Kenneth Cole: Spreading ‘Awearness’

One of the best strategies for brands today is to adopt one that harnesses the power of the community and that provides information that gives some insight into the rapidly-changing world around us. Kenneth Cole, already known as a marketer with a difference who often makes a social statement with ads for his brands, has started a movement, in a sense, called Awearness. On the occasion of the brand’s silver anniversary, he is bringing out a book called ‘Awearness: I spiring Stories About How To Make A Difference‘, with contributions from 86 people from different fields of life. In addition, the Awearness blog provides opportunities to sign up to volunteer, as well as blog posts that highlights efforts to change society for the good, that are being made by  people across the world. Most of the information is not something that we are likely to have read a few times already - which is refreshing. For example, there’s a post detailing sources that parents can use to explain the American elections to their kids, and another one mentioning 90’s teen group Hanson’s efforts to spread awareness about AIDS. There are also links to upcoming TV specials of potential interest to readers. Awearness looks like it is something to watch out for - and if that helps Kenneth Cole, more power to him and his brand. 

[Via WWD]