Mind the Gap

Remember last year when I was asked to be a method maven and got to host a really cool party where 15 of my girlfriends and I got to go to a pop-up store on Halsted and make cool organic gifts and products like candles, lip balm and more? It was a great opportunity to work on behalf of a cool company like method, brag a little about their products, and share the love and wealth with my friends?

Well, the branding fairy has found me again.

I have been approached again to serve as a Brand Enthusiast for yet another great opportunity - on behalf of another exciting and relevant American brand - Gap. I wouldn't sign up for this type of thing if I didn't believe in the power of word-of-mouth marketing, or if I didn't respect the company that was asking. And, both of those things are true here. Gap is a solid, respectable company that makes all-American products that I love, buy, wear and wear again.

When I was being "interviewed" by the branding company that has been hired by Gap, I had the privilege of spending an afternoon with Justine at a local coffee shop. After our time was spent getting to know each other, she said, "well, that's it. Then let's walk over to Gap and buy you an outfit."

Uhm....what?!?

That may be the best thing I've heard all week. So, we did. She had a budget, but it was generous, so we raced through the store and picked up things I should try on for size. She was appraising, kind and honest as I put each option on and twirled around in front of the gently back-lit Gap dressing room mirrors. I settled on not one, but TWO darling summer dresses that were not on sale. I could barely contain my glee as the sales clerk pulled off the tags and put them into a bag for me - with no money exchanged. It was my very first shopping spree! Thank you Justine, and Gap. (Said dresses have come in handy already - both at a baby shower and on a boat for the Fourth of July fireworks - I was the picture of American casual preppy style in them).

So what's on the agenda for this assignment?

This year is the 40th anniversary of the company, and they are bringing to market a new line of jeans that are expected to be a game-changer for women's denim. I'm going to be lucky enough to host a party at my home for 20 of my closest girlfriends where we'll all get cool treats (I'm leaving THAT part a surprise for now) and will learn more about what Gap has going.

In the meantime, however, I came home to find a few cool surprises in the form of a Gap Brand Enthusiast "welcome kit:"

Look! A fancy big white box, filled with an over sized canvas tote bag, a full-size Gap perfume called Close, a packet of Gap travel lip glosses (woohoo!) and a t-shirt that says "Born to Blog."

Well, I may not have been born to blog, but I'm definitely born to tell stories. So, stay tuned for the next part of the Gap denim story - coming in late August. I'm looking forward to sharing the love, and the surprises, with my friends on August 13th on my roof deck where I'll host the Born to Fit party.

See? Good things come to those that tell long stories. In a public forum.

With lovely friends who read. And shop. And talk about it. We can't forget that part.

Don't we just love branding at its best?




#GapBornToFit

We Get It, Southerners

The tourism bureau for the state of South Carolina is running a huge advertising push here in Chicago right now. There are transit ads on the buses, trolley wraps, billboards and street banners. The entire city is covered in their stuff.

One of the trolleys was wearing a whole outfit of ads today, and the side said, "We have white stuff too. It's called sand." and the back said, "No ice on the roads. Just in the sweet tea."

I'm from the south, and work in an ad agency, so I can say with confidence that clearly both of the statements are true, and resonate with their audience, which is the entire point. And, they stuck with me long enough to write about them here, which is any client's dream.

However, I doubt the creative director was looking for this response from its target:

"Yeah, we get it. Way to rub it in."

I think I'm bitter. Like the bourbon they use in the mint juleps.

Curious Combination Y'all

A fried-food-loving (beautifully thin) friend at work was proudly cooking her chicken fries today for lunch. When we looked at the box, we saw that they were Dwight Yoakam's brand of foods. They are only a dollar at Walgreen's, so what do you expect.

But I must say that I find this hilarious—I know that Paul Newman has long since promoted his dressings and other foods under his name, but come on.

A country star? What does he know about chicken?

Well, I guess now that I type that sentence, anyone from a small, rural town like he probabaly calls home likely does know a thing or two about frying up some chicken.

But, still. I'm in branding, and I think this goes a bit far.

What's next?

Kelly Clarkson Texas-sized onion rings?

Britney Spears fatty cheese doodles?

Ok. Actually, these start to make sense.

However, I'm still not buying them.

Everything but the Kitchen Sink

This gives new meaning to bringing a brand to life. And, I must credit Kristen for bringing this article to my attention.

IKEA, the Swedish company known for its cheap, put-it-together-yourself furniture and funky styles of art and housewares is letting a comedian live in its 700 square foot display room while his NYC apartment is fumigated for cockroaches.

Apparently it is being documented for his website. He claims it has more living space than his regular apartment, which given New York's real estate situation, I don't doubt. But, the sinks and toilets (or TVs, for that matter) don't function, causing him to need to use the staff faciltities.

Oddly, his wife isn't too keen on the idea, and chose to stay elsewhere.

I can hear that conversation now.

"Honey, seriously, let's move into the IKEA store in the 'burbs for a week. It'll be an adventure!" The audible rolling of eyes matched with the angry sigh and the slam of the bedroom door.

I'm sure she wasn't thrilled with the thought of having strangers traipse through her bedroom.

However, I personally think that's one way to meet new people.