The
you called brand
From the beginning, a brand's legal purpose has been to let people know the origin of the goods. Literally, a brand, a hallmark, a mark of trade.
Over time, for some brands, it has become something significantly more. A mirror on our identity as consumers, tribe members and citizens.
When someone criticizes one of these brands, these 'us' brands, we take the criticism personally. So, if you're a Harley tribe member, someone criticizing Harley Davidson is like a personal attack. Same goes for those that identify so closely with Google, or the Catholic Church or an iconic politician. This is me, I am that, we are labels for each other.
At some level, this seems like Nirvana (oh, that's another one) for a brand. To be so closely identified with a tribe and a mission, it means that advertising is no longer the primary fuel for the brand's future.
The risk is that when your brand stumbles, you won't have to merely confront those non-customers that might have thought less of you. You'll need to understand that when you fail, we all do. It's personal, and you might need to do more than mutter an apology. High stakes.
Marketing
| 1.02b Market Segmentations 1.02 Activities |
May wish to look over your vocab on a daily basis.....
Bonus!!!! http://quizlet.com/folders/10365394/scatter
Play scatter from 1.01/1.02 and see who can get the fastest time....three minutes to play....winner earns additional +2 on vocab (test grade)
Three Toys that tried, but failed and reasons behind...MIM
Co-Branding/Brand Extension
New Yorker article....Brand deterioration......it is becoming an epidemic
Assignments:
Assignment #2 - Parent Assist (pa.gcsnc.com) ...I will check this Friday/Monday for the second pass...if you cannot get into Powerschool/ParentAssist, an extended window will be open to you so you have time to get it. You will need to talk to Kristy Cline (office) beginning Tuesday, Feb 11 so she can assist.....this is on you.
SAT Question of the day Assignment #2 - Parent Assist (pa.gcsnc.com) ...I will check this Friday/Monday for the second pass...if you cannot get into Powerschool/ParentAssist, an extended window will be open to you so you have time to get it. You will need to talk to Kristy Cline (office) beginning Tuesday, Feb 11 so she can assist.....this is on you.
Marketing Management
1.03 continued (open this from Mr Murphy's website)....Consumer Buying Decisions.....as we have established, Maslow does a good job taking a snapshot of where we are along this road to actualization. In short, Maslow claims that unless the base of the pyramid is built from the base up, it will not be able to support it's own self. Remove pyramid and replace with one of the following..."I", "me", "self", . This is where we continue from today.
Let's do examples....most stars, athletic and movie, almost all pop stars/urban, all teen sensations....yep....pretty much true.
Just do it...Right LAP 1.02 for a few more pointers.
Go ahead and pull up a image of Maslow's Heirarchy of needs....you will still need it for today.
3 toys that tried and failed and reasons behind
Brand Extension/Co -Branding
New Yorker Article....the deterioration of a brand
3 toys that tried and failed and reasons behind
Brand Extension/Co -Branding
New Yorker Article....the deterioration of a brand
maslow's self-actualizing characteristics
- keen sense of reality - aware of real situations - objective judgement, rather than subjective
- see problems in terms of challenges and situations requiring solutions, rather than see problems as personal complaints or excuses
- need for privacy and comfortable being alone
- reliant on own experiences and judgement - independent - not reliant on culture and environment to form opinions and views
- not susceptible to social pressures - non-conformist
- democratic, fair and non-discriminating - embracing and enjoying all cultures, races and individual styles
- socially compassionate - possessing humanity
- accepting others as they are and not trying to change people
- comfortable with oneself - despite any unconventional tendencies
- a few close intimate friends rather than many surface relationships
- sense of humour directed at oneself or the human condition, rather than at the expense of others
- spontaneous and natural - true to oneself, rather than being how others want
- excited and interested in everything, even ordinary things
- creative, inventive and original
- seek peak experiences that leave a lasting impression
Again, from the same source:
maslow's hierarchy of needs in advertising
To help with training of Maslow's theory look for Maslow's Hierarchy of Needs motivators in advertising. This is a great basis for Maslow and motivation training exercises:
- Biological and Physiological needs - wife/child-abuse help-lines, social security benefits, Samaritans, roadside recovery.
- Safety needs - home security products (alarms, etc), house an contents insurance, life assurance, schools.
- Belongingness and Love needs - dating and match-making services, chat-lines, clubs and membership societies, Macdonalds, 'family' themes like the old style Oxo stock cube ads.
- Esteem needs - cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services.
- Self-Actualization needs - Open University, and that's about it; little else in mainstream media because only 2% of population are self-actualizers, so they don't constitute a very big part of the mainstream market.
Assignments: Assignment #2 - Parent Assist (pa.gcsnc.com) ...I will check this Friday/Monday for the second pass...if you cannot get into Powerschool/ParentAssist, an extended window will be open to you so you have time to get it. You will need to talk to Kristy Cline (office) beginning Tuesday, Feb 11 so she can assist.....this is on you.
