts between synergistic verticals, including art, photography, literature and fashion," she said. "Collaborations are a focused strategy towards conveying brand imagination along with displaying Michael Kors' advocacy for the arts as well as preservation of history." Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York

New Discovery Sport with Bear Grylls As a global ambassador, Mr. Grylls will also mentor Land Rover’s Next Generation Explorer, Alex Woodford, who won the Discovery Adventure Challenge where she competed against other young explorers in several challenges. The challenge was a test of strength and technique. Mr. Grylls will mentor Ms. Woodford during a high-adrenaline adventure later this year. Discovery Sport teaser Another video was also released to add to the hype surrounding the new vehicle. This video teases the interior of the vehicle. Celebrity endorsements Celebrities can bring attention to brands that might not have been present without the attention of the celebrity’s fans. For instance, French fashion house Chanel took consumers inside its photo shoot with actress Kristen Stewart to satisfy the desire for insider access. Chanel shared the highlights of the filming process for its Métiers d’Art Paris-Dallas collection campaign in a two-minute video. Consumers look to brands’ social media for access to celebrities and events they would usually be left out of, and this video provides that look into the inner workings of the fashion brand (see story). Similarly, Mandarin Oriental added Morgan Freeman to its celebrity endorsement campaign that provided a rolling series of approvals for properties. The “He’s a Fan, She’s a Fan” campaign leverages the vast fan bases of actors and actresses, artists, designers and musicians. The brand was able to impart a sense of authenticity by targeting celebrities who visit properties on their own accord rather than wrangling the hottest celebrity (see story). Having a celebrity as the face of a brand can draw greater attention and add more value to campaigns. "Bear’s brand reinforces the DNA of the Discovery Sport," Mr. Ramey said. "Bear’s video endorsement tells best prospects that Discovery Sport is worthy of the Land Rover brand," he said. Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York

Discovery Sport teaser Another video was also released to add to the hype surrounding the new vehicle. This video teases the interior of the vehicle. Celebrity endorsements Celebrities can bring attention to brands that might not have been present without the attention of the celebrity’s fans. For instance, French fashion house Chanel took consumers inside its photo shoot with actress Kristen Stewart to satisfy the desire for insider access. Chanel shared the highlights of the filming process for its Métiers d’Art Paris-Dallas collection campaign in a two-minute video. Consumers look to brands’ social media for access to celebrities and events they would usually be left out of, and this video provides that look into the inner workings of the fashion brand (see story). Similarly, Mandarin Oriental added Morgan Freeman to its celebrity endorsement campaign that provided a rolling series of approvals for properties. The “He’s a Fan, She’s a Fan” campaign leverages the vast fan bases of actors and actresses, artists, designers and musicians. The brand was able to impart a sense of authenticity by targeting celebrities who visit properties on their own accord rather than wrangling the hottest celebrity (see story). Having a celebrity as the face of a brand can draw greater attention and add more value to campaigns. "Bear’s brand reinforces the DNA of the Discovery Sport," Mr. Ramey said. "Bear’s video endorsement tells best prospects that Discovery Sport is worthy of the Land Rover brand," he said. Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York