Borderfree
is another nomination for the LOL Luxury Brand of the Year because it
helps us to define the essence of a luxury in a unique way. Borderfree
helps USA retailers potentially reach 2 billion foreign consumers by
managing retail logistics including customs, shipping and returns
hassle-free for retailers and consumers. According to Borderfree, “50%
of consumers say they will pay more for a better customer experience”.
And, that PREMIUM (Added Value) is what makes it a luxury brand.
When a
foreign consumer shops on the websites of participating retailers, the
site is translated into 60 languages and currencies. Duty, taxes and
shipping costs are automatically calculated based on the shipping
destination, and paid for upon checkout by the consumer. Some of
Borderfree’s clients include Barney’s New York, Neiman Marcus, Saks
Fifth Avenue, and Bloomingdales.
They also
offer foreign consumers a USA shipping address where Borderfree
repackages USA goods purchased from any number of USA online stores,
like Amazon, and then ships the combined merchandise efficiently to
reduce shipping costs to the consumer.
Now, from
a branding perspective, how do you distill and convey this
extraordinary promise of value in a brand name and a logo and the
messaging on their website? These are the cornerstones of our job as
brand strategists for the luxury real estate industry.
Take a
close look at the logo. The “B” has no borders. The four corners are
triangles pointing in all directions. The brand name says it all. Once
you here it once you will easily remember it because it names the
entire value proposition in with just a few letters. The very character
spacing of B O R D E R F R E E communicates the freeing up of
previously closed markets, an untapped reservoir of consumers for
retailers and also the hassle-free user experience for which consumers
are willing to pay a PREMIUM.
Check out Borderfree.com.
Notice the economy of words and images they use to explain their
extraordinary promise of value. It is all distilled again in their
three-word slogan: “Going Global. Simplified”.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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