Chosen Brand: GUCCI

Company brand positioning via consistency/interaction
Gucci’s brand position is catered to higher end clientele, conveying a sense of exclusivity and high quality. Magazine photos often show slim, good looking models wearing Gucci products in various exotic poses and locations (eg, by a greek sculpture). The caption is always visible, simple, and displays the word GUCCI in large, bold letters.

GUCCI maintains the same brand position, but a different marketing strategy on the social media front, adding to the brand’s consistency and reinforcing the high end image in the consumer. There is also some interaction between the two medias. Their Facebook page often shows images of items displayed in magazines and other traditional media, but goes a step further with other content and photos of famous clients wearing their product to convey a sense of inclusion for the customer.

Insights of Effectiveness
Traditional media like magazines do not offer a crossover to other market segments. For example, young males would not pick up a Cosmo magazine and will not see any of the GUCCI adds inside. Therefore market diversification is difficult. However, traditional media does allow for greater exclusivity and allows for more effective targeted marketing.

Gucci uses social media applications such as Facebook to reach a more diverse consumer base. Social media is effective in empowering consumers to spread the word about the brand themselves. This amplification allows brands to reach far more people that traditional media. Gucci’s marketing approach on Facebook is different from its traditional media approach in that it is more inclusive. The company established a community, free for everyone to join, and publishes images and other content in exchange for valuable customer feedback. Gucci’s social media advertising campaign is an effective way to