Wednesday, September 11, 2013
Wednesday, September 4, 2013
Final: Tagline
8. Add a tag line to your brand
"NOT YOUR SIZE" Well I personally think not, Hire me to take you on a shopping adventure, where I will turn that horrific experience that we all know so well and change your mind all while spending a day together, as my client I will not leave your side till we have a new look guaranteed!
Cindi Saucedo-Naugle
Brand messages are also a key element of the tone of voice. Brand messages should capture the spirit and aims of the brand – they are not things that people would say, but should help employees and external parties who work with the brand to understand its values and direction. Key words can also be included in the tone of voice document. These are words that characterise the brand and can be used in any written copy or spoken language of the brand. (Chapter 8, page 208 More than a name: An Introduction to branding)
The purpose of defining the ‘tone of voice’ is to create a consistent syntax for the brand. It is the verbal expression of the brand and must work in harmony with the visual elements. Many designers view the brand language as distinct from the design, adding words as an afterthought to the graphical layout. This is not the correct approach. The tone of voice is developed at the same time as the visual identity and, like design, is created from an in-depth understanding of the brand. Excellent brand communications only happen when the two (design and language) work together. (Chapter 8, page 207 More than a name: An Introduction to branding)
"NOT YOUR SIZE" Well I personally think not, Hire me to take you on a shopping adventure, where I will turn that horrific experience that we all know so well and change your mind all while spending a day together, as my client I will not leave your side till we have a new look guaranteed!
Cindi Saucedo-Naugle
Brand messages are also a key element of the tone of voice. Brand messages should capture the spirit and aims of the brand – they are not things that people would say, but should help employees and external parties who work with the brand to understand its values and direction. Key words can also be included in the tone of voice document. These are words that characterise the brand and can be used in any written copy or spoken language of the brand. (Chapter 8, page 208 More than a name: An Introduction to branding)
The purpose of defining the ‘tone of voice’ is to create a consistent syntax for the brand. It is the verbal expression of the brand and must work in harmony with the visual elements. Many designers view the brand language as distinct from the design, adding words as an afterthought to the graphical layout. This is not the correct approach. The tone of voice is developed at the same time as the visual identity and, like design, is created from an in-depth understanding of the brand. Excellent brand communications only happen when the two (design and language) work together. (Chapter 8, page 207 More than a name: An Introduction to branding)
Once guidelines are created they need
to be communicated and promoted. Many brands have in-house teams that are
responsible for ‘policing’ the brand to ensure that it is not misused or abused
in any way. (Chapter 8, page 208 More than a
name: An Introduction to branding)
Final: Tag lines and Key Talents
7. Write a paragraph emphasizing your specialty and your five key talents, weaving in your most important values, passions and skills.
A good relationship with the client can help the creative execution. The process between client and the agency is one of collective discovery: innovation happens when business strategy and positioning are teamed with creative insight. (Chapter 7, page 195 More than a name: An Introduction to branding)
I am a
personal shopping assistant, that will help in bringing back the idea that
shopping is not a horrific experience. Shopping with the right knowledge,
tools, patients, and personal guidence, I will help my clients achieve the
ultimate experience to improve their life simply with a clothing change. I am always thinking of that person's feelings. Current friends go shopping and call, text, or just call my name and simply ask for advice. " This shoe or that one?" "What's your fee?" "How do you, make it look so easy?" The questions are endless, I truely love shopping and embracing the confidence that I have developed from all the knowledge, and I simply would just like to pass the same experiences on to other women that are just simply fed up with the term "I have nothing to wear" and "I simply hate shopping, It depresses me." I will be the one to go with you and not make it feel like its work!
A good relationship with the client can help the creative execution. The process between client and the agency is one of collective discovery: innovation happens when business strategy and positioning are teamed with creative insight. (Chapter 7, page 195 More than a name: An Introduction to branding)
the people responsible for ensuring
that the project is delivered on time and within budget. But there also needs
to be a good, open communication between the client and the designer. The way
the client speaks, their approach, the words they use when describing the
brand, are all insights into the brand for the designers, and can help the
creative process. (Chapter 7, page 195 More than a
name: An Introduction to branding)
TIPS FOR GOOD CLIENT RELATIONS BY TOM GEISMAR:
01 Approach the project with an open mind
02 Listen carefully
03 Be flexible
04 Don’t accept the problem as being as stated
05 Take time to understand the issues
06 Do something new and different
07 Involve people
[Chermayeff & Geismar has been responsible for the
branding of global companies including National Geographic, NBC and Mobil]
Chapter 7, page 197 More than a name: An Introduction to branding)
Final: Statement of you specialty
6. Weave the items on all your lists into a statement of your specialty. What are you particularly gifted at delivering?
I am a personal shopping assistant, that will help in bringing back the idea that shopping is not a horrific experience. Shopping with the right knowledge, tools, patients, and personal guidence I will help my clients achieve the ultimate experience to improve their life simply with a clothing change.
Brand experience is how the audience reacts to a brand at any contact point, and it is the basis of consumer dialogue with the brand. The experience of a brand is a series of interactions that, over time, can encourage brand loyalty or marginalise a product or service. The consumer is buying something larger than the product or service: they are buying into the philosophy and the spirit behind the brand. (Chapter 6, page 162 More than a name: An Introduction to branding)
I am a personal shopping assistant, that will help in bringing back the idea that shopping is not a horrific experience. Shopping with the right knowledge, tools, patients, and personal guidence I will help my clients achieve the ultimate experience to improve their life simply with a clothing change.
Brand experience is how the audience reacts to a brand at any contact point, and it is the basis of consumer dialogue with the brand. The experience of a brand is a series of interactions that, over time, can encourage brand loyalty or marginalise a product or service. The consumer is buying something larger than the product or service: they are buying into the philosophy and the spirit behind the brand. (Chapter 6, page 162 More than a name: An Introduction to branding)
The designer creates the narrative of the brand
experience and this is best understood by working from the customer’s
viewpoint. The designer must seek to engage the audience and create an
experience that is relevant and appropriate. (Chapter 6, page 164 More than a name: An
Introduction to branding)
Final: Talents and Top Five
5. From your hopefully long list of talents and qualities, choose the top five, the ones you do best and enjoy doing the most.
The theory at the start of this chapter on brand trends discusses how a product’s life is determined. ‘Risk and Reward’ analyses the different ways that companies can introduce new products to customers, with varying degrees of risk. The success of a product will also be influenced by wider trends – such as global events, street trends and key people such as celebrities or top designers. Chapter 5, page 122 More than a name: An Introduction to branding)
Brands used to target whole sections of the population, but now they are targeting you as an individual – a creative person who thinks for themselves. There are various elements that have led to the rise of the individual. More buying power has broken down previous barriers where good products and services were limited to the elite. It is also possible that people have turned to smaller, more innovative brands as an alternative to the often homogenous approach of global brands. Greater individual wealth, awareness of trends, accessibility and choice have also made people more confident in expressing themselves as individuals. (Chapter 5, page 131 More than a name: An Introduction to branding)
- Picking out colors that maybe forgotten
- Educating a women on her shape and correct wear of the clothes
- Shopping and turning the experience into "fun experience" not a "horrific one"
- Exuding confidence and satisfaction for a love of ones closet
- Listening, being patient, and having fun with my clients on a clothing adventure
The theory at the start of this chapter on brand trends discusses how a product’s life is determined. ‘Risk and Reward’ analyses the different ways that companies can introduce new products to customers, with varying degrees of risk. The success of a product will also be influenced by wider trends – such as global events, street trends and key people such as celebrities or top designers. Chapter 5, page 122 More than a name: An Introduction to branding)
Brands used to target whole sections of the population, but now they are targeting you as an individual – a creative person who thinks for themselves. There are various elements that have led to the rise of the individual. More buying power has broken down previous barriers where good products and services were limited to the elite. It is also possible that people have turned to smaller, more innovative brands as an alternative to the often homogenous approach of global brands. Greater individual wealth, awareness of trends, accessibility and choice have also made people more confident in expressing themselves as individuals. (Chapter 5, page 131 More than a name: An Introduction to branding)
Final: Talents
4. Identify your talents. What have you always been recognized for (particularly as a kid)? What do you do better than most other people? What skills do people seem to notice in you?
When I first read this statement I realized just how correct it is: "About 80 per cent of the time you probably only wear 20 percent of the clothes you own, And 80 per cent of the time you probably only listen to 20 per cent of your CDs. This ‘80:20 rule’ – more properly known as The Pareto Principle after the mathematician who devised it – can be applied to all sorts of areas of life and the generalisation can be uncannily accurate. When businesses rank customers by sales value the 80:20 rule becomes an important reality: 80 per cent of business is often done with only 20 per cent of customers. The implication is clear: focus on a few customers, as they are the key to your survival. Dell, HP and other computer manufacturers break their business up into segments of which business and education are far more lucrative than individual consumers. Many branding decisions are based on what the ‘big’ customers want as losing those sales will dent profits considerably." (Chapter 4, page 94 More than a name: An Introduction to branding)
Today’s brand audience is elusive and fickle. We earn more and borrow more than our parents or grandparents ever did. We have high expectations, and demand more choices. We are brand-savvy, ever more discerning, less loyal and more informed than any audience before us. We know when we are being targeted. We pose a difficult, but irresistible challenge for brand-owners who want to win our attention, our money and even our love. (Chapter 4, page 103 More than a name: An Introduction to branding)
Having a fickle audience is where I am good at dealing with, after years in the automotive industry I have developed a great customer service image. I believe that all customers, clients, and guest just what their stories heard. Having someone listen is just what people need. I am patient. I and informed and educated when it comes to shapes and size sensitive that women are. I am always thinking of a person's feelings. When my current friend go shopping, i'll instantly receive a text saying: How about this look??? This shoe or that Shoe, I tend to pull people out of their comfort zones. Which is a scary concept but it is possible. Do not just settle look around and embrace all the clothing choices and accessories. Embrace the fun that shopping can be and I will go with and help, it won't feel like work when I go with!
When I first read this statement I realized just how correct it is: "About 80 per cent of the time you probably only wear 20 percent of the clothes you own, And 80 per cent of the time you probably only listen to 20 per cent of your CDs. This ‘80:20 rule’ – more properly known as The Pareto Principle after the mathematician who devised it – can be applied to all sorts of areas of life and the generalisation can be uncannily accurate. When businesses rank customers by sales value the 80:20 rule becomes an important reality: 80 per cent of business is often done with only 20 per cent of customers. The implication is clear: focus on a few customers, as they are the key to your survival. Dell, HP and other computer manufacturers break their business up into segments of which business and education are far more lucrative than individual consumers. Many branding decisions are based on what the ‘big’ customers want as losing those sales will dent profits considerably." (Chapter 4, page 94 More than a name: An Introduction to branding)
Today’s brand audience is elusive and fickle. We earn more and borrow more than our parents or grandparents ever did. We have high expectations, and demand more choices. We are brand-savvy, ever more discerning, less loyal and more informed than any audience before us. We know when we are being targeted. We pose a difficult, but irresistible challenge for brand-owners who want to win our attention, our money and even our love. (Chapter 4, page 103 More than a name: An Introduction to branding)
Having a fickle audience is where I am good at dealing with, after years in the automotive industry I have developed a great customer service image. I believe that all customers, clients, and guest just what their stories heard. Having someone listen is just what people need. I am patient. I and informed and educated when it comes to shapes and size sensitive that women are. I am always thinking of a person's feelings. When my current friend go shopping, i'll instantly receive a text saying: How about this look??? This shoe or that Shoe, I tend to pull people out of their comfort zones. Which is a scary concept but it is possible. Do not just settle look around and embrace all the clothing choices and accessories. Embrace the fun that shopping can be and I will go with and help, it won't feel like work when I go with!
Final: Passions
3. Identify your passions. What things or ideas do you love?
I love the idea that I can help a women reinvent themselves for a cost effective price. Confidence is something that in this market women lack. With a brand new pair of shoes, a fitting skirt, a blouse, and a hidden confidence all underneath it. That is the difference in providing a different brand. I want to be the name that every one mentions when it come to creating "self image" Call Cindi she'll help with "NOT YOUR SIZE, She'll find it or something similar and perfect with a personal touch.
Branding is a marketing discipline and the basics of branding are common to all areas of marketing: define your audience, know your market, differentiate yourself, choose a route to market and then make your brand stand out. Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brand values that form the backbone of the character and behaviour of the brand. (Chapter 3, page 73 More than a name: An Introduction to branding)
As our lives become more complex and full of choice, branding is starting to change business by making the intangible, tangible. It offers more than a frill around a product or service – when people are passionate about particular brands there is an emotional connection that goes beyond the appreciation of the product or service. The attachment could be triggered for a number of reasons: there may be a status associated with the brand; the person may be attracted by design or form; it may give a brilliant service, or a simple, functional, practical use that makes the person connect with the brand. While emotional connections with brands are not new – most successful brands have always understood that emotion is key – the difference today is that emotion is becoming a basis for branding. Brands need to have a deeper connection with their consumers if they are to thrive and prosper. Some brand experts refer to this as connecting with the ‘spirit’ of the brand; others call it a ‘sixth sense’. Applying the traditional brand ‘rules’ makes it difficult to capture this nebulous spirit. Spirit must be captured in the creative execution.(Chapter 3, page 73 More than a name: An Introduction to branding)
I love the idea that I can help a women reinvent themselves for a cost effective price. Confidence is something that in this market women lack. With a brand new pair of shoes, a fitting skirt, a blouse, and a hidden confidence all underneath it. That is the difference in providing a different brand. I want to be the name that every one mentions when it come to creating "self image" Call Cindi she'll help with "NOT YOUR SIZE, She'll find it or something similar and perfect with a personal touch.
Branding is a marketing discipline and the basics of branding are common to all areas of marketing: define your audience, know your market, differentiate yourself, choose a route to market and then make your brand stand out. Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brand values that form the backbone of the character and behaviour of the brand. (Chapter 3, page 73 More than a name: An Introduction to branding)
As our lives become more complex and full of choice, branding is starting to change business by making the intangible, tangible. It offers more than a frill around a product or service – when people are passionate about particular brands there is an emotional connection that goes beyond the appreciation of the product or service. The attachment could be triggered for a number of reasons: there may be a status associated with the brand; the person may be attracted by design or form; it may give a brilliant service, or a simple, functional, practical use that makes the person connect with the brand. While emotional connections with brands are not new – most successful brands have always understood that emotion is key – the difference today is that emotion is becoming a basis for branding. Brands need to have a deeper connection with their consumers if they are to thrive and prosper. Some brand experts refer to this as connecting with the ‘spirit’ of the brand; others call it a ‘sixth sense’. Applying the traditional brand ‘rules’ makes it difficult to capture this nebulous spirit. Spirit must be captured in the creative execution.(Chapter 3, page 73 More than a name: An Introduction to branding)
Final: Core Values
2. Identify your core values. What really matters to you?
- Self Confidence
- Finding my Client the correct sizes in and overwhelming market
- Educating them in correct clothing structure: Whether the tag says the skirt is an 14 and there waist is a 32 inch, women are constantly discouraged.
- Explain that mass production ready to wear is not always the same for every designer
- Help pick out flattering clothing
- Fashion Education in all essence
Brands don’t just arrive out of nowhere. They are the product of a company ‘vision’. Although making lots of money is a vision of sorts, it is not exactly specific. Any successful brand needs to be part of a clearly defined set of objectives. Good objectives are often described as ‘SMART’: Specific – What exactly do we want to achieve? Increased sales? Improved shareholder dividend? Greater market share? Measurable – To what extent do we want to achieve these things? Objectives need targets that can be measured so a success is registered, or so that people involved can see early on that the plan isn’t working. What increased revenue would be seen as a success? How much more of the market should be captured? What would shareholders see as acceptable when the company reports its profits? Achievable – All objectives cost, whether in terms of money or human resources. There is no point setting out on a plan if the skills are not available, or if you depend on another company for components, but know there is a worldwide shortage at the moment. Companies can actually be too successful, and while running out of a product may increase its desirability it also hits income and profits, so setting an achievable objective is vital; don’t be too ambitious! (Chapter 2, page 41 More than a name: An Introduction to branding)
“A
graphic designer working on a new brand must be absolutely clear on why the
brand exists, its positioning and what message it gives to its audience.
Building a new brand is a process of building awareness and reputation among
the audience, establishing credibility and setting expectations. The brand
communication must be authentic and true to the product or service that is
being offered. Even then, it takes time to make an impact – and this impact is
often dependent on the budget behind the noise and the ability to deliver the
product or service.” (Chapter 2, page 56 More
than a name: An Introduction to branding)
Final:Primary "Product"
My brand is a self image essential, as I have grown within the past few months I have notices that "NOT YOUR SIZE" is everywhere. It is impossible for women to feel confident in what they were as there continues to be an everlasting array of clothing that just does not fit. At NOT YOUR SIZE, LTD it will be my job to help find that my clients the correct and confident outfit. I want women to embrace their figures and feel just the slightest confidence in their own bodies and skin. It truly is a complicated process to be a woman in today's world. Every where you turn there is another marketing "deflector" tell a woman this will make you young, skinny, beautiful, smell great, ect. We was woman have lost our path to true self happiness, and i want to help find that again.
“The concept of brand management was first introduced in 1931. Brand management meant having one person or entity in control of the brand. In this year, Procter & Gamble, now a huge consumer goods company and owner of dozens of household brands, created a marketing organisation under Neil McElroy, the company’s promotion department manager, based on competing brands managed by dedicated groups of people. The system provided more specialised marketing strategies for each brand and Procter & Gamble’s brand management system was born. McElroy also invented the soap opera by introducing sponsorship for radio plays.” (Chapter 1, page 27 More than a name: An Introduction to branding)
Branding is important because of its
relationship and impact on the world we live in. Brands affect people’s lives
simply because they are part of our daily choices and decisions. In today’s
world, with broad competition for virtually all products and services –
including charities and the not-for-profit sector – there seems to be little
that has been left untouched by branding. Basic services and industries, like
academia and healthcare, have developed into increasingly competitive
environments and branding will help individual institutions differentiate
themselves.
(Chapter 1, page 32 More than a
name: An Introduction to branding)
“Brands today represent more than a product, service or brand identity (the name and logo, design and voice of the brand). A brand is synonymous with the business and the style behind the product or service; it encompasses the people working for the company and a philosophy and spirit that sustains it. Brands offer a set of values, a vision and an attitude. Organisations establish a brand position to project a consistent public and internal image. This brand position sets perimeters to help respond to opportunities and challenges and also gives context to those who work for the company. (Chapter 1, page 27 More than a name: An Introduction to branding)
Like someone choosing to dress in a particular way, brand style can be a surface appearance or reflect a greater depth. Brand style must capture the ‘spirit’ of the brand – the emotive element that makes us like or dislike a brand, or be indifferent to it. Style is shown in the way the brand projects itself in form, function and service. It can project an attitude we either empathise with or dismiss. (Chapter 1, page 82 More than a name: An Introduction to branding)
Wednesday, August 28, 2013
Week 8 EOC: Subliminal Advertising
Subliminal advertising is every where originally dating back to the movie theater trailer stating "Eat popcorn, Drink Coke"
Subliminal advertising -- placing fleeting or hidden images in commercial content in the hopes that viewers will process them unconsciously -- doesn't work. Recent research suggests that consumers do sometimes respond non-consciously to cues they aren't consciously aware are there. Subliminal exposure to the Apple brand seems to make people more "creative" than if they are exposed to the IBM brand, for instance.
The thought that one could instantly be thirsty, when a commercial flashes across the movie screen is a silly to me. Currently brought up in the news was the statement: that the new Wendy for Wendy’s restaurants has the words cursive reading “Mom.” People are a little upset because it pretty much states that the restaurant is mom approved. Which may simply not be the case.
I once conducted a test by giving consumers both a lightweight and a heavy TV remote control. The across-the-board response to the lighter-weight model? "It's broken." Even when they found out the lightweight remote was totally functional, shoppers still felt its quality was inferior.
Sometimes things are just a way for the advertising market to have a way to introduce a small amount of history into the brand image.
"The birth of subliminal advertising as we know it dates to 1957 when a market researcher named James Vicary inserted the words "Eat Popcorn" and "Drink Coca-Cola" into a movie.
The words appeared for a single frame, allegedly long enough for the subconscious to pick up, but too short for the viewer to be aware of it. The subliminal ads supposedly created an 18.1% increase in Coke sales and a 57.8% increase in popcorn sales."
Wednesday, August 21, 2013
Week 7 BOC: Largest Retailers
Week 7 BOC: Largest Retailers
According to an article from Marketingcharts.com; Wal-Mart, there’s a large drop-off to the nation’s second-largest retailer, Kroger, with roughly $92.2 billion in 2012 sales. Target ($72 billion) and Costco ($71 billion) are virtually tied for the third spot, with Home Depot ($66 billion) edging CVS ($63.7 billion) for the 5th position. There is a little bit of adjustments for the 5th, 6th, and 7th spot: The Home Depot, Walgreen, and CVS Caremark are all under this small area for these competing positions.
In the what's "Hot 100 Retailer's" the positions go to:
With all the changes there is an increase in more online shopping, non-store, and Brick-and-Mortar segments growing. Since what's on top today can quickly change to a different top 10 next year, we are looking at the top 100 hot fashion retailers for the moment.
Even though Wal-Mart sits at the top, they fell to a dissapointment in their quartly reports.
Same-store sales, a key metric for retailers, dropped by 1.4% at Wal-Mart stores, a signal that price cuts on groceries and other every-day items haven’t been enough to keep shoppers interested. It was the first decrease in same-store sales in more than a year. Wal-Mart’s target customer is hit especially hard by the nation’s continued economic uncertainty with high unemployment and increased payroll taxes.
Sam’s Club, the company’s wholesale retailer, saw sales rise 0.2%, with growth restrained by decreased interest from business customers, bad weather and inflation. None of this came as a shock to the company. They plainly plane it on weather, inflation, and customer decrease in interest.
http://www.marketingcharts.com/wp/topics/e-commerce/americas-largest-retailers-brick-and-mortars-dominate-30857/
http://www.stores.org/STORES%20Magazine%20August%202013/hot-100-retailers
http://www.forbes.com/sites/abrambrown/2013/05/16/wal-mart-a-business-slump-at-the-worlds-largest-retailer/
According to an article from Marketingcharts.com; Wal-Mart, there’s a large drop-off to the nation’s second-largest retailer, Kroger, with roughly $92.2 billion in 2012 sales. Target ($72 billion) and Costco ($71 billion) are virtually tied for the third spot, with Home Depot ($66 billion) edging CVS ($63.7 billion) for the 5th position. There is a little bit of adjustments for the 5th, 6th, and 7th spot: The Home Depot, Walgreen, and CVS Caremark are all under this small area for these competing positions.
In the what's "Hot 100 Retailer's" the positions go to:
|
1
|
Bi-Lo
|
|
2
|
Michael
Kors Holdings
|
|
3
|
Sprouts
Farmers Market
|
|
4
|
Lululemon
Athletica
|
|
5
|
Apple
Stores / iTunes
|
|
6
|
Under
Armour
|
|
7
|
Amazon.com
|
|
8
|
H&M
|
|
9
|
Helzberg's
Diamond Shops
|
|
10
|
The
Fresh Marke
|
Even though Wal-Mart sits at the top, they fell to a dissapointment in their quartly reports.
Same-store sales, a key metric for retailers, dropped by 1.4% at Wal-Mart stores, a signal that price cuts on groceries and other every-day items haven’t been enough to keep shoppers interested. It was the first decrease in same-store sales in more than a year. Wal-Mart’s target customer is hit especially hard by the nation’s continued economic uncertainty with high unemployment and increased payroll taxes.
Sam’s Club, the company’s wholesale retailer, saw sales rise 0.2%, with growth restrained by decreased interest from business customers, bad weather and inflation. None of this came as a shock to the company. They plainly plane it on weather, inflation, and customer decrease in interest.
http://www.marketingcharts.com/wp/topics/e-commerce/americas-largest-retailers-brick-and-mortars-dominate-30857/
http://www.stores.org/STORES%20Magazine%20August%202013/hot-100-retailers
http://www.forbes.com/sites/abrambrown/2013/05/16/wal-mart-a-business-slump-at-the-worlds-largest-retailer/
Thursday, August 15, 2013
Week 6 EOC: Rocky Ford Restoring the Brand
Week 6 EOC: Rocky Ford Restoring the Brand
Following the 2011 listeria outbreak, the Colorado Department of Agriculture and the families in the Rocky Ford growing region developed a quick, proactive and collaborative response. With the help of private local marketing and branding companiesMulligan&Co., LLC and BrandWerks Group, the public relations campaign addressed the crisis and provided the public with accurate reliable information about Rocky Ford cantaloupes. The Colorado Department of Agriculture stepped up to help with the revitalization campaign in 2012, which in return they were awarded for helping to maintain the stability of the business that was over 126 years old.
Farmers near the town of Rocky Ford are going on the offensive to restore the fruit's reputation a year after melons from one of the area's farms caused a nationwide listeria outbreak. They have banded together to trademark Rocky Ford melons and fund $800,000 worth of safety upgrades to prevent future outbreaks, but they must convince buyers that the melons are safe.
The farmers overhauled their production practices to restore public confidence. They hired a full-time food safety manager to monitor melon-picking and started paying the seasonal pickers by the hour, not by the amount of cantaloupes picked. The farmers also built a new central packing shed where all Rocky Ford-labeled melons will be washed with soap and a chlorine oxide, then rinsed with well water tested for contamination.
After being washed, the melons will be cooled to reduce condensation and then packed into boxes labeled with codes traceable to the fields where the melons were grown. The boxes will be packed with slips that interested shoppers can scan using a smartphone to read about where their melons originated.
The Food and Drug Administration said last year that melons at Jensen Farms likely were contaminated in the operation's packing house. The FDA concluded that dirty water on a floor, and old, hard-to-clean equipment probably were to blame.
It seems even with the disaster the melon business in Rocky Ford continues to be surviving. With the weather really determining the crop, i think the worst has fallen past them. Knapp farms and the half dozen other growers in Rocky Ford ship thousands of tons of melons to grocery stores over the next couple of weeks. Hundreds of other people like the tradition of a road trip to roadside produce markets in Rocky Ford for fresh off the vine melons. "It would really surprise you. There are people traveling from five to six hundred miles away just to come through Rocky Ford to get some of the fresh produce."
Aug 07, 2013: http://www.koaa.com/news/sweet-rocky-ford-cantaloupe-harvest-strong-this-year/#_
Aug 15, 2013: http://theprowersjournal.com/2013/08/15/colorado-department-of-agriculture-receives-marketing-award-for-2012-rocky-ford-cantaloupe-revitalization-campaign/
Jul 13, 2012: http://www.huffingtonpost.com/2012/07/13/colorado-cantaloupes-retu_0_n_1670660.html
Following the 2011 listeria outbreak, the Colorado Department of Agriculture and the families in the Rocky Ford growing region developed a quick, proactive and collaborative response. With the help of private local marketing and branding companiesMulligan&Co., LLC and BrandWerks Group, the public relations campaign addressed the crisis and provided the public with accurate reliable information about Rocky Ford cantaloupes. The Colorado Department of Agriculture stepped up to help with the revitalization campaign in 2012, which in return they were awarded for helping to maintain the stability of the business that was over 126 years old.
Farmers near the town of Rocky Ford are going on the offensive to restore the fruit's reputation a year after melons from one of the area's farms caused a nationwide listeria outbreak. They have banded together to trademark Rocky Ford melons and fund $800,000 worth of safety upgrades to prevent future outbreaks, but they must convince buyers that the melons are safe.
The farmers overhauled their production practices to restore public confidence. They hired a full-time food safety manager to monitor melon-picking and started paying the seasonal pickers by the hour, not by the amount of cantaloupes picked. The farmers also built a new central packing shed where all Rocky Ford-labeled melons will be washed with soap and a chlorine oxide, then rinsed with well water tested for contamination.
After being washed, the melons will be cooled to reduce condensation and then packed into boxes labeled with codes traceable to the fields where the melons were grown. The boxes will be packed with slips that interested shoppers can scan using a smartphone to read about where their melons originated.
The Food and Drug Administration said last year that melons at Jensen Farms likely were contaminated in the operation's packing house. The FDA concluded that dirty water on a floor, and old, hard-to-clean equipment probably were to blame.
It seems even with the disaster the melon business in Rocky Ford continues to be surviving. With the weather really determining the crop, i think the worst has fallen past them. Knapp farms and the half dozen other growers in Rocky Ford ship thousands of tons of melons to grocery stores over the next couple of weeks. Hundreds of other people like the tradition of a road trip to roadside produce markets in Rocky Ford for fresh off the vine melons. "It would really surprise you. There are people traveling from five to six hundred miles away just to come through Rocky Ford to get some of the fresh produce."
Aug 07, 2013: http://www.koaa.com/news/sweet-rocky-ford-cantaloupe-harvest-strong-this-year/#_
Aug 15, 2013: http://theprowersjournal.com/2013/08/15/colorado-department-of-agriculture-receives-marketing-award-for-2012-rocky-ford-cantaloupe-revitalization-campaign/
Jul 13, 2012: http://www.huffingtonpost.com/2012/07/13/colorado-cantaloupes-retu_0_n_1670660.html
Wednesday, August 14, 2013
Week 6 BOC: Tylenol Scare of 1982
Week 6 BOC:Tylenol scare of 1982
In the Fall of 1982 unknown persons replaced Tylenol
Extra-Strength capsules with cyanide-laced capsules, and resealed and packaged
them for distribution. They were sold at
over half a dozen pharmacies and food stores in the Chicago area. Seven unsuspecting people died a horrible
death due to this issue.
“Johnson & Johnson chairman, James burke, reacted to
the negative media coverage by forming a seven-member strategy team. Their
mission was ultimately “How do we protect the people?” and “How do we save the
product?” They used the media to inform
the public not to use Tylenol products.
They established a 1-800-hotline for crisis. They pulled the products off all shelves,
until the source could be determined. Johnson &
Johnson created their new Triple safety seal packaging (a glued box, a plastic
sear over the neck of the bottle, and a foil seal over the mouth of the
bottle.) Since Tylenol brand accounted for
17% of the company’s net income, marketers predicted that they would never
recover from the sabotage. Two month later, Tylenol was headed back to the
marked, this time in tamper-proof packaging and bolstered by an extensive media
campaign. A year later, its shares of
the $1.2 billion analgesic market, which plunged to 7% had climbed back to the 30%.
They company achieved the status of consumer champion,
because it acted with quick and complete openness about what had happened. They immediately removed any source of danger
based on the worst-case scenario. “Not waiting for
evidence to see whether the contamination might be more widespread.” “They
showed themselves to be prepared to bear the short-term cost in the name of
consumer safety.”
JOHNSON & JOHNSON established a basis for trust with
their customers.
Wednesday, August 7, 2013
Week 5 EOC: Page 153 Fashion Trend Prediction
Week 5 EOC: Page 153 Fashion Trend Prediction
The interview talks about Shari Swan whom is a Trend
Predictor. She talks about how
corporations need to grow and expand when interpreting what trends are
available. “Brand-owners are
not yet ready to accept that qualitative trends and consumer emotion are
driving the market” and “Most corporations are only able to address two main
trends per season.” She mentions that “Today’s Youth” want to
interact and connect on an emotional level.
The youth wants “brand authenticity”; they want to know everything about
the brand including social and ethical responsibility. Collaborations with new partnerships,
examples: Lance Armstrong and the yellow armband, Motorola and the NFL, and
even Intel Inside with Microsoft for PC’s.
Trend forecasters use three different kinds of partnerships:
Promotional, Value-Based, and Innovation-Based. Shari Swan’s advice to
companies was to “looking sideways”, at products and brands in
markets beyond their own. Trend
forecasting is heading back to basic.
They use means of social media, looking around, keeping their eyes open
and ready for anything that might be out of the box. Using all the sources that are available Forecasting
is part of todays “way” when it comes to consumer awareness. “Social and Ethical responsibility
is now a given for doing business in today’s environment”
Chapter 5, page 153: Shari Swan,
Trend predictor, Streative Branding, Davis, M., and Baldwin, J. (2006).
More Than a Name: An Introduction to
Branding. AVA
Publishing
Monday, August 5, 2013
Week 4 EOC: McDonald's response to "Super-size Me"
Week 4 EOC: Mcdonalds response to Super-size me
Over the time of the movie there were a few press releases, informing consumers on the distortion of real facts. Angered that the “big tobacco” companies are held at a stronger public standard then unhealthy food according to the American council of Science and Health (ACSH). After the ACSH felt a need to stand in another company called Tech Central Station took the public policy to inform the consumer again on the dangers of obesity. Our mission: to provide visitors with the facts and science-based information on obesity and nutrition to balance this film's 'gross-out' performance art." Basing all their information on facts and science. The third one came from another person creating her own documentary on McDonald’s eating and 30 day limit. Sosa Whaley stated: “She responded, "Well, everyone has to have someone to speak out for them. And, you know, I don't know why we want to demonize corporations so much. I mean, let's face it, we hear about the bad ones – and it's really bad when you get an Enron or a WorldCom or whatever – but most of the corporations out there are just trying to provide people with what they want." In the entire movie Supersize me was pointing blame at these huge conglomerate business that are out to make a buck. People might be surprised to learn that on the whole we agree with Super Size Me’s message - that it’s important to have a balanced diet and take exercise – something we’ve been saying for a long time. This was a quote from McDonald’s UK position on ‘Super Size Me’ UK Press Releases, August, 2004
I think fast is okay but in moderations, no one really eats breakfast lunch and dinner from one place. Incorporating a healthy diet is key. The representatives from you the UK I strongly agree with.
Wednesday, July 31, 2013
Week 3 EOC: Naomi Klein Corporate Branding
EOC Week 3: Naomi Klein
How corporate branding has taken over
America.
Naomi Klein is a huge name involved in
the anti-brand movement. Naomi Klein
would go on to write a book “The shock doctrine: the rise of disaster
capitalism” and “No Logo: taking aim at the brand bullies.”
Naomi Klein is a contributing editor for Harper’s and reporter for Rolling Stone. Naomi writes a regular column for “The Nation and The Guardian that is syndicated internationally by The New York Times Syndicate.” Her writing has appeared in The New York Times, The Washington Post, Newsweek, The Los Angeles Times, The Globe and Mail, El Pais, L’Espresso and The New Statesman, among many other publications.
The success of the book to a high
standard that it caused some business to prove that the “Brand” wasn’t the
“Product.” In an article written explained how the company “Absolut Vodka”
would launch a “No-Label” vodka that would prove the company is about quality
and not what’s on the outside of the bottle.
Then a “Stealthy Starbucks” would open an unbranded coffee shop. These
type of businesses where such multi-conglomerate businesses that they were now
running from the brand image they created.
“She was well acquainted with the basic
tenet of brand management: find your message, trademark and protect it and
repeat yourself ad nauseam through as many synergized platforms as possible.” The book was written
on the idea unlikely trends were connected by a single idea -- that
corporations should produce brands, not products. This battle would rage on all
through the next few years. She exposed
how branding feeds of such influences as politics, economic factors, and
cultural trends.
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