Many conversations on the topic of customization lead to Moleskine brand.
In terms of Branding, I’m wondering what is the role of this brand in the fact that you regularly connect it to this process of personalization ?
Like Apple computers that are constantly merging with the world of creative, small notebooks with rounded corners are often associated with the literary spirit, and more broadly, artistic in mode « travellers ».
But thinking about it, the sketch outlined in its raw sketchbook over time isn’t it an expression of what we are intimately … and therefore the starting point for any possible customization ?
By becoming aware that its products include many more values and symbolic than its basic function (genesis of a brand?), Moleskine holds the potential to create its own community.
Community Plateform
Moleskinerie community networks groups together these brand fans which connect themselves through blog posts, and a Social Networks joining 45,000 members on Flickr, 800 on Myspace, and 3000 in its Facebook group.
Showing that members are listened, the site offers, through to his partner / designer Modofly, the ability to customize the cover of his notebook by laser engraving.
By burning the top layer of the little black book, this technology shows a great amber contrast which gives a beautiful « oldie » rendering to Modofly illustrations, drawn by him or in collaboration with other artists.
Design John Golden
With this willingness to share around the Moleskine identity, the platform freely call on its members to share their emotional experiences, or simply usual, as astuce who shares her tip to make a custom pocket book…
Community approach taken into account at « Corporate » level, as the brand now offers on its website an application that presents its MoleskineStories which introduce its limited and customized notebooks for companies and institutions, as well as its MoleskineCity web application where globetrotters annotate their experiences and travel tips. The brand also wants to pass on this positive image to its dealers by offering a program Windows into creativity that celebrates the creativity of Moleskine users through displays and adhesives that showcases the colors of the brand. Stores benefiting from a positioning and label displayed « studio art supplier ».
In regards of this Case Study, so what’s the implication of a Brand in the course of the chain of customization ? :
1. The owners of the products are creative,
2. They like their product is the inner reflection of what they are,
3. They are willing to come together to share their experiences.
4. The brand provides this place of exchange,
5. Listen and watch them.
6. The brand identifies a service (customization) that would please them: Personalize their product in a very nice aesthetic, but that uses techniques and specific tools.
7. The brand is seeking a provider who is familiar with this technology (laser engraving), respects this creative value and integrates itself in the desire for collaboration.
Résults :
• The brand strengthens the affect it binds with its users and its reputation with its corporate clients,
• Its members have the opportunity to get a beautiful customized notebook that they could not achieve without the information of the brand and the support of a specialist.
Customization is a cross-link: to freedom to create to the beauty of communication.
Enjoy … :
Design by N8
Design by Dan Hillier
Design by Modofly
Design by Noah Scalin
Design by Josef Beery
Design by Bella Bellaco
And you? Do you know of other brands that incorporate the customization as a service to their offer?
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