It's been a while since we've seen shenanigans from American Apparel. But an image currently on their website promoting a new line of miniskirts features a women wearing a pleated miniskirt bent over exposing her underwear. And it caught our attention.
As many have noted, the brand seems uninterested in actually showing the skirt and far more interested in pervy titillation.
Movie critics are a tough bunch. They rarely, if ever, are impressed with "movie magic" such as computer-generated imagery and gee-whiz special effects. In their minds, if the script is weak, no amount of technical prowess will save the film.
So it is in the marketing world. Otherwise savvy executives are easily caught up in the "marketing magic" of social networks, online analytics, mobile services and the like. But without a strong plan for your brand in place, all the social campaigns, multi-dimensional database modeling, and mobile apps in the world won't accomplish your marketing goals.