madcomments

Hi Nikki

I was very interested to read your comments about whether brands should blog or not.

Today’s consumer, and increasingly tomorrow’s as well, will want to engage with their favourite brands. Being able to communicate and be listened to will become the norm in the consumer’s eyes. They are becoming more wary of advertising, which just broadcasts at them, and are suspicious of PR with all its spin.

But even two way communication is not enough – the blog of a brand needs to be entertaining, informative and offer advice. Hayley’s Comment does just that.

Hats off to Dorothy Perkins for being brave, innovative and above all displaying tangibly that they want to engage with their customer base – more brands should do this.

Dorothy Perkins are not the first brand to blog (look at McDonald’s, British Telecom, Innocent etc) but they are one of the first to try to be entertaining while being informative. Others should try it.

Steve Dunne
Chairman
Digital Drums Ltd

Hello

You ask if brands should blog. Every successful brand in the history of marketing has been so because of a number of factors – getting to know their customer, supplying the right product at the right time and price etc

The brands that do this best are the ones that connect with their customer base. We at Dorothy Perkins see Hayley’s Comment as a great opportunity to connect with our customers at another level. A level they are increasingly occupying – the internet.

We want to find out what they think, what their views are and we want to indulge their interests and passions for fashion.

We see Hayley’s Comment as our chance to do that – to bring our brand alive to the digital natives. We will use the blog as a focus group to hear back from our customers on a daily basis about what they want, need and feel about fashion.

If you ask me, every brand should be doing it!

Louise Taylor
Dorothy Perkins