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.