Name and Logo

"Get a catchy name.  Do something different, original, and memorable.  Take your time coming up with a name" - Branding Story by Joseph Hancock, pg 121 
My brand requires a name and logo that relates and / or compliments the overall concept behind our philosophy.  It should be unique, elegant, and timeless

After an extensive search on possibilities and availabilities, I have decided to name my brand – “Nostrum Consilium”, a Latin phrase that translates to “Our Counsel” or “Our Advise”, which essentially constitutes to what the brand will try to transmit.  Latin is the foundation on which modern languages are based and if you ask me, it doesn’t only fit the part perfectly; it also enhances the perceived value of the brand

The logo will be composed of a Laurel Leaf Crown with seven leafs.  The reasoning behind the laurel crown lies simply on its symbolism.  Laurel was said to communicate the spirit of prophecy and poetry. Laurel leaves were commonly put under pillows at night to gain inspiration through dreams and its intoxicating properties are associated with prophetic and poetic inspiration. It is associated with purification and was seen as a plant with powers of immortality. Laurel supposedly awakens awareness and past life memories, stimulates psychic awareness, health and the powers of divination.

The number 7 has a definite mystique.  The number is of great relevance to Christianity, Hinduism, Islam, and Judaism.  It is widely seen in ancient myths and in different cultures.  It is also constantly referred to in Astronomy, Biology, Chemistry, and Physics.

A percentage of the general public may not know the exact meaning behind these symbols but those who do will take pleasure in the hyperreality transcended by these components.  “This concept of an individual’s inability to distinguish between what is real and attainable versus fantasy is what Baudrillard called Hyperreality” – Branding Story by Joseph Hancock, pg 17

Create what you want them to look like

"Don't rush.  First impressions are everything.  Do not release any product unless you know for sure it is as good as you can get it to be" - Branding Story by Joseph Hancock, pg 121
This initial collection will be composed of V-neck style T-Shirts made out of a Ring Spun 60/40 - Cotton/Polyester blend with a 1” x 1” rib collar.  This fabric is manufactured with natural, organic, and recycled fibers.

Stylized photographic images and momentous quotes make up the artwork for this collection.  We will be using a Direct-to-Garment printing method which essentially it’s a high resolution laser print.  It is an innovative technique highly popular in European markets that require less time than a traditional screen print and it is as durable.  It can print images or illustrations at a 300dpi without compromising detail.
"The current trend in fashion to offer premium products at higher prices means that consumers expect each garment to be somewhat unique and special to justify the cost" - Branding Story by Joseph Hancock, pg 158

There will be a total of 8 different art templates designated for 8 different tees.  Each tee will be named according to the artwork it contains

DECEIVER

Inspired by Conspiracy Theories.  It aims at the polemic subject of the New World Order and Marshall Law in the US.  The image alone naturally portraits a visual concept understanding as is reinforced by a powerful quote.

GENERATIONS

Inspired by Our Upcoming Youth.  It is a shocking image looking for a shocking response. 

CIVILIZATIONS

Inspired by Ancient Civilizations.  It portraits four different cultures with no apparent relationship but one thing in common, their believes on human origin

TIME TRAVEL

 

Inspired by Quantum Physics.  It is design to make your brain tingle and dream about the possibilities since in theory, it is actually possible

ENLIGHTENMENT

Inspired by the NOSTRUM CONSILIUM Movement.  It is designed to emit emotion and stimulate action

CANVAS

Inspired by Positive Idealism.  It is our way to preach on the gifts of life

PEACE

Inspired by World Peace.  Time is of the essence

NATURE

Inspired by the Environment.  It illustrates a metaphoric view on nature and all living things

"The features of the item were important, but the hedonic pleasure the consumer received from it branding and graphics is what drove its business" - Branding Story by Joseph Hancock, pg 126

Define your market and also your identity

"Branding is a competitive strategy that targets customers with products,advertising, and promotion organized around a coherent message as a way to encourage purchase and repurchase of products from the same company" - Branding Story by Joseph Hancock, pg 4
Under the T-Shirt category, active players are plenty but inspiring ones are just a few. 

“This is the Age of Enlightenment and We are the Renegades of the Ignorant Era”

As a fashion lifestyle brand, our ambition goes way beyond offering a quality product or bonding with our audience on a psychological plain.  We intend to contribute to a better tomorrow by igniting a new sense of consciousness through our garments

“Branding is not just about individual products, but creates an identity for the company, for consumers, as well as for those who work within the organization” – Branding Story by Joseph Hancock, pg 5

It is to our calling to stand above the norm and express our ideas freely, to spark interest in the sub-conscious of our consumers and the world around them, to inspire constructive action, but most importantly, to lead by example

Through our artwork we plan to target highly controversial and globally discussed themes.  However, our brand intends to not only be pro-active through production methods and art but also through our blog, our individual actions, and our contribution to society.

“The connections between the consumer and product are made by providing a structure, method, and function for using a product.  These connections generate associations of identity and status in consumer culture” – Branding Story by Joseph Hancock, pg 24

For my brand, the importance of future generations and their development is of significant value.  We plan to delegate a percentage of our sales towards charities that expose children to art, science, technology, ancient history, and general education. 
"Without an emotional attachment, a fashion brand is meaningless"- Branding Story by Joseph Hancock, pg 32

Who am I aiming this clothes at?

“We are what we buy, so for some us fashion is a way to express identity” – Branding Story by Joseph Hancock, pg 3

My product is geared towards a male audience, between his late teens to his early thirties.  It does not discriminate on race or profession; however, it does require a comfortable discretionary budget

Our consumer appeals to a casual luxury taste and lifestyle; he values independent thinking, and appreciates originality.  He is normally viewed as a leader who understands that there is much more to life than just the status and social quo.

He bluntly expresses his ideas and does not censor his thoughts. Under this element of individualism, this customer relates and admires a brand that is not only pursuing sales but that it’s also attempting to ignite a new sense of awareness through this medium. 

In theory, my brand is creating a fragmentation effect which in essence “describes the separation of similar, mass-oriented groupings into smaller, specialized product ranges” – Brand Story by Joseph Hancock, pg 21

Throughout the world of fashion, music, art, and history, there are individuals who portrait this characteristics and who we as a brand consider ambassadors of our vision.  To name a few: Michio Kaku, Nikkolo Machiavelli, Zacharia Sitching, Plato, Rage Against the Machine, Lupe Fiasco, Tony Robbins, and many others.

To examine the customer identity of one of the greatest brands in the world of fashion, Dolce & Gabanna, we should perhaps begin by digging deeply in to their own consumer model.  “Dolce & Gabanna believe their male target customer is a man who takes care of his appearance, is detailed oriented, and definitely a leader.  He is the man who looks great whether he is in office attire or jeans and a t-shirt. He is a man who makes rules but is not governed by them.  He is charismatic and charming. He is free to be an individual, which is what makes him successful” – Branding Story by Joseph Hancock, pg 58

What you want to produce?

Venturing out to the real world as an entrepreneur while you build and manage your own business from zero isn’t only a matter of snapping out of it and taking action.  It is a personal commitment that involves a lot of sacrifice from personal and/or family time and which also requires a financial investment, either personal or from a partnership. 

It is a tough but promising journey that must be approached in the most strategic way possible.  My suggestion- brainstorm, filter, and organize your vision and ideas before taking the leap and start investing any money into a  business

My initial undertakings on this project lead to epiphany and self-discovery. I wanted to offer a solid good that not only was aesthetically appealing but that it could also contribute to society in one way or another.

I saw a great and low risk potential in offering premium quality graphic t-shirts that portrait constructive, objective, and visionary philosophies through conceptual art as a channel for me to achieve my goal. This collection of tees would be manufactured under eco-friendly standards and crafted with the most innovative printing techniques.  Tees are a cost effective way to test out the markets if you are a new comer in the apparel industry.  I personally view t-shirts as blank canvases in which brands can visually illustrate a message and feeling to their niche consumers.  It is a powerful branding tool, if properly used.  “Because fashion garments carry no meaning and signifiers only of themselves, it is the arbiters who give them meaning through selling context and/or display” – (Brand Story by Joseph Hancock, pg 26)

The graphic tee’s industry is quite competitive and as a brand, I’m well aware that it is vital to remain unique and ahead of the curve.  For this reason, I want to produce a lifestyle brand.  “…if you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow” - (Brand Story by Joseph Hancock, pg 158)

EOC Week 10 Exercise

You have been hired by a fashion consultant to help solve an argument between a social morality group and the GG marketing department.  The morality group feels that Ginch Gonch should not be allowed to have billboard of their new advertisement next to a major freeway and 100 yards from a highschool.  However, the marketing team at Ginch Gonch feels they are within their rights to market their products anywhere they want.  Your job is to discuss the pros and cons of each side and make a decision on what should happen.

There are many factors that may shape the decision of what is proper and what isn't.  Companies should have the right to advertise their products freely, regardless of their sexual inclination.  However, in this case, there happens to be a school within walking distance from the prospect billboard and the advertisement content may be inappropriate for kids (considering previous GG ad campaigns).  The same freedom of speech and opinion that is granted to GG, it should equally apply to a morality group and concerned parents. In this particular case,   I believe that both the moral group and GG should agree upon a censored or soft ad that still represents the brand but yet does not offend anyone. Perhaps a heterosexual oriented ad would be the key answer

EOC: Week 10 Discussion Questions

1. What key characteristics of Ginch Gonch's advertising makes them unique? Why do you think consumers buy Ginch Gonch products?
GG ad campaigns could be categorized as bold and risky.  It does not censor its sexual inclination and embraces the homosexual consumer through their ads.  However, the company offers an underwear out of the traditional black, gray, and white that tries to convey a youthfulness through their garments. 
2. Do you think it is ethical to use sex to sell products? Can you think of other retailers who do thins? How does it make their products more desirable?
It is fair game to use sex as a branding tool and not unethical.  Some of the most recognized names in fashion have used it and they could perhaps also thank their ads for the majority of their success.  Brands such as Dolce & Gabanna, Calvin Klein, and Abercrombie and Fitch have utilized this controversial model.  I believe human psychology could aid in the understanding of why this technique make this products so desirable.  My opinion, people enjoy being part of something daring. 

3. Why do you think Jason Sutherland decides to market to the gay community? Do you think there are a lot of gay consumers? why?
 He targets the gay community because it appeals to the gay community.  The underwear market sector has proven to hold a large discretionary spending in the recent years.  It is also true that the gay community does hold most of this spending since they normally do not incur family expenses
4. If you were in charge of Ginch Gonch's next fashion assortment what would you call it? why?
I would brand a unisex Ginch Gonch fragrance and body lotion called Tootie-Fruity.  It compliments the fun and fresh vibe of GG's company philosophy through its name and its function