Brandchannel (@brandchannelhub) writes, “If any brand name seems to be loved by all who come in contact with it, it's Moleskine (@moleskine). This 14-year-old Italian iconic brand became known for a simple notebook.” It goes on to explain how Moleskine encourages consumer generated media to help foster its brand.
It isn’t just the brand’s positioning that makes it so special — it is the manner in which the company nurtures and interacts with its fiercely loyal fans and retailers.
Marco Beghin, president of Moleskine America, told The New York Times (@nytimes), “We let our fans speak for themselves.”
Fans are only too happy to share their stories. They post sketches on Moleskine's Facebook page, which has attracted almost 90,000 followers, and they make videos (favorited on Moleskine's channel) demonstrating how much fans love the brand. They also attend special events around the globe organized by Moleskine, such as a recent ‘sketching event’ at Bloomingdale’s in New York. Shoppers could stop and make sketches of a model using Moleskine pencils and notebooks.
This product has always been considered a platform and a culture product. A tool for self-expression."
Watch this video to see how a person who loves the Moleskine concept hacks that same idea into Bibles: Moleskine Bibles (@MoleskineBible)
But also read how a raving fan can be lost, in Michael Hyatt’s (@MichaelHyatt) “Why I Ditched My Moleskine Journal.”