Married to the Mob
Married to the Mob is a new female street apparel line that is inspired by strong empower young women. The brand founder Leah is a woman from New York that felt a gap in the market for female street brands. It is more than a clothing line it is a lifestyle that represents strong street savvy women.
Core Identity:
Product Thrust: Street Inspired Apparel. Most of the design is influence from the culture that surrounds New York parties, clubs and secret hang outs.
User Profile: Females age 15-25 who are fashion forward and heavy involved in their subcultures
Mission: To stay true to the consumers and continue to creative innovate design that represent the cultures they love.
Enhancing lives/catering to: Young women that are out spoken and edgy
Extended identity:
§ Brand Personality: Fun, Exciting, Edgy, Sexy, Bold and Original.
§ Basis for relationship: Being associated with the edgy bad ass female crowd that are
§ Sub Brands: MOB shoes
§ Logo: Kiss print and MOB
§ Endorsers: Up and coming female D.J’s, singers, rappers and artist
Monday, December 8, 2008
Britney Spears
Over the past couple of years the world has watched Britney Sear life sprawl out of control. The fans watched as their pop Idol shaved her head and police swarmed her L.A home where she refused to release her two sons back to their father. They watched in disbelief as the all American southern belle roused to super stardom and fell from the top to become a lost and sick woman. Today Britney is trying to publicly get her life back on track and be seen as the driven productive mom/ star. Here are a few public relations suggestion I would make if I was in charge of her PR. As head of her PR I would be responsible for changing her image for negative fall from grace pop idol to a return triumph real relatable pop icon.
Sponsorship: She would create several nonprofit organizations that would raise money and awareness to the effect depression has in young women and teens. Her organization would s sponsor event in high raise communities that would show vital coping skills that would be instrumental to handling and dealing with day to day pressures that lead to depression. She would also team up with Dove Real Beauty organization that strives to help young women and girl to regain self esteems and see the real beauty within their selves.
Media: She would make guest appearance on sitcoms that catered to her adult fans on show such as Greys Anatomy. I would also have her and her son’s guest appear on Sesame Street Place and Blues clues. I would also suggestion that she appear on Oprah, Ellen and Saturday Night Live. We would search for dramatic movie were main actress had to overcome a divesting battle to reach her ultimate happiness. Lastly the Pop icon would make a documentary where she would be able to give her point of view on her raise to the top in and fall to rock bottom. The documentary would also feature her struggle back to the top and overcoming her own personal demons.
Through this event viewers will see Britney Spears as not an icon but a real woman that has real issue and has fought to overcome obstacles. She will have gained her old fans back and earn respect for the mass for her ability to so open and honest to the public.
Sponsorship: She would create several nonprofit organizations that would raise money and awareness to the effect depression has in young women and teens. Her organization would s sponsor event in high raise communities that would show vital coping skills that would be instrumental to handling and dealing with day to day pressures that lead to depression. She would also team up with Dove Real Beauty organization that strives to help young women and girl to regain self esteems and see the real beauty within their selves.
Media: She would make guest appearance on sitcoms that catered to her adult fans on show such as Greys Anatomy. I would also have her and her son’s guest appear on Sesame Street Place and Blues clues. I would also suggestion that she appear on Oprah, Ellen and Saturday Night Live. We would search for dramatic movie were main actress had to overcome a divesting battle to reach her ultimate happiness. Lastly the Pop icon would make a documentary where she would be able to give her point of view on her raise to the top in and fall to rock bottom. The documentary would also feature her struggle back to the top and overcoming her own personal demons.
Through this event viewers will see Britney Spears as not an icon but a real woman that has real issue and has fought to overcome obstacles. She will have gained her old fans back and earn respect for the mass for her ability to so open and honest to the public.
Super Bowl Ads and the Media Planning and Buying
Super Bowl to the Advertising World is as big a deal to them as the two teams that made the game. Many firms plan all year around for the event. The Super Bowl is the most watched event of the year by men; some people solely watch the event for the new commercials. Many companies plan to spend a large portion of their budget to come up with an innovative way to catch their target market attention. The target audience that watches the event are men that are avid sport lover most are the idea guys who love all thing that represent American view of masculinity. The Super Bowl has been desired as the third or fourth biggest Holiday that Americans celebrate.
The Super Bowl is one of the only spectaculars left that can be considered mass television with over 90 million viewers tuned annually during late January early February. The event is one of the only outlets that advertisers have to reach such a large audience with in a single program; it is also why Networks can charge outrageous prices for 30 second commercials. In 2005 companies paid on average 2.5 million and by 2009 the price will have increased largely.
The Super Bowl is one of the only spectaculars left that can be considered mass television with over 90 million viewers tuned annually during late January early February. The event is one of the only outlets that advertisers have to reach such a large audience with in a single program; it is also why Networks can charge outrageous prices for 30 second commercials. In 2005 companies paid on average 2.5 million and by 2009 the price will have increased largely.
Whats Next
With the communication avenues being so ridiculously over saturated by marketers trying to persuade consumers to buy the latest merchandise or donate to a worthy charity and sell personal goods, but how are we going to be reached in five, ten, fifteen years from now? What is the next big thing to come out of the world of Advertising? Will our brains even be aware of the methods of ads or will it become lost in clutter?
I think in the future there will be more advertising done by the consumers subliminally. There are a few companies oversea such as W4 and Lendorff Kaywa that have found a new and innovative way to gain customers attention through the unique design that are encoded within the appeal. They produce clothing called “techfashioins” they come with barcode design in the garments. The barcode allow viewers and customer to scan the code with their phone to find about information about the garments. Some allow them to link to a website. With applications like Shop Savvy and Compare Everywhere that allow customers to scan barcode, I believe that this idea has the ability to be the next big thing in fashion in the next time five to ten years. This would be a drastic change from early years when customers were walking billboards with companies displaying tons of logos all over the appeal. The new way would be for companies to allow customers to be totally inactive with each other and the brand. Advertisers could encode the barcode so when customers scan information about the brand and similar brand appear. They could also use data storing to send them information about like brands.
I think in the future there will be more advertising done by the consumers subliminally. There are a few companies oversea such as W4 and Lendorff Kaywa that have found a new and innovative way to gain customers attention through the unique design that are encoded within the appeal. They produce clothing called “techfashioins” they come with barcode design in the garments. The barcode allow viewers and customer to scan the code with their phone to find about information about the garments. Some allow them to link to a website. With applications like Shop Savvy and Compare Everywhere that allow customers to scan barcode, I believe that this idea has the ability to be the next big thing in fashion in the next time five to ten years. This would be a drastic change from early years when customers were walking billboards with companies displaying tons of logos all over the appeal. The new way would be for companies to allow customers to be totally inactive with each other and the brand. Advertisers could encode the barcode so when customers scan information about the brand and similar brand appear. They could also use data storing to send them information about like brands.
Some Work Some Don't
With so many advertisers constantly trying to persuade consumers into purchasing, donating and consuming a variety of products many are left wondering what works and what doesn’t. For any form of advertisement to excel it has to be able to captivate the target audience attention by being relevant, relatable and unique to anything viewers have seen before. Advertisers need to be able to establish a level of trust in the products that they are selling to consumers, many oral products do this by saying dentists approved or recommended. I think one company that was able to set its self apart from the pack and weed through the clutter was Hewlett-Packard Development Company (H.P).
http://www.youtube.com/watch?v=kdpwpW4vSoY
http://www.youtube.com/watch?v=fsE0g-8CDQo
http://www.youtube.com/watch?v=MlSGJGHJEpI&feature=related
The H.P ad were new, relevant and relatable, they target a new audience with a product that they could effectively use. The company created an ad campaign that targeted to a younger generation that were always searching for information to be socially aware, This target market felt that customizing was a major feature in modern technology. During this time computer ads were targeted at the head of household as a family purchase the young adult audience was not being targeted. Computer were marketed to consumers as safe dependable technology, most didn’t highlight any mass appeal. The commercials featured celebrities, that talked about items that make the computer personal. The celebrities that were in the ads were so significant to viewers that all that was feature were their torso and voices.
http://www.youtube.com/watch?v=UdpkdcvGAaA
http://www.youtube.com/watch?v=_wtYiGgM4OY&feature=related
Another ad campaign that was successful was Macy “The Magic of Macy”. The commercials featured the celebrities that brands were carried in the department store. Before the commercials aired Macys had become forgot about by consumers, it was losing sales due to the appeal to fashionable cooler specialty stores and boutiques. The commercials made the department store relevant again. The superstars that were put in the commercials covered a broad basis and were current and important to the target consumers and future consumers.
When I think about ads that were unsuccessful the first two that come to mind are McDonalds “cha cha slide” and Burger King’s “wake up to the king commercials.” The McDonalds concept for the commercials was no longer relevant the “cha cha slide” fad was dying down. Another issue with the ads were that the target market was not clearly defined. In my opinion the Burger King ads failed because they lacked importance. They also left the viewer confused. The company did not make a clear understandable message to a defined market
http://www.youtube.com/watch?v=kdpwpW4vSoY
http://www.youtube.com/watch?v=fsE0g-8CDQo
http://www.youtube.com/watch?v=MlSGJGHJEpI&feature=related
The H.P ad were new, relevant and relatable, they target a new audience with a product that they could effectively use. The company created an ad campaign that targeted to a younger generation that were always searching for information to be socially aware, This target market felt that customizing was a major feature in modern technology. During this time computer ads were targeted at the head of household as a family purchase the young adult audience was not being targeted. Computer were marketed to consumers as safe dependable technology, most didn’t highlight any mass appeal. The commercials featured celebrities, that talked about items that make the computer personal. The celebrities that were in the ads were so significant to viewers that all that was feature were their torso and voices.
http://www.youtube.com/watch?v=UdpkdcvGAaA
http://www.youtube.com/watch?v=_wtYiGgM4OY&feature=related
Another ad campaign that was successful was Macy “The Magic of Macy”. The commercials featured the celebrities that brands were carried in the department store. Before the commercials aired Macys had become forgot about by consumers, it was losing sales due to the appeal to fashionable cooler specialty stores and boutiques. The commercials made the department store relevant again. The superstars that were put in the commercials covered a broad basis and were current and important to the target consumers and future consumers.
When I think about ads that were unsuccessful the first two that come to mind are McDonalds “cha cha slide” and Burger King’s “wake up to the king commercials.” The McDonalds concept for the commercials was no longer relevant the “cha cha slide” fad was dying down. Another issue with the ads were that the target market was not clearly defined. In my opinion the Burger King ads failed because they lacked importance. They also left the viewer confused. The company did not make a clear understandable message to a defined market
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