News & Reviews

Connock London - the emotional connection to a brand, October 2010

I am really proud to have played a part in the development of Britain's newest beauty brand, Connock London http://www.bluesandmarketing.com/pages/connock-london, which launched its first Kukui Oil Collection online at www.beautique.com on 8th September and in Urban Retreat at Harrods and Fortnum & Mason a week later.

I started working with Amanda Connock, the owner and founder of the Connock London brand, back in March 2009 when I helped her put together the philosophy and story behind her brand.  I then gave her advice for her forthcoming buyer's meetings and completed her sales presentation as well as finalising the packaging copy in line with acceptable marketing claims.

Although she had to wait another 9 months before she received a definite "yes, we will stock your brand" from London's ultimate beauty destination, Urban Retreat, I knew Amanda would never give up on her dream.  The passion for her brand is very intense and very personal, given that her inspiration came from her late father, so she was doubly determined to succeed and would not settle for second best in anything.  (Music to my ears!)

So, with an order commitment in the bag, this year we set about working on everything that she needed to launch a retail brand including web site and e-marketing (social networking, e-newsletter), brochure, photography, point of sale (posters, postcards), and training manual.  Blue Sand Marketing gave a concept brief and wrote the copy for each project and saw each one through to approval and completion.  When writing the website and brochure, I encouraged Amanda to bring out the personal story behind her brand so she looked out old photos of her father and brother to illustrate the page.  When we sat back and read my first draft of that page, we both welled up with tears!

Emotion is the crux of a brand's story.  Without it you are not even half way there.  Most of the touch points around the communication of a brand are not physical (see, touch, feel) but emotional (what you hear about from the sales assistant, from friends, from WOM; what you read about in the brochure, on the web, in the press; and what drives your aspiration, what answers your dreams and, ultimately, what you connect with) so I feel very strongly that it's important to build up an emotional bond with your customers, both trade and consumer.  This has certainly worked for Amanda who agrees that it is not only the beautiful quality of her products and packaging but her personal quest, inspired by the untiring work of her father, to seek out the lesser known ingredients and natural beauty secrets from all corners of the world that has convinced beauty buyers, journalists and now the public to connect with her brand.

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