Blog Exercise #3 – Design and Brand Trends

Read the following regarding design trends:

http://www.davidreport.com/File/update/353/

http://www.davidreport.com/File/update/360/

Using the speculations, assessments, and postulations provided in the materials find three examples of how design is playing a CENTRAL role in branding and communication in the marketplace.

Write a summation of each example  and detail its merit, its connection, how it is using design as brand, and why you found it to be a good example. Be sure to tie your findings directly to the essays.  Conduct additional research as necessary to support all of your assertions.  Provide links to material that supports each assertion.

YOU MAY NOT WRITE ABOUT SOMETHING THAT SOMEONE ELSE HAS ALREADY POSTED. This means that the sooner you begin the project the more choices you will have!

The blog entry is due on March 9th at Midnight

Blog 2

Consider how customers are effecting the design and branding process.

From the NikeID movie, it is obvious that costumers have a big influence on product/experience design. Interactive design has given costumers the opportunity to create their own designs. In terms of branding, "companies look for ways to connect emotionally with customers," since the success of the brand depends on how the brand is perceived by its audience.


How has consumer behavior has shifted in the past, and will shift because of this recession?

Consumers now buy from companies not only because the products give them certain sense of identity, but because buying is a way of rewarding themselves. We can see this shift right now people buy less pricey brands and those brands that are already positioned.


How does design develop brand truth?
Brand truth is what distinguishes the company from the rest and it is defined by actions (http://www.rbruer.com/tag/brand-truth/).


Is there a difference between producing happiness and producing brand loyalty?
There is no difference between producing brand loyalty and producing happiness. Brand loyalty is the platform on which happiness is produced.

Blog 2 - Trevor Brooks

How has consumer behavior has shifted in the past, and will shift because of this recession?

I don’t think consumer behavior has shifted much in the past. What has shifted though has been the availability of products for purchases, the greed and desire of people has always been there the problem was the amount of purchasable products wasn’t. Because of this recession I think for the first time since the depression at the turn of the century the actual behavior of people will adjust. While fiscally speaking the availability and desire to spend money at the time and in the future will be over shadowed by the potential fear of losing money depression / recession style.

How does design develop brand truth?

I think design develops brand truth both in its success and failure on the whole. If you have product X that is a poor product with an amazing design (I’m looking at apple at the moment), then the effectiveness of the product becomes slightly irrelevant to the brand. The consumer remembers how memorable and pretty the design was and this positive association follows on to future products in the same design family good or bad products both apply.

Now if you have product Y that does a awesome and completely efficient job (the general PC market) but outside of consumer control the base model has a horrible design and aesthetic approach the performance is again outweighed about the poor appearance. And similar to the positive attention that the good design promotes, the negative carries over the same if not more so (how often do you remember a good experience at a restaurant over that of a poor experience?)

How does this relate to brand truth? If it is accepted that a brand and its identify is found in the consumers opinion / thought / reviews of a product then this phenomena of design approval is first and foremost all that really matters in the definition. These positive and negative associations based off a product design is what people will more often then not remember over a mediocre product compared to a strong product

Is there a difference between producing happiness and producing brand loyalty?

There is a major difference between happiness and brand loyalty. This can be proven with the last few years and the release of the Nintendo Wii. Since its release the product in game sales has dominated the sale of hardware consoles in comparison to the Sony Playstation 3, and Xobx360 despite being the weakest of the three consoles of the three. In compassion to game sales overall Wii games have for the most part been some of the lowest selling of this generation with the exception of a handful. This in turn illustrates my point, Nintendo by releasing the Wii which was / still is one of the most innovative consoles of game history, has been a product of short-term gain for Nintendo and temporary happiness for the consumer.

The problem is that while the console itself is a popular seller, the support for the system in the enjoyment category via games/firmware support, has been severely lacking; lacking so much that overall the only products that average high reviews via publications and fans are Nintendo products and the majority of third party support falls flat. While in the short term this earns Nintendo high profits, in the long term with future consoles and even games (See Wii music, and Wii fit) consumers trust Nintendo less and less and will be much more reluctant to purchase there products.

blog 2

How has consumer behavior has shifted in the past, and will shift because of this recession?

Consumer behavior has shifted to where the spending habits are much more frugal, and much less on items that are excessive. Much of the basis is being focused upon brands that the consumer trusts and rather than spending money on items and brands that do not have the consumers trust. This puts more education in the hands of the consumer for the reasons that the money they spend is that much more valuable, and does not want to be spent fruitlessly. Another interesting piece that has shifted from the past is that of brands catering to the individual by allowing full customization over what the consumer is purchasing. This is far from the mentality that once was away from mass production of items which helped spark industrialism.

How does design develop brand truth?

A design develops brand truth by keeping everything cohesive with the brands identity, from the quality of the product, to the way it was packaged, and so it gives the user a good experience. NikeID does this very well by keeping the system from online to the stores all on the same system allowing the user to see similar outputs for the same product, and it keeps it all understandable to where someone who first uses it sees it as intuitive. This develops brand truth for the customer that Nike is working for them, to bring an unique shoe to the customer.

Is there a difference between producing happiness and producing brand loyalty?

There is most definitely a difference between producing happiness and brand loyalty. Although happiness is a large factor in developing brand loyalty, it does not make brand loyalty. Happiness is produced off of a certain product in the brand, while brand loyalty is something developed over time after having consistent positive reactions with a brand, such as the example of having a Mac, having it work great over time, it breaks down, then you get in contact with their customer service, and they're helpful, and get your product fixed that provides happiness, and eventual brand loyalty.

Blog 2

· How has consumer behavior shifted in the past, and will shift because of this recession?

Now, consumers shop with themselves in mind. Instead of buying a product to represent the thing itself, they want the product to represent them. Everyone wants customization at an affordable price. Even restaurants like Chipotle have adapted to the needs of the consumer. They have implemented customization into a burrito. Now anyone can send in their favorite choices, and the winner has their creation posted in every Chipotle. People want to be recognized for who they are by what the buy. Not identify themselves with a product. The recession has forced consumers to think cheap, and it will continue to do so. People spend much less than they used to. This will cause good design to become more affordable and therefore everyone will have access to things deemed for the wealthy.

· How does design develop brand truth?

Brand truth resonates from the design of the company, product, etc. Everything must have continuity. This will create a similar affect every time the brand is visited by the consumer, thus instilling brand truth into the minds of the consumers.

· Is there a difference between producing happiness and producing brand loyalty?

Absolutely, producing happiness comes way before brand loyalty. Customers will not buy into something if it does not satisfy them. In class Asterisk was talking about Sonic the hedgehog and why they failed as a videogame. The problem was not the quality of the game itself, it was with the loyalty of the consumer. People lost faith in Sonic the hedgehog even though it did produce happinness. There are still some fans that will buy a game just because it has sonic, but they overextended the brand way too fast. Nintendo's famous hero, Mario, almost had the same problem. They continually reinvent the character, however it is not Nintendo's only choice as far as gaming goes. It has become a fallback, not a leader. Thus, furthering their brand loyalty.


I personally envision the future being a totally customizable world. Brands are already allowing customization but their brand's identity is still their own, not the consumers'. In the future people will break free of brand names and labels. All of the customization from different companies is out there, but their products are still stamped with a name and a logo. Starbucks, Nike, Chipotle, Scion, etc., all offer customization and have made a lot of progress with the consumer in mind, but what is next? An entire living space made by you for you? No logos or advertisements pushing us to believe on thing or the other? I wish. However companies now advertise after our hearts. It must be only a matter of time before people realize that every commercial is a scam.

Blog2 - Krista Craft

Many companies today are offering customers a chance to design their own product. Before, choosing to wear a certain brand was the best way to show the world your personal style. Companies today have now taken that one step further by allowing them total control over the product they are buying. From a handpicked mix of Jelly Belly jellybeans in a personalized container (http://www.myjellybelly.com/), to customized shoes from Nike or Chuck Taylor (http://www.converse.com/#/products/shoes/converseOne/scratch), to credit cards from Capital One bank, customers have an opportunity to show the world their style and beliefs.

Consumer behavior has shifted in the past in big ways. After the Great Depression, consumers were offered more choices of products than ever before. Then, during the Second World War, choices were taken away as almost everything was rationed. After the end of the war, consumers were offered more choices than ever as the world economy started to expand again. Consumer behavior has probably taken a downturn because of the current recession, but probably not as much as the rest of history. Since people are (mostly) becoming smarter with their money, customization of products has gone down, mostly because it usually costs extra.

Design develops brand truth by being consistent through packaging, marketing, and delivery of a quality product. If people receive a strong product every time, customers will always believe in a company’s ability to give them a great product.

There is a difference between producing happiness and producing brand loyalty, although they are connected. Happiness can’t be manufactured, but a certain brand can deliver a feeling of happiness to a certain individual. If this brand and product can make a person happy, and they will be more likely to stay loyal to the brand.

Blog Entry 2 - consumer-created brands

The recession has caused people to cut back on their consumption in many respects. People are being much more cautious of excessive spending and are questioning their trust in many brands. People are going back to the basics for many products. Some question spending more on a product when you can save money on a similar brand?
In this ad AllState is drawing parallels to the great depression. Americans went 'back to the basics' and solidified their true values and focused on what we needed rather than what we wanted.
http://www.youtube.com/watch?v=6HNKqffU3Cc

Truth and design can go hand in hand for a brand. In the example of NikeID, by putting the design into the hands of the consumer, it shows the consumer that the Nike brand is focused on the individual. Design is the first thing that consumers encounter with brands. If the design is aligned with the brand, then brand truth will occur.

In terms of branding, producing happiness is one step in the direction of creating and producing brand loyalty. Brand loyalty takes time and multiple interactions to create. If happiness is created with every one of these interactions through touchpoints, then brand loyalty can be produced. If there are negative interactions with the brand then this loyalty will come into question. In this recession many have lost loyalty in banks and investment firms because of the harsh negative interactions with their money. This may not be the brands fault at all, but the brand of each bank and investment firm takes a hit because of it.

Its my product and I want it now!

Consumers are affecting everything coming off the shelves these days. as the readings stated Nike and M&M are personalizing the online and in store experience. You are getting exactly what you want while paying a little more but you made it. From the companies point of view this is brilliant! You have your best color schemes on the shelves for point of purchase but the real savings comes from the ability to customize and wait for delivery.

How does this impact purchase power -
Company doesn't have to store large quantity of multiple products.
Client gets desired results.
Company makes more money on designed product.
If interest declines- less sale units or items sold to seconds stores.
Brand strengthens from always selling at retail cost.

A great example is Timbuk2 a great company built on quality and performance of their product. They have now started marketing a bag in a box concept its a gift card. However that gift card is a ticket to build your own specialized bag on their website. www.timbuk2.com It takes NikeID to another level by incorporating the giftcard that is the in thing at the moment and specializes the process.


· How has consumer behavior has shifted in the past, and will shift because of this recession?

Consumers are buying less, and that less needs to be better quality. With budgets shrinking in the public and private sector there is a need for more transparency in budget and expenditure. This recession will garner three main things. Increased awareness in quality, attention to product placement and packaging and the companies interest in customer satisfaction and feedback generating measures.

· How does design develop brand truth?

Design is the portal for your company: and with your design you say so many things about your product that if you are portraying a sustainable product and don't deliver customers feel let down. So yes design develops brand truth in the fact that with a strong design with consistent touch points you will speak to the customer more fairly and thus yield brand truth and loyalty.

· Is there a difference between producing happiness and producing brand loyalty?

The difference is which one is the chicken and which one is the egg. Happiness comes from the success and implementation of the product doing its job and exceeding expectations. Brand loyalty brings the customer back because of that satisfaction and hopefully the happiness will happen before checkout the second time around !

The Second Blog

The entire point of advertisement is to target a consumer and convince that consumer that the product in question is valuable to them. However, consumer behavior is shifting in that the consumer is no longer the target, but the driver. The consumer is becoming more and more self-consumed since the recession. The consumer's money must benefit them more and go a lot further than money used to go in the past. The consumer also wants an identity and individuality that belongs only to them. Hence, the creation of the "personalized" MasterCard commercial and the growing market of products whose identity thrives on the idea that it can be personalized. The increase in this customization reminds me of a phrase I once heard: "You are unique, just like everyone else."

Design develops brand truth through the utilization of consistency. If a brand is consistent in the way it presents a message all the way through the design of its logo, the consumer will value that consistency and form a feeling of trust. Design also develops brand truth by engaging and appealing to the consumer on an emotional level. The topic of brand truth reminds me of a Super Bowl commercial from last year. http://www.youtube.com/watch?v=1W3hzJNSkqs. This commercial forms a brand truth because it plays upon the truths of people who hate their jobs. It is making the statement that says, "I know you hate your job and I can help." There is truth behind the emotional statement as well as truth in the idea that CareerBuilder can help you get rid of a job you hate.

I think producing happiness and creating brand loyalty are synonymous in that you can't have one without the other. For example, if the brand of a particular product consistently makes me happy, I will be more inclined to be loyal to that brand. Happiness is often an emotion that is personal to an individual. If a product or brand successfully makes a consumer happy, that consumer will most likely support the brand. The consumer will in turn spread the word about the brand and the brand will grow. Thus creating a pattern of happiness and loyalty.

-Laura Hemler

Avery - Blog 2

Consumer behavior is directly correlated to what is popular at the moment, as well as the state of the economy. For example, Hummers were popular because they were marketed as a military-grade vehicle made for the average person. However, as the price of gas went up, people turned from Hummers to hybrids (also somewhat a fad). Therefore, it can be assumed that consumer behavior will continue to shift based on factors like the recession, popularity, and rationality.

Design develops brand truth by expressing what a brand stands for through its color, name, tagline, and touchpoints. For example, the simplicity of Google is reflected through not only its logo but its actual application (re: a simple search form and two buttons on a white page in order to do a simple search). Everything about Google's brand is simplistic, which is all conveyed through their design.

Even though "happiness" means something different for every individual, there must be a degree of happiness that occurs when someone realizes the loyalty of a brand that keeps them coming back. For example, purchasing a PRP (Product Replacement Plan) at Best Buy for a new electronic product doesn't necessarily make a person happy because it's preventative (meaning there is a chance that there is no need for the plan) and is not immediately indulged. Also, it's safe to say that the consumer wouldn't be happy if/when their product breaks. However, for most people, receiving a brand new replacement product upon the breakdown of the original would make that person happy to some degree. Another example would be life insurance. Having to purchase life insurance is surely not a "happy" thing, but the intangible feelings of security and relief are well worth it and make a person happy if something were to happen.

#2

How has consumer behavior has shifted in the past, and will shift because of this recession?

The consumer influences everything about design. They are the ones that are the target of the brand. If the brand doesn’t fill the needs of the consumer it won’t be effective design. The recession changed the way people interact with the world. It is made people more conservative about their choices, but not at the same time. People are still buying new thing and continuing their lives but they do so in other with restraint. The recession has changed the way that companies have to sell their product. They have to adapt to the struggles and changes in the US to be more effective brand.

How does design develop brand truth?

The identity of a brand is design. Design is the way people see the brand. Design can change the meaning of a brand in a second. It makes or breaks a brand. The design creates the experience that people get out of the brand.

The development of a new brand changes the idea and experience that brand will ultimately bring. The brand is supposed to be play with the ideal of a specific group. In this way the brand will change the way people see the company. Development of a brand creates a position in the market that brand wants to be in. Design starts with brand. Design creates ways people view the company.

Is there a difference between producing happiness and producing brand loyalty?

Yes.
Loyalty is when a person continues to go to the brand over and over. Happiness is the feeling the brand brings to a person. They share some of the same principles, but differ with the uses.

Loyalty is the thought that a brand is better than another. It’s the bond that is created between the brand and consumer. When person chooses a product over another product because of its position in the market, the person in loyal to the brand. Cheer laundry detergent may not be as good as a generic brand, but like buy it because of the position in the market makes Cheer a better band. It has loyal consumers that believe in the brand.

Happiness is a feel that a brand bring to the table. Being happy about a brand means that they are good in your mind. The brand doesn’t want to be just a good it wants to be incredible. Brand has to have the feeling of happiness to create loyalty to the brand. Happiness doesn’t necessarily mean that the brand is successful. Loyalty is the success of a brand.

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How has consumer behavior has shifted in the past, and will shift because of this recession? Consumer behavior has shifted over the last few months just cause well most people do not have the means to buy all name brand products.
“U.S. consumers are now learning to live without expensive products. Research found that, in any given category, an average of 18% of consumer-packaged-goods consumers bought lower-priced brands in the past two years. As a result, 34% of the switchers said they no longer preferred higher-priced products, and an additional 41% said that while they preferred the premium brand, it "was not worth the money."
http://www.forbes.com/2010/01/04/consumer-spending-recession-leadership-managing-mckinsey.html

How does design develop brand truth?
If a brand is to succeed you must be honest with its weakness and turn them into strengths. You must gain the consumers trust, by doing this they will remember your product. You want to give them something to believe in, something that they would want to use over again, something they can count on. If you can’t be honest with your self well then how do you expect others to trust your brand.
http://www.truth-design.co.uk/

Is there a difference between producing happiness and producing brand loyalty?
By producing brand loyalty you are in sense making people/consumers happy. You are giving them something they can trust and depend on. Something that not mater what is going on you know will always be the same as it was the first time you tried it, even if the brand has changed looks from the first time you encountered it you know it will be what you expect.
http://www.adglitz.com/2009/07/13/coca-cola-slogans-history-coke-punchlines-over-the-years/

Numero 2

Customers most certainly affect the branding process, and if a company denies this then they should rethink their way of branding. Consumers like to be in control, especially during these economic times. People are working very hard for their money and spending it wisely. If a company does not make the customer feel safe then they are going to loose business. Branding now a days should be all about the customer.

A few years ago the economy was at its peak. Consumers were pretty much free to spend their money on whatever they wanted whenever they wanted. People didn’t have to put thought into how they were going to spend their money and spending became more about status then anything else. At this time companies just had to focus on making their brand be hip and trendy and their focus was not on longevity.

During this time however, customers did develop brand loyalty. They were able to weed out what they liked and were of good quality form what they were not so fond of. Now when a person goes out to purchase something, especially something with a large price tag, they know exactly what they want. The best example of this is cars. This industry is one with extreme brand loyalty, one that develops customers often for life. When a person gets their first car that was their siblings cars prior to it being theirs and it lasts them forever—they are often going to stick with what they trust. As far as customers being able to choose what they want most car companies have a feature online that lets you pick and choose exactly what they want. VW does a very good job of this and even lets you take a full tour of your car after you finish building it. http://www.vw.com/vwfeatures/gti/en/us/ Many other companies do this as well. Like the NikeID that we studied and Apple, which lets you custom build your computer piece by piece. http://store.apple.com/us/configure/MB535LL/A?mco=MTM3NDc3NjI

Companies are constantly coming up with new ways for the consumer to have exactly what they want, and I believe this correlates to happiness. When a consumer gets exactly what they want with positive experiences and no disappointments then they are happy. In our materialistic society brands can produce happiness.

Erin Lee Blog 2

Consumer behavior has shifted from past the past where the business or organization told the customer what they wanted, to now where the customer gets to choose based on their own experiences and preferences. Take this old Listerine ad (http://badbanana.typepad.com/weblog/images/2007/08/22/1.jpg) which makes the consumer feel guilty for not using the product, or like this Camel ad, because it’s claimed to be a fact that smoking helps your disposition. To today’s ads and brands that allow the consumer to decide for themselves. The consumer is now empowered to drive sells or hinder them. (http://www.orange32.com/design/wp-content/uploads/2007/06/FinalAd.jpg).
The recession plays a big role in the consumer society because people can’t afford to pay full price, or their having to choose between those name brand shoes or groceries. With a lot of families filing bankruptcy and loosing their homes due to lack of income from loss of job, or whatever the case may be it effects business because people are saving money instead of putting it back into the economy.
Design helps with brand truth by defining what it is and what it will never be. As ingle memorable expression of the brand that leaves an everlasting memory in the psyche of the consumer. Creating a design that is simple and eye catching to the consumer. Differentiating the product in some visual way that creates an experience in that 30 seconds of time the consumer has to pay attention to the product or idea.
Although producing both happiness and loyalty are important for a successful product or business the difference lies in the experience of the brand innovations. Brand loyalty is what Cocoa Cola and Google are. Consumers are loyal to these businesses and companies because they know what to expect. Even if the consumer has a bad experience with a product they still buy from that company because they are loyal to what they think works or performs the best. Brand happiness comes from a consumer’s self-discovering experience with a product or business. Although, “Brand marketing self-indulgence might appear to be the right path to bliss but, I promise you, it only leads people to a shallow existence.” (http://www.orgmarketing.com/2008/01/pursuit-of-brand-happiness.html) “Companies that matter in people’s lives empower them to see and act outwardly. “

Blog #2

These days, customers feel as though companies and brands should not tell them what is right and what is wrong, or that a person needs to buy their product because of this or that. Customers want to feel connected to a product or brand on a personal level. This means the design and branding process becomes more individualized.

In the past people tended to be a little more care free about their money. But because of the recession, people now feel more vulnerable. It is because of this vulnerability that people feel they deserve to choose wisely where they spend their money. This causes branding become even more competitive and to push even further in order to show the consumer they deserve a product.

When people hear a brand’s name they instantly think of the brand’s design. Take Nike for example, people instantly think of the swoosh along with which pair of Nike’s they loved the most or the pair they dream of having. Or even remembering walking into the overwhelming Nike store where you were mesmerized by how many shoes and colors there were. It is this instant connection with a brand’s design that makes people want to come back for more.

Nike has never told customers they need to buy a pair of shoes. They intrigue people to want to buy their shoes. And now that Nike has established itself within the shoe world and proved to people that they are a high quality brand, people can fully rely on them for years ahead.

Individualization is key these days. People have been told for years to speak freely and express themselves. Today, we can do that. With such things as creating our own look of shoes and personalizing M&Ms to putting our own artwork on our laptops and phones. We are in this era of personalization and brands must try to keep up with it.

I enjoy the Skinit website where you can choose to customize the look of anything you own like your digital camera, musical instruments, external hard drives, gaming devices, mp3 players etc. You can choose to use the different thousands of artwork they supply or you can personalize it even more and choose to put your own artwork/picture on the device. You can also choose different artworks for the different sides of the device (front, back, sides). Pretty fun and pretty exciting to play around with! http://www.skinit.com/loadCustomizer.php

Blog 2 *

In just the past decade or so consumer trends have done a “about-face” in a couple major areas that I can recognize: environmental paradigm shift in products and what is expecting in products. People have changed their values in products and to me this is most evident in vehicles. Just From 2003 to now I have seen the trend move from SUV’s and monolithic vehicles such as the Hummer to more environmental conscious and economically sound vehicles like the Prius or other hybrids. This may is to the recession of course and also it has to due with the war I think and the need to feel safe that that time created, so people would buy these giant “secure” SUV’s now, the recession is in the mind of the typical consumer more than the war so the buying trend will shift accordingly.

The design of a product is extremely important to develop and reinforce brand truth. The design of a product appeals to our most basic and fundamentals, and if the design isn’t aligned to the brand or able to convey what the brand is representing the product will probably fail. It’s like putting the finest wine in a beer aluminum can; design helps define the brand better. Once again I refer to vehicles again; because just looking at a vehicle you can tell what category it is, luxury cars look elegant and smooth like a Mercedes-Benz and Dodge Charger being a muscle car looks strong and aggressive. The Dodge Avenger appears to look like an aggressive muscle car but lacks power and as a result its sales are very poor. Design should follow brand.

To truly have brand loyalty one must make the consumer happy or pleased, so I suppose that you do have to produce happiness or at least a pleasing moment to create brand loyalty. From that point on one must be consistent and evolving. I remember the first time I tasted Happy Meal, I loved it as a kid and it literally made me happy, it had food, and a toy. The brand made me happy and consistently did so every time I went there as a child.

Blog II

Blog II by Jeremy Pape

I think that the “New American Dream” has got it right on, about consumerism and how it will shift in the future with our recession. Back in the early 90’s in the era of what you own is the person you are. Consumer behavior was all about spending, whether you had it or not, to show off how well you were doing. Now, since we are within a recession and everybody is broke, we look to other things to make our life fulfilling. The moments that we share with our friends and family are the reasons for us to make it through the day. We now save up for a month, skipping out of getting that new car, clothes, what have you, just so that we can go to a concert with our friends or enjoy a weekend fishing trip with your dad.

From the readings my deciphering of brand truth was a little muddled but my conclusion was it is the brand’s DSI. For Nike and its NikeID program it is all about the user designing their own product. Design clearly helps in the morphing of the online or computer aspect of the shoe creation and the actual store environment. The decision to place screens on the store front out site seduces street walking people to stop and create a show without ever having to enter the store. I would imagine just the fact that you don’t even have to open a door to build your own custom shoe shows the brand truth, you can make what ever you like, with clever design of the easy access of the screens. In the case of MasterCard, the simple design and tag line of their commercials promotes that good quality of life is “priceless”, however you must use your MasterCard to purchase the goods that make your life good.

I think that yes there is a difference between producing happiness and producing brand loyalty. However I do think there is a strong connection between the two. If you are consistently achieving happiness from a brand’s goods then eventually you will give a certain brand your loyalty. However, a good can deliver happiness, i.e. Bud Light or even more happiness Patron. People generally gain happiness from their drinking habits and bad decision making, but I don’t think there is much brand loyalty there purely based upon Patron producing happiness. I would not spend forty dollars on one bottle when i could spend twenty on Jose. I will get the same amount of happiness from each beverage, just one gives me a little bit more trendiness. Therefore Patron due to its expensive qualities looses my brand loyalty at this point in my life. I think a perfect example of that is MasterCards marketing program.

$40- One bottle of Patron.

$20- On a cab ride.

$3- On a side walk hot dog vendor

Sleeping with your hot college math teacher, while your buddies are passed out beside you

PRICELESS

This story produces happiness for sure, however no matter what beverage you put in place of Patron still produces the same happiness. As a result no brand loyalty has been produced.

Blog II - RJG

As referenced in the brand channel article, pandora's box has opened, and consumers are learning to satiate their desires with individual decisions about customizing the products in which they buy. It is a new market, where individuality may successfully guide people out of the recession. Companies are having to factor the consumer more than ever in the creation of a product. In a post-90's landscape, companies can no longer put all of their chips on the beauty of a singular product to be distributed to the masses. They must take that singular product, with all the style and features, and release it into the wild, allow customization and molding from the consumer base.

The recession has prioritized the spending habits of consumers. With a tighter budget, customers are still willing to spend money, but potentially only on very specific, targeted items. Allowing the public to customize their individual experience gives more opportunity for brand visibility and success. An over-zealous, well to do patron of nike products may be inclined to purchase multiple pairs of the same sneaker in order to carefully match his wardrobe, whereas before he may have had only a limited number of color options. Additionally, the color palettes selected would place the consumer in the front seat of the design process, forming a greater attachment between the customer and his or her product.

To successfully brand happiness is to create brand loyalty. The strength of a product in the mind of a consumer will create loyalty for years to come, or at least until the consumer feels slighted by the company in future transactions. Branding happiness is to attach intangible human emotions to a tangible product. People have different perceptions and experiences to associate with words that represent different emotions, so if a company can successfully connect their product to a feeling such as happiness, they will be able to target a larger audience.