De Chernatony, L. (2010) From Brand Vision to Brand Evaluation.3rd ed. Oxford: Butterworth Heinemann. E-book available.

Vivienne Westwood is many things, a role model, the brand herself, research has proven customer facing staff, are the brand’s visual representations influencing customers’ views about how they are receiving the brand.  (De Chernatony 2010:10) As Westwood does speak out and voice her values it creates a strong powerful, emotional and relative impact to the consumers / customers. The success of a brand depends on the extent to which there is harmony between the managerially defined values, effective implementation of values by staff and appreciation of these values amongst customers (De Chernatony 2010:12) Westwood incorporates promised experience, emotional values and functional values which when analysing does equalise to harmony.

Ethical westwood heart satchels


This is an example of how Westwood makes harmony, speaking out about ethical issues, promising to do something about them, creating a functional bag with a heart of love, epitomising harmony. A motivating brand purpose is concerned with answering the questions ‘How is the world going to be a better place as a consequence of the brand and will this inspire and guide staff?’ (De Chernatony 2010:130) Westwood speaks out about purpose and how to make the world a better place, creating ethical bags is one foot towards doing just that. Further from the brand vision there should emerge a sense of direction for the brand (De Chenatony 2010:193) Westwood creates visions, speaks out about them and then creates lines to make the consumer think and question how to make the world a better place and through the product created help to do so.


Brierley. S. (2002) The Advertising Handbook. 2nd ed. London: Routledge. 1st Ed. (1995) is available as E-book.

Micro-economic needs of businesses are primarily the need to stimulate demand (Brierley 2002:5) Vivienne Westwood is the brand, it is for fundamental reasons why businesses advertise are to do with the company’s micro-economic needs to stimulate demand and generate profits, without profits companies go bust. It is the state of the micro-economy which determines how successful they will be. (Brierley 2002:6) Westwood approaches the political boundaries which demarcate rules and legislation, size and organisation and the availability and access to the media enforcing her anti conformity of the British government and political system. (Brierley 2002:23) Often this then portrays Westwood as an ‘eccentric, out there, wacky character’. Attracting the media can be very effective as consumers anywhere in the world have the same basic needs and desires and can, therefore, be persuaded by universal advertising appeals such as on Vivienne Westwood’s blog and the  (Brierley 2002:27) Most consumer classifications systems in Britain came out of media research, thus the large need to match the brand’s potential customers with media usage. (Brierley 2002:28) It is interesting to know why marketers use advertising, but there are three fundamental ones: first to improve long-term profits generally by increasing sales: second to improve the image of the firm or organisation; and third to try to affect behaviour. (Brierley 2002: 51) Westwood’s method, mainly to affect behaviour of what she as a person and the brand itself recognises and believes in:

Westwood affect change


It is effective as then not only people who like the clothes are consumers but also the brand branches out to consumers who share the same values and anti-conforming ways and beliefs as Westwood does.

Millman, D (2012). Brand Bible, The Complete Guide to Building, Designing, and Sustaining Brands. Massachusetts: Rockport Publishers.

For at least 4,000 years, man has marked cattle with red-hot branding irons to prove his ownership. Literally millions of designs have been originated-some romantic, some dignified, some even comical- to distinguish herds. There is a true story behind every brand, frequently a tragedy, a comedy, a tender romance, more often a proclamation of hope.

-Irons in the Fire: Cattle Brand Lore, Oren Arnold. (Millman, 2012: 8)

Whilst regarding Moshi Monsters I do not think they should be marked with red-hot branding irons, nevertheless Oren Arnold does have a point, ownership. Originality, asked to do a collaboration not just do what everyone else is doing and putting their name on it. Moshi Monsters needs a whole world created for them, one big story.

A brand collection which will include:

-Brand identity,

-Consumer experience and

-the interconnected package (Millman, 2012: 116)

Inspirarion: Facebook:

-Facebook has more than 750 million active users,

-About 70% of Facebook users are outside the United States,

-The average user has 130 friends,

-Facebook is translated into more than 70 languages,

-50% of active users log on to Facebook in any given day. (Millman, 2012:146)

-People spend over 700 billion minutes per month on Facebook.


Aspirational growth such as Facebook for Moshi Monsters. Watch this space 😉


Drapers, November 2nd 2013

Retail business should consist change by monitoring the society of change, Westwood is a great zeitgeist for historical fashions with examples such as punk. Interesting for both Westwood and Moshi Monster’s two brands I am looking into presently. Drapers reports London retailers failing to use new technologies (Drapers, 2013:14) with 14% of retailers on Oxford Street and Regent Street offering in-store Wi-Fi, despite more than half of consumers saying they are more likely to shop with a retailer that embraces technology, according to a report by software provider Omnico. The report which audited more than 90 retailers, also found the most commonly used technology by retailers was click-and-collect 44%, followed by video screens in store windows 35%.

While the average number of technologies deployed by retailers was two, both John Lewis and Nike, who were at the top of the list in fashion retailers in terms of digital innovations among fashion retailers, have six or more customer-facing technologies. Despite high footfall and the challenge of reducing queues, just 9% of the streets’ retailers had interactive in-store kiosks offering access to their full collections.

44% Order online, pick-up in store,

35% Video screens in the shop window,

30% Order in store for home delivery,

19% Order in store for delivery for another store,

14% Customer Wi-Fi,

14% Advert for social media interaction,

9% Interactive kiosks.

Randall, G. (2000) Branding: a practical guide to planning your strategy. 2nd ed. London: Kogan Page.

A strong brand is one that has a consistent, coherent identity (Randall, 2000: 9) Westwood’s I am what I am, love me or hate me. Similar in the sense of Marmite. Every brand must have some means of communicating with its buyers. This may not be advertising, but it must be direct if it is to be controllable (Randall: 2000: 67) Westwood may well have taken a step back from her brand, nonetheless nowadays is blogging more on with diary entries and social media , she is more about being out there and not just speaking but doing. That is the key. The brand is all about being you, not someone else, being strong, unaffraid and to DO something to help the world progress.



Love resistance

Westwood’s identity is about non-conforming.

Kapferer J-N T (2012) The New Strategic Brand Management: advanced insights and strategic thinking. 5th ed. Kogan Page.

A brand is a name with the power to influence (Kapferer: 2012:8) Vivienne Westwood has certainly influenced myself and I am certain many others to keep the brand going, making profit and to maintain a voice being heard. Awarenes = power, the evocations and emotions it triggers in consumers’ minds (Kapferer: 2012:39) Inspiro 1


What does this image mean? Well it means you have a choice, to produce economic good and not be a sheep and follow others because that is what the majority are doing. Adding an evoking symbol (Kapferer: 2012:39) Westwood has the globe as her symbol, which is iconic to ironically the Queens crown but also through Chelsea, within London you can see fencing with the same symbol



The gold emblem furthest to the right represents a similar symbol to that of Westwood’s

Westwood symbol


Also it is cleverly representing the shape of a globe, very much how Westwood is active resistance to many factors that are globally going on in the world. In cognitive psychology, the prototype is the instance that summarises and carries most of the meaning of the brand (Kapferer: 2012:39) Westwood’s symbol, the prototype summarises that the brand is out to touch and effect the world. Westwood, some may say is admiring to the likes of brands, such as Red Cross, a brand which can save lives (Kapferer: 2012:65) Both have symbols, both are based on great ideas, both act out on what they believe in, local, nationally and globally. This is effective as the notion of engagement is important, for it suggests that some people may rally to our cause and support it (Kapferer: 2012:129) Watching Westwood on TV, social media, magazines, all forms of social networking and digital print in the 21st century from what she stands up for, many of her followers partake in following with her cause.

Brand content gives content to brands, as well as depth and emotion. This content has to drive emotion and attention to become viral (Kapferer: 2012:142) Westwood is the content, people who follow Westwood whether it be the clothing, accessories, which ever category, they follow her as a person.

Looking at brand architecture, what to call brand products? Westwood smartly relates the names of lines, products to everything she, the company, believes in; such as Anglomania,  “On the English side we have tailoring and an easy charm, on the French side that solidity of design and proportion that comes from never being satisfied because something can always become more refined.” (Vivienne Westwood, accessed on 10th October 2013) Have a store based on Conduit Street, within London remains close to British tailoring roots of the likes of Savile Row tailor’s which bring international interest from all over. The upmarket french assumption of fashion with the likes of Coco Chanel and historical associations of french chic, the two endorsed together brings quality and style hand in hand.

Westwood is strategic with her skillset, experience, awareness and knowledge obtaining goals and results.


AnarchyNot a terrorist


Borja De Mozota, B. (2003) Design Management: using design to build brand value and corporate innovation. New York: Allworth Press. Te

In relation to the British fashion designer: Dame Vivienne Westwood:

Aim: Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles. Therefore, design is the central factor of innovative humanization of technologies and the crucial factor of culture and economic exchange. (Borja De Morzota: 2003: 3) Westwood clearly identifies the products within her work that they are showcasing different identities, architectural shapes within her tailoring.

Techniques of the design involve innovation, aesthetics, and creation (Borja De Morzota: 2003: 4) Within Westwood’s designs you can conform that all of the points BDM mentions are clearly laid out and thought about, for example the use of tartan in asymmetric shapes, not just classic red but bright, bold yellows to give it an edgy dysfunctional approach which creates interest to admirers of her art. Comparatively and historically VW showcases: the designer is an innovator and trendsetter who tries to initiate change, to make a leap of imagination. (Borja De Morzota: 2003: 4)

Example of the Design Tree:

The Design Tree

Westwood is well known for her history, both in her array of training and historical research but also influences such as; punk, reinvention, sex, dressing up, 70’s inspiration, cultural links such as ethical values with strong women and climate revolution, see image below:

Westwood herself 8

Design history reveals the diversity (Borja De Morzota: 2003: 21) researching her work thoroughly and conclusively it is evidenced how strongly she has equipped her work through different time frames.

Innovate to design (Borja De Morzota: 2003: 116) Today there is a strong emergence within the art world, furthered on into fashion with intricate cuts and artistic cuts, Westwood’s suit in particular visualises proof of this:

Intricate suits

The design process is a combination of analysis (like strategic planning) and synthesis (Borja De Morzota: 2003: 148) It is an argument as to how much input and output Westwood puts into her company today, nonetheless the British heritage focus is still heavily considered within the brand as she prevented a big Asian globalisation of the brand; perhaps to prevent the Burberry effect of the brand being no longer exclusive, (before it was recently reinvented).

Dame Vivienne Westwood is about active resistance, the lady with the orange hair (CBS News- Sunday Morning America which aired on Sunday 4th August 2013) At 72 years old, she is not giving up, with the likes of Gwnyeth Paltrow and Meryl Streep following her and wearing her pieces. An inspirational and admirable person, she brings the brand to life, she is the brand. With 126 stores, irreverent and uncomprimised, a reaction against what is.  The Queen is a wonderful asset, like social cement. Expect the unexpected, make the world a better place. Fashion is STILL about the message. Don’t you agree?

Making the world a better place with the use of re-cycled, reflective sunglasses (Active Resistance,  accessed 10th October, 2013)

what's good for the planet

It is hard to disagree with the comment. Branding is the goal in building brand equity = profit. Internal role models are stories, programs, events and people that are perfectly represent in brand identity. Branding is not a function built by one department. Every touchpoint, not just design, advertising and promotion, must be on brand, every individual within the company should believe, eat and breath the brand ; as they are charged with the responsibility of knowing what it means. They are the souls, face, identities and formers and trendsetters of the brand. (Borja De Morzota: 2003: 206) Westwood is a strong personality at 72 years old unworried about what she says, after all we live in a free country; nonetheless takes the risks and consequences that it may have and play as an effect on her brand.