EOC Week 9: Exercise - How would you create your own personal brand?

Ben Sander branded himself as Brini Maxwell. How would you create your own personal brand? What would your logo be? How would you design business cards? What would your theme song be? What would you sell? And who would your target audience be? Finally, where would you show your brand? On television, in a store, or on the Internet? Write and design a project that reflects the ideas of developing your own personal brand. Use the previous questions as an outline

My personal brand would target and compliment the themes, subjects or topics that interest and inspire me.  It would compliment me as an individual and would also enrich audiences perception of my persona.  
I highly value ancient knowledge and the symbolism behind their art, culture, architecture, and believes.  For that reason, my logo will be composed of symbols.

As a description, it is a Seven Leaf Laurel Crown.  For a detailed background symbolism behind the Crown of Laurel and the number Seven, please refer back to an Ancient Symbols Encyclopedia
Both, my logo and business cards will be designed in Photophop.  My business cards will be double sided to avoid cluster, simplicity, and elegance

There are a few musician that inspire me and that would compliment the overall idea of the brand. 

Artist:  Lupe Fiasco

Song:  Words I Never Said

Lyrics:  I think that all the silence is worse than all the violence Fear is such a weak emotion that's why I despise it We scared of almost everything, afraid to even tell the truth So scared of what you think of me, I’m scared of even telling you Sometimes I’m like the only person I feel safe to tell it to I’m locked inside a cell in me, I know that there’s a jail in you Consider this your bailing out, so take a breath, inhale a few My screams is finally getting free, my thoughts is finally yelling through

http://www.azlyrics.com/lyrics/lupefiasco/wordsineversaid.html

Artist:  Chiddy Bang

Song:  Nothing on We
Lyrics:  And everything ain't what it seems And this is for the people that's chasing they dreams Get your money hustlin' love So could you get your money hustlin' love But don't let them take it, rules we breakin' Tryin' to get it cause we overachieve Mama I made it, now they hate it But you could trust they got nothing on we Nothing on we
http://www.azlyrics.com/lyrics/chiddybang/nothingonwe.html

My debut product would be a line of t-shirts.  The reason behind it is because blank tees are like blank canvas, and through them I can portrait constructive but objective philosophies, stimulate interest towards relevant themes, and ignite awareness.
As far as of marketing, my plan is to create broad channels of distribution through my online site and through popular online and physical retailers.  I've decided to allocate a "promotional batch" of tees towards the influential network of friends I fortunately possess. And I would saturate all sorts of social media in order to cultivate and build brand awareness through my online presence.

BOC: Most expensive business real estate transaction. Dollars per Sq foot

Inditex, corporation behind the Zara organization has purchased early this year the National Basketball Association's old store on Fifth Ave. is the country's most expensive real-estate transaction, measured in dollars per square foot with the mouth dropping amount of $324 million.  It is their priority to grow within the Asian and European markets, but on a medium and long-term basis the U.S. market is also quite important for therm. This purchase along with the online launch is a milestone for its  US take over. The company calculates that the group now takes in roughly €250 million ($353 million) a year from its U.S. stores. That's a fraction of Inditex's €12.5 billion in global sales last year. Mr. Meijer, ING retail analyst, expects that the group could quadruple sales in the U.S. by 2014, with a majority coming from online sales.
This optimistic investment has other players, both physical and online stores, on their tip toes trying to stay ahead of the curve.  For example, Amazon.com is currently re-designing their site and upgrading their site's technology, on the same hand, Amazon's direct budget competitor, Walmart, is also re-strategizing their in-store sales by introducing once again "Lay-Away" 

This move is crucial for Inditex in order to actually make a stand in the US market.  By allocating their brand on 

the main streets in New York and at this location will step stone this company into US stardom

I see this Zara trend taking over a large portion of the market they niche, leaving many of their competitors

re-strategizing and trying to keep up

 

http://online.wsj.com/article/SB10001424053111903895904576546651628934210.html

EOC: Week 8 Exercise

Many of us have an idea for a branded fashion product that is missing in the world.  Design and brand a fashion product that you think is missing from the market place.  Before you start you will need to conduct research to see if it already exists. Also, you should figure out if there is a need for the product.  Use current periodicals such as Women's Wear Daily or WWD Accessories to help you with your research.  Explain your findings to the class

A very neat and progressive concept that I had in mind is the "Sun-Contact Lens".  The sun contact lens lies under the accessory's category and it principally consists of a combination of sunglasses and contact lenses.  It erases the boundaries of having to remove glasses from your face, of avoiding an extra carry-on item, of avoiding face tanning lines, of even letting people know you are even wearing sunglasses. 
The ideal prototype would only need an ultraviolet protecting shade on the pupil area and the rest of the lens is clear for a normal look
Not more need for uncomfortable shades when their purpose are sprightly utilitarian

EOC: Week 8 Discussion Questions

1. Why do consumers feel such a close attachment to their bags?
Bags in our current society are not only utilitarian items, they have become a fashion accessory as well. The primary reason why consumers, normally women, show a personal attachment to theirs bags is because its their first accessory of choice and in which they will carry most of their personal / valuable stuff.
 
2. What is your favorite brand of bag, briefcase, or backpack, and why? How does this brand reflect your personality? Do you think you will ever switch to a different brand?
At this point in time, I do not have a bag of choice but for many years I was a Jansport consumer and wouldnt trade for the world.  It reflected my appeal to outdoor activities plus it held a "belonging" meaning behind it because most of my circle of friends at the time were Jansport customers

3. Now that you have read this chapter, go to www.dantebeatrix.com and explain how has the company evolved.  What is the latest news? How do you think the line reflects current fashion?
First of all, the website is no longer called www.DanteBeatrix.com; it is currently found under www.BeatrixNY.com  At first glance, the main element that pops out is their celebrity sponsorships.  This celebrities are being photographed with their children and sporting the Beatrix bags while doing their everyday activities.  The site offers an interactive kid-friendly legend/design map component which I think is pretty neat since it details info regarding the animal(design) of your choosing.  Their site structure seems pretty navigable for both kids and adults, yet still holding a professional and presentable look.  Under the news category, its important to notice how Beatrix is monthly featured in editorials through company ads or spotted on a celebrity and their child. The designs are pretty simple, on my personal opinion, however, the fabric colors are pretty up to trend

4. Why do you think Dante Beatrix is so successful with the company's ideas to pursue graphic design instead of just focusing on bag design? Is branding the key element that drives you to purchase a bag, briefcase, or backpack? Look at a bag you have now.  Is it designer? What is the brand? What features really make it special, or is it really just the name that makes it unique? Describe your answer in detail
Personally, I believe her sales are a product of her branding strategy.  I'm currently using an Adio backpack.  Adio is primarily known for casual apparel with a distinct popularity in the skater and punk rock culture.  The backpack is quite utilitarian and ergonomical by design.  Plenty of pockets and zippers. It expands and constricts depending on your liking

EOC: Week 7 Exercise

You are the new designer of a product line of fashion goods.  Using Johnny Cupcakes as a model, how would you promote this product to your target market? You have a very limited advertising budget and have to do most  of the work yourself, so how would you spread the word about your product? How long do you think for your product to reach the national or international markets? Why?

First, I would try to target a concept in which I could directly relate with and that complimented my persona.  By doing so, my circle of friends and acquaintances will seem compelled to be part of my first advertising wave.  I would use my personal social media outlets to promote traffic to my brands site, blog, and company's social media pages.  I would later focus on stores, boutiques, and department stores which target this same audience, in a strategic manner (location, product assortment, price points, etc).  With consistency and perseverance the brand could take off in no time.  I would also make sure my production facilities could fill in the orders in a timely manner before setting up accounts with merchants.  As the brand grows, it is vital to recruit help since a "one man team" approach isn't always favorable.

EOC: Week 7 Discussion Questions

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.