Viva International & GUESS One World One Brand

eyewear

one world | one brand: this is our time a presentation of concepts by ‘peeps creative

Transformation While the 2008 OWOB was a time for ownership and goal setting, we propose to help Viva capitalize on the transformation that the GUESS eyewear license has seen under Frank Rescigna’s leadership by illustrating the goals set in 2007 / 08 and the realization of them in 2010. Further, we will take steps to position Viva as the premier GUESS licensee by setting the pace for the future of Viva’s business, the OWOB conference and all GUESS licensees with a transformational presentation at OWOB 2010. Among the goals for this presentation are: TO SET a new pace for OWOB presentations by transforming the way licensees communicate with the GUESS brand community at OWOB. TO ILLUSTRATE Viva’s understanding of the difference between branding and brand by focusing on the real brand owners – the people who use and identify with it.

TO REINFORCE the Viva commitment to the right product with the right marketing in the right accounts while highlighting Viva’s extraordinary turn around with regard to its vision for the GUESS license.

TO LEAVE OWOB firmly entrenched as the clear leader among GUESS licensees.

Excerpts and Suggested Comments 2008: “We were told… that we lacked communication skills with Guess corporate and the other license holders to ensure brand integrity and brand consistency.”

2010: This ended that day in 2008 and today, we redefine the meaning of communication with GUESS and other licensees.

2008: “Our mantra is the right product with the right marketing in the right accounts.”

2010: Our mantra has served us well in these intervening years. Today we’ll show you how far we’ve come and where we’re headed.

2008: “We will create numerous GUESS only positions actually simulating a separate Guess company within our organization.”

2010: This is our internal GUESS organization…

2008: “We will explore new opportunities for growth by aggressively and creatively addressing our competition and creating Guess only environments in only the best retail and optical boutiques.”

2010: These are some of the steps we’ve taken to better position GUESS eyewear against the competition and best merchandise our product in the right accounts.

2008: “Our goal of the next three years is to build Guess Eyewear into one hundred million dollar brand which translates to a four hundred million dollar brand at retail.”

2010: If a picture is worth a thousand words, then I’m here to tell you that as of this week, our spreadsheet is worth 100 million words – and climbing!

2008: “It is our goal to become the number one marketed eyewear brand in the eyewear industry and the world. We’ll make this happen by investing over twenty three million dollars in the next three years through consistent cutting edge marketing and programs in consumer, trade, and PR.” 2010: If the last 2 ½ years have taught marketers anything, it’s that there’s a difference between branding and brand. With the advent of permission-based, conversational and social media marketing, it’s become obvious that branding is what we do at GUESS. The branding is about sexy, youthful, fresh, flirty, unique, spontaneous and glamorous. But the brand is about the people who use and identify with the branding and, thus, the product. In recognition of the fact that the key accounts, retailers, wholesalers and sales force are our customers but not our brand’s ultimate owners, we’re launching an initiative to connect with those people who truly internalize the GUESS brand. These are the people that Paul and Maurice connected with when they launched the brand in 1981. We call it “Word on the Street / Seat.”

Concept Overview We propose to transform the entire presentation from a comments followed by video followed by comments format to a single, synthesized audio / visual experience. In our mind’s eye, the presentation will proceed roughly as follows: We’ll use a kinetic, typographical solution to illustrate Rescigna’s 2008 comments (during which he’ll make live follow-up comments based on his previous promissory words). At the end of this section, Frank will re-introduce the concept of the right product with the right marketing in the right accounts.

We’ll follow with timed still photography of Viva’s GUESS products and Rescigna will do a live voice-over.

The products section will lead into the marketing segment. Rescigna will give a short introduction to the “Word on the Street / Seat” concept and the video will play.

We’ll produce an additional short video that highlights the new internal GUESS organization at Viva as it related specifically to the realization of the ‘right accounts’ goals Rescigna set in 2008.

Closing comments that revisit all of the points made in the presentation and set new goals for 2010 and beyond.

Talking Points Kinetic Typography The technical name for moving text, Kinetic Typography, is an animation technique mixing motion and text. This text is presented over time in a manner intended to convey or evoke a particular idea or emotion. In this case, we’re attempting to convey the idea that Rescigna’s speech in 2008 might have been only words to those in attendance and perhaps even easily forgotten. To him and his staff, however, those words represented a moment of clarity that bore the weight of promises to be kept.

Now 2 1/2 years later, these words are part of the Viva culture in no less of a way that Kennedy’s “toss our hat over the wall of space” or Roosevelt’s “only thing we have to fear is fear itself” is a part of the American experience. At the time of their utterance they were a prophecy to be fulfilled; a mandate. They exist now as a reminder of lessons learned.

The Right Product In order to maximize the potential, impact and cost-effectiveness of product imagery, we’d suggest employing still photography rather than the video Viva has used in the past (as presented in the 2008 OWOB video). Still photography affords photographers the opportunity to touch-up less than desirable elements (dust, streaks, etc) in post-production whereas the same retouching in video is far more time- and cost- intensive.

Additionally, still photography can be easily repurposed for other marketing initiatives whether the media be video, web, interactive or print.

We’d suggest employing a black reflective background as it really compliments the colors and quality of GUESS sun and optical eyewear.

The Right Marketing The essence of our proposal is the “Word on the Street / Seat” concept. We propose to set up a small GUESS eyewear kiosk outside of a key NYC account during a high-traffic, midafternoon into evening.

We would recruit fashion-forward passers-by to pick a pair of GUESS sun or optical glasses, accessorize themselves with other GUESS products from a “GUESS accessory wall” and participate in producing a video by doing a short interview about how those GUESS products make them feel.

We know that the GUESS branding has always been about sexy, youthful, fresh, flirty, unique, spontaneous and glamorous, but this allows Viva International to stay in touch with what the actual brand is about by communicating directly in an interactive and tactile way with the brand’s stakeholders – the people who use, or are likely to use, GUESS eyewear.

We would propose to do a similar video once a quarter in a different market (Europe, Asia, West Coast, etc.) and distribute it to Viva’s GUESS partners in all markets as part of a new “Word on the Street / Seat” initiative to support Viva’s larger Educate, Empower and Energize culture.

The Right Account

Let’s ideate this together. One idea might be to produce a short video that highlights the new internal GUESS organization at Viva as it related specifically to the realization of the ‘right accounts’ goals Rescigna set in 2008.

A digital version of this presentation can be viewed at guess.pdpdev.com/OWOB

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