I really like the positioning for Flat Earth chips. I think that the company is doing a great job of telling the public that this is something different that they've never seen before. Women are an untapped market in the snack world. When people think of chips they tend to think of junk food. Flat Earth is attempting to reprogram the consumer's mind.
They are telling the consumers who never thought they'd see pigs fly or a healthy chip, that the future has arrived. The commercial is cute, but seems that it is being marketed to an older generation. For a younger market I think that Flat Earth might benefit from using young celebrities and appeal to the body conscious nature of women.
I think that Flat Earth could benefit from a similar commercial to the Viagra commercial viewed in class, where the men are dancing in the street. The commercial could benefit from showcasing a more upbeat and "free" woman.
Friday, September 26, 2008
Friday, September 19, 2008
Positioning
A brand's positioning can either make or break them. We've all been a victim of advertising. We've all just "had to have" the knife that could cut through a brick on television, or an equally misleading product. When a brand is named a word that is not even in existence, we associate that word with the product. Examples of this include Kleenex, Google, Tropicana, Pringles, Ruffles, Lays, Doritos, Cheerios...the list goes on. This tactic is important because it is culturally universal. In countries outside the US people may not know what "a chip" is, but they've heard of "Cheerios". Although signs may change from country to country, for example the thumbs up sign being perceived as derogatory in Iraq, words remain constant.
A brand's positioning represents how people think and feel about the brand. We all have brands that remind us of childhood, or give us a "warm cozy feeling". Those brands for me include the Christmas commercials for Puffs and Coca-Cola. I love Christmas commercials in general, but the Coca-Cola Santa commercials have a way of making me feel like a kid again. I just can't wait to get to the store and buy "Holiday Coke". I also enjoy the puffs commercials with the little cartoon people sniffling and sneezing about, that say "a nose in need deserves Puffs indeed". I simply would not know it was winter (i.e cold and flu season) without these Puffs commercials!
Although some brands are effective in their positioning, of course others fall short. The main company that comes to mind when I think of falling short is Kmart. Kmart has consistently fallen short in promotion of their brands. Target has done a fabulous job of brand positioning, particularly in the past several years. Target, which was formally thought of as a discount store, is now making it's way into the department store world, and even showcasing up and coming designers. Target stores have a way of making you feel excited about their new merchandise. Kmart has had opportunities to push great brands, for example Martha Stuart. The Martha Stuart collection at Kmart was comprable to things you might see at Target. However, when the customer went to Kmart to view the Martha Stuart collection it was disorganized and poorly displaced. This is why Kmart is fighting an uphill battle, unless it dramatically changes the public perception.
If a luxury brand is positioned effectively it will undoubtedly achieve success. When we attribute brands with status they become highly sought after and their unattainably makes them even more attractive to the consumer. Effective examples of this include Louis Vuitton, Coach, BMW, and Mercedes Benz. This "luxury concept" can also be destroyed. A debatable example of this would be Vera Wang. Vera Wang was (is) an extraordinary designer, whose wedding dresses were highly sought after. Vera Wang recently became available in Kohls stores. Some might say that this has diminished her brand positioning as a "luxury" brand.
A brand's positioning represents how people think and feel about the brand. We all have brands that remind us of childhood, or give us a "warm cozy feeling". Those brands for me include the Christmas commercials for Puffs and Coca-Cola. I love Christmas commercials in general, but the Coca-Cola Santa commercials have a way of making me feel like a kid again. I just can't wait to get to the store and buy "Holiday Coke". I also enjoy the puffs commercials with the little cartoon people sniffling and sneezing about, that say "a nose in need deserves Puffs indeed". I simply would not know it was winter (i.e cold and flu season) without these Puffs commercials!
Although some brands are effective in their positioning, of course others fall short. The main company that comes to mind when I think of falling short is Kmart. Kmart has consistently fallen short in promotion of their brands. Target has done a fabulous job of brand positioning, particularly in the past several years. Target, which was formally thought of as a discount store, is now making it's way into the department store world, and even showcasing up and coming designers. Target stores have a way of making you feel excited about their new merchandise. Kmart has had opportunities to push great brands, for example Martha Stuart. The Martha Stuart collection at Kmart was comprable to things you might see at Target. However, when the customer went to Kmart to view the Martha Stuart collection it was disorganized and poorly displaced. This is why Kmart is fighting an uphill battle, unless it dramatically changes the public perception.
If a luxury brand is positioned effectively it will undoubtedly achieve success. When we attribute brands with status they become highly sought after and their unattainably makes them even more attractive to the consumer. Effective examples of this include Louis Vuitton, Coach, BMW, and Mercedes Benz. This "luxury concept" can also be destroyed. A debatable example of this would be Vera Wang. Vera Wang was (is) an extraordinary designer, whose wedding dresses were highly sought after. Vera Wang recently became available in Kohls stores. Some might say that this has diminished her brand positioning as a "luxury" brand.
Ethics in Advertising
I am sympathetic to the beliefs of the public that advertising's persuasive capabilities are unfair to some young or under educated portions of the population. I also feel that from the perspective of the advertiser these people are not being "forced" to buy a product that they didn't already have some need for.
Advertising to children is going to happen whether or not it comes directly from advertising agencies. Children have impressionable, malleable minds. Children's minds are influenced not only by advertisers but instead largely through peer groups. Children are more likely to want something to fit in with friends, in their quest for acceptance, than to form their own opinion based on something they saw on television.
I believe that alcohol and cigarettes have a "whatever it takes" philosophy to marketing. Beer companies such as Bud Lite and Miller Lite employ young, 20 something, attractive girls to push free beer and a glamorous lifestyle primarily to young people and those easily influenced. I believe that the most cut throat in the cigarette industry is Camel. Camel is consistently trying to attract new smokers and young smokers. The first example of the cut-throat attitude of the Camel corporation came with the onset of Camel Cash in the 80s. This was promoted to youth, even in the school setting and told kids that if they smoked "x" packs of Camels they could have a Joe Cool T-shirt. The Joe Cool Camel was also a dirty advertising ploy, causing kids to identify with a cartoon character, much like those they had seen in their youth, except now it was pushing cancer causing chemicals on them. Camel has recently come out with flavor changing cigarettes, and i recently received a very expensive looking ad in the mail which changed the cigarette's flavors with movement. The ad looked too nice to throw away. This is where I believe advertising may have gone too far.
Advertising to children is going to happen whether or not it comes directly from advertising agencies. Children have impressionable, malleable minds. Children's minds are influenced not only by advertisers but instead largely through peer groups. Children are more likely to want something to fit in with friends, in their quest for acceptance, than to form their own opinion based on something they saw on television.
I believe that alcohol and cigarettes have a "whatever it takes" philosophy to marketing. Beer companies such as Bud Lite and Miller Lite employ young, 20 something, attractive girls to push free beer and a glamorous lifestyle primarily to young people and those easily influenced. I believe that the most cut throat in the cigarette industry is Camel. Camel is consistently trying to attract new smokers and young smokers. The first example of the cut-throat attitude of the Camel corporation came with the onset of Camel Cash in the 80s. This was promoted to youth, even in the school setting and told kids that if they smoked "x" packs of Camels they could have a Joe Cool T-shirt. The Joe Cool Camel was also a dirty advertising ploy, causing kids to identify with a cartoon character, much like those they had seen in their youth, except now it was pushing cancer causing chemicals on them. Camel has recently come out with flavor changing cigarettes, and i recently received a very expensive looking ad in the mail which changed the cigarette's flavors with movement. The ad looked too nice to throw away. This is where I believe advertising may have gone too far.
Friday, September 5, 2008
Brand Identity- Google
The Google logo is among the most recognizable in the world. We sometimes forget that Google is even a product due to the fact that it has almost become synonymous with the Internet, such as Kleenex is to tissues or Gatorade to sports drinks. Many will utilize the phrase "Google" as a substitute for the word "research" and are universally understood.
Google stands for quick and easy access to the world at your fingertips. When we think of Google, we think of an encyclopedia of knowledge. Google is viewed differently by different generations. Younger generations grew up with Google and perhaps do not view it as a replacement of book research, as older generations tend to do. Some older individuals who are apprehensive of change may even look at Google as destructive to research books and hands-on methods. However, when talking to most of my friends and family they all stated that they use Google as a method of research at least once a day. They view Google as being on the cutting edge of technology and a link to the world and a catalyst for globalization.
Google, actually began as "Backrub" by 2 Stanford University graduate students. We identify Google with intelligence, usually reserved for self proclaimed computer nerds such as Bill Gates.
The Google logo is in an array of primary colors. This most likely symbolizes the diversity and wide scope of information provided by this search engine. The Google logo would not radiate the same feeling if it were in black lettering. The colors of the letters also change from letter to letter. This is indicative of the huge change that Google was to society and how it continues to progress with the ever changing world of technology. The use of several colors also indicates their universal appeal.
Google has relationships with several renewable energy companies. This, again reiterates their views about the advancement of technology and the improvement of our society.
The functional benefits of Google is a wealth of knowledge at your fingertips. The emotional benefits to this are a feeling of intelligence by the consumer. Google is also reassuring to the consumer, for example one could research a medical question or concern. Consumers feel that Google is reliable, a trusted name in search engines and will always be there to answer their every question and concern.
Google stands for quick and easy access to the world at your fingertips. When we think of Google, we think of an encyclopedia of knowledge. Google is viewed differently by different generations. Younger generations grew up with Google and perhaps do not view it as a replacement of book research, as older generations tend to do. Some older individuals who are apprehensive of change may even look at Google as destructive to research books and hands-on methods. However, when talking to most of my friends and family they all stated that they use Google as a method of research at least once a day. They view Google as being on the cutting edge of technology and a link to the world and a catalyst for globalization.
Google, actually began as "Backrub" by 2 Stanford University graduate students. We identify Google with intelligence, usually reserved for self proclaimed computer nerds such as Bill Gates.
The Google logo is in an array of primary colors. This most likely symbolizes the diversity and wide scope of information provided by this search engine. The Google logo would not radiate the same feeling if it were in black lettering. The colors of the letters also change from letter to letter. This is indicative of the huge change that Google was to society and how it continues to progress with the ever changing world of technology. The use of several colors also indicates their universal appeal.
Google has relationships with several renewable energy companies. This, again reiterates their views about the advancement of technology and the improvement of our society.
The functional benefits of Google is a wealth of knowledge at your fingertips. The emotional benefits to this are a feeling of intelligence by the consumer. Google is also reassuring to the consumer, for example one could research a medical question or concern. Consumers feel that Google is reliable, a trusted name in search engines and will always be there to answer their every question and concern.
Subscribe to:
Comments (Atom)