I posted this assignment to my blog for the class on the 24th. Sorry for the delay.
http://jessicascriticalquestions.blogspot.com/2010/01/blog-exercise-1-dsi-spotting.html
Saturday, January 30, 2010
Tuesday, January 26, 2010
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.
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.
American Apparel-
http://www.americanapparel.net/
2)Q1.I believe that the their message is that they are the only t-shirt manufacture that makes there clothing in the United States. I think that the name of the company completely embodies their key message. Their message is important because they keep money in the United States and pay the manufacturing workers a fair salary. Their message is completely believable; there are thousands of companies that manufacture things in the United States.
Q2. I don’t believe that another company can make the same claims as American Apparel because most clothing manufactures outsource their labor to places in which it is less expensive. This is the big claim of the company that their clothing is made in a sweatshop-free environment.
Q3.I think that the product is not the star of the advertisement instead they use the product to make controversial issues. I think that this actually helps the company because it gives them the appearance that them a modern counter-culture appearance that they advertise towards. Examples of this can be found here:
http://www.nytimes.com/2008/01/18/technology/18iht-adco.1.9318254.html
http://www.nowpublic.com/culture/american-apparel-accused-promoting-rape
Urban Outfitters-
http://www.urbanoutfitters.com
1)I really like this store because of the DIY feel of the store itself. They are really not the best store for costumer service or organized merchandise. Though it is a store that usually carries unique looking products.
Q2. I don’t think that any clothing store could take the key message expressed by Urban Outfitters, due to the fact that the store targets a certain type of consumers. The average demographic that they target are 18-30.
Q3. I think that the products are the star of their advertising. Most of their ads are showing the products that they sell and it shows how they carry different products than the traditional clothing stores.
Kidrobot-
http://www.kidrobot.com/
1)I like this brand because I really enjoy designer vinyl toys and this is the only brand that I know that sells them. I am sure that there is another company that makes vinyl toys but this company definitely dominates the market.
Q2. No, you can’t replace the name of this brand because no one else is the leader in the vinyl toy market. The market is pretty small so their is not much room to try to compete with a company that has domination over the market.
Q3.Their products are the stars of the advertisements, they always feature what new line of vinyl toys have come out. I think that they have a really niche market so they do not have that much advertising.
Kashi-
1)I like this brand because they make great tasting all natural food that is relatively inexpensive. I would say that they are my most trusted brand that caters to all natural food. When you buy a product from them it will most likely taste really good.2)Q1. I think that their key message is expressed, which is that they are number 1 in organic processed foods. They are important because they were one of the first all natural brand to be produced, beginning in the early 1980’s. I think that their brand is completely believable, it was so believable that Kellogg bought the company out when they wanted to take a position in the all natural food market in 2000.
Q2. I am not really one hundred percent on this I think that other organic food companies name could replace the name but they most likely are not number one in the market.
Q3. The food is completely the star of the advertising with the majority of it being on how the brand promotes a healthy lifestyle. It is heavily promoted as can be seen on the following page:
http://www.kashi.com/lifestyle_tools
Blog 1 - DSI Spotting
Team Fortress 2 (Game)(Company Valve): For me this game’s style is amazing. It in itself is a brand that flows through every aspect from web sites to characters. It exudes personality and a commitment to its cartoonish style.
Question 1 (the Golden Question): There is not a clear superlative message directly from the company but uses a game reviewer magazine’s quote on its main page, “The most fun you can have online” http://www.teamfortress.com/ . This message though is important and believable because it comes from trusted sources outside the company and gives the viewer a sense of trust and external opinion.
Question 2 (the Substitution Question): Because TF2’s advertising is often image driven and/or machinima made by the company itself it would near impossible to replace any message and make the same claim. http://www.teamfortress.com/movies.htm
Question 3 (the Star Question): The product is always the star of any advertising the TF2 team does. As posted above http://www.teamfortress.com/movies.htm are machinima videos developed by the company themselves. These videos not only create more emotional attachment to the characters (who are the crux of the game/product) they will push the sale of the game at the end of each short. This is probably one of the biggest facets of this company that interests me so much.
Google: http://www.google.com Simple, efficient. Their applications and web tools serve their users and improve the way we use the Internet.
Question 1 (the Golden Question): Google does not make a clear message that is superlative, more so they detail goals and current achievements but never claim to be a #1 in anything. Without a clear claim of #1 it is almost impossible to have the important or believable aspect of the Golden Question. Yet I would still like to make a case that the companies current achievements in a vast array of fields from web search, mail service and online video (http://www.youtube.com) make a strong argument for a believable #1.
Question 2 (the Substitution Question): I feel that because Google does not openly convey a #1 brand message this question is a moot point because you can make the argument for any other search engine. If we get down to brass tax details of Google though we see a company deep in unique business practices and products like maps (http://maps.google.com/maps?hl=en&tab=wl), Google apps, Youtube video and so on, that their brand is supported by credibility, level performance, and trust.
Question 3 (the Star Question): Google seems to advertise mostly upon its own page in very minimal fashion (mainly with links) as a result we see the Google name relate our own experiences (positive or negative) and investigate their new features. Google has done only one video ad (from what I can find) http://www.youtube.com/watch?v=QarPvXukvlw. The product seems to be the focus although maybe a bit incidentally but at the same time feels like the Crome symbol is clearing clutter to reveal a “simpler” browser. In this essence the message is clear and at the same time is kind of fun.
National Hockey League (NHL): http://www.nhl.com Love the game itself and have a great respect for the players and the code of conduct the league enforces.
Question 1 (the Golden Question): “The fastest game on earth” has been a long time message of the NHL and is for the most part true compared to any other large sporting event. The importance and believability (like most sports) is based on opinion and more often than not the association with the sport being for Canadians makes the brand tough to become believable in the minds of potential new viewers.
Question 2 (the Substitution Question): The claim of “fastest game on earth” would be tough for many other major sports to claim because of the way different sporting events are played. They support this by having combines and other events that test athletes’ abilities and report results to support their claims. http://www.nhl.com/allstar/2008/superskills.html#skater
Question 3 (the Star Question): Like most sports advertising the NHL focuses around the game and its players (if the add is for any actual game). The one downfall to this though is that to generate more revenue ads for vehicles, the marines, and other large companies is often tied in or “brought to you by.” To me this looses brand message and it clouds the importance of the game with products. http://www.nhl.com (visit any time to see an ad with the NHL logo on a car ad or other product’s ad).
Newegg (Online Computer Parts Retailer): http://www.newegg.com Reliable, fast and user-friendly computer parts retailer who sell boxed but also OEM products. This company encourages and supports customer reviews and recommendations to make sure you are finding products that have positive ratings. I have relied on them for pretty much any new PC I’ve put together in the past seven years. In addition, they often have the best prices out of any other competitor.
Question 1 (the Golden Question): “Newegg Inc. is a leading e-retailer committed to becoming the most loved and trusted marketplace on the web…” appears to be their superlative message http://www.newegg.com/Info/AboutUs.aspx Their message is important because their whole business is online and thus their focus should always be on the e-commerce and interactions. Their message is believable because they support the products they sell with customer ratings and reviews “We equip our customers with state of the art decision-making resources such as detailed specs, how-to’s, 1.6M+ customer reviews, and high resolution photo galleries.”
Question 2 (the Substitution Question): You can pretty much place any large online retailers name in place of Newegg’s and make the same claims until you get down further in their personal message which has specific claims that separate them from sites that just sell anything and offer customer reviews. Newegg encourages customers to review and rate products in open discussions. http://www.newegg.com/Info/AboutUs.aspx
Question 3 (the Star Question): http://promotions.newegg.com/NEemail/Jan-0-2010/StorageSpecial/index-landing.html?nm_mc=EMC-IGNEFL012210&cm_mmc=EMC-IGNEFL012210-_-email-_-E0-_-All (hopefully this link will stay active long enough to view the promotion) The product is always the most important thing in Newegg’s email advertisements. In addition Newegg does not often advertise unless you sign up for their mail service in which they give special promos.
Blog1- DSI Spotting
NOMIS
http://www.nomisdesign.com/
Nomis is a snowboard outerwear company that is based just outside of Vancouver. This company prides itself on designing specialty clothing specifically aimed towards snowboarders and those involved in the sport. The reason that I have chosen Nomis to study is because I have followed this company since it was created in 2004 by pro snowboarder Simon Chamberlain. Although this brand is still relatively small, it has become very successful in the snowboarding community, due in large part to their unique designs and an impressive professional team.
1) I feel that Nomis meets the needs of the golden question. The name Nomis is memorable, because it is the name of their creator and biggest team name spelled backwards. This makes the name memorable for the customer who is involved in the industry. The reason that that Nomis is important is because in an over saturated market these designs stand out when you are out on the hill. There is yet to be another company that creates graphics the way that fit the style in snowboarding currently.
2) Although Nomis meets has passed the first test, I feel they have some work to do on the number two rule. Many companies in the snowboard industry are trying to set themselves apart from each other in a saturated marketplace where everyone and their grandma are starting their own “unique” clothing line. Until this study I did not realize Nomis had a tagline. I found it in fact does, Listen, support, and reflect. Pretty weak in my opinion. Although this is a positive message that Nomis is trying to send, it does not remotely tell me what it is that they do and how they are different from every other clothing company out there. They do not even suggest that they may be in the snowboard industry. This leads me to believe that they fail the number two rule.
3) I feel that many brands in the action sports industry would fail the number three rule when put to the test. Often print ads in snowboarding feature a team rider performing a difficult trick, while wearing the company’s product. This is where Nomis fails again. In these ads, the rider becomes the “star” of the ad instead of the product. However, this raises an interesting question. These ads are featuring someone who is a direct extension of the brand. Although many people admit that one of the main reasons that they choose certain brands throughout the action sports industry has a direct relationship with the members of that team. So is this an immediate problem for these companies?
http://www.hanger94.com/images/manufacturers/nomis_banner.jpg
Although Nomis fails two of the three questions that make up a good brand, I will continue to be a proud supporter of the brand due toothier ideas on creating a specialized brand that is built from the ground up by snowboarders for snowboarders.
Pabst Blue Ribbon
http://pabstblueribbon.com/
The second brand that I have chosen to examine is Pabst Blue Ribbon. I have chosen PBR because it seems that in recent years has made a considerable comeback with young people. It seems as though you cant to a bar without seeing somebody with a PBR in their hand. I am curious to see if these rules reveal that their branding had anything to do with the overall staying power of this product.
1) Pabst Blue Ribbon makes the claim that they make the best beer on the market. Although this may have been true back in the mid 1880’s when they originally earned their blue ribbon status, I can tell you right now that this is no longer the case. This portion fails the believable part of the question, because anyone that has ever tasted a PBR can tell you that there are better beers on the market. Although they have claimed the Blue Ribbon status which makes them memorable and important among other beers.
2) Pabst Blue Ribbon is the only brand to my knowledge that has claimed to have won a blue ribbon; even it was back in the 1880’s. It simply would not be the same if any other brand tried to attach their name to the “blue ribbon” label.
3) It is hard to find a PBR ad out there unless you are really looking. Most of the ads that I see around town consist of neon PBR signs in liquor store windows. These signs do a great job of making their product the star, simply because there is no fluff involved, just the fact that they make a good beer.
http://cn1.kaboodle.com/hi/img/2/0/0/11d/4/AAAAAo5DLXIAAAAAAR1HGA.jpg
It seems that Pabst Blue Ribbon fails the first rule, which in fact proves that people simply like PBR because it is a cheap, decent beer, not because it is a great brand.
Audi
http://www.audiusa.com/us/brand/en.html
Audi has become one of the premiere automakers in the industry. From an outside perspective they seem to do this by producing elegant designs that are backed by a quality product. The reason that Audi was chosen as one of my brands to examine is because they produce an elegant and functional product without having to go over the top with flashy and unnecessary design features in order to get the viewers attention.
1) Audi: Truth in Engineering. Audi’s message is saying that they are the brand that has truly discovered how to build a car the right way. Although I am not economically fortunate enough to own one of these machines, they have been able to maintain the reputation of a premiere if not the premiere car brand in the industry. The reliability of these cars shows that they. Their name is elegant, memorable and most importantly they are able to back up their message through their reliable product.
2) Many companies may be able to say that they have found “Truth In Engineering”. Although I don’t feel that many other car companies claiming this would hold much water. The reliability of an Audi has shown that they have found a way to effectively engineer their cars.
3) Audi has always made their car the star of the ad. These ads often feature the car light in a way that brings the viewers attention straight to the car. Here are a couple of examples:
http://www.youtube.com/watch?v=_6rj5jisB7g
http://ronyoder.com/wp-content/uploads/2009/04/audi-ad.jpg
DVS Shoe Company
I have always loved DVS shoes. They make some of the most comfortable and reliable shoes that I have found on the skate shoe market. These shoe are very stylish yet also low profile and not overly flashy. Since DVS began in 1995 they have continued to adapt to the ever-changing market of skateboarding without losing sight of what their brand is about.
1) This is another brand that is built upon the model of a skateboarder driven company. Built from the ground up by pro skateboarders in order to create the shoes that the skateboard industry was missing. They have become important by creating some of the most comfortable, durable skate shoes that are being produced on the market while remaining true to their audience. Their concepts are still believable because in a market where the style seems to change everyday they have managed to maintain a positive image throughout the skateboarding community while producing quality products.
2) Unfortunately for DVS, man other skateboard shoe companies such as Etnies or Lakai also can make the claim that they have the best skate shoe on the market while also maintaining a rider driven company that has remained true to the sport and its ideals throughout the years. So DVS fails the substitution question.
3) The third question rides the same lines as the third question for Nomis. DVS ads also often feature riders from their team performing a trick that does not necessarily make the product the “star” of the ad. This again says that DVS fails the third piece of criteria.
http://www.redbullskateboarding.com/articles/zered_bassett_dvs_new_york_flip.jpg
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
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
Elliott's Blog Post #1: Four Brands
1) Sharpie
Because it is number one. I trust the brand, I know that when I buy a sharpie marker it is going to work well. It is because they only concentrate on writing tools and don't waste time trying to market other products in the stationary line. They know what they're good at and they stick to it.
(By looking at their product line you can see this http://www.sharpie.com/enUS/Products/default.html)
Q1 - Sharpie's slogans are "Write out loud" and "Uncap what's inside."
It is superlative because I can't think of any other brand of marker that poses competition to it. It is the king of markers.
I believe it is important in the way that Sharpies are used throughout businesses and corporations across the globe. Sharpies are expected to work well and are the only option to most people when it comes to markers.
It is believable because it is tried and tested. We know who Sharpie is as a brand and we believe that they are the best markers around, and we believe that with a sharpie we will be able to uncap the creativity inside of us.
(As shown by the uncapped gallery http://www.sharpieuncapped.com/gallery.aspx)
Q2 - I don't think you could take out Sharpie's name and put in someone else's and have the same claim. Sharpie owes a lot of it's success to it's name. It has built it's reputation by being a name that is recognizable and dependable. To take away the name would be like starting over again.
Q3 - This varies with the sharpie commercials. In some the sharpie is the star, with the commercial concentrating on something being written with a sharpie. In others, such as the David Beckham ones, the star is definitely David Beckham. The sharpie is made to look great because even this celebrity wants one, but I still don't think it captures the limelight as intended.
(These commercials are here http://www.sharpie.com/enUS/Commercials/default.html)
2) Snapple
I don't really drink a lot of snapple, I just like it as a brand. I was won over by the television commercials and I like their style and the way they are comfortable using humor. You can see their commercials on their site here http://www.snapple.com/better-stuff.
Q1 - Snapple does have some competition. Tazo and Sobe are it's main competitors I believe. I do feel though that Tazo is aimed at an older age group who appreciate tea, Sobe is trying to become mainstream more by using celebrities as advertisement. So I think Snapple has found a nice groove in the market where it supplies for everyone else, us ordinary people who appreciate some good humor every once in a while.
It is important to tea drinkers that Snapple is using "the best stuff on earth". They expect great tea made from the finest ingredients, and that is what Snapple is advertising.
I don't know if it is 100% believable. Snapple relies a lot on humor and being quirky, so it is difficult to take everything they say seriously. Though in their commercials they do show the finest products being picked from nature, so the sense of believability is kind of there.
Q2 - I think you could probably take out the name Snapple and put in another brand like Tazo. Any company can claim that they are using the best stuff on earth to make their products. Though Snapple has built up a name for itself. People know Snapple for the mini facts inside the bottle caps and they expect that from the name.
Q3 - In the commercials, Snapple is definitely the star. It one ad it is carried through the work place as the employees are discussing it and the stuff that it is made from. A lot of the concentration goes on the "stuff", but it is the stuff that makes Snapple what it is.
3) Digiorno
I like Digiorno because they make great pizzas. I believe they are top of the frozen pizza world. When I am buying a pizza I will look at all of the offerings, sometimes lean towards going with one of the cheaper ones, but end up choosing Digiorno even though it is more expensive because I know that I will be more satisfied with the product.
Q1 - Is it superlative? Like I have said, I believe Digiorno is the best frozen pizza around. And I believe that a lot of it's success comes not from good advertising but from the fact that the quality of the product is very high, and customers remember when they had good pizza and will likely get the same one again.
Is it important? Their slogan is "It's not delivery, it's Digiorno." They pride themselves on being as good as delivery pizza but not as expensive. I believe a lot of people don't want to pay so much money for pizza but want delivery quality, so yes I believe it is important in the pizza world.
Is it believable? From experience, yes. Once you purchase it, you will have most likely not question their advertising.
Q2 - I believe that this is an ad that only Digiorno can make. You could take out their name and put in a pizza like tostinos, and people would try the pizza because of the advertising claim, but when they actually eat the pizza they will question the claim that it is as good as delivery pizza on account of tostinos pizza is not good and the epitome of frozen pizzas.
Q3 - Digiorno's commercials are very straight forward and effective. For example, http://brands.kraftfoods.com/digiorno/flash/mpgfiles/KRHU-8192.MPG.
It gets straight to the point and reveals their DSI. The pizza is the star of the commercial, and they do not rely on humor or other techniques to captivate the audience.
4) Amazon
I like Amazon.com because it is easy and efficient. If ever I want to buy something online, Amazon is where I go first. I like that their selections are large and range from electronics to books to clothes and music, and don't just specialize in one thing. I also like being able to sell products I own in an easy way without having to put too much thought into it.
Q1 - Is it superlative? There are a few competitors like overstock.com and some other specialty sites, but Amazon is still considered the best one out there, in terms of service and being able to find what you're looking for.
Is it important? It is very important for all kinds of people to be able to find what they need all in one place. It is convenient and makes our lives simpler.
Is it believable? There is very little in the way of books and music that you can't find on Amazon.com. Through people's experience it is believable that Amazon will deliver and through 'used sales' you can find it at a good price too.
Q2 - People have a lot of expectations for Amazon.com.They know what it can do and how to do it and how to get what they want and sell things successfully. To replace Amazon with another brand name would probably not work, as people's expectations would not be fulfilled as they are with Amazon.
Q3 - I rarely see commercials for Amazon.com. They are so successful that advertising seems unnecessary. They spread by word of mouth and through other websites referring people to purchase a product through them.
Because it is number one. I trust the brand, I know that when I buy a sharpie marker it is going to work well. It is because they only concentrate on writing tools and don't waste time trying to market other products in the stationary line. They know what they're good at and they stick to it.
(By looking at their product line you can see this http://www.sharpie.com/enUS/Products/default.html)
Q1 - Sharpie's slogans are "Write out loud" and "Uncap what's inside."
It is superlative because I can't think of any other brand of marker that poses competition to it. It is the king of markers.
I believe it is important in the way that Sharpies are used throughout businesses and corporations across the globe. Sharpies are expected to work well and are the only option to most people when it comes to markers.
It is believable because it is tried and tested. We know who Sharpie is as a brand and we believe that they are the best markers around, and we believe that with a sharpie we will be able to uncap the creativity inside of us.
(As shown by the uncapped gallery http://www.sharpieuncapped.com/gallery.aspx)
Q2 - I don't think you could take out Sharpie's name and put in someone else's and have the same claim. Sharpie owes a lot of it's success to it's name. It has built it's reputation by being a name that is recognizable and dependable. To take away the name would be like starting over again.
Q3 - This varies with the sharpie commercials. In some the sharpie is the star, with the commercial concentrating on something being written with a sharpie. In others, such as the David Beckham ones, the star is definitely David Beckham. The sharpie is made to look great because even this celebrity wants one, but I still don't think it captures the limelight as intended.
(These commercials are here http://www.sharpie.com/enUS/Commercials/default.html)
2) Snapple
I don't really drink a lot of snapple, I just like it as a brand. I was won over by the television commercials and I like their style and the way they are comfortable using humor. You can see their commercials on their site here http://www.snapple.com/better-stuff.
Q1 - Snapple does have some competition. Tazo and Sobe are it's main competitors I believe. I do feel though that Tazo is aimed at an older age group who appreciate tea, Sobe is trying to become mainstream more by using celebrities as advertisement. So I think Snapple has found a nice groove in the market where it supplies for everyone else, us ordinary people who appreciate some good humor every once in a while.
It is important to tea drinkers that Snapple is using "the best stuff on earth". They expect great tea made from the finest ingredients, and that is what Snapple is advertising.
I don't know if it is 100% believable. Snapple relies a lot on humor and being quirky, so it is difficult to take everything they say seriously. Though in their commercials they do show the finest products being picked from nature, so the sense of believability is kind of there.
Q2 - I think you could probably take out the name Snapple and put in another brand like Tazo. Any company can claim that they are using the best stuff on earth to make their products. Though Snapple has built up a name for itself. People know Snapple for the mini facts inside the bottle caps and they expect that from the name.
Q3 - In the commercials, Snapple is definitely the star. It one ad it is carried through the work place as the employees are discussing it and the stuff that it is made from. A lot of the concentration goes on the "stuff", but it is the stuff that makes Snapple what it is.
3) Digiorno
I like Digiorno because they make great pizzas. I believe they are top of the frozen pizza world. When I am buying a pizza I will look at all of the offerings, sometimes lean towards going with one of the cheaper ones, but end up choosing Digiorno even though it is more expensive because I know that I will be more satisfied with the product.
Q1 - Is it superlative? Like I have said, I believe Digiorno is the best frozen pizza around. And I believe that a lot of it's success comes not from good advertising but from the fact that the quality of the product is very high, and customers remember when they had good pizza and will likely get the same one again.
Is it important? Their slogan is "It's not delivery, it's Digiorno." They pride themselves on being as good as delivery pizza but not as expensive. I believe a lot of people don't want to pay so much money for pizza but want delivery quality, so yes I believe it is important in the pizza world.
Is it believable? From experience, yes. Once you purchase it, you will have most likely not question their advertising.
Q2 - I believe that this is an ad that only Digiorno can make. You could take out their name and put in a pizza like tostinos, and people would try the pizza because of the advertising claim, but when they actually eat the pizza they will question the claim that it is as good as delivery pizza on account of tostinos pizza is not good and the epitome of frozen pizzas.
Q3 - Digiorno's commercials are very straight forward and effective. For example, http://brands.kraftfoods.com/digiorno/flash/mpgfiles/KRHU-8192.MPG.
It gets straight to the point and reveals their DSI. The pizza is the star of the commercial, and they do not rely on humor or other techniques to captivate the audience.
4) Amazon
I like Amazon.com because it is easy and efficient. If ever I want to buy something online, Amazon is where I go first. I like that their selections are large and range from electronics to books to clothes and music, and don't just specialize in one thing. I also like being able to sell products I own in an easy way without having to put too much thought into it.
Q1 - Is it superlative? There are a few competitors like overstock.com and some other specialty sites, but Amazon is still considered the best one out there, in terms of service and being able to find what you're looking for.
Is it important? It is very important for all kinds of people to be able to find what they need all in one place. It is convenient and makes our lives simpler.
Is it believable? There is very little in the way of books and music that you can't find on Amazon.com. Through people's experience it is believable that Amazon will deliver and through 'used sales' you can find it at a good price too.
Q2 - People have a lot of expectations for Amazon.com.They know what it can do and how to do it and how to get what they want and sell things successfully. To replace Amazon with another brand name would probably not work, as people's expectations would not be fulfilled as they are with Amazon.
Q3 - I rarely see commercials for Amazon.com. They are so successful that advertising seems unnecessary. They spread by word of mouth and through other websites referring people to purchase a product through them.
Blog #1 - 4 Favorite Brands
Merrell
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Merrell advertises their product as performance footwear with style. They always express that their shoes are for the modern outdoors man. As it truly is important to take good care of your feet there is good reason to gravitate to their product. I believe this message is affective and dominant.
http://www.merrell.com/US/en-us/Home/FlexPage.mvc.aspx#performance_and_style/opti-wick/
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?
There are many brands to choose from when shopping for shoes, but by combining preformance and style Merrell has a unique position that few brands could claim. The look is not like any other shoe or boot so buy purchasing their footwear you are also making a statement that you spend a little extra money to have the “good stuff”.
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?
Again, because they have a high quality specialty product and that is in fact what they are advertising, the reasons one would remember them are exactly the right ones.
Google
Question 1
Google is trying to express one clear message: “With us you can find information easily”. The simple playful logo and the minimalistic home page support this message. It obviously worked for them in the beginning and now they have expanded into a vast complex of functionality with Google software but the home design has remained the same.
http://www.google.com/
Question 2
Let's consider how Google is approaching the OS market; "We designed Google Chrome for people who live on the web"... Duh. It's a Lenux based operating system, so it can do all the same stuff as Windows or Mac. The only thing that's new is that there is not already an OS that makes that claim. With so much hype about programming for mobile, central processing (e.g. PHP, Python), and open source programing they're going to lock down the "modern" OS market by positioning themselves as the only web-based OS. For more on Google's official position take a look at their blog:
http://googleblog.blogspot.com/2009/07/introducing-google-chrome-os.html
Question 3
Good marketing wasn't the only thing that made Google a successful company. They had a unique way to find information on the web and it worked better than any other search engine. The technology gap is no longer the difference maker it once was, but when people talk about finding something on the web they typically say that they'll “Google it”.
Skype
Question 1
This brand is not as strong as the others I've mentioned, but I think that they still have a message that people can relate to; “More countries and more choices with our subscriptions”. They state the reason you should go with Skype and it is completely believable. Although it seems that there is a grammatical error in their tag line on their home page. To me that takes away from the message that they are the best at anything. See it here:
http://www.skype.com
Question 2
Their position isn't so unique that you have to think Skype when it comes to worldwide VoIP services. Vonage is a company that provides nearly the same thing but they advertise that you use your home phone. To be a top brand I think that Skype would need to strengthen their position as the “computer phone”.
Question 3
The statement that Skype makes, “More countries more choices”, is just a gimmick. There are VoIP options that are just as good. Additionally, the look of their brand says that it will be easy like a toy, but the program is not as intuitive as the advertising would suggest.
NFL
Question 1
At first it seems that football would the only message in this brand, but after some thought I realize that they are really trying to sell a TV program, sports apparel, advertizing segments, and... oh yeah, tickets to a NFL football game. You believe from their advertizing that with NFL you're going to get the most entertaining sports TV and if you buy the $50 hat you can become part of the NFL cult too. The TV ads almost always show off the fact that the NFL has awesome computer graphics. This is a good one that supports my argument:
http://www.youtube.com/watch?v=SJhObHh6f8g
Question 2
There is no replacement for the NFL because the brand loyalty is unrivaled in sports. Soccer is the most popular sport in the world but people may like to watch the FIFA's World Cup, the UEFA's Euro Cup or the MLS's U.S. Open cup, but their loyalties lie in the game. With football the sport would be unrecognizable outside of the NFL. I wonder if the sport would compete with others without such a dominant brand.
Question 3
With the NFL the brand is synonymous with the sport. For most people, if they were ask themselves if they remember the NFL for the right reasons it would be nearly indistinguishable from the question “do you remember football for the right reasons?”. They've done a great job positioning themselves as the one single football brand.
Question 1 (the Golden Question): Is the key message expressed Superlative, Important, and Believable?
Merrell advertises their product as performance footwear with style. They always express that their shoes are for the modern outdoors man. As it truly is important to take good care of your feet there is good reason to gravitate to their product. I believe this message is affective and dominant.
http://www.merrell.com/US/en-us/Home/FlexPage.mvc.aspx#performance_and_style/opti-wick/
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?
There are many brands to choose from when shopping for shoes, but by combining preformance and style Merrell has a unique position that few brands could claim. The look is not like any other shoe or boot so buy purchasing their footwear you are also making a statement that you spend a little extra money to have the “good stuff”.
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?
Again, because they have a high quality specialty product and that is in fact what they are advertising, the reasons one would remember them are exactly the right ones.
Question 1
Google is trying to express one clear message: “With us you can find information easily”. The simple playful logo and the minimalistic home page support this message. It obviously worked for them in the beginning and now they have expanded into a vast complex of functionality with Google software but the home design has remained the same.
http://www.google.com/
Question 2
Let's consider how Google is approaching the OS market; "We designed Google Chrome for people who live on the web"... Duh. It's a Lenux based operating system, so it can do all the same stuff as Windows or Mac. The only thing that's new is that there is not already an OS that makes that claim. With so much hype about programming for mobile, central processing (e.g. PHP, Python), and open source programing they're going to lock down the "modern" OS market by positioning themselves as the only web-based OS. For more on Google's official position take a look at their blog:
http://googleblog.blogspot.com/2009/07/introducing-google-chrome-os.html
Question 3
Good marketing wasn't the only thing that made Google a successful company. They had a unique way to find information on the web and it worked better than any other search engine. The technology gap is no longer the difference maker it once was, but when people talk about finding something on the web they typically say that they'll “Google it”.
Skype
Question 1
This brand is not as strong as the others I've mentioned, but I think that they still have a message that people can relate to; “More countries and more choices with our subscriptions”. They state the reason you should go with Skype and it is completely believable. Although it seems that there is a grammatical error in their tag line on their home page. To me that takes away from the message that they are the best at anything. See it here:
http://www.skype.com
Question 2
Their position isn't so unique that you have to think Skype when it comes to worldwide VoIP services. Vonage is a company that provides nearly the same thing but they advertise that you use your home phone. To be a top brand I think that Skype would need to strengthen their position as the “computer phone”.
Question 3
The statement that Skype makes, “More countries more choices”, is just a gimmick. There are VoIP options that are just as good. Additionally, the look of their brand says that it will be easy like a toy, but the program is not as intuitive as the advertising would suggest.
NFL
Question 1
At first it seems that football would the only message in this brand, but after some thought I realize that they are really trying to sell a TV program, sports apparel, advertizing segments, and... oh yeah, tickets to a NFL football game. You believe from their advertizing that with NFL you're going to get the most entertaining sports TV and if you buy the $50 hat you can become part of the NFL cult too. The TV ads almost always show off the fact that the NFL has awesome computer graphics. This is a good one that supports my argument:
http://www.youtube.com/watch?v=SJhObHh6f8g
Question 2
There is no replacement for the NFL because the brand loyalty is unrivaled in sports. Soccer is the most popular sport in the world but people may like to watch the FIFA's World Cup, the UEFA's Euro Cup or the MLS's U.S. Open cup, but their loyalties lie in the game. With football the sport would be unrecognizable outside of the NFL. I wonder if the sport would compete with others without such a dominant brand.
Question 3
With the NFL the brand is synonymous with the sport. For most people, if they were ask themselves if they remember the NFL for the right reasons it would be nearly indistinguishable from the question “do you remember football for the right reasons?”. They've done a great job positioning themselves as the one single football brand.
Monday, January 25, 2010
DSI Spotting
1) What are 4 of your favorite brands? Why?
Ricola. Ricola cough drops are superior to all the others because they do the job and taste pretty decent. With Luden's, they're all taste and no medicinal value, and Hall's have an overpowering medicinal taste and don't seem to be as effective as Ricola.
Nyquil. For me, Nyquil has always represented the best shot at a decent night's sleep. The nighttime, coughing, aching, sniffling, sneezing, etc. etc...after a couple shots I'm out. Mission Accomplished.
Jeep. In my mind, a Jeep will out-perform any other vehicle anytime. During the snowstorm of 2003, my Jeep had no problems getting me to and from work, while the entire city considered themselves snowed in. The Jeep brand seems to me to have taken on almost mystical properties.
Chick-fil-A. Definitely the best fast food available. Many times have I eaten Chick-fil-A and not once was I dissatisfied. Even when it's from the cafe and it's three hours old, it's still pretty good.
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?
1. Ricola - Superlative: Natural herb cough drops from Switzerland. While the brand does have an iconic classic commercial, the branding doesn't overtly say "We're the Best!", however, perhaps they're implying they are the best because they are natural and from Switzerland.
Important: The issue of feeling better is always important. Especially when you don't feel good.
Believable: I would say the idea that medicine, made from naturally grown herbs high in the Swiss Alps, will make me feel better is a believable one.
http://www.ricolausa.com/About/advertising.php
2. Nyquil - Superlative: Nyquil does a good job of seeming like the only night time, coughing, aching, etc. medicine. They also do a good job of reminding us that a shot will cure several ailments. I would rate them pretty high in this category.
Important: Again, feeling better when you're sick is very important.
Believable: Also believable is the idea that a good night's sleep will drastically increase the possibility of feeling better.
http://www.youtube.com/watch?v=gxzDmqHHse4
3. Jeep - Superlative: This one is full of superlatives. The First SUV, the First 4-wheel drive, The Best warranty.
Important: Well-made vehicles not intended for city/street use have definitely proven themselves to be important. They were initially created by the military to serve a specific purpose, so they're important.
Believable: The history of the company sort of commands respect, ensuring that it's claims are believable.
http://www.youtube.com/watch?v=46s35iDnz5A
4. Chick-fil-A - Superlative: Chick-fil-A doesn't really boast about much, but they do seem to imply that they are the only alternative to hamburgers.
Important: It's difficult to argue that fast food is important, but in the world of fast food an alternative to burgers is needed.
Believable: It's not too tough to believe that a company could offer decent tasting chicken-based products.
http://www.youtube.com/watch?v=eWIoYSurSrw
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?
1. Ricola - http://www.ricolausa.com/About/advertising.php - classic commercial
I think Ricola's branding is unique enough to be thought of as specific to their product. Their competitors aren't thought of as all-natural, herb candies from Switzerland.
2. Nyquil - http://www.youtube.com/watch?v=gxzDmqHHse4
I'm not sure that some other company couldn't claim to offer the same relief that Nyquil does. The Nyquil slogan has become synonymous with the brand, so no other competitor could be taken seriously unless they claim to be "better than Nyquil".
3. Jeep - http://www.youtube.com/watch?v=46s35iDnz5A
Jeep's ad is most definitely unique to Jeep. They point out all the things they were first at in their history, things no one else could claim.
4. Chick-fil-A - http://www.youtube.com/watch?v=eWIoYSurSrw
I could see other chicken restaurants claiming to have the best chicken sandwich or claiming to be the best alternative to burgers. Chick-fil-A uses cows in their branding. The Chick-fil-A brand seems kind of weak.
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. Ricola - The ads hit on all the things the product is known for, fresh and clean alpine air, natural herbs, etc. Memorable for the right reasons.
2. Nyquil - We've all been up late, sick, unable to sleep, dreading the next day. With Nyquil that's not a problem. Another memorable ad for the right reasons.
3. Jeep - This ad says "Remember how much you like Jeeps?", and then it reminds us of the reasons. However, the rest of the ad doesn't talk about any particular Jeep in detail, it only beckons us to come buy a Jeep, any Jeep. So, basically memorable for the right reasons.
4. Chick-fil-A - Chick-fil-A's ads fall short in this category. They aren't showing us the food or trying to sell us anything outright, they are trying to make us laugh at the cows in parachutes. This seems pretty gimmicky to me.
Ricola. Ricola cough drops are superior to all the others because they do the job and taste pretty decent. With Luden's, they're all taste and no medicinal value, and Hall's have an overpowering medicinal taste and don't seem to be as effective as Ricola.
Nyquil. For me, Nyquil has always represented the best shot at a decent night's sleep. The nighttime, coughing, aching, sniffling, sneezing, etc. etc...after a couple shots I'm out. Mission Accomplished.
Jeep. In my mind, a Jeep will out-perform any other vehicle anytime. During the snowstorm of 2003, my Jeep had no problems getting me to and from work, while the entire city considered themselves snowed in. The Jeep brand seems to me to have taken on almost mystical properties.
Chick-fil-A. Definitely the best fast food available. Many times have I eaten Chick-fil-A and not once was I dissatisfied. Even when it's from the cafe and it's three hours old, it's still pretty good.
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?
1. Ricola - Superlative: Natural herb cough drops from Switzerland. While the brand does have an iconic classic commercial, the branding doesn't overtly say "We're the Best!", however, perhaps they're implying they are the best because they are natural and from Switzerland.
Important: The issue of feeling better is always important. Especially when you don't feel good.
Believable: I would say the idea that medicine, made from naturally grown herbs high in the Swiss Alps, will make me feel better is a believable one.
http://www.ricolausa.com/About/advertising.php
2. Nyquil - Superlative: Nyquil does a good job of seeming like the only night time, coughing, aching, etc. medicine. They also do a good job of reminding us that a shot will cure several ailments. I would rate them pretty high in this category.
Important: Again, feeling better when you're sick is very important.
Believable: Also believable is the idea that a good night's sleep will drastically increase the possibility of feeling better.
http://www.youtube.com/watch?v=gxzDmqHHse4
3. Jeep - Superlative: This one is full of superlatives. The First SUV, the First 4-wheel drive, The Best warranty.
Important: Well-made vehicles not intended for city/street use have definitely proven themselves to be important. They were initially created by the military to serve a specific purpose, so they're important.
Believable: The history of the company sort of commands respect, ensuring that it's claims are believable.
http://www.youtube.com/watch?v=46s35iDnz5A
4. Chick-fil-A - Superlative: Chick-fil-A doesn't really boast about much, but they do seem to imply that they are the only alternative to hamburgers.
Important: It's difficult to argue that fast food is important, but in the world of fast food an alternative to burgers is needed.
Believable: It's not too tough to believe that a company could offer decent tasting chicken-based products.
http://www.youtube.com/watch?v=eWIoYSurSrw
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?
1. Ricola - http://www.ricolausa.com/About/advertising.php - classic commercial
I think Ricola's branding is unique enough to be thought of as specific to their product. Their competitors aren't thought of as all-natural, herb candies from Switzerland.
2. Nyquil - http://www.youtube.com/watch?v=gxzDmqHHse4
I'm not sure that some other company couldn't claim to offer the same relief that Nyquil does. The Nyquil slogan has become synonymous with the brand, so no other competitor could be taken seriously unless they claim to be "better than Nyquil".
3. Jeep - http://www.youtube.com/watch?v=46s35iDnz5A
Jeep's ad is most definitely unique to Jeep. They point out all the things they were first at in their history, things no one else could claim.
4. Chick-fil-A - http://www.youtube.com/watch?v=eWIoYSurSrw
I could see other chicken restaurants claiming to have the best chicken sandwich or claiming to be the best alternative to burgers. Chick-fil-A uses cows in their branding. The Chick-fil-A brand seems kind of weak.
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. Ricola - The ads hit on all the things the product is known for, fresh and clean alpine air, natural herbs, etc. Memorable for the right reasons.
2. Nyquil - We've all been up late, sick, unable to sleep, dreading the next day. With Nyquil that's not a problem. Another memorable ad for the right reasons.
3. Jeep - This ad says "Remember how much you like Jeeps?", and then it reminds us of the reasons. However, the rest of the ad doesn't talk about any particular Jeep in detail, it only beckons us to come buy a Jeep, any Jeep. So, basically memorable for the right reasons.
4. Chick-fil-A - Chick-fil-A's ads fall short in this category. They aren't showing us the food or trying to sell us anything outright, they are trying to make us laugh at the cows in parachutes. This seems pretty gimmicky to me.
Sunday, January 24, 2010
DSI Spotting
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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