Whilst everyone is focused on the possibilities for branded content on the 3 screens (TV, Mobile and PC) there is still plenty of smart thinking going on in the 'old' media. Take Ben Sherman for example; an iconic fashion brand from the 60s, they're working hard to reinvent themselves. Given their history they have real authenticity and a great story. But how do you tell that story?
Someone smart obviously read The Soul Stylists: Six Decades of..., a great book on youth culture that features Ben Sherman, and promptly commissioned the author Paulo Hewitt to write My Favourite Shirt: A History of Ben... a book about the brand. Working with Terry Rawlins, another writer with flawless fashion and music credentials, they've produced a really interesting book that covers Ben Sherman and the whole of the 60s mod scene across fashion, music and youth culture.
Reading it tells you everything you need to know about Ben Shermans credentials as a brand. And only at the end of the book do you find the sell. Released at the end of November its already number 8091 in the Amazon sales rank and with some good marketing it will find its way into the homes of style conscious men - the perfect audience for Ben Sherman in 2005.
Hopefully this content strategy will be extended - Ben Sherman is the perfect subject for an entertaining documentary - or even a period drama - that could be shown on MTV or C4 and on the website etc; and branded music compilations would be a natural next step.