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Hannah Bowler on Muck Rack

Hannah Bowler

London
As seen in: The Subthread, MSN, Yahoo Life, Adweek, Flipboard, Yahoo, Creative Bloq, The Drum, Screen Daily, Broadcast Magazine, Civil Society News and
Freelance journalist covering all things creative and media. Currently editor at @TheSubthread, formerly a journo at @TheDrum. All views are my own etc...

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Articles

Ffern and the Future of Luxury Brand Marketing

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By Hannah Bowler
| The Subthread
Luxury has traditionally been about creating desirability through things other people can’t afford. Ffern has developed a different proposition, one based on scarcity, storytelling, and craft but without the usual luxury price point. Ffern, a Somerset-made natural fragrance brand, only releases four perfumes a year, one for each season, and produces them in small batches. Customers can’t buy a bottle whenever they feel like it.
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How to Build a Brand Before Finding Product–Market Fit

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By Hannah Bowler
| The Subthread
As Noli searches for product–market fit, its brand is evolving alongside it. Every week brings new customer data, new product iterations and new questions about what the business stands for. Rather than handing an agency a finished brief, chief marketing officer Firdaous El Honsali has invited creative agency Ingo into the process itself, helping to define everything from the brand personality to the value exchange with consumers. “We are building the brief together,” Firdaous says.
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Great Brands Need Cultural Curiosity

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By Hannah Bowler
| The Subthread
"I had always been into music, culture, and voraciously read literally everything I possibly could.” During the 1990s, Nate Skinner devoured GQ, Melody Maker and the cult design publication Ray Gun. He'd buy CDs not just to listen to, but to pore over the liner notes, tracing producers, photographers and collaborators from one band to another. "That opened up a whole other trove of culture,” Nate tells Hannah Bowler in a recent episode of Brandmakers.
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