Fanfare Needs Fans

There will no doubt be much talk on the 4D projection for Ralph Lauren
last night both in NY and London and the accompanying video is
interesting in how they put this altogether. There's one problem
according to comments I'm reading, while the fanfare of this
technology is tremendous, the technology behind RLs site is lacking to
the point of frustration.

I have strong opinions on how a brand can stretch its aspirations
through traditional media because within certain slow moving
categories it acts as a north star for the company as much as it
persuades consumers. However, 'traditional' is the operative word
here. Today, a fanfare sparks engagement and if the tools for
engagement are lacking then all you have done is frustrated people and
potentially created rejectors rather than potential brand evangelists.

The repercussions of every action have to be examined through a wider
lens and if there's a weak point, patience has to be the most powerful
force to ensure that the value of engagement is higher than the
punctuality of delivery.

Here's a good review of RLs project by the Business of Fashion
http://bit.ly/dbrlJs