blog 1

James Beardall
Design II



As stated in “Why Johnny Can’t Brand”:

The flip side of "DSI spotting" practice is looking at all the weak, ineffective messages drifting around on this sea and to make value judgments about what's wrong and why. This isn't being cynical or derogatory; it's gaining a fuller understanding by studying both sides of the coin.

1)What are 4 of your favorite brands? Why?

Five-Ten. Www.five-ten.com. These guys may not have invented “Spiderman'd” sole and grip but they revolutionized traction in urban 3-D running Environments. Their shoes are super stickyand ideal for all sorts of running and getting the edge in grip.

Specialized. Www.specialized.com. Specialized and Burton www.burton.com stand on the same mountainous pinnacles of excellence in specific sports. Specialized invented mountain biking and my own first mountain bike was a red Specialized Rockhopper. Because of my love for that bike, I have an emotional attachment to Specialized and always have considered them to be the leader in all mountain bikes. Especially their S-Works line. See, www.specialized.com/us/en/bc/SBCExperience.jsp?eid=4342&menuItemId=9247

Mercedes-Benz. Why? Why Not? The German know what they are doing in the entire engineering realm and Mercedes Benz has been at the forefront of representing what an automotive company should strive for when developing the automobile. In my mind, with the acception of a rare few hand crafted exceptions, Mercedes Benz is the Benchmark for automotive excellence.

VISIO. Www.visio.com These guys have become “Americas #1 affordable brand HDTV.” I've had mine for 3 or 4 years now and I got a great deal on it when I bought it back then. 32” 1080i for $600 was a pretty darn good deal.



2)For each brand you have chosen, apply the DSI test listed below.  Remember, to pass the brand needs a 100 percent score.  For each question detail how the brand faired in relation to each question providing specific examples to support your observations.  Also, you must provide images, links to illustrate your brands and assertions.


Five-Ten-
Question 1 (the Golden Question): Is the key message ex­pressed Superlative, Important, and Believable?
Definately. Five-ten is the ultimate climbers shoe because of their own special shoe grip that they pioneered. The rubber compound is used in world champion rock climbing shoes and other shoes and pads. It also makes a great shoe for “parkour” or urban free running. In it's own brand area, it is extremely important because when it comes to shoe grip, they lead the market in consumer confidence and beleivability through first hand accounts.
Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
I would think that it would be difficult to put someone elses name into the Five-Ten logo brand. “5-10” literally is a deree of difficulty when rating climbing gradients.

Question 3 (the Star Question): In communications like ad­vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?

I think the product is the star. This company is not expanding themselves into other territory. They understand their own niche and have made a name for themselves as having the shoes with the best traction period.


Specialized.
Question 1 (the Golden Question): Is the key message ex­pressed Superlative, Important, and Believable?

Specialized owns the mountain biking market. They invented the bike that started it all in Creste butte Colorado and the sport has been going crazy ever since. They are important because of the benchmark they set.
Their believability comes from the sustainability of their number #1 mountain bike manufacturing creed. Their passion for bikes keeps them in the top spot.

Question 2 (the Substitution Question): Can I take out the company's name, plug in anybody else's, and have the exact same ad or claim? Or is it a claim that only this company can make?
I suppose you could almost substitute TREK in their. But when Specialized primary goal, their single most imprtant mission is to “GO FASTEST”, how can you compete with that. Specialized is the originator and creator of a sport.
Question 3 (the Star Question): In communications like ad­vertising, is the product the star of the ad or incidental? In other words, if the communication is Memorable, is it for the right reasons?
Specialized communicates winning. Consistenly.

Mercedes-Benz
Question 1 (the Golden Question): Is the key message ex­pressed Superlative, Important, and Believable?
Mercedes leades the automotive market in design, engineering and reliability. They are the benchmark by which most all other companies strive to be like. Believe it!

Visio

Question 1 (the Golden Question): Is the key message ex­pressed Superlative, Important, and Believable?

It's Important and beleivable because consumer want reliability and value.