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