1) What are 4 of your favorite brands? Why?
1) Nike SB shoes: For me, I grew up skateboarding. The big reason why I chose this as one of my favorite brands is because they are tough, comfortable, stylish and they perform when and where I need them to. I have owned several pairs and from my perspective they are by far the most comfortable, stylish and durable skate shoes.
2) Burton: This one to me is an all around winner. I pretty much like everything Burton puts out. There are a few reasons why they are on my list of favorite brands. 1) They paved the way for snowboarders by being one of the first companies to make and sell boards. 2) They are constantly developing new and superior technologies to incorporate into their boards to make them perform and react better than the competitions. 3) I simply like their style!
3) Paul Reed Smith Guitars (PRS): If you play guitar, or if you have ever played this brand of guitar you would know what I'm talking about. They have a high price tag but "you get what you pay for" with these guitars. I personally have never been able to afford one but I promise you, anytime I walk into a guitar store and they are on display, I pick one up and the sales associate has to pry it out of my hands to get it back. Truly an awesome, well made guitar!
4) Apple(MAC):As an aspiring designer and student of the digital arts this one is a no brainer. To begin with their design is just plain sexy. Performance is the biggest issue for me when I'm talking about products. Personally I think Macs kinda blow everything else out of the water. (Of coarse that is just my opinion)
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.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
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?
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?
1)Nike SB:
(Superlative)
Nike has always been a front runner in the athletic shoe category and when they released
their specialty Nike SB they had a great start to being a superior skateboarding shoe. The brand Nike to me signifies performance, comfort, and in the case of Nike SB, durability.
(Important)
I think performance,comfort and durability are the main attributes a skateboarder is interested in when looking for skate shoes. For some people style is also a factor and I think Nike SB provides all of the above.
(Believable)
Nike has always been a brand professional athletes of all walks of life stand behind. If a professional skateboarder wears these and stands behind them, then most would be inclined to believe that Nike SB does put out a great shoe. I have owned several pairs of these skate shoes and they do perform in which the ways they are intended to. Performance is what makes the brand believable.
2)Nike SB:
I think as far as performance and comfort anybody can claim that they are number one, but in the case of Nike SB you can't substitute another companies name for their product. My main reason for saying this is because they sometimes release limited edition models that be bought as collectors items. They can actually be sold for more than the market value in some cases. I don't really think any other shoe companies can compete with that.
3)Nike SB:
With this question I'll have to say that with a lot of Nike SB ads their product does sometimes take the back seat. What is sometimes more memorable to me is the look of the ads. They certainly appeal to me from a design, art and style perspective. I can't say that their shoes always leave a lasting impression on me through their ads though.
1)Burton:
(Superlative)
I think what makes Burton superlative is the fact that they were one of the first companies to design and manufacture the snowboard. Another factor would be that some of the best riders in the world ride their boards. Lets take Shaun White for example, anyone who snowboards knows who he is. An X games gold medalist in the half pipe several times over.
(Important)
Again I use the word performance! I keep using this word but what is a brand without performance. It performs for the top riders in the world so why cant it perform for me?
It can and it does!
(Believable)
Burton was there when It all started. Jake Burton, the founder of Burton was one of the first men to design the modern snowboard as we know it today.
2)Burton:
In the case of Burton I don't think you can't plug anybody else's name in and get the same claim. There are specific features only found on Burton snowboards. One example could be Infinite Channel system (ICS).
3)Burton:
The video below is a short video advertising the ICS system. It is clearly the star of the ad, the communication is memorable. It definitely highlights the product.
1)PRS:
(Superlative)
I pulled a quote from the attached link that says "every inch of our PRS guitar is based on decades of testing, rethinking, and reinventing. We continue to push the curve beyond what others would consider perfection". I think that pretty much sums up their message as superlative.
(Important)
Superior craftsmanship is important when your talking about guitars. The above statement underlines the concepts of this company. Talk the talk and walk the walk right!
(Believable)
Absolutely. Their message is believable. They do stand behind a superior crafted product. For a small company to compete with giants like Gibson and Fender that says it all.
2)PRS:
I think in the case of PRS guitars you could plug another name in and have the same ad or claim. I think that companies like Gibson and Fender could claim that their guitars are made with the upmost attention to craftsmanship, detail and playability.
3)PRS:
In the below link the product is the star of the ad. The communication is memorable as it reinforces the beliefs of PRS and it's commitment to craftsmanship.
1)Apple:(MAC)
(Superlative)
The key message Mac presents is its easy use and superiority over their competition. In this case it's the PC. The Mac's operating system has far less problems than a PC and they clearly take that Idea and run with it. I think the Mac vs. PC commercials help to highlight their DSI.
(Important)
The Macs operating system is just one of the features that exceeds the PC, but it is an extremely important one. It's important to the people who count on the dependability of their computers.
(Believable)
If you have ever used a PC, then a Mac you could see easily how it was believable. Macs are so much more intuitive and easier to use with less problems and viruses.
2)Apple:(MAC)
The claims made by Apple for the Mac are claims only made by Apple. Their primary competition is... You guessed it! The PC. We have established that The PC can not be substituted to make the same claims.
3)Apple:(MAC)
In examples like the comparison ads, the Macs are definitely the stars of the ads. You actually only see the product briefly at the end but the content is based solely on how the Mac works as compared to the competition.
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