Blog to brand

Watch out GOOP...seems that lifestyle sites named with memorable, if not lyrically-pleasing acronyms are the new brand-building bling of choice. Welcome NAAG. Naaagggg. Named for model Agyness Deyn and her friend Fiona Byrne. One thinks they could have synthesized the more lovely 'Fioness' or even 'Agna'. A double 'A' to me recalls professional associations or affinity groups.

NAAG is no doubt the brainchild of some big city PR agency and should serve as the first step toward the personal-brand-building of its model founder. Not that there's anything wrong with that. 'est scooped that GOOP was produced by a PR agency. We were disillusioned yes, but maintain the blind conviction that Gwyn is heavily involved (except for the San Francisco bucket list which killed the suspension of disbelief by having Gwyneth recommend the Clift Hotel...ewww).

I like NAAG's rough photo collages and the kooky downtown kid vibe is cute, but not something I'd readily identify with. Stuff is 'off the shizzle' and the claim that 'So there's a couple things we think you should do once in your lifetime. Eat a meatball...' is just befuddling. Since when did meatballs become a singular life experience? A few posts read like flat-out advertorials and I doubt Agyness has much to do with what is going on here besides lending her considerable hipster/cool kid currency (which I assume the lingo is meant to recall??), and maybe she passes a cursory glance over the selection of smoking slippers.

Conclusion: Might not earn a spot in my Bookmarks menu but I'll check back in a few to see if the content starts to hit its stride.