“Cole Haan on Brand” is the second installment in VSA Partners’ “_____ on Brand” film series, which examines best-in-class brands through the words of their visionary leaders. “Cole Haan on Brand” features David Maddocks, Chief Marketing Officer of Cole Haan, who speaks on ideas of authenticity and heritage for the 85-year-old lifestyle brand as it’s redefined for a new generation of makers.
The film looks at Cole Haan’s legacy as an iconic American brand dating back to founders Trafton Cole and Eddie Haan who, as the company’s site notes, resolved “to make good goods and nothing but good goods.” As the company maintained its values of authenticity, quality and substance across generations, Cole Haan products became a part of the lives of many—and of culture itself. The result is a brand based at the elegant collision of tradition and modernity, one that intersects with consumers from a place of meaning, not merely fashion.
VSA interviewed Maddocks at Cole Haan’s flagship store in New York City. Award-winning director Anthony Garth filmed hand lettering artist Molly Jacques in Detroit as a unique illustrative accompaniment to Maddocks’ narration, as well as scenes filmed in California. The soundtrack is performed by the band Soft Swells.
“Cole Haan on Brand” follows the first film in the series, “IBM on Brand,” which captured the continuous evolution of IBM throughout its history through narration by Jon Iwata, IBM’s Senior Vice President, Marketing and Communications. It has since been viewed over 22,000 times. Look for future installments of the “_____ on Brand” series featuring leaders in branding and marketing, and visit the Work section for further Cole Haan projects from VSA.