Blog Entry 1

Brand 1: Starbucks
This is one of my favorite brands because it’s encouraged a lifestyle previously not known to me. I never really drank coffee before Starbucks and now I shop there for the coffee, atmosphere, and experience.
1.) Starbuck’s DSI is: “To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time”. I think that this is a superlative idea because it goes beyond serving good coffee. It evokes a lifestyle along with its products. The idea is important as well because they want to impact each costumer by giving experience, so that they will return. They create a memorable visit. The idea is also very believable because the company doesn’t claim to have the best coffee ever, or the cheapest prices. They want to serve the customer, going beyond coffee. The idea “one person, one cup and one neighborhood” has proven to work for the company as well. Word of mouth is how the Starbucks name gets passed around.
2.) The Starbucks name cannot be substituted. Companies like Dunkin Donuts or McDonald’s are firstly, not known simply for their coffee, and secondly, do not offer the same atmosphere, aesthetic, or ideals as Starbucks. These two places serve coffee in addition to other food, and very little people will sit down and enjoy coffee at either.
Compare the atmosphere of these two photos:
http://laist.com/attachments/la_tim/chickmcds.jpg
http://www.epspainting.com/images/starbucks1.jpg

3.) Starbucks advertises very little, outside of their stores. The ads inside each location however, are almost always focused on a product, or a service linked to a product. For instance, the (Red) campaign claims to give a percentage of profit to aid hurting nations, this not only encourages humanitarianism, but also promotes the drinks. Ads like these are memorable, because they encourage lifestyle, while not claiming to be “the best ever”.

Brand 2: Apple
I love apple. Like Starbucks, it promotes a lifestyle besides its products. I like the functionality of its machines, as well as its aesthetics.
1.) Apple’s mission is: “to bring the best computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.” They state much loftier claims about their products however. “The worlds smallest laptop”, “the greenest notebook ever” “the ultimate all-in-one”. The claims are superlative because they strive to become the #1 specialty in every category. It appears as if Apple strives to create the coolest, fastest, most eco-friendly computer, laptop, mp3 player and phone ever! These are important claims to have, especially when competing with the multitude of PC companies. I think they overshoot the goal however, because the average consumer isn’t necessarily looking for the thinnest laptop, if that means they have to pay extra for a CD drive. These ideas are believable to the general public, simply because we don’t know any better. I rate this area slightly lower, because the ideas behind Apple’s products may be overshooting what’s necessary with its products.
2.) This is where Apple strives, in being unique to every other computer company out there. Put simply, no other name brand would fill the shoes that Apples has created. Apple has set itself apart by its aesthetics and unique operating system, and the fact that every part has to go through Apple. They can’t be built from scratch, like the PC can, and that is unique in the computer world. And with that, each product is ensured to look and work exactly the same.
All of these computers run the same operating system, but are so distant from each other in terms of looks and functionality: http://www.maximumpc.com/files/u46168/pcs.jpg

3.) As I said earlier, Apple’s ads make some lofty claims, that are not always necessary. People don’t want the “greenest computer” if it’ll cost them twice as much, usually. By continually claiming to be #1 in everything, Apple has succeeded in being memorable, but it still needs to work on reaching the average consumer, as far as prices and accessibility in the working world.


Brand 3: The North Face

1.) North Face’s attempts to come across as the “stylish outdoor swear company”. Their slogan, Never Stop Exploring, not only holds true to its costumers, but also the company as a whole. They claim to have explored many different areas while developing their company. It’s important because it stays focused on their crowd, without venturing too far. It’s a believable idea to sell stylish gear, especially for the snowboarding crowds, where looks are everything.
2.) This is tough to decide, because there are numerous outdoor apparel companies who sell stylish coats, etc. Like Starbucks and Apple, people want the North Face look. Companies like Columbia sell very similar coats, but North Face is still more popular.
http://www.nomadtravel.co.uk/store/pages/images/travelstore/north_face_outlet_store.jpg

3.) When North Face advertises, they claim to make high quality sports and outdoor gear, but they more or less sell their look over their products.


Brand 4: American Eagle
1.) American Eagle’s brand is basically selling a look, or lifestyle (much like Starbucks, Apple, and North Face). Their slogan is “Live your life, choose your path”. It’s a believable idea to market, because its giving the “power” to the buyer concerning their clothing choices. It doesn’t necessarily claim to make the most fashionable clothing.
2.) Unfortunately, I do think that another clothing company’s name could be substituted. Companies like Aeropostale and Gap make essentially the same style of clothing.
3.) Again, because the company sells similar looking clothing, the focus is mainly going to be on the lifestyle that comes with it. Pictures of models are always seen smiling, and amongst friends, meaning the buyer might get that experience if they buy American Eagle clothing.

http://www.traditioninaction.org/religious/religiousimages/K013_ModernYouth_AmEag131.jpg