Consider the uber-successful e-zine Rue Mag. For the fashion editorial section of their recent anniversary issue, Rue Mag’s production team explored the neighborhoods of SF – seen below in one of the greener-tinged areas of the city.

Here’s the kicker: not only did they bring the usual gaggle of stylists, makeup artists, photographers and models – they let Oskari Polho (one of Ampliphi Media’s favorite videographers) come along for the ride. As a result,  they not only got great fashion shots for their editorial pages, but also a fun and interactive video that chronicles the models’ adventures around the city – and actually shows off the clothing in motion. Which, for an internet-based readership, is just the thing to provide extra value that simply can’t be replicated by traditional magazines.

Credit roll from the Vimeo post of Oskar’s video

Who else benefits from this kind of collaboration? The band that gets credit for the video’s musical background – and even the photography company that took care of the fashion shots. Even thecommich was lured into the cross pollination party in an effort to big up Oskar!

From fulfilling a bare necessity (“we need a fashion shoot for this issue”) to a slam dunk social marketing campaign that benefits everyone who participates in it – at the cost of one videographer and a few hours of editing. Is that a budget spend that makes sense to you? Sure does to us.

Comments? Suggestions? Violent reactions? Weigh in below!

But for many business owners, a brand refresh may just be what the doctor ordered to give sales a shot in the arm, and to get people buzzing again. And, just like the aforementioned “question,” your market may already be dropping subtle hints that they’re ready.

Have sales reached a long term plateau – or worse, dropped steadily – despite your best marketing and promo efforts? Is your market moving to other places where you are not? (take note: it could be a physically different place, like the new Target down the street, or an online social site you’re not yet a part of). Have you been concentrating on one demographic so long that potential new markets are missing you?

Added to this, has your management changed drastically? Have you merged or partnered with other companies? Has your focus or mission changed significantly since your first branding exercise?

If you answered yes to any of the above, thecommich thinks It Might Be Time.

Now, a brand refresh is more than just a change of logo –  it is, in fact, a whole new way to present your company. You have to convince the public to see you in a new light, while simultaneously retaining what your loyal market base likes about you. Again, this is tricky. I like to compare it to what the contestants on The Biggest Loser go through. How do you lose 100+ pounds, gain a new perspective on life, change your eating and exercising routine completely, and still keep the same friends as you had when you weighed half a ton? How do you go back to the family that knew you as a heavyweight and convince them that you love them as much now that you’re healthy?

Similarly, many brands seem to have difficulty retaining their loyal customers while opening themselves up to new markets. Some exceptions were pointed out by Business Insider, who used J. Crew and Burberry as successful examples of managing to stay traditional yet hip. Both brands nod to their long tradition of luxury basics like trench coats and cashmere sweaters. But they managed to stay relevant by listening to customers – Burberry’s staple trench coat is now available in shorter, chicer lengths, and uses hot young “it” girl Emma Watson as its image model. J. Crew discovered that women were buying their sundresses to use as bridesmaid dresses and opened their own bridal line in response.

Are you ready for a brand refresh? How would YOU walk the line between maintaining customer loyalty and opening up in new and exciting directions? WEIGH IN BELOW!!

Footsie SF is a California based group that provides a unique, for-women-only luxury party service. Clients sign up with their favorite girlfriends for Footsie SF’s themed parties, which include catered food, professional fashion and makeup/hair styling, a dance/movement lesson and themed boudoir pictures.

Our goal was to evoke a fun and flirty way for women to spend time with their best friends and indulge themselves in a safe, encouraging environment. All vendors and affiliates of Footsie SF are run by women as well.

Ampliphi Media was tapped to be the marketing arm of the company, with Michelle Valeriano fulfilling the role of party host and marketing and media strategizer. Ampliphi created the Footsie SF Website, corporate ID and copy.

View the website

Michelle Valeriano wrote the content and managed design for their corporate overview.

We simplify the process by creating an outsourced marketing department, staffed to your particular needs, with one manager who reports to your chosen decision maker. One manager, one team, one streamlined process – less headaches for you.

We amplify your message through your chosen medium – be it print, web, or video – and execute on time and on budget. We pride ourselves on our prompt communication and our ability to maintain lasting client relationships.

Website Link: www.novaracap.com