Brand: Extending from Web to Print »
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| Speaker | Jack Yan |
  In 1997, Jack Yan, a self-confessed technophobe,launched what would become New Zealand’s most widely read fashion title, Lucire, on the internet (see www.lucire.com). It’s easy for a print magazine to extend to the web, but how about the other way around? With a launch slated for October 2004, Jack reveals how he is taking the brand from cyberspace into print, including: • creating a brand that is less specific, allowing for extensions (how Lucire never permitted the use of ‘lucire.com’ officially and how we patrolled the internet); • how that and “being human” flowed on to Lucire’s web design; • understanding that the principle of the internet is freedom of information, not whizz-bang animations, in order to establish goodwill and brand equity; • internet culture and the emerging global consumer—is there such a thing as the “well travelled girl”?; • it’s a hard sell internally—how tough it is to be a trail-blazer and how your own faith has to be shared amongst your team; • the importance of stating your brand vision as uniquely as possible; • the incorporation of socially responsible principles for differentiation; • creating confidence in a product before launch through the internet; • getting closer to potential readers through online forums. Jack Yan started Jack Yan & Associates (http://jya.net), one of the world’s first virtual firms, in 1987 and based or represented in over a dozen countries worldwide. Part of Jack Yan & Associates, JY&A Consulting is a virtual brand consultancy whose team members have been behind many brands around the world, including Simply Postage, Natcoll, Santa Barbara Bank & Trust and Diesel Jeans. Jack is the only antipodean member of the Medinge Group, the high-level branding think-tank based in Sweden, and is a co-author of Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands, edited by Nicholas Ind and published by Kogan Page in London last year. He is planning a new book tentatively called Beyond Business Turmoil with Debra Aggett and John Moore. | |