Dan W.
DesignII
Blog#1
4 Brands:
Gatorade- they are the best sports drink, because they were the first. They are anyone’s go to when deciding how to hydrate themselves.
Whole Foods- I am an employee of Whole Foods, have and come to believe that they follow through on their message of a healthy lifestyle in many ways.
Starbucks- My friend works and Starbucks, and finds it hilarious, therefore so do I.
Microsoft- They are the evil empire of computers.
Gatorade:
1. Yes, they promote athleticism. They’re product not only hydrates you more than water, it tastes better. Why not choose to go with Gatorade. They claim that electrolytes replenish the things that your body needs to keep moving. I don’t even know what electrolytes are but I want make sure I keep enough inside me.
2. For Gatorade, they have already established themselves so well that attaching most names to it will not change the overall branding of Gatorade. The message would still remain true even if the words were different.
3. I think the product is the star for Gatorade. In every advertisement I see nothing but images of the sugary liquid that is made to replenish my electrolytes and keep me fighting. Without the Gatorade drink, what does the company have?
Whole Foods:
1. Yes, they promote a healthy lifestyle. Everything that has to do with Whole Foods supports their claim. Not only has John Mackey made his salary $1 a year in order to put the money back into the company, but he has also made many efforts to help the less fortunate. For example, when shopping at Whole Foods if a consumer buys a product that has a Whole Trade stamp on it, 10% of the profit goes towards a nonprofit organization aimed at aiding 3rd world countries.
2. I think that without the Whole Foods name, the company would lose a lot of their marketing strategy. The word whole suggests a feeling of collaboration and togetherness, which is something they teach us at Whole Foods. So, I think they are the only one that can make as big of a claim as they do.
3. In a way the product is the star, but the product is food itself. Not a sports drink, or a cup of coffee, but all foods. Food is celebrated at Whole Foods, and they want everyone to realize the consequences when choosing to eat unhealthy food.
Starbucks:
1. Yes, they make a point of being the most accessible “third place” to the business community in the U.S. Their physical presence is not only a giant compared to any other company, they pride themselves on “legendary” customer service. Starbucks’ ambience is also a feeling that keeps customers coming back.
2. No, because Starbucks is famous for customization to the point of absurdity. No other coffee shop can compete with the amazing number of names and combinations that Starbucks can offer.
3. No, Starbucks’ coffee is no better than anyone else’s. The point is what they actually are selling, which is an experience, the ambience.
Microsoft:
1. No, there really is no message and they don’t need one. They have already established a monopoly on technology.
2. Yes, because Microsoft just is. There is no escaping the empire of Bill Gates. The Death Star is fully operational. There is nothing they claim to be doing or will do…
3. There is no star. Products will always come and go for Microsoft, and it will always be successful. They are now a powerhouse when it comes to videogames.
Tuesday, January 26, 2010
Blog Exercise #1 - DSI Spotting
Blog Exercise #1 - DSI Spotting
What are 4 of your favorite brands?
Some of my favorite brands are: Canon, Sony, Amazon, Nike. They were the first brands first that come to mind probably because they were the first I bought /used.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Canon:
“We continue to innovate, always keeping in mind the spirit of "Speed and Quality" under which the plan was first launched” http://www.canon.com/ir/greeting/index.html.
Canon is the leading brand of optical and imaging products, and its vision statement comes across in every ad. When I think of Canon, I think of quality and innovation, which are the most important factors to take into consideration when we have to choose a brand.
Nike:
Tagline: “If you have a body, you are an athlete*”
“When Nike co-founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports” http://www.nikebiz.com/company_overview/.
Nike is synonymous of sportswear—especially sneakers. They are known for selling the more creative designs and technologically advanced shoes.
Amazon:
“ As we strive to become Earth's most customer-centric company, we constantly look for new ways to innovate on behalf of our different customers…We believe that our greatest contribution to the good of society comes directly from these core business activities”
http://www.amazon.com/.
I could spend the whole day in Amazon looking for books, music, electronics... They offer the best service, and its website is very user-friendly. When I have to buy something online, I don’t have to think twice
Sony:
Tagline: “make.believe” (make dot believe) http://www.sony.com/index.php]
Sony is known for its quality electronics and entertainment subdivision. I think its tagline is very appealing and inspiring--it represents perfectly the company’s products and what they do.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Canon: It is a strong name and I doubt that there is a better name for what they do: setting the standards (in optical and imaging devices) for other companies to follow.
Sony: Again, I wouldn’t change the name, its perfect: Sonus (sound); it perfectly relates to the experience they sell.
Amazon: Another strong name. They probably want to sell the idea of hunting or fetching products. Definitely, it is a claim that only this company can make.
Nike: I think the metaphor works: the goddess of victory. When I think of Nike I think Olympiads, so it is another perfect name. I don’t think another name could convey the experience and results they promise.
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons
Canon: Definitely. Their ads are focused on the features of the camera and the quality of the images you can get if you buy one of their products.
Sony: Yes. Their ads always feature the latest advancement in electronics, and you want to buy a new TV even if you already have one.
Amazon: I associate their logo with excellent customer service, so the next time I have to buy online I’ll do it not only because I need the products, but because of their customer service and the experience I will get from their site.
Nike: Yes. Even in their website, the first image you see is their latest innovation in footwear. Their ads are very creative, but they don’t distract the customer with gimmicks.
What are 4 of your favorite brands?
Some of my favorite brands are: Canon, Sony, Amazon, Nike. They were the first brands first that come to mind probably because they were the first I bought /used.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Canon:
“We continue to innovate, always keeping in mind the spirit of "Speed and Quality" under which the plan was first launched” http://www.canon.com/ir/greeting/index.html.
Canon is the leading brand of optical and imaging products, and its vision statement comes across in every ad. When I think of Canon, I think of quality and innovation, which are the most important factors to take into consideration when we have to choose a brand.
Nike:
Tagline: “If you have a body, you are an athlete*”
“When Nike co-founder Bill Bowerman made this observation many years ago, he was defining how he viewed the endless possibilities for human potential in sports” http://www.nikebiz.com/company_overview/.
Nike is synonymous of sportswear—especially sneakers. They are known for selling the more creative designs and technologically advanced shoes.
Amazon:
“ As we strive to become Earth's most customer-centric company, we constantly look for new ways to innovate on behalf of our different customers…We believe that our greatest contribution to the good of society comes directly from these core business activities”
http://www.amazon.com/.
I could spend the whole day in Amazon looking for books, music, electronics... They offer the best service, and its website is very user-friendly. When I have to buy something online, I don’t have to think twice
Sony:
Tagline: “make.believe” (make dot believe) http://www.sony.com/index.php]
Sony is known for its quality electronics and entertainment subdivision. I think its tagline is very appealing and inspiring--it represents perfectly the company’s products and what they do.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Canon: It is a strong name and I doubt that there is a better name for what they do: setting the standards (in optical and imaging devices) for other companies to follow.
Sony: Again, I wouldn’t change the name, its perfect: Sonus (sound); it perfectly relates to the experience they sell.
Amazon: Another strong name. They probably want to sell the idea of hunting or fetching products. Definitely, it is a claim that only this company can make.
Nike: I think the metaphor works: the goddess of victory. When I think of Nike I think Olympiads, so it is another perfect name. I don’t think another name could convey the experience and results they promise.
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons
Canon: Definitely. Their ads are focused on the features of the camera and the quality of the images you can get if you buy one of their products.
Sony: Yes. Their ads always feature the latest advancement in electronics, and you want to buy a new TV even if you already have one.
Amazon: I associate their logo with excellent customer service, so the next time I have to buy online I’ll do it not only because I need the products, but because of their customer service and the experience I will get from their site.
Nike: Yes. Even in their website, the first image you see is their latest innovation in footwear. Their ads are very creative, but they don’t distract the customer with gimmicks.
I have been branded
What are 4 of your favorite brands? Why?
When I took that first sip of Avery beer in their small tasting room up on 55th street in boulder I knew that I was a customer for life. They are friendly people you want to go camping with share your afternoon with and they happen to brew beer, damn good beer at that. Avery is a small craft brewery that prides itself on its ability to listen to the customer; at the end of the day they would be the same company if they brewed for just their friends’. This is what makes a strong brand for me, I am a small town guy who appreciates hard work and would gladly spend the extra $1 a beer because I know where it comes from. I use the same argument for my other top tier companies. Arbor collective is a surf/skate company based out of Venice beach. A small shop that puts out a sick product, I love to ride my extra wide Roundhouse with the bonsai tree painted over bamboo. The design is simple the approach is simple and they know this product just is better, probably the reason I have never seen advertising for their products. They market in their niche by making a board that they would be proud to ride even in Michigan where I would like to eventually purchase my home and office furniture. Hermann Miller is a tad larger, but has the feel of that it has held on to the small town attitude, a company that just wants to make a product that goes above and beyond the need of their clients with every innovative piece of furniture. Some how BMW ends up as the oddball of the group. How can this happen I have never owned anything made by BMW maybe a keychain somewhere along the road but their promise of luxury and performance has an M6 ready off the showroom floor with my name on it someday!
For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Hermann Miller www.hermannmiller.com A solid 100
“Better world” can furniture and objects change the world?, Hermann miller thinks so and do in a big way. Their mission in every product is conceived with the end result in plain sight. Providing the most effective product for the home or workplace. The only caveat is their price. With the sticker shock you have to remember you are making a long-term investment.
Avery Beer www.averybrewing.com a Rising 92
The key message of Avery’s “products are thoroughly American at heart: blending Old World tradition and expertise with ingenuity, creativity and boldness” it is stated on their website in the previous statement that they are doing exactly what I get off the shelf or a tap every time. They make big beer and they stand behind their product 125%.
Arbor www.arborcollective.com a Rising 95
This company sounds like a made for TV add in their web presence, is it too good to be true that following your core values to a T that they would come out on top making the best product in the industry. I have been complimented on my board by Burton Reps its just that level of a product. They say in their web literature “we select only those eco-materials that allow us to deliver better looking, higher performing, more durable products. Form still follows function”. How do you argue with that?
BMW www.bmwusa.com Truly a company that deserves 100
The Ultimate Driving Machine: Believable; totally, have you ever seen a guy driving down the interstate in a Beemer unhappy with his car, not more than I have seen one laughing? Innovation paired with quality reliability and sex appeal there is no way to loose. And yes its important to note they have included maintenance in the cost of your vehicle for the next 5 years.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Hermann Miller
It would be hard for any other furniture manufacturer to make the claims that Hermann Miller does. Anything else close is in a different game altogether other than say Knoll. For the size and breadth of the companies reach it would be hard to match what Hermann Miler has done with their corner on the market. Ikea doesn’t have the level of quality and are in a smaller market.
BMW
Is ford the ultimate driving machine? Nope, it gets you from A to B comfortably, however the car is not on the same track. I would even have to say in the luxury car market BMW is the only one that has performance as a top priority and also leads in the comfort and luxury category as well.
The small companies, Arbor and Avery I feel the same way about. I personally feel like they are the best at what they do. The nature of their markets though it is so small and specialized it would be hard to say that my opinion of their tailored product is hands down better than the next craft brewer or snowboard shop. That decision comes down to acute personal preferences where there are many small companies jockeying to be #1 in emerging markets.
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
I have Never seen Marketing for Avery or Arbor or Hermann Miller, well maybe Hermann Miller in Magazines but I read art and architecture magazines. So does that really count they have their products placed perfectly in their ads which mimic the houses featured in the articles. They are the desired furnishing and fulfill their promise to customers. With honest products created for better application. BMW from what I have seen of their advertisement their cars are the center piece of their ads and the communication is possibly a bit more memorable because I prefer the brand but a car commercial is the same to me across the board, I will listen to friends and personal experience that the brand delivers the best product in their specialty.
When I took that first sip of Avery beer in their small tasting room up on 55th street in boulder I knew that I was a customer for life. They are friendly people you want to go camping with share your afternoon with and they happen to brew beer, damn good beer at that. Avery is a small craft brewery that prides itself on its ability to listen to the customer; at the end of the day they would be the same company if they brewed for just their friends’. This is what makes a strong brand for me, I am a small town guy who appreciates hard work and would gladly spend the extra $1 a beer because I know where it comes from. I use the same argument for my other top tier companies. Arbor collective is a surf/skate company based out of Venice beach. A small shop that puts out a sick product, I love to ride my extra wide Roundhouse with the bonsai tree painted over bamboo. The design is simple the approach is simple and they know this product just is better, probably the reason I have never seen advertising for their products. They market in their niche by making a board that they would be proud to ride even in Michigan where I would like to eventually purchase my home and office furniture. Hermann Miller is a tad larger, but has the feel of that it has held on to the small town attitude, a company that just wants to make a product that goes above and beyond the need of their clients with every innovative piece of furniture. Some how BMW ends up as the oddball of the group. How can this happen I have never owned anything made by BMW maybe a keychain somewhere along the road but their promise of luxury and performance has an M6 ready off the showroom floor with my name on it someday!
For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Hermann Miller www.hermannmiller.com A solid 100
“Better world” can furniture and objects change the world?, Hermann miller thinks so and do in a big way. Their mission in every product is conceived with the end result in plain sight. Providing the most effective product for the home or workplace. The only caveat is their price. With the sticker shock you have to remember you are making a long-term investment.
Avery Beer www.averybrewing.com a Rising 92
The key message of Avery’s “products are thoroughly American at heart: blending Old World tradition and expertise with ingenuity, creativity and boldness” it is stated on their website in the previous statement that they are doing exactly what I get off the shelf or a tap every time. They make big beer and they stand behind their product 125%.
Arbor www.arborcollective.com a Rising 95
This company sounds like a made for TV add in their web presence, is it too good to be true that following your core values to a T that they would come out on top making the best product in the industry. I have been complimented on my board by Burton Reps its just that level of a product. They say in their web literature “we select only those eco-materials that allow us to deliver better looking, higher performing, more durable products. Form still follows function”. How do you argue with that?
BMW www.bmwusa.com Truly a company that deserves 100
The Ultimate Driving Machine: Believable; totally, have you ever seen a guy driving down the interstate in a Beemer unhappy with his car, not more than I have seen one laughing? Innovation paired with quality reliability and sex appeal there is no way to loose. And yes its important to note they have included maintenance in the cost of your vehicle for the next 5 years.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Hermann Miller
It would be hard for any other furniture manufacturer to make the claims that Hermann Miller does. Anything else close is in a different game altogether other than say Knoll. For the size and breadth of the companies reach it would be hard to match what Hermann Miler has done with their corner on the market. Ikea doesn’t have the level of quality and are in a smaller market.
BMW
Is ford the ultimate driving machine? Nope, it gets you from A to B comfortably, however the car is not on the same track. I would even have to say in the luxury car market BMW is the only one that has performance as a top priority and also leads in the comfort and luxury category as well.
The small companies, Arbor and Avery I feel the same way about. I personally feel like they are the best at what they do. The nature of their markets though it is so small and specialized it would be hard to say that my opinion of their tailored product is hands down better than the next craft brewer or snowboard shop. That decision comes down to acute personal preferences where there are many small companies jockeying to be #1 in emerging markets.
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
I have Never seen Marketing for Avery or Arbor or Hermann Miller, well maybe Hermann Miller in Magazines but I read art and architecture magazines. So does that really count they have their products placed perfectly in their ads which mimic the houses featured in the articles. They are the desired furnishing and fulfill their promise to customers. With honest products created for better application. BMW from what I have seen of their advertisement their cars are the center piece of their ads and the communication is possibly a bit more memorable because I prefer the brand but a car commercial is the same to me across the board, I will listen to friends and personal experience that the brand delivers the best product in their specialty.
Blog Post #1
Flying Dog Brewery
Flying Dog is one of my favorite brands because of their artistic design based on artwork from Ralph Steadman. Not only do they make great beer, but they originated out of colorado and are avid supporters of Hunter S. Thompson.
Question 1: Finding Flying Dog's key message is a bit hard. They position themselves as the only Gonzo Brewery. The creators knew Hunter S. Thompson personally and center their brand around his legacy. For superlative, they pass with flying colors. They are the only brewery that had direct connections with the late Hunter S. Thompson and still to this day are partnered with Ralph Steadman. No other brewery can claim this. The problem is that this may not be important. For a fan of HST (Hunter S. Thompson) and Ralph Steadman, this is very important. To the regular beer drinker, they may not know who either of these guys are and may simply see a brewery with crazy art. Believable: sure it isn't hard to believe that these guys have a strangle hold on the Gonzo beer market. Plus any small brewery that originated in Aspen CO and now has moved home base to Maryland and is shipping all across the world...there beer must be pretty good. (Not to mention 3 golds, a silver, and won Mid-Size Brewery of the Year in the Great American Beer Festival last september.)
The key here is if their position is important to the regular customer. Most would say no. They are directing their main focus to a smaller audience.
Question 2: Only Flying Dog Brewery can claim to be the Gonzo Brewery. No other brewery started in Hunter S. Thompson's stomping ground of Aspen CO and is partnered up with the Gonzo artist himself: Ralph Steadman.
Substitution? No way, these guys get a 100%.
Question 3: Since the brand is still fairly young, they do not advertise all that much. Majority of their communication is done through word of mouth, online, and directly through their packaging. Much of this is centered around their connections with HST and the art of Ralph Steadman. They use these to illustrate their irreverent stance and slogan "Good Beer, No Shit". Is the product the main focus? Yes and No. The beer labels are highly stylized but still refer much attention to the beer and their bold claims of quality. Much of their communication is based around the connections with HST, sometimes the beer takes a backseat to the bold styling.
Ultimately Flying Dog doesn't pass the DSI test for two big reasons. One: their stance is not that important to many people. Not everyone knows about Hunter S. Thompson, and not all that do care that much about him. To some, they may not be that important. The second problem for Flying Dog is since they heavily focus on their connections with HST sometimes their product takes a backseat to the main advertising.
Apple
Apple is one of my favorite brands because I have never been disappointed with any of their products and because of their marketing campaigns. Their design is clean and rocks...most of the time.
Question 1: Superlative, Important, and Believable. Yes, yes, and yes. From a technology standpoint they are the best at what they do. They create products that function and function beyond the needs of the user. They are simple, they function well, and are easy to use. This is very important for any technology user. If it doesn't work, they won't come back. Apple's claims are always believable and are held up by the experience with the products.
Question 2: When it comes to design, function, and usability, no other brand can do all the things that Apple can (Microsoft sure can't...but they focus on other ideals).
Question 3: In their communication, the product is always the center of attention. Whether it be a commercial for the iPhone or their new line of laptops, Apple focuses on the product above anything else. Much of their ad campaigns are focused on the superiority of their products.
Apple passes on all accounts due to their focus on the product. Their brand is aligned in such a way that allows them to create great working products backed by a solid focused brand.
Sony Playstation
Sony Playstation is one of my favorite brands because it has always been the dominant console when it comes to technology. Sony has had the market cornered as far as boasting the strongest technology in the world of gaming.
Question 1: Superlative. Yes, if you look at each iteration of the Playstation, each has had dominant technology over the competition. (Some may argue that the original Xbox had better tech behind it...but the key to that argument is that the Xbox never played DVD's while the Playstation 2 did). Key aspects of this have been graphics and incorporation of multimedia playback. Both the Playstation 2 and 3 have boasted higher technology than the Xbox or Xbox 360 (the rival position in gaming). Important. Better technology allows for better games. Games are everything for a video game console. Plus the addition of multimedia playback (i.e. DVD and Blu-Ray capability) is a huge aspect to the brand. Believable. The consumer could easily see the difference when playing one next to the other. Believable = yes.
Question 2: No company could claim to be capable of all the things that Playstation consoles can do. They are the only company with that much technology packed into one box. The addition of DVD playback and Blu-Ray playback cemented their position.
Question 3: Their communication is based on the product in all respects. They know they have the best technology out there. They focus their advertising on the product and its capabilities.
Sony Playstation passes. Their whole brand is focused on their products and the technology behind them.
Vans shoes
Vans shoes is one of my favorite brands because of the quality of their shoes and their roots in the foundations of skateboarding. They have stayed true to their style in shoes since the 60's.
Question 1: Superlative: Vans has always been the authentic original skate shoe. To this day they are very functional skate shoes that have held firm to their roots. Important: It is very important for skateboarders to have well built shoes because of the extreme conditions they put them through. They may not be the best made shoes on the market, but they are the originals. Believable: They have been around since 1966 and are still a major player in the skate shoe market, very believable.
Question 2: No other skate company has a set history and visual effect on culture like Vans has. No other company can claim this kind of history with their product.
Question 3: Their communication has always been centered around their shoes. There is much focus on the traditions and history of the brand, but it has all been built on the shoes.
I think that Vans passes the test, they have been in the skate shoe market for almost as long as skateboarding has. Their products are their main focus and hold the tradition of upholding skateboarding history.
Flying Dog is one of my favorite brands because of their artistic design based on artwork from Ralph Steadman. Not only do they make great beer, but they originated out of colorado and are avid supporters of Hunter S. Thompson.
Question 1: Finding Flying Dog's key message is a bit hard. They position themselves as the only Gonzo Brewery. The creators knew Hunter S. Thompson personally and center their brand around his legacy. For superlative, they pass with flying colors. They are the only brewery that had direct connections with the late Hunter S. Thompson and still to this day are partnered with Ralph Steadman. No other brewery can claim this. The problem is that this may not be important. For a fan of HST (Hunter S. Thompson) and Ralph Steadman, this is very important. To the regular beer drinker, they may not know who either of these guys are and may simply see a brewery with crazy art. Believable: sure it isn't hard to believe that these guys have a strangle hold on the Gonzo beer market. Plus any small brewery that originated in Aspen CO and now has moved home base to Maryland and is shipping all across the world...there beer must be pretty good. (Not to mention 3 golds, a silver, and won Mid-Size Brewery of the Year in the Great American Beer Festival last september.)
The key here is if their position is important to the regular customer. Most would say no. They are directing their main focus to a smaller audience.
Question 2: Only Flying Dog Brewery can claim to be the Gonzo Brewery. No other brewery started in Hunter S. Thompson's stomping ground of Aspen CO and is partnered up with the Gonzo artist himself: Ralph Steadman.
Substitution? No way, these guys get a 100%.
Question 3: Since the brand is still fairly young, they do not advertise all that much. Majority of their communication is done through word of mouth, online, and directly through their packaging. Much of this is centered around their connections with HST and the art of Ralph Steadman. They use these to illustrate their irreverent stance and slogan "Good Beer, No Shit". Is the product the main focus? Yes and No. The beer labels are highly stylized but still refer much attention to the beer and their bold claims of quality. Much of their communication is based around the connections with HST, sometimes the beer takes a backseat to the bold styling.
Ultimately Flying Dog doesn't pass the DSI test for two big reasons. One: their stance is not that important to many people. Not everyone knows about Hunter S. Thompson, and not all that do care that much about him. To some, they may not be that important. The second problem for Flying Dog is since they heavily focus on their connections with HST sometimes their product takes a backseat to the main advertising.
Apple
Apple is one of my favorite brands because I have never been disappointed with any of their products and because of their marketing campaigns. Their design is clean and rocks...most of the time.
Question 1: Superlative, Important, and Believable. Yes, yes, and yes. From a technology standpoint they are the best at what they do. They create products that function and function beyond the needs of the user. They are simple, they function well, and are easy to use. This is very important for any technology user. If it doesn't work, they won't come back. Apple's claims are always believable and are held up by the experience with the products.
Question 2: When it comes to design, function, and usability, no other brand can do all the things that Apple can (Microsoft sure can't...but they focus on other ideals).
Question 3: In their communication, the product is always the center of attention. Whether it be a commercial for the iPhone or their new line of laptops, Apple focuses on the product above anything else. Much of their ad campaigns are focused on the superiority of their products.
Apple passes on all accounts due to their focus on the product. Their brand is aligned in such a way that allows them to create great working products backed by a solid focused brand.
Sony Playstation
Sony Playstation is one of my favorite brands because it has always been the dominant console when it comes to technology. Sony has had the market cornered as far as boasting the strongest technology in the world of gaming.
Question 1: Superlative. Yes, if you look at each iteration of the Playstation, each has had dominant technology over the competition. (Some may argue that the original Xbox had better tech behind it...but the key to that argument is that the Xbox never played DVD's while the Playstation 2 did). Key aspects of this have been graphics and incorporation of multimedia playback. Both the Playstation 2 and 3 have boasted higher technology than the Xbox or Xbox 360 (the rival position in gaming). Important. Better technology allows for better games. Games are everything for a video game console. Plus the addition of multimedia playback (i.e. DVD and Blu-Ray capability) is a huge aspect to the brand. Believable. The consumer could easily see the difference when playing one next to the other. Believable = yes.
Question 2: No company could claim to be capable of all the things that Playstation consoles can do. They are the only company with that much technology packed into one box. The addition of DVD playback and Blu-Ray playback cemented their position.
Question 3: Their communication is based on the product in all respects. They know they have the best technology out there. They focus their advertising on the product and its capabilities.
Sony Playstation passes. Their whole brand is focused on their products and the technology behind them.
Vans shoes
Vans shoes is one of my favorite brands because of the quality of their shoes and their roots in the foundations of skateboarding. They have stayed true to their style in shoes since the 60's.
Question 1: Superlative: Vans has always been the authentic original skate shoe. To this day they are very functional skate shoes that have held firm to their roots. Important: It is very important for skateboarders to have well built shoes because of the extreme conditions they put them through. They may not be the best made shoes on the market, but they are the originals. Believable: They have been around since 1966 and are still a major player in the skate shoe market, very believable.
Question 2: No other skate company has a set history and visual effect on culture like Vans has. No other company can claim this kind of history with their product.
Question 3: Their communication has always been centered around their shoes. There is much focus on the traditions and history of the brand, but it has all been built on the shoes.
I think that Vans passes the test, they have been in the skate shoe market for almost as long as skateboarding has. Their products are their main focus and hold the tradition of upholding skateboarding history.
Blog #1
Blizzard Entertainment (http://us.blizzard.com/en-us/)
1. Blizzard is a game developing company that has been around for close to twenty years. The company has released only 3 franchises over its course (Diablo, Starcraft, Warcraft) which each has been highly successful, and currently has the worlds most popular MMORPG (massively multiplayer online role playing game) with over 11.5 million subscribers. For me they are one of my favorite gaming companies for the quality of games they have released over the years.
2. Although Blizzard hasn't really stated itself as being #1 in online games, one of its products World of Warcraft has boldly claimed "The #1 online game". At this current point in time it is superlative for the fact that they have backing to claim with over 11.5 million subscribers it is in fact the largest online game.
3. For this fact of having the backing with their product I don't think you could put any other company on their label. Rival MMORPGS such as Mythic Entertainments Warhammer Online has no where near the amount of success that World of Warcraft has recieved therefore no other company could make such a claim.
4. The only ads are for World of Warcraft when it comes to Blizzard, and even though it uses famous actors and part of the catch, the product is very much the star of the ads for it is bringing this whole idea of an avatar as being you and having these abilitys on the virtual landscape to be something you are not. (http://www.youtube.com/watch?v=LoHey6rGnkc&feature=related)
Pepsi (http://www.pepsi.com/)
1. Pepsi is one of the leaders in soda. To be honest though I just prefer the taste of pepsi over coke, and really those are the big two soda companies.
2. Pepsi's latest advertising campaign is "Refresh Everything" along with it they changed their entire look, although keeping the same blue, red and white circle thing to make it look sleeker. This advertising is to say each generation refreshes new outlooks on life, etc. Beyond the fact that Pepsi has backing behind it and it is a top tier soda to being a household name I don't nessisarly think "Refresh Everything" is superlative its very broad, and if someone just said refresh everything without any sort of logo or indicator I would have no idea what they were talking about.
3. Like with what I said above the reason that you know pepsi would be the only way you would not be able to replace the companies name, because it is the cola that doesn't have the bite that coke does. But with refresh everything, any company could just do what they did by changing all the designs of their products and put the same tag line, and you would not see the difference.
4. The only reason the product is the star in these commercials is because a logo that we once knew shifted and changed and in every single instance you are bombarded by this new image that pepsi has (of course at this point in time we've all seen it), but other than the fact that its a shift from what we know as a house hold brand its memorable, but if it wasn't such you would have no idea what the ad was about and I would walk away going what the hell. (http://www.youtube.com/watch?v=pDix0VvrV1g)
Guinness (http://www.guinness.com/)
1. When it comes to beer, I've always been partial to stout although there has always been something about guiness that keeps it as my favorite beer brand. For Guiness there is the distinctive full bodied drink, to the dark color with the creamy head with the drink. All of this along with pouring the perfect pint help add to ambeinance around the drink.
2. For Guinness their advertising is very superlative for the fact most if it says nothing, or has any sort of tag line but is more about sensation of waiting in anticipation for this perfect drink poured watching the black, browns and whites make this perfect head to the beer. For this sensation Guinness has positioned itself as the stout to wait for this craftmanship and almost ritualistic pouring that the drinker enjoys.
3. I don't think any other company could use the rich imagery of these abscract things being used to emulate the sensation of the drink being poured because the public has such strong relation to the drink being the ritual of waiting and enjoying this as yo wait to take your first sip of the drink.
4. The product is definately star of the ad, it does help that Guinness is a household name for beer, or more specifically irish stout but I think when it comes to stouts even though the pouring process is similiar it seems Guinness was the first to really corner out the niche in the market for it.
Twinings Tea (http://www.twinings.com/home.php)
1. So aparently I'm just going to be on a drink kick....although Twinings Tea is a bagged tea that you can find at most grocers, and I just happen to drink it alot just because there black teas have been pretty tasty.
2. To be honest I had to dig a bit to find advertising for Twinings as I haven't seen any sort of ads for it but the tag line for the tea was "Try Something Different, Try Twinings". In some ways you could argue that it is superlative for its saying that its the underdog of the tea buisiness, although I don't really think it says much about the tea itself, although the commercials do an awfully good job at describing the tea from its aroma, color, and "hints of citrus".
3. I think though overall you could replace Twinings with any other tea brand, or for that matter really anything else if you change the context of the commercial. After all it is tea, and its not offering any sort of revolutionary ways of making tea or any sorts of new flavors that have not been tried.
4. I think for the most part with the commercial the tea itself is the star as they try to paint a picture in the mind of the viewer, and give it the rich flavor it describes. (http://www.youtube.com/watch?v=VyQa0kIWBQ0&feature=related)
1. Blizzard is a game developing company that has been around for close to twenty years. The company has released only 3 franchises over its course (Diablo, Starcraft, Warcraft) which each has been highly successful, and currently has the worlds most popular MMORPG (massively multiplayer online role playing game) with over 11.5 million subscribers. For me they are one of my favorite gaming companies for the quality of games they have released over the years.
2. Although Blizzard hasn't really stated itself as being #1 in online games, one of its products World of Warcraft has boldly claimed "The #1 online game". At this current point in time it is superlative for the fact that they have backing to claim with over 11.5 million subscribers it is in fact the largest online game.
3. For this fact of having the backing with their product I don't think you could put any other company on their label. Rival MMORPGS such as Mythic Entertainments Warhammer Online has no where near the amount of success that World of Warcraft has recieved therefore no other company could make such a claim.
4. The only ads are for World of Warcraft when it comes to Blizzard, and even though it uses famous actors and part of the catch, the product is very much the star of the ads for it is bringing this whole idea of an avatar as being you and having these abilitys on the virtual landscape to be something you are not. (http://www.youtube.com/watch?v=LoHey6rGnkc&feature=related)
Pepsi (http://www.pepsi.com/)
1. Pepsi is one of the leaders in soda. To be honest though I just prefer the taste of pepsi over coke, and really those are the big two soda companies.
2. Pepsi's latest advertising campaign is "Refresh Everything" along with it they changed their entire look, although keeping the same blue, red and white circle thing to make it look sleeker. This advertising is to say each generation refreshes new outlooks on life, etc. Beyond the fact that Pepsi has backing behind it and it is a top tier soda to being a household name I don't nessisarly think "Refresh Everything" is superlative its very broad, and if someone just said refresh everything without any sort of logo or indicator I would have no idea what they were talking about.
3. Like with what I said above the reason that you know pepsi would be the only way you would not be able to replace the companies name, because it is the cola that doesn't have the bite that coke does. But with refresh everything, any company could just do what they did by changing all the designs of their products and put the same tag line, and you would not see the difference.
4. The only reason the product is the star in these commercials is because a logo that we once knew shifted and changed and in every single instance you are bombarded by this new image that pepsi has (of course at this point in time we've all seen it), but other than the fact that its a shift from what we know as a house hold brand its memorable, but if it wasn't such you would have no idea what the ad was about and I would walk away going what the hell. (http://www.youtube.com/watch?v=pDix0VvrV1g)
Guinness (http://www.guinness.com/)
1. When it comes to beer, I've always been partial to stout although there has always been something about guiness that keeps it as my favorite beer brand. For Guiness there is the distinctive full bodied drink, to the dark color with the creamy head with the drink. All of this along with pouring the perfect pint help add to ambeinance around the drink.
2. For Guinness their advertising is very superlative for the fact most if it says nothing, or has any sort of tag line but is more about sensation of waiting in anticipation for this perfect drink poured watching the black, browns and whites make this perfect head to the beer. For this sensation Guinness has positioned itself as the stout to wait for this craftmanship and almost ritualistic pouring that the drinker enjoys.
3. I don't think any other company could use the rich imagery of these abscract things being used to emulate the sensation of the drink being poured because the public has such strong relation to the drink being the ritual of waiting and enjoying this as yo wait to take your first sip of the drink.
4. The product is definately star of the ad, it does help that Guinness is a household name for beer, or more specifically irish stout but I think when it comes to stouts even though the pouring process is similiar it seems Guinness was the first to really corner out the niche in the market for it.
Twinings Tea (http://www.twinings.com/home.php)
1. So aparently I'm just going to be on a drink kick....although Twinings Tea is a bagged tea that you can find at most grocers, and I just happen to drink it alot just because there black teas have been pretty tasty.
2. To be honest I had to dig a bit to find advertising for Twinings as I haven't seen any sort of ads for it but the tag line for the tea was "Try Something Different, Try Twinings". In some ways you could argue that it is superlative for its saying that its the underdog of the tea buisiness, although I don't really think it says much about the tea itself, although the commercials do an awfully good job at describing the tea from its aroma, color, and "hints of citrus".
3. I think though overall you could replace Twinings with any other tea brand, or for that matter really anything else if you change the context of the commercial. After all it is tea, and its not offering any sort of revolutionary ways of making tea or any sorts of new flavors that have not been tried.
4. I think for the most part with the commercial the tea itself is the star as they try to paint a picture in the mind of the viewer, and give it the rich flavor it describes. (http://www.youtube.com/watch?v=VyQa0kIWBQ0&feature=related)
Blog 1
Apple: As a converted PC-user, I am d
rawn to this brand because of the reliability of the product. All the products I have owned, whether it be an iPod or a computer, have worked almost seamlessly. Whenever there was a hiccup, I was able to go into a store and talk to a real person. I didn't have to talk to someone who had been outsourced.
Vera Bradley: Vera Bradley is a designer of accessories such as hand bags, makeup cases, notebooks, etc. The designs feature themes of different colors and patterns. I like these products because they exude a "home made" feel. There are also so many different patterns and styles to choose from, that it is easy to pick out when that is unique. The material is also durable and machine washable.
http://www.verabradley.com/
Post it: This is one of my favorite brands because of the interesting office supply inventions they create. My favorite one is the highlighter that also holds the little post-it sticky flags. Post it makes things that are useful and practice but also add a little fun to mundane tasks.
Post it: This is one of my favorite brands because of the interesting office supply inventions they create. My favorite one is the highlighter that also holds the little post-it sticky flags. Post it makes things that are useful and practice but also add a little fun to mundane tasks.
Flag Highlighters
Converse: I like this brand mostly because of the shoes they produce. It is one of those rare products in the age of technology that gets better with time. The more you wear Converse sneakers, the more comfortable they become until they are practically falling apart.
2) DSI Test
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Converse: I like this brand mostly because of the shoes they produce. It is one of those rare products in the age of technology that gets better with time. The more you wear Converse sneakers, the more comfortable they become until they are practically falling apart.
2) DSI Test
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Apple
Question 1: Yes, the key message of easily usability and a sleek product is easily understandable. It is important that the brand looks good and functions seamlessly.
Question2: No, you cannot plug another company into Apple's position. Apple is the main product that is known for its stylistic design, consistent technical support, and the main challenger to the Microsoft products. These are claims that only Apple is successfully able to make.
Question 3: Yes, the product is the central feature of advertising. However, Apple approaches the line of being entertainment with the introduction of human between the Mac and the PC characters. However, the humor creates advertisements that are memorable because the consumer remembers the conflict between the two characters. The two character accurately reflect features of both Mac and PC and thus, form a contrast between the two brands.
Vera Bradley
Question1: The key message this brand represents is that they will create products that feature a unique, homemade look while maintaining functionality and durability. I do think the brand passes both the superlative and believable because the products support the message behind the brand.
Question2: I find that this brand fails this question. Since the brand has become popular, many knock-offs have been introduced to the market. The knock-offs offer the same features with minor differences in the patterns of fabric. You could plug someone else's name into the brand name and it wouldn't make much of an impact.
Question3: In the advertising, the product is the subject. Vera Bradley primarily utilizes print ads and catalogues. Although there are people modeling the products, the main focus remains the product being advertised.
Post It
Question 1: Yes, the brand is superlative, important, and believable. Consumers can expect everything from plain office supplies to neon post it notes with flowers on them. The brand has become a house-hold name due to the invention and mastery of the stickie note. In fact, the name stickie note and post it have become interchangeable.
Question2: I do not believe the name Post It could be changed to any other company. For example, trust in a Kleenex branded stickie note would not give the customer the same sense of trust in the product.
Question3: Yes, in the advertising, the product is rightfully represented. The product is memorable in that the advertising serves as a demonstration of how much better an individual's work experience will be with the use of Post It's office products.
Converse
Question1: The key message of Converse comes from the reliability of the products as well as the reliability of the brand. The brand has existed since 1908 and has had a long time to build the trust of the consumer. Thus, the key message of a durable and stylish shoe is important, believable, and superlative.
Question2: In general, the claim of having a stylish and durable shoe is not unique. There are several other brands on the market that could claim the same thing. However, Converse was one of the first brands to do so. The brand name cannot be replaced because the look of the shoe has become such an icon today.
Question3: Yes, the Converse shoes are the main focus of the advertisements. The shoes work in part with a model and other pieces of clothing to complete a look of style.
Laura Hemler
Erin Lee Brands and Questions
What are 4 of your favorite brands? Why? Apply 3 questions to all 4 brands
1.Whole Foods Market, because the company is committed to its core values and caring about communities and the environment.
Golden? Absolutely! This brand promises only the highest quality products other grocers cannot. It is important to eat healthy to have a long life. This is a unique company because it caters to employee’s happiness as well as to its vendors. Core Values: http://www.wholefoodsmarket.com/company/corevalues.php.
Substitution: mmm.. not really, Vitamin Cottage offers healthy foods and supplements but not the quality standards that Whole Foods prides itself on or the commitment to its vendors. So, I would say no, you cannot plug another’s name in its place. http://www.vitamincottage.com/about.php.
Star ? Whole Foods maintains a consistent message of quality and sustainability… for a price. Also, referred to as Whole Paycheck, but the products and the employees the company stands behind and supports which makes Whole Foods an experience every time they walk into a store.
2. Guess jeans because they are all about sexy, adventurous, trendsetting apparel and accessories. All-American looks with a uniquely European attention to detail.
http://shop.guess.com/About.aspx.
Golden ? Promises of all American looks and European attention to detail are something another company like Levi’s can’t claim. I try to not to be so materialistically based but many members of society really care about setting trends so it is important to them. I think the memorable and unique aspects come from the advertisements. Very stereotypical female and male models, if you where this brand you are in some way connected to those ads emotionally.
Substitution: This could be swapped out with a brand like Chanel or even Dior who also promises the latest fashions and styles of today.
Memorable: yes, but not for the right reasons. The marketing is not so tangible, and consumers may be attracted to the ads but not so much to the expensive products.
3. North Face Sustainability is not a goal, it's a journey, and at The North Face it is part of our brand heritage. Sustainability and conservation form the core of The North Face pledge to advance the well being of the planet, its citizens and those who enjoy exploring it.
Golden ? Promises well being of the planet and the people who explore it. The claim is more of the adventurer’s creed than a promise to do something about the planets sustainability. It is important, if you are climbing the Himalayan Mountains you want to be certain that you can depend on your gear. Believability is rough because it’s a vague definition of how they help sustain the planet, where as a company like Patagonia which prides themselves on quality of products using raw materials and innovative technologies.
http://www.patagonia.com/web/us/patagonia.go?slc=en_US&sct=US&assetid=2329.
Substitution: I think dedication to one brand or another is what makes North Face memorable and tangible. Either consumer’s have had bad experiences with equipment or products from one company and they convince themselves that one is better than another. It could be swapped out, their mission statements are awfully similar.
North Face not only has a strong commitment to the environment, but a holistic and systematic approach to sustainability. The memorable part for me as a consumer is the fact that they know that taking on the sustainability claim is a journey that is constantly improving. At least they’re honest.
4. Natures Gate: Our philosophy is derived from combining decades-old wisdom rich in botanical, herbal and floral treatments with modern ingredients and formulations.
Golden? Yes! Vaseline does not promise decades old wisdom rich products. Herbal and floral ingredients are way better for your skin than CAPRYLIC/CAPRIC TRIGLYCERIDE which is found in many of Vaseline’s skin care products which is a highly refined medium chain triglyceride which is good for shelf life but as a consumer I would like to read and understand every ingredient in something that goes on my skin and will be absorbed into my body, that’s important to me. Believable? Absolutely! http://www.naturesgate.com/products/ingredients.asp?alpha=A, is their ingredient list and everything in this glossary comes from plants.
http://www.vaseline.com/Template2.aspx?Path=Consumer/Glossary/Home.
Substitution: Definitely not. Aveda™, The Art and Science of Pure Flower and Plant Essences™ is the closest. Both companies were started around the same time but Natures Gate is the only company that promises the highest level of integrity and value in their products which makes them memorable http://www.natures-gate.com/about/philosophy.asp.
Star ? Memorable for the right reasons, yes. Even the brand name is short and sweet which walks hand in hand with their philosophy of providing products that reflect ongoing efforts to preserve the earth’s natural resources by being environmentally friendly and cruelty-free.
Blog 1 - Brands
As stated in “Why Johnny Can’t Brand”:
The flip side of "DSI spotting" practice is looking at all the weak, ineffective messages drifting around on this sea and to make value judgments about what's wrong and why. This isn't being cynical or derogatory; it's gaining a fuller understanding by studying both sides of the coin.
1) What are 4 of your favorite brands? Why?
Sony Playstation (http://www.us.playstation.com/)
My favorite aspect of the Playstation brand is that with each release of a new console (PS1 – PS2 – PS3) Sony adjusts its logo to reflect the idea of the general gaming purchaser. The current version is black and white and has a very streamlined appearance. The print versions of the logo have a pre motion based appearance, while the media based logos are restrictive to a thin typed PS3.
Coke (http://www.coca-cola.com/index.jsp)
Despite it multiple variations the basic logo hasn’t changed since its 1930’s logo. It uses basic colors generally white on red, or red on black, which is something that I value as a design idea since its something I try to use in my own work.
Special Olympics (http://www.specialolympics.org)
The Special Olympics logo takes its core message and applies it to the regular Olympics message. What I really like about the logo is that not only does the design allow for the normal colors of the Olympic rings to be applied but that it keeps the singular circular shape till connecting it visually to the Olympics but instead it replaces the rings with people symbolizing the inclusion of everyone.
Planters / Mr. Peanut (http://www.planters.com/)
Like the rest of my brands / logos one of my major appreciations of Mr. Peanut is that the brand as a whole hasn’t really changed since its original creation. With the monocle and top hat Mr. Peanut gives the image of refinement and socially upper-class even for a nut that is given out in droves at run down steakhouses. Even with the evolution of different forms of media the logo doesn’t change.
2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message ex¬pressed Superlative, Important, and Believable?
Playstation – While the console market as a whole is limited to three (Playstation, Xbox, and Wii), the concept of number one isn’t scene in the term but to many fans and the whole association with Sony creates the idea of being #1 both in gaming and a form of technology. The wording being “play” and “station” both create the idea of a object that you play with.
Coke – Like other one named known brands / personas Coke is a worldly known object. While the overall importance of Coke as a whole its identifiable name is known right away.
Special Olympics – With the name tie to the Olympics the Special Olympics shares the same connection to a sporting computation. Both sets of Olympics are known as having the best athletes of there respective sports.
Planters / Mr. Peanut – While the connection to Planters as the company is not visually connected the title “Planters Mr. Peanut” the title and image create the whole product. The image of Mr. Peanut and his items create an image of a important persona when compared to other series.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Playstation – Depending on the company’s credibility any popular technology companies namesake put in front of the “playstation” would work as well as Sony.
Coke – The entire namesake, credibility and marketability is tied to the Coke name. The moment that the Coke name is removed the soda just becomes any generic brand.
Special Olympics – The effectiveness of the replacement depends on the credibility of the company. Most companies would not have the same effect or success though due to the nature of the Special Olympics and its working with the disabled community and would lose the connection overcoming disabilities and such.
Planters / Mr. Peanut – The namesake is dependent on the base item. The term Mr. Peanut is memorable and easy to say. Something along the lines of Mr. Carrot / Mr. Squash doesn’t have the natural flow that Mr. Peanut does.
Question 3 (the Star Question): In communications like ad¬vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Playstation – In the case of previous Playstations (1 & 2) the ads were relevant to the system or the customer. With the release of the playstation 3 though it seems that Sony took a few steps off the deep end. While the general concept of it is a system that does it all, it just generally frightens the audience or at least me. The series are memorable for all the wrong reasons in the terms of branding.
http://www.youtube.com/watch?v=5Y9k-U67FNg
Coke – Coke is branded into my head and everyone else’s heads. Any commercial that they do, doesn’t reinforce the brand of coke or what it is, instead I look forward to them as a means of entertainment. They don’t ever incite me to buy or not to buy a coke because I know it so well. While they are memorable like a lot of commercials they are memorable in my enjoyment of the commercial itself not memorable in the sense of wanting to make me buy a coke. And besides 7-11 coffee is free and I get free creamers…
Special Olympics – The few commercials that I have seen for the Special Olympics may not be as flashy as everything else but if it wasn’t for them I wouldn’t have much interest in the Special Olympics or even knowledge of it. As simple as they are they do a great job of showing the heart and passion that both the athletes as well as the trainers have for the group.
First reference of Special Olympics that comes to mind
Planters / Mr. Peanut – Mr. Peanut ads have always been hit or miss. While a good portion of them are just strange and funny they never really want to make me want to go out and buy a pack of peanuts let alone want to eat any, on the other hand though some of the commericals and ads that they run are not only really funny but they also get me slightly in the mood for them or interested in whatever new spin they are putting on them.
Mr. Peanut meets pirates
The flip side of "DSI spotting" practice is looking at all the weak, ineffective messages drifting around on this sea and to make value judgments about what's wrong and why. This isn't being cynical or derogatory; it's gaining a fuller understanding by studying both sides of the coin.
1) What are 4 of your favorite brands? Why?
Sony Playstation (http://www.us.playstation.com/)
My favorite aspect of the Playstation brand is that with each release of a new console (PS1 – PS2 – PS3) Sony adjusts its logo to reflect the idea of the general gaming purchaser. The current version is black and white and has a very streamlined appearance. The print versions of the logo have a pre motion based appearance, while the media based logos are restrictive to a thin typed PS3.
Coke (http://www.coca-cola.com/index.jsp)
Despite it multiple variations the basic logo hasn’t changed since its 1930’s logo. It uses basic colors generally white on red, or red on black, which is something that I value as a design idea since its something I try to use in my own work.
Special Olympics (http://www.specialolympics.org)
The Special Olympics logo takes its core message and applies it to the regular Olympics message. What I really like about the logo is that not only does the design allow for the normal colors of the Olympic rings to be applied but that it keeps the singular circular shape till connecting it visually to the Olympics but instead it replaces the rings with people symbolizing the inclusion of everyone.
Planters / Mr. Peanut (http://www.planters.com/)
Like the rest of my brands / logos one of my major appreciations of Mr. Peanut is that the brand as a whole hasn’t really changed since its original creation. With the monocle and top hat Mr. Peanut gives the image of refinement and socially upper-class even for a nut that is given out in droves at run down steakhouses. Even with the evolution of different forms of media the logo doesn’t change.
2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message ex¬pressed Superlative, Important, and Believable?
Playstation – While the console market as a whole is limited to three (Playstation, Xbox, and Wii), the concept of number one isn’t scene in the term but to many fans and the whole association with Sony creates the idea of being #1 both in gaming and a form of technology. The wording being “play” and “station” both create the idea of a object that you play with.
Coke – Like other one named known brands / personas Coke is a worldly known object. While the overall importance of Coke as a whole its identifiable name is known right away.
Special Olympics – With the name tie to the Olympics the Special Olympics shares the same connection to a sporting computation. Both sets of Olympics are known as having the best athletes of there respective sports.
Planters / Mr. Peanut – While the connection to Planters as the company is not visually connected the title “Planters Mr. Peanut” the title and image create the whole product. The image of Mr. Peanut and his items create an image of a important persona when compared to other series.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Playstation – Depending on the company’s credibility any popular technology companies namesake put in front of the “playstation” would work as well as Sony.
Coke – The entire namesake, credibility and marketability is tied to the Coke name. The moment that the Coke name is removed the soda just becomes any generic brand.
Special Olympics – The effectiveness of the replacement depends on the credibility of the company. Most companies would not have the same effect or success though due to the nature of the Special Olympics and its working with the disabled community and would lose the connection overcoming disabilities and such.
Planters / Mr. Peanut – The namesake is dependent on the base item. The term Mr. Peanut is memorable and easy to say. Something along the lines of Mr. Carrot / Mr. Squash doesn’t have the natural flow that Mr. Peanut does.
Question 3 (the Star Question): In communications like ad¬vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Playstation – In the case of previous Playstations (1 & 2) the ads were relevant to the system or the customer. With the release of the playstation 3 though it seems that Sony took a few steps off the deep end. While the general concept of it is a system that does it all, it just generally frightens the audience or at least me. The series are memorable for all the wrong reasons in the terms of branding.
http://www.youtube.com/watch?v=5Y9k-U67FNg
Coke – Coke is branded into my head and everyone else’s heads. Any commercial that they do, doesn’t reinforce the brand of coke or what it is, instead I look forward to them as a means of entertainment. They don’t ever incite me to buy or not to buy a coke because I know it so well. While they are memorable like a lot of commercials they are memorable in my enjoyment of the commercial itself not memorable in the sense of wanting to make me buy a coke. And besides 7-11 coffee is free and I get free creamers…
Special Olympics – The few commercials that I have seen for the Special Olympics may not be as flashy as everything else but if it wasn’t for them I wouldn’t have much interest in the Special Olympics or even knowledge of it. As simple as they are they do a great job of showing the heart and passion that both the athletes as well as the trainers have for the group.
First reference of Special Olympics that comes to mind
Planters / Mr. Peanut – Mr. Peanut ads have always been hit or miss. While a good portion of them are just strange and funny they never really want to make me want to go out and buy a pack of peanuts let alone want to eat any, on the other hand though some of the commericals and ads that they run are not only really funny but they also get me slightly in the mood for them or interested in whatever new spin they are putting on them.
Mr. Peanut meets pirates
Bands blog 1
1) What are 4 of your favorite brands? Why?
DELL
Dell is one of the lead PC sellers in the in the world. I have some dell electronic medias: monitor, speakers, basic tower. Dell is a company that feels trustworthy.
XBOX 360
Videogames are one the newer interactive platforms. The company has become one the lead video gaming companies in all of America. I play Xbox games every now and then.
ARROWHEAD
Arrowhead is another in alone line of bottled water companies. I drink about three of them a day.
WACOM
It’s cool. Wacom is most well known for creating their tablets. The tablet integrates drawing with electronic media.
2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message ex¬pressed Superlative, Important, and Believable?
DELL
Yours is here. Dell, like most PCs, has created a vast number of computer products. The message is about creating want you want out of a computer and making it your own. I think Dell passes the key message test. Dell creates its own way to look at the PC.
Xbox 360
Jump in. In the video game console world, Xbox is one of the strongest brands. Xbox is a power house. The other competing companies, playstation (sony) or wii (Nintendo), have caught up to xbox but not surpassed it. In makes itself a center of the game community. Xbox has created an experience that exceeds all others.
ARROWHEAD
Arrowhead is a bottled water company. I actually don’t think it passes the key message. Bottled water is in many different brands and all taste the same. Arrowhead uses the tag mountain spring water, which is supposed to set it apart for the other water companies. Under important and believable, I think Arrowhead passes; because water is a need and it makes the consumer consider their water to be good. Superlative means of the highest kind or quality; water is water but other brands like Aquafina have a better hold on the product position.
WACOM
Wacom designs for a specific group of people. The experience evolves the Wacom brand under lines what the product they sell. It has picked a specific product and is successful because to the product. The brand is unique.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
DELL
Dell’s tag is “Yours is here”. The tag explains the view that Dell’s computer can be created for the consumers specific needs. Your needs are met here. The problem with the tag is that most all PCs are customizable. I think the motherboard and the processor are the only original parts in my PC. I actually had no idea what the tag was in the beginning of the blog. Dell relies on the fact that their product is customizable. I honestly think that Dell’ tag could be use in any of the other computer competitors.
XBOX 360
The tag of Xbox 360 is “Jump In”. It’s simple. The experience of the product adds to the tag. The brand is exceptional in that is bring the image of jumping in to “play.” The message is distinctive, but I find that it doesn’t make it unique. The Wii has “We Would Like to Play.” The Wii has a much better tag to it. The tag “Jump In” denotes the feeling of activeness, which Xbox is not. The Wii could easily pull the Xbox’s tag off and make their own, thus the message don’t really work.
ARROWHEAD
Arrowhead mountain spring water. The tag is mountain spring water. It makes it sound as if it came from the mountains. It is refreshing. The tag only works because it’s claimed their specialty in water. The problem is it could be anyone’s water, it could be tap water. Another company could easily claim the same and be a different brand.
WACOM
Wacom is advertising for a certain group only. It’s a little harder to find it anywhere but for that group. I think that because there is not as much competition for the product, they pass. The name is unique. It belongs with this product.
Question 3 (the Star Question): In communications like ad¬vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
DELL
The communication is memorable. It is not for the right reasons. The song in the ad is for a different product and takes on a life of its own. The ad reflects the custom made message but doesn’t concretely say Dell.
XBOX 360
It kind of weird, but it works. It is all first shooter style, like most of xbox games. The ad is trying to utilize the game aspect with fun, jump in. I still don’t like the tag but the commercial works. It is memorable and for the right reason.
Arrowhead
I couldn’t find commercials of Arrowhead. It is more of a word of mouth, which makes it less likely to succeed.
Wacom
It is more personal to a specific group. The ad work toward that groups needs. It a bit long and loses your attention toward the end. The ad explains what the products is about but it’s not for everyone.
DELL
Dell is one of the lead PC sellers in the in the world. I have some dell electronic medias: monitor, speakers, basic tower. Dell is a company that feels trustworthy.
XBOX 360
Videogames are one the newer interactive platforms. The company has become one the lead video gaming companies in all of America. I play Xbox games every now and then.
ARROWHEAD
Arrowhead is another in alone line of bottled water companies. I drink about three of them a day.
WACOM
It’s cool. Wacom is most well known for creating their tablets. The tablet integrates drawing with electronic media.
2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message ex¬pressed Superlative, Important, and Believable?
DELL
Yours is here. Dell, like most PCs, has created a vast number of computer products. The message is about creating want you want out of a computer and making it your own. I think Dell passes the key message test. Dell creates its own way to look at the PC.
Xbox 360
Jump in. In the video game console world, Xbox is one of the strongest brands. Xbox is a power house. The other competing companies, playstation (sony) or wii (Nintendo), have caught up to xbox but not surpassed it. In makes itself a center of the game community. Xbox has created an experience that exceeds all others.
ARROWHEAD
Arrowhead is a bottled water company. I actually don’t think it passes the key message. Bottled water is in many different brands and all taste the same. Arrowhead uses the tag mountain spring water, which is supposed to set it apart for the other water companies. Under important and believable, I think Arrowhead passes; because water is a need and it makes the consumer consider their water to be good. Superlative means of the highest kind or quality; water is water but other brands like Aquafina have a better hold on the product position.
WACOM
Wacom designs for a specific group of people. The experience evolves the Wacom brand under lines what the product they sell. It has picked a specific product and is successful because to the product. The brand is unique.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
DELL
Dell’s tag is “Yours is here”. The tag explains the view that Dell’s computer can be created for the consumers specific needs. Your needs are met here. The problem with the tag is that most all PCs are customizable. I think the motherboard and the processor are the only original parts in my PC. I actually had no idea what the tag was in the beginning of the blog. Dell relies on the fact that their product is customizable. I honestly think that Dell’ tag could be use in any of the other computer competitors.
XBOX 360
The tag of Xbox 360 is “Jump In”. It’s simple. The experience of the product adds to the tag. The brand is exceptional in that is bring the image of jumping in to “play.” The message is distinctive, but I find that it doesn’t make it unique. The Wii has “We Would Like to Play.” The Wii has a much better tag to it. The tag “Jump In” denotes the feeling of activeness, which Xbox is not. The Wii could easily pull the Xbox’s tag off and make their own, thus the message don’t really work.
ARROWHEAD
Arrowhead mountain spring water. The tag is mountain spring water. It makes it sound as if it came from the mountains. It is refreshing. The tag only works because it’s claimed their specialty in water. The problem is it could be anyone’s water, it could be tap water. Another company could easily claim the same and be a different brand.
WACOM
Wacom is advertising for a certain group only. It’s a little harder to find it anywhere but for that group. I think that because there is not as much competition for the product, they pass. The name is unique. It belongs with this product.
Question 3 (the Star Question): In communications like ad¬vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
DELL
The communication is memorable. It is not for the right reasons. The song in the ad is for a different product and takes on a life of its own. The ad reflects the custom made message but doesn’t concretely say Dell.
XBOX 360
It kind of weird, but it works. It is all first shooter style, like most of xbox games. The ad is trying to utilize the game aspect with fun, jump in. I still don’t like the tag but the commercial works. It is memorable and for the right reason.
Arrowhead
I couldn’t find commercials of Arrowhead. It is more of a word of mouth, which makes it less likely to succeed.
Wacom
It is more personal to a specific group. The ad work toward that groups needs. It a bit long and loses your attention toward the end. The ad explains what the products is about but it’s not for everyone.
Monday, January 25, 2010
Blog1 - Krista Craft
1. Knit Picks (www.knitpicks.com)
Knit Picks is one of my favorite brands because it offers good yarn, knitting needles, patterns, and knitting accessories at a good price with great service. Their selection of products is huge and shipping is fast.
Question 1 – Knit Picks’ key message is “Passionately committed to affordable luxury knitting.” This message is Superlative because Knit Picks shows that they are indeed committed to good products and great customer service. It is Important because any knitter will tell you that yarn, needles, and other accessories can be very expensive. Knit Picks’ prices are very affordable while keeping the quality of the products excellent. The message is Believable because Knit Picks delivers what it promises – affordable and high-quality products for knitters.
Question 2 – If you were to replace Knit Picks’ name with another online yarn retailer, the experience would not be quite the same. Knit Picks has a huge selection of yarn and is the only one to offer their unique colorful wood knitting needles (http://www.knitpicks.com/kpimages/groups/STNHarmonysets.jpg).
Question 3 – The product is the star of Knit Picks ads. Their communication is memorable for the right reasons. Their key message is at the top of every page of their website and their phone number is always clearly visible.
2. Apple (www.apple.com)
Apple is another one of my favorite brands because it offers quality computers. Even though they are pricier than most computers of its kind, you get what you pay for. They offer good machines and software and good customer service.
Question 1 – Apple’s key message is that their computers are easy to use. It is Superlative because their products are easy to use, and intuitive to learn. The message is Important because for many people, computers can be a hassle and they want a computer that is easy to use and maintain. It is also Believable because almost anybody who has used an Apple computer can say that it was easy to use. And even if users need a little extra help, Apple’s website offers tutorials on almost every aspect of using their computers.
Question 2 – I do not think that Apple’s name could be replaced with any other company. They are the only company that can make the claim that their computers are as easy to use as they say they are.
Question 3 – I believe the product is the star of their advertising. Their commercials are memorable because they are honest, to-the-point, and amusing.
3. Nintendo Wii (http://us.wii.com/)
Nintendo Wii is one of my favorite brands because of its unique approach to gaming. It offers a family-friendly game experience in a brand-new way.
Question 1 – Nintendo’s key message is all about a new gaming experience based on motion-sensing technology. It is Superlative because at present, it is the only game console to use motion-sensing technology in a gaming environment for the everyday user. It is Important because when it first came out, it was a brand-new gaming experience for people. Their message is Believable because Wii offers what they advertise, a unique gaming experience that anybody can enjoy.
Question 2 – No other company can be substituted for the Nintendo Wii, since they are the only company right now with this technology available to the public.
Question 3 – I don’t know if I’ve seen very many ads for the Wii itself recently, but a lot of their advertising is from word-of-mouth. It is memorable, and the product is the star of their advertising.
4. Dr. Pepper (http://www.drpepper.com/)
Dr. Pepper is one of my favorite brands because it’s one of my favorite soft drinks. I don’t drink soda very much, but when I do, it’s usually Dr. Pepper.
Question 1 – Dr. Pepper advertises itself as being made up of 23 unique flavors. Whether this claim is true or not, no other company advertises the number of ingredients used. It’s Important as far as the market goes because it is a unique selling point, but this may not be the most important thing for some people when they are choosing a drink. It’s Believable because Dr. Pepper does have a unique flavor.
Question 2 – If you took out the Dr. Pepper name and put in another soda’s name it would not work because of the certain flavor that Dr. Pepper has. Unless the name is Mr. Pibb, I suppose, because I doubt too many people can really tell the difference between the two.
Question 3 – In advertising the product is usually the star, although on the Dr. Pepper Website, the first thing on the screen is an advertisement for the Academy of Country Music awards party in Las Vegas, and the next page after that is urging customers to put in codes for an EA Games contest.
blog 1.....
1. “affordable solutions for better living” Ikea has always been creative and bold when it comes to advertising. Offering home furnishings etc that look expensive but are very affordable. It is like Target on crack! Growing up outside NYC and now living in the middle of the country with out a major city around Ikea makes it feel like I still live in the city, just looking at the Yellow and blue sign gives me a feeling of a home that is 2000 miles away. Question1: “affordable solutions for better living” I think this one passes. It tells you exactly what to expect when you walk in the doors. 2.) Fail, you can plug in any name to this and it would work. 3.) They do seem to keep the furniture the main focus in all there commercials. http://www.youtube.com/watch?v=isjrGmFapS4
2. Coke cola “open happiness”(among a few others”) I love coke! I can’t start the
day with out it. I don’t drink coffee, but I love this soda. It is a marketing giant.
It has been around forever. And with out it we would all have to drink Pepsi.
1.) Yes everyone knows what coke is. 2.) Yes you could remove coke and put in a Different name and it would work, so fail. 3.) This is a hard one to answer cause some times the soda is the main focus and other times it is the name so I am not sure which way to go with this one. http://www.youtube.com/watch?v=vKGw_KYH63k
http://www.youtube.com/watch?v=R1NnyE6DDnQ
3.Element skateboards, surrounded by the four elements of wind, water, fire and earth, emphasizing the life of natural wood and being one with the skateboard. I started liking this
Brand when it was called underworld element in the early 90’s and stuck with it when they became element. 1.Yes the key element is expressed.” skateboarding” 2. Yes you could remove eement and earth wind fire and water still stand strong. 3. Yes skateboarding stays the main focus.
http://www.youtube.com/watch?v=OWCM5UrZGyk
4. Skittles “taste the rainbow” This is my favorite candy. I have enjoyed them for as
can think back. 1.) no I do not think the message is given across clearly, you get thru almost half of the commercial before you relies it is a skittle commercial . 2.)
I think this one oases, it is so off the wall that only skittles works with it. 3. As I thought with coke half the commercials keeps the skittles as the main object.
http://www.youtube.com/watch?v=WASn6PRG1Fc http://www.youtube.com/watch?v=exgpW2_MbRM
2. Coke cola “open happiness”(among a few others”) I love coke! I can’t start the
day with out it. I don’t drink coffee, but I love this soda. It is a marketing giant.
It has been around forever. And with out it we would all have to drink Pepsi.
1.) Yes everyone knows what coke is. 2.) Yes you could remove coke and put in a Different name and it would work, so fail. 3.) This is a hard one to answer cause some times the soda is the main focus and other times it is the name so I am not sure which way to go with this one. http://www.youtube.com/watch?v=vKGw_KYH63k
http://www.youtube.com/watch?v=R1NnyE6DDnQ
3.Element skateboards, surrounded by the four elements of wind, water, fire and earth, emphasizing the life of natural wood and being one with the skateboard. I started liking this
Brand when it was called underworld element in the early 90’s and stuck with it when they became element. 1.Yes the key element is expressed.” skateboarding” 2. Yes you could remove eement and earth wind fire and water still stand strong. 3. Yes skateboarding stays the main focus.
http://www.youtube.com/watch?v=OWCM5UrZGyk
4. Skittles “taste the rainbow” This is my favorite candy. I have enjoyed them for as
can think back. 1.) no I do not think the message is given across clearly, you get thru almost half of the commercial before you relies it is a skittle commercial . 2.)
I think this one oases, it is so off the wall that only skittles works with it. 3. As I thought with coke half the commercials keeps the skittles as the main object.
http://www.youtube.com/watch?v=WASn6PRG1Fc http://www.youtube.com/watch?v=exgpW2_MbRM
Blog 1....
Transformers (Both Cartoon and Toys): I’ve always liked Transformers since I was a kid, but I haven’t thought about what initially drew me to them in a while. I think it was the fact that the good people at Hasbro pulled a marketing slam-dunk by putting two cool things in one awesome vehicles and giant robots! To top it all off they had a toy line coupled with the show. 1) Transformers: More Than Meets The EYE….crap that’s a fail, it neither important or superlative…it barely even makes sense..hell it was the 1980’s what DID make sense? 2) Unfortunately you can, M&M: More Than Meets The Eye; Honda: More Than Meets The Eye…fail. 3) The commercials do keep the Transformers as the key point, they also attack my ears with crazy music and a creepy announcer voice. Pass. All in all my beloved Transformers have failed the test, but their sheer coolness and ability to tap into the man-child psyche have lauched this product into the stratosphere!
Sony Playstation: I enjoyed all three Playstation game systems because of their variety of games and overall design. Aesthetically, the feel of the controller and system design has always been nice to me and the system itself is much more reliable than others in its category. 1) It’s a bit tricky to hone in on the Playstations DSI because it has made 5 different systems and Sony is a MEGA GIANT corporation…like coke…it just IS. So I do remember this one for the PlayStation 2 System: Live In Your World, Play In Ours. But some of the letters in this were replaced with Playstation face buttons. I’d say this is a pass because they imply that using a Playstation is the only way to have fun and it is believable with a product called a Playstation. 2) I don’t think you can switch out the name and have the same effect, even if you use rivaling companies Sega: Live IN Your World, Play In Ours…yeah that doesn’t feel the sam. Pass. 3) The PlayStation 3 commercials a memorable but keep the system and what it can do as the focus still, pass….HOWEVER… I do remember some of the original (around 1999) Playstation commercials were weird. Good job Sony, but even without good a DSI Playstation has the clout of Sony behind it fully.
Cartoon Network: A channel of all cartoons, I like cartoons so this is a logical choice for me. The fact that Cartoon Network plays new and original cartoons predominantly is another reason I watch when I have the time. 1) Cartoon NetworksDSI message is its title/name THE Cartoon Network. By proclaiming this I feel like they are, in fact the best at broadcasting cartoons and that is important to me if I want to watch cartoons. It is also easily believable the Cartoon Network would broadcast cartoons, its frickin implied in the name. 2) No you cannot, the Cartoon Network…is the Cartoon Network.
Subway: Cheap, fast, and good for you. Subway makes a decent sandwich at a good price and has yet to let me down since high school. 1) Subway’s main DSI would be to Eat Fresh, which it does best; is important in these health conscious times; and is easily believable. 2) I don’t think originally Subway could have been swapped out by any company at its conception. In the recent years many sandwich places have attempted to jump on the healthy bandwagon though. I’d still say it’s a pass. 3) Even with the pound shedding spokesman Jared I think the healthy sandwich has always been the main focus of the ads. And recently with the 5 Dollar Foot Long ads it’s still a pass. Subway passes.
Sunday, January 24, 2010
Blog I
1) What are 4 of your favorite brands? Why?
Apple- Probably for the same reason everybody likes this company. Every product that they produce is simple, sexy, and easy to use. Not only that, they continue to push the bound of their products and continue to keep yuppies guessing.
Akomplice- This clothing company pushes what is considered fashion. It is thoughtful apparel that makes people think when it is on you. They are just a sick boutique type clothing that appeals to urban side and my artistic view about clothing.
JumpMan- I enjoy this brand because it embodies victory, power, and athleticism. This is Michael Jordan’s company, whom I idolize, and respect what he does. Not only that but this brand promotes a lot of other athletes whom are great people and when you wear the brand it ties you to those people.
Vans- The final brand that I absolutely love is Vans. The appeal of this brand is the emotional attachment I have to it. My thoughts I have when I think or wear this brand is a low key, chilled out, California beach vibe. I love the skateboard/snowboard scene and vans is all about it. When I lived in L.A. some of my best memories are on Huntington beach walking around in some Vans Classic Era’s.
2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Apple- Yes, I believe that apples key message of simplicity is on top of their marketing. In most of their advertising, web site blurbs and T.V. spots, their message of simplicity and sheeknes is always there. From their early years http://www.macmothership.com/gallery/MiscAds2/simplicity1.GIF and messages, to their modern and simple magazine ads http://www.techfresh.net/wp-content/uploads/2007/07/iphone_print_ad.jpg, simplicity is king.
Akomplice- Yes, thought provoking concepts and progressive design is always expressed by Akomplice. You can tell by their t-shirt concepts and even bio that making people think is their motive. http://www.akomplice-clothing.com/info-bio.html, http://images.google.com/imgres?imgurl=http://www.akomplice-clothing.com/images/info/collabs/warnerbros.jpg&imgrefurl=http://www.akomplice-clothing.com/info-collab.html&usg=__iZJye8_A_4MqXA2QHLsLAVg0H_k=&h=418&w=500&sz=121&hl=en&start=13&sig2=L9fHXG0bIBhYcSXPiDAuCw&um=1&tbnid=Bjb2daUlpUXxIM:&tbnh=109&tbnw=130&prev=/images%3Fq%3Dakomplice%2Bt%2Bshirts%2Breal%2Bworld%26hl%3Den%26client%3Dsafari%26rls%3Den%26um%3D1&ei=CURdS7-1GsGutgedz6mUAg
Whether it be the world, our economy or global warming, Akomplice is making you think one t-shirt at a time.
JumpMan- JumpMan has been around since Michael Jordan started rocking the hoop. The idea of being the best, and never giving up is shown through out everything. Whether it is their athletes wearing the apparel, or the message on the t-shirts progression is their main message and they show that all the time. http://www.nike.com/jumpman23/index.html#/apparel/365730-103?idx=17
Vans- I’m not sure the brand shows exactly how I feel because it is different for everybody, but they sure as hell embody the skateboard/snowboard culture. http://www.vans.com/vans/index.asp It is as simple as their homepage, the feel, the advertisements, and their images. It might not be superlative but it is most definitely a strong message that they push forth.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Apple- I definitely think that apple is the only only company that can hold the claim of simple and easy to use computer products and other technological shits. No body else can sell i-anything and make it so trendy. As look as there is a little apple logo on the product hipsters will buy it even it’s is a bag of shit. www.apple.com
Akomplice- No, Akomplice’s name could easily be interchanged. There are millions of cute little boutique shops that put out cool thought provoking clothes, and Akomplice is just another one. Any company can claim that they “do them” or say “fuck the authority”, I just like this company because it’s out of Colorado, and it’s dope as FUCK.
JumpMan- I think that half of JumpMan’s brand is who wears this clothing, so in one sense no, nobody can do what JumpMan can sponsor who they do. http://www.nike.com/jumpman23/index.html#/team However, the encouraging message of being the best could easily be taking by any brand. For this brand it truly is all about who you know.
Vans- Van’s long lasting history, http://en.wikipedia.org/wiki/Vans, makes it absolutely irreplaceable. Since they have been around since the 60’s there are many copy cat’s and fakers however there is only one true Vans slip on, or Vans era. You just can copy the realness or feel a a fresh pair of vans on your feat in the sand.
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Apple- Apple seems like the produce once was the star, the old machines were such a staple that along the ages, the simple apple logo ended up selling it self. I feel that their now could be an advertisement for the iPhone with just the apple logo and it would work just as well as a long drawn out description of what the phone could do, just because of the selling power of the brand. However, that is not to say that the products without the brand would not sell, there has to be a reason why the brand is so powerful right now any way, right?
Akomplice- I think the clothing of Akomplice is the star of the ad’s. The amazing design of all of Akomplice’s clothing can and does drive all of their sales. This can be shown by the simple fact of Akomplice’s almost unknown factor, but still their high sales and profit.
JumpMan- I am not so sure that JumpMan’s products really sell themselves. Like I have stated earlier, it is really all about the pro’s that wear the clothing then anything else. Sure the design, and quality of the product is great, but just the simple fact that Michael Jordan endorses it is really the main selling point.
Vans- Heck yes, the product is the star of the ads. The simple design but crazy amount of color ways is the huge seller of this product. Just seeing the original and simple style of their shoes is amazing and sells it self every time, no doubt!
Blog #1 - RJG
1) What are 4 of your favorite brands? Why?
Nikon - A leader in the photography industry, Nikon lets it's award-winning optics and long history in the industry rise above most other camera companies in the professional market. I have trusted Nikon to provide me with a solid product from the days of film through digital, and they have not disappointed.
Archer Farms - An exclusive brand of Target, Archer Farms provides a large list of different products all intended to provide a better nutritional value to consumers while keeping prices affordable.
American Red Cross - One of the leader's in non-profit humanitarian outreach and financial support, the A.R.C. has a logo that is just as blunt as it's name.
Tommaso Cycles - Giving the opportunity to ride an Italian-branded bike without paying an Italian price, Tommaso cycles offers history and class of the Italian cycling legacy to a more average consumer group.
2) For each brand you have chosen, apply the DSI test listed below. Remember, to pass the brand needs a 100 percent score. For each question detail how the brand faired in relation to each question providing specific examples to support your observations. Also, you must provide images, links to illustrate your brands and assertions.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Nikon - Nikon has always been in the industry as a professional's choice for photography, specializing in award-winning optics and camera innovations. However, it has always been a back and forth competition with Canon in trying to be the #1 brand in the Digital SLR field. I would say that Nikon has asserted itself historically as superlative, important, and believable, but that Canon could replace Nikon's name as a strong industry competitor.
Archer Farms - In my personal research and experience, I've found Archer Farms to be the #1 affordable organic foods option within a more-affordable consumer base at a more readily available location, Target. My continued satisfaction with their products, and the fact that they are still around assumes that this brand is believable to a large enough demographic.
American Red Cross - A pillar for donation and humanitarian aid, the American Red Cross is recognized as the #1 most recognizable outlet for monetary donations for both national and international relief efforts. Aside from some controversy over allocating funding for Sept. 11th victims, the Red Cross is still the standard for any donation effort, and their believability in their market is fairly untarnished.
Tommaso Cycles - Asserting itself as an Italian bike manufacturer, Tommaso is fairly new to the industry after a 20 year break from the cycling scene. It's only #1 claim would be as the most affordable Italian bike on the market. Their brand has a far ways to go, as it has only been around since late 2006.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
Nikon - As stated previously, Canon has just as strong of a hold on this market. The extended history of Nikon, and sustained black and yellow palette could hold their place as a sole company, but Canon could still make the same claims as a company. On a side note, Canon does not solely promote their photography brand, upon traveling to their homepage, listed here. Nikon, however, is exclusively promoting their photography products.
Archer Farms - I'm not particularly familiar with another organic company with so many different products that caters to a more affordable price point. That being said, however, I do not feel that their brand is promoted as number one for this particular field as well as it could be.
American Red Cross - The American Red Cross as a staple for relief efforts holds the #1 position. Even their logo is a bold, red cross. They are solid in their simplicity.
Tommaso Cycles - Tommaso does not have strength in their claims, because frankly, they do not make any specialized claim to being #1 at anything. Their bikes are the most affordable compared to any other Italian manufacturer, but the claims made previously are based upon my experience, and not advertised from their company.
Question 3 (the Star Question): In communications like advertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Nikon - In most Nikon ads that I have seen, the product and its features have been center stage, with the brand supporting the product on a secondary level. Most times the product serves as the tangible beacon for the broader goals of the company itself.
Archer Farms - The branding is clear an concise, blunt and to the point, for all products that Archer Farms puts its logo on. Their logo is displayed front and center, but the food title is typically displayed as the primary hierarchical focus.
American Red Cross - The American Red Cross doesn't sell a product, but their logo represents their outstretching efforts globally to aid those who need it. History provided here.
Tommaso Cycles - I think it is too difficult to say as of now. I haven't seen any branding for Tommaso aside from their website, which displays their product front and center, as seen here.
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