Forrester Research stated in one of their latest online video studies that brands should become content providers. The old advertising push model is dead and brands need to engage the users with their brand.
One of the premier examples is Kate Spade's Behind the Curtain site.
It describes itself as “News and Ideas from the Kate Spade Design Studio.” The content is highly engaging and interesting and the execution as well as user experience is superb.
The content ranges from simple features such as Red Hots and Laduree macaroons, to multimedia experiences such as a Flickr photo pool of guerilla knitting, The ADC Young Guns site, a You Tube clip of Michel Gondry solving a Rubik’s cube with his feet, and my personal favorite, We Feel Fine. The eclectic range of features represents Kate Spade's brand extremely well. In addition, the site offers opportunities to submit their personal favorites and allow a collaborative dialogue to engage even closer with the brand.
It's not a big surprise that a fashion brand is at the vanguard of Web 2.0. But it's fairly surprising that Kate Spade takes it to another level.
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