A microcosm of marketing and brand innovation, including the Good, the Bad, and the Silly was on display at the Ad Club of Boston’s recent Edge Conference. My first post covered the Bad. Working our way up, it’s time for the Silly.
The Silly
Johnny Cupcakes
Given the emphasis on innovation, I was startled to find Johnny Earle, founder of the cult t-shirt brand Johnny Cupcakes, as the opening keynote speaker. He’s an appealing, quirky guy who’s built a brand and a fortune. But innovation?
Quick background: His company sells pricey t-shirts with cupcakes on them, often integrating them into familiar images (e.g. cupcake and crossbones for the pirate symbol). His stores (Boston, LA, London) use a retro bakery motif, complete with wafting frosting aromas. A lifelong entrepreneur, Earle scored a hit with his brand. Earnest and hard-working, he’s built a following and enjoyed success on the speaker circuit. Now he’s working on a business book.
Let’s see: strong branding, retro styling and premium prices. Johnny Cupcakes is a fashion brand with a successful shtick. But pioneering? Earle is clearly an “it” entrepreneur today. Fine.
But conflating celebrity with innovation—by branding folk who should know better? Like an empire built on an overpriced cupcake/bakery gimmick, that’s just plain silly.
Next up: The Good
