Brand Strategy. Brand Hierarchy. Brand Activation. Product Launch. Fractional CMOs.

Overview

Ditto began simply as an idea to make the patterning process less frustrating – a problem everyday sewists have been trying to solve for decades. That problem was solved through a joint venture between JOANN and Singer through their invention of Ditto, which is a dynamic pattern projection system that can automatically adjust the sewing pattern to your body measurements. Long & Short of It were engaged in June, 2022 when all they had for marketing was a black and white logo - and they wanted to launch nationally within 8 months. The task was monumental for the entire team.

Solution

The process began with the development of a brand platform and strategy, then it moved to planning the launch during NYC Fashion Week, followed by L&SOI being the ongoing fractional Chief Marketing Office for Ditto through early 2024 until they were in a position to take on the responsibility internally.

Throughout the process we engaged and managed seven outside agencies encompassing expertise in branding, design, photography, experiential, media, PR, social, and email.

Ditto is here now and has a solid foundation for continued growth.

“I've been a Controller for almost 30 years in both private and public companies, and I admit that I was politely skeptical about the effectiveness of a fractional CMO. LASOI, as we have nicknamed them, is not a fractional anything. They are a whole marketing team squished into one firm with two voices. Sue & Dean have been a true operational partner to me and our executive team at every turn. In the past year of working with them, I've seen them shift their focus and tailor their services to our start-up's quick changing needs (and budget constraints) with ease. Their tag team execution beats any marketing dept. I've been associated with - and I've had the pleasure of working with some very good ones! Both principals are such an integral part of our management team that no team meeting feels complete without their representation. I highly recommend their services and would be happy to chat with anyone considering them.”

Colette Robinson, Head of Finance