What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well known product line in the youth market?
In Johnny Cupcakes scenario, the viral branding component came into play with the cupcake design being applied to every single tee shirt theme and later on, to every product. He also utilized the symbol association between cupcakes and bakeries to provide his customers the full package, the atmospheric shopping experience. Many factors dictated Johnny’s success primarily in the youth market. For example, the tee shirt industry normally targets a younger generation, its contemporary cartoony designs are quite popular within college students, and the exposure he was able to provide his brand through his band’s US tours were also crucial. The brand is pro-active in the net and with its customers.
Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using this process?
Viral branding is a marketing tool which tends to spread among people quickly through catchy concepts or designs. It normally revolves around iconic symbols, themes, places, even dates which provide the product with part of the hype wave. In my opinion, a brand knows when viral branding has been achieved when people willingly submit into purchasing your product just because of the associated feeling of belonging within their social circles. Sometimes these “submissive” customers do not necessarily like the product, it strictly comes down to fitting in.
How does Johnny Cupcakes allow customers to feel like they are special? Is this important and why?
Unlike many other figures behind viral brands or products, Johnny Cupcakes is known for his personable characteristics and his direct involvement with his customers. Either by attending every Set-Up shop, by daily blog updates featuring customer’s pictures, even by scheduling kickball games with customers and staff. Is it very important since it continuously fuels the viral effect which ultimately contributes to the success of the brand.
Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and generation Xers? Why or Why not? How does his use of nostalgia and popular culture influence his ability to reach different audiences?
As Johnny grew, his brand strategically started developing designs with themes that targeted different audiences. Once the buzz is going and everyone wants a piece of it, then adjust to the conditions and provide the consumers what they want, something Johnny has been able to manage quite proficiently. Also, the areas and physical Johnny Cupcakes store are normally been traffic by people of all ages and cultures.
In your opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?
In my opinion, the brand’s concept is original but the artwork concept and use of repetitive symbolisms is something I’ve seen within many other brands. In Johnny Cupcakes position I would probably license an actual cupcake business, maybe using organic or healthy ingredients.
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