Ketchup

In a ’slightly late to the party’ move, Dr Martens (yes, they still make ‘em) has created a new talent property, FREEDM, to “represent the creative, irreverent attitude of the people who have always worn Dr Martens”.  Erm, I wore them at school. 12 years ago.The competition is linked with Ibiza Rocks (Ibiza being the perfect place for a pair of 12-hole leather boots), and offers winning bands the warm-up slot at the Bar M gigs.

Dr Martens have also launched a “creative community network” as a “hub for new talent and a place to be discovered”.  It might be that I’m massively not the target market, but do we really need another community/new talent offering?  Really?

I realise I sound pretty cynical here, and I don’t want to, really I don’t.  But I can’t be alone in thinking that maybe brands need to either a) be quicker to the mark if they really do have a heritage/right to do stuff like this or b) be original in another area/idea and be one of the originators in that, instead of jumping on a very late bandwagon.