I think depending on the location of the ads it wouldn’t really matter if Ginch Gonch had their ads up or not. Like here in Las Vegas, we have ads saying you could stay another night if you “auditioned” for an adult film making company. One of their billboards that they have by the 215 and Silverado Ranch says “We love a trimmed bush, Stay an extra night,” or something along those lines. Raunchy right? If they were to put up a billboard here in town nobody would even notice because we already have so many explicit ads and billboards around that it’s no big thing to us. If it were to be in a more rural town then yeah of course there is going to be issues, plus I don’t think that’s where their market is anyways.
Not putting up a billboard by a high school is understandable because teenagers these days are already exposed to so many explicit things, this would just enrage parents more than ever. I think if they were to come to a marketing compromise it would be OK. If they were to put up a less provocative billboard by the freeways or high schools, it could be a win-win on both ends.
Tuesday, December 6, 2011
Week Ten EOC - Discussion Questions
1. What key characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch products?
Through the use of sexually risqué branding techniques aimed at diver lifestyles, unique styles, and the company motto “Live Like A Kid,” Ginch Gonch demonstrates that if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow. They have sexually explicit advertising and it works for them. They are marketed towards a market that wants to feel like a kid again but still be open with their sexuality.
2. Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable?
I think if it is right for the company and their brand image, then it is ok to use sex to sell their products. Abercrombie & Fitch use sex to sell their products, their advertisements are borderline explicit. Although you never see them in a questionable position like Dolce &Gabbanas ads, but it portrays that image to the consumer. It does in a way make their products more desirable because it has the consumer thinking “If I buy these jeans, or this dress, it will make me more desirable to men/women.”
3. Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?
I think he targeted the gay community because some gay men love the nostalgia of their childhood. There are a lot of gay consumers because gay men and women have more money to spend on themselves then straight men and women. They don’t have families or children so there is a lot more money saved up.
4. If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why?
I would probably do something along the lines of mechanics, and have it be called “Clean My Pipes.” People can take anything now a days and make it dirty, so it wouldn’t really matter what you decided to call it and it will still be sexually explicit.
Through the use of sexually risqué branding techniques aimed at diver lifestyles, unique styles, and the company motto “Live Like A Kid,” Ginch Gonch demonstrates that if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow. They have sexually explicit advertising and it works for them. They are marketed towards a market that wants to feel like a kid again but still be open with their sexuality.
2. Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable?
I think if it is right for the company and their brand image, then it is ok to use sex to sell their products. Abercrombie & Fitch use sex to sell their products, their advertisements are borderline explicit. Although you never see them in a questionable position like Dolce &Gabbanas ads, but it portrays that image to the consumer. It does in a way make their products more desirable because it has the consumer thinking “If I buy these jeans, or this dress, it will make me more desirable to men/women.”
3. Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why?
I think he targeted the gay community because some gay men love the nostalgia of their childhood. There are a lot of gay consumers because gay men and women have more money to spend on themselves then straight men and women. They don’t have families or children so there is a lot more money saved up.
4. If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why?
I would probably do something along the lines of mechanics, and have it be called “Clean My Pipes.” People can take anything now a days and make it dirty, so it wouldn’t really matter what you decided to call it and it will still be sexually explicit.
Week Ten BOC - The Metrosexual
In the 1990s when the world was in a fashion downfall, the term metrosexual was created. The new term referred to a straight male who took the time to care about what he looked like and how he presented himself to the world. At this time it was thought that only gay males would do this, that they took the time to care about what they looked liked. However, as time has continued and men have began to realize that women do actually care about what they look like more and more straight men have also begun to care. People talk about David Beckham being ‘the’ metrosexual of our time, and look at who he is married to, the most fabulous woman in the world. Victoria ‘Posh’ Adams, of Spice Girls fame, would never have been with one of these grungy 90s men. I think as people began to realize this was when the shift began. Today most men take care of themselves, they get manicures and pedicures, they go to salons for hair cuts, they buy designer clothes, the age of the metrosexual has given way to the age of stylish men. We are harrowing back to the 60s when all men acted this way, where we lost our way no one knows, but thank goodness we are back.
Tuesday, November 29, 2011
Week Nine EOC - Exercise
Everything that I love is clean and simple and modern. My favorite colors are neutrals, mostly black and white. If I had to brand myself my logo and personal style would thus reflect this about me.
Week Nine EOC - Discussion Questions
1. What makes the Brini Maxwell television personality unique? How does her personality benefit the brand?
Brini Maxwell is unique because it is a man delivering style, cooking, and homemaking advice that is so well received that the audience forgets or doesn't even realize that she is not a she at all. "I think I represent a certain type of woman that strikes a chord with people of a certain age because they remember women like me from when they were children- their mother, an aunt, or a teacher that had a distinct sense of style, a flair for decorating, and a knack for entertaining. "( Brand/ Story, p. 148)
2. What were the steps taken by Ben Sander to develop his character, Brini Maxwell? Was he successful? Why or why not?
The character started out as a different woman named Tigs Vanderveer, but it was decided upon that she was too stuffy. The character was to be the star of Sander's cooking show, which his parents funded by establishing V.R.U.S.P Productions. The new character he came up with was modeled after Stephanie Power's character Sabrina from the 1985 miniseries Deceptions. "Brini Maxwell was the iconic branded symbol, while the androgynous voice of Ben Sander reflected his knowledge of retro fashion, style, cooking, home improvement, and everything he knew that related to home advice." ( Brand/ Story, p. 146)
3. Why do you think Brini Maxwell made it into the national spotlight on television? What was her brand's message?
"With each broadcast of her show, Brini Maxwell demonstrates a new recipe, home repair, fashion segment, or interview. In the process, she creates a brand that is distinctly hers. Her reinvention of a bygone era pays homage to her predecessors while maintaining a contemporary sensibility, and exceeds the creative efforts of her current competition." (Brand/ Story, p. 143)
4. What do you think Brini Maxewell's target market is today? Why would baby boomers be drawn to watching Brini Maxwell
"My target market is primarily young and urban. There is also a little cross over into nostalgic baby boomers. Cities are the destination for making your own mark, which is what these young people want to do, ergo, our target market is young urbanites. The boomers find my brand appealing for a different reason. They see the nostalgia of what I do and find it comforting." (Brand/Story, p. 148)
5. Why were the iTunes podcast and and reproduction of her old shows as vidcast a smart step toward rebranding Brini Maxwell? Would you have done anything differently?
The podcast and reproduction of old shows was a smart step because it allowed Brini to stay in the spotlight after the show on E! was cancelled. I wouldn't have done anything differently. The internet is the best way to reach a huge audience and taking advantage of it is the only way for the brand to expand and be successfully relaunched.
Brini Maxwell is unique because it is a man delivering style, cooking, and homemaking advice that is so well received that the audience forgets or doesn't even realize that she is not a she at all. "I think I represent a certain type of woman that strikes a chord with people of a certain age because they remember women like me from when they were children- their mother, an aunt, or a teacher that had a distinct sense of style, a flair for decorating, and a knack for entertaining. "( Brand/ Story, p. 148)
2. What were the steps taken by Ben Sander to develop his character, Brini Maxwell? Was he successful? Why or why not?
The character started out as a different woman named Tigs Vanderveer, but it was decided upon that she was too stuffy. The character was to be the star of Sander's cooking show, which his parents funded by establishing V.R.U.S.P Productions. The new character he came up with was modeled after Stephanie Power's character Sabrina from the 1985 miniseries Deceptions. "Brini Maxwell was the iconic branded symbol, while the androgynous voice of Ben Sander reflected his knowledge of retro fashion, style, cooking, home improvement, and everything he knew that related to home advice." ( Brand/ Story, p. 146)
3. Why do you think Brini Maxwell made it into the national spotlight on television? What was her brand's message?
"With each broadcast of her show, Brini Maxwell demonstrates a new recipe, home repair, fashion segment, or interview. In the process, she creates a brand that is distinctly hers. Her reinvention of a bygone era pays homage to her predecessors while maintaining a contemporary sensibility, and exceeds the creative efforts of her current competition." (Brand/ Story, p. 143)
4. What do you think Brini Maxewell's target market is today? Why would baby boomers be drawn to watching Brini Maxwell
"My target market is primarily young and urban. There is also a little cross over into nostalgic baby boomers. Cities are the destination for making your own mark, which is what these young people want to do, ergo, our target market is young urbanites. The boomers find my brand appealing for a different reason. They see the nostalgia of what I do and find it comforting." (Brand/Story, p. 148)
5. Why were the iTunes podcast and and reproduction of her old shows as vidcast a smart step toward rebranding Brini Maxwell? Would you have done anything differently?
The podcast and reproduction of old shows was a smart step because it allowed Brini to stay in the spotlight after the show on E! was cancelled. I wouldn't have done anything differently. The internet is the best way to reach a huge audience and taking advantage of it is the only way for the brand to expand and be successfully relaunched.
Final Part Five: Name and Logo
“Fashion branding is the context that surrounds the garment as well as the image that designers, retailers, manufacturers, and promotional consultants create in order to encourage consumers to buy new items.” (Brand Story; Hancock, Joseph; 5) An extremely important part of this image is the name that is chosen to represent the brand. After much debate, word play, and diliberation the name of the company is A.B.Citified. The name is a play on words as well as my own name that plays with the knowledgable consumer in a cheeky way. “Fashion branding can make fashion seem fun, exciting, innovative, and unique; fashion brands need a solid identity to be understood by consumers.” (Brand Story; Hancock, Joseph; 5)
The idea of A.B.Citified is simple. The A.B stands simply for my initials, the owner of the company, Andrew Baker. After people come into the store and meet me, they will quickly understand this reference. The clothing that I create is clothing that I would wear every day of my life, it is not so much a fashion brand as a collection of clothing for how I feel a young, urban man should dress. By putting my name, and therefore my image in the brand name, it will build an element of trust with the consumer. “In the process, (he) creates a brand that is distinctly (his)” (Brand Story; Hancock, Joseph; 143) Citified may be a stretch for the average consumer but a young professional should be able to surmise (or quickly be able to look up) that citified means simply a characteristic of or adjusted to an urban environment. It’s a cheeky way to say that our clients reside mostly in cities and not rural areas. There is also a meaning the simple A.B.C letter choice. Dressing should be as easy in the morning as saying one’s ABCs, A.B.Citified creates clothing that will allow this to happen for the young gentleman. He can go into his closet and grab almost any variation of items out of it and with certainty leave his apartment looking his best.
As stated before this logo will not be splashed all over our clothing. Our brand is more about the clothing than the brand itself. We will still be branding ourselves but in a different manner than many of our competitors. “(the clients) may need a visual break, or moment to breathe. There will be a company that stands up and says ‘we are the anti-branding’ company. Think about it…an all white background with a pin dot in the center…you would remember this just the same as a font, bold color, or a jingle.” (Brand Story; Hancock, Joseph; 133)
Final Part Four: Create What You Want Them to Look Like
“Branding is not just about the product; branding is also about creating a clear vision and strategy for a company.” (Brand Story; Hancock, Joseph; 7) A.B.Citified is not a typical luxury fashion company. While many of these companies are concerned with putting their brand logo on every square inch of space on their merchandise in order to build brand recognition A.B.Citified will take a much less obvious approach. “This company has proven that if you sell a great product and create a great atmosphere, you can become a leader in fashion.” (Brand Story; Hancock, Joseph; 90)
While the penned look of the A.B.Citified logo itself will adorn the tags of the clothing that is offered, it will not appear on the clothing itself. Instead of the logo, A.B.Citified will become recognizable by those who know the company by the iconic abrstract sketch of a city skyline that discretely adorns the clothing. Nowhere will the A.B.Citified logo and this skyline appear together. In this sense A.B.Citified will create a sort of cult following because in order to know what the well dressed gentleman sitting on the subway next to you is wearing that has this skyline sketch peeking out, one must have already purchased a piece of clothing from A.B.Citified or recognize that the sketch goes with the brand. This air of exclusivity will help to promote the A.B.Citified brand rather than hinder it. “The consumer looks for characteristic consistency of product, which includes quality, image, and what the brand stands for and represents.” (Brand Story; Hancock, Joseph; 95)
The A.B.Citified store will match this simple, modern, masculine aesthetic that is offered by the clothing. “The store’s atmosphere is critical to successful selling of fashion brands.” (Brand Story; Hancock, Joseph; 97) Creating a seamless experience for the customer from initial observance of the product, to seeing the store window, to shopping, and finally wearing the merchandise for themselves will become a seamless experience that will be vital to the A.B.Citified brand. This consistency will help to keep clients coming back for many years and create a loyalty within them that is invaluable to any retail company.
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