When I saw the name for a new coffee chain opening on the Ealing Broadway High street, I got to thinking. Harris + Hoole is a smart and cosy family run coffee establishment and the name that got me thinking.
I wondered if the same joining of two different entities could have helped curb the number of high street brands going into administration during the recession. Admittedly, this idea could not have prevented the closing of stores due to decreasing footfall and spending. But why wait for customers to come to you – take your wares to the customer.
For instance, if HMV had coupled with Starbucks or Costa to enable customers to download or buy music, videos or books online while they enjoy their coffee, could that have helped save a few jobs?
Or imagine the summer of festivals that permeates this country. You pack up for a few days of music and sun, the most important thing you want to do is capture the fun times right? But typically, there’s not a lot of power outlets for charging cameras and smartphones and therefore you come back with a few less memories that what you’d hoped. What if Jessops had taken their digital technology to these events so that festival goers could charge their phones while also getting the chance to rent high-end camera equipment to photograph themselves and friends and upload the fabulously-edited images (with the assistance of Jessops staff) to Facebook, Twitter, Instagram, etc, etc.
Pretty soon, you start to see a lot of similar cross overs with other brands.
There’s a lot of ‘cross’-ness occurring elsewhere, that I thought it strange that brands had not collaborated before – before or after hard hitting recessions. We have cross-channel (marketing across different media), cross-genre (fiction that draws themes from different genres), cross-functional teams (different expertise working on the one project), and there’s more.
Sure, there is cross-promotion but that speaks of a short-term marketing strategy. The idea of longevity suggested here is of more from a business structure and design perspective.