La Mer The Body Creme

Millimeters apart on the label, miles apart in meaning. Yes, a few extra millimeters of blank space can make all the difference in the world for some brands. Especially when the brand name consists of two words, and the typical visual treatment has all letters appearing in identical size and style (all caps), and when compressing the words yields an unintended, unfavorable meaning. Take the above luxury skin care brand owned by La Mer Technology, one of the Estee Lauder companies.

Honestly, I’m not sure how, but a few weeks ago, I came across Felicia Sullivan’s blog post "Covet Fall’s Top 10 Beauty Indulgences" on The Huffington Post, featuring the above product image. I took a double take at the brand name, laughed out loud (initially thinking it was a spoof product), and after realizing it wasn’t, I knew I couldn’t resist writing about it.

Part of my due diligence involved questioning my wife about it, she being far more experienced in these kinds of matters. I was "kindly" informed that "anybody who is anyone" knows La Mer is a coveted luxury skin care brand. Since being educated, I now introduce my wife as anyone, and myself as no one. Ironically, you might say I fit at least one slang definition of "lamer" — "a person who is out of touch with modern fads or trends, esp. one who is unsophisticated." There are other meanings too, that I suspect don’t implicate the target market for $130 an ounce skin care products, or value-priced 16.5 ounce containers at $1,390. Just so you know, I also have come to know that anyone who knows anything about the French language knows La Mer means "the sea".

Continue Reading Essential Spacing: Night & Day Commercial Impressions

It’s a dilemma: the economy is in the toilet, panic sets in, and long–range planning gives way to short-term thinking. It’s completely rational and logical, of course, and that just makes it worse. Now managers who should really know better are merely looking to the end of the quarter – or next quarter at best – and holding their breath instead of keeping their eyes on the big picture. Truth is no one upstairs wants them to look at the big picture right now – they just want company in their crowded Chicken Little suites.

Despite the vagaries of economic conditions new brands will always require sturdy foundations of rigorous, disciplined construction, and that takes time and money. To develop and launch a healthy, connective and authentic brand considerable groundwork must be done in advance; what any branding expert worth their salt considers due diligence. I call it Forebranding™ – all the work that is done before that brand’s identity is manifested in visual and verbal identity.

A brand can be dumped into the marketplace with a casually developed visual and verbal identity wrapped around it. But if that identity isn’t based upon a relevant, authentic personality and truly reflective of the corporate culture behind it, consumers will ultimately smell a phony and not connect or remain connected.

WHY FOCUS ON CULTURE?

Continue Reading FOREBRANDING‚Ñ¢: The Role of Internal Congruence and Culture