Jess- Defined our brands Meaning, and its Differentiation from other brands. Made several sketches for brands website, poster, and logo. Researched viral campaigns, Facebook, and Myspace along with other topics relating to our brand. Created the blog. Created the paper regarding research synopsis of our findings, and edited other group members papers.
Nikita- Defined our brands Sustainability, and Value. Made several sketches for brands website, poster, and logo. Researched the target, justifications, demographic, brand identity, and other topics relating to our brand, and created the final website design.
Jennifer- Defined our brands Authenticity, Brand Architecture, and Commitment. Made several sketches for brands website, poster, and logo. Researched cultural implications of our brand along with other topics relating to our brand. Created the paper regarding design brief, and edited other group members papers.
Liz- Defined our brands Flexibility, and Vision. Made several sketches for brands website, poster, and logo. Researched the future of our brand, and other topics. Designed the poster, printed and assembled the book for the presentation, and did the computer presentation. Created a paper describing the detailed strategy regarding rebranding and justification, and edited other group members papers.
Danielle- Defined our brands Coherence. Made several sketches for brands website, poster, and logo. Researched social implications along with other topics related to the brand. Updated and posted the calendar. Created a paper regarding the plan for application and implementation of the brand, along with editing other group members papers.
We all met several times out of class, posted on the blog, and commented on other people’s blogs.
Sunday, February 22, 2009
Presentation
Liz- Overview
Jen- Competition, promotional strategy
Jess- Research-
Nikita- Design- elements
Danielle- Implementation- how it will work
Jen- Competition, promotional strategy
Jess- Research-
Nikita- Design- elements
Danielle- Implementation- how it will work
Tuesday, February 17, 2009
Calendar update for Wednesday
For tomorrow- Feb 18, Wednesday
Bring illustrator or inDesign sketches of website, poster, and be. Also edit papers and bring tomorrow to exchange, and talk about.
Bring illustrator or inDesign sketches of website, poster, and be. Also edit papers and bring tomorrow to exchange, and talk about.
New Calendar for wednesday
For tomorrow- Feb 18, Wednesday
Bring illustrator or inDesign sketches of website, poster, and be. Also edit papers and bring tomorrow to exchange, and talk about.
Bring illustrator or inDesign sketches of website, poster, and be. Also edit papers and bring tomorrow to exchange, and talk about.
Monday, February 16, 2009
Implementation and Application of the Brand
1. Create a detailed timeline for all tasks, and designate who will complete them.
2. Come to a final conclusion on brand name, URL, logo, and brand architecture.
3. Test our name, logo, and ideas.
4. Get our name and logo registered.
5. Find out where we will get our latest world news from for our campaign, and check if there are any copyright issues that need to be handled.
6. Develop strategy for our first day Launch.
7. Develop financial accounting system for costs of starting the brand.
8. Create our viral marketing videos, website, brochure, and posters.
9. Finalize all ideas and strategies for the launching of the brand.
10. Educate everyone involved with the brand about the brand. Make sure every school is aware of what the brand stands for and how to implement it.
11. Review and test all signage: websites, posters, logos, brochures, videos and make sure they are ready for the launch of the brand.
12. Create awareness of our brand so there will be a buzz about it before it launches.
13. Create a new timeline for tasks that need to be done once the brand is launched.
14. Launch the brand through the viral videos, facebook, myspace, posters in schools, brochures, and website.
15. Get as much publicity and awareness of our brand as possible to start getting the youth involved.
16. Start blogs about our brand so that our target audience has somewhere to talk about current world issues, connect, and get involved with each other.
17. Continue to make new advertisements, and videos. Update websites, and continuously update the current news.
18. Test every new video, advertisement, poster, brochure, and website to make sure they are still on base with the brands ideas but generate new excitement.
19. Implement the new videos, advertisements, print work, and websites.
20. Take surveys of the youth we are targeting to see if they are aware of our brand, and what we can do to motivate them to be a part of it more.
21. Based on our results of the survey change or add marketing techniques to target our audience better.
22. Make sure our brand meets the needs of our users presently, and if it will continue to meet their needs in the future.
2. Come to a final conclusion on brand name, URL, logo, and brand architecture.
3. Test our name, logo, and ideas.
4. Get our name and logo registered.
5. Find out where we will get our latest world news from for our campaign, and check if there are any copyright issues that need to be handled.
6. Develop strategy for our first day Launch.
7. Develop financial accounting system for costs of starting the brand.
8. Create our viral marketing videos, website, brochure, and posters.
9. Finalize all ideas and strategies for the launching of the brand.
10. Educate everyone involved with the brand about the brand. Make sure every school is aware of what the brand stands for and how to implement it.
11. Review and test all signage: websites, posters, logos, brochures, videos and make sure they are ready for the launch of the brand.
12. Create awareness of our brand so there will be a buzz about it before it launches.
13. Create a new timeline for tasks that need to be done once the brand is launched.
14. Launch the brand through the viral videos, facebook, myspace, posters in schools, brochures, and website.
15. Get as much publicity and awareness of our brand as possible to start getting the youth involved.
16. Start blogs about our brand so that our target audience has somewhere to talk about current world issues, connect, and get involved with each other.
17. Continue to make new advertisements, and videos. Update websites, and continuously update the current news.
18. Test every new video, advertisement, poster, brochure, and website to make sure they are still on base with the brands ideas but generate new excitement.
19. Implement the new videos, advertisements, print work, and websites.
20. Take surveys of the youth we are targeting to see if they are aware of our brand, and what we can do to motivate them to be a part of it more.
21. Based on our results of the survey change or add marketing techniques to target our audience better.
22. Make sure our brand meets the needs of our users presently, and if it will continue to meet their needs in the future.
Look of papers
I was thinking that we should make all of our papers look the same so that they would look nice in the binder. I was wondering if we wanted to use a basic font like times or arial or whatever, and about 12 point font? Also if we want to make it left justified or justified, and we should have the title at the top on the first page of our papers. Let me know what you think, and we can talk about this when we meet tomorrow also.
Sunday, February 15, 2009
Coherence
Our brand will market to middle income suburban high school students. To reach these students they will use viral marketing, facebook, myspace, and posters around their schools. We will try to get teenagers to be more aware of what is currently happening in the world. They will become more educated with current world events, and politics. The campaign will motivate them to become more involved with afairs in the United States and the rest of the world. In order to reach them we will keep a youthful, hip, and exciting vibe, but also with a formal atmosphere. To achieve this look we will use an assortment of bright colors in our logo and designs, but elements of simple black and white colors will be used to keep a professional look. Through the years as the initial students mature, and new students are involed with the campaign Americans will become better global citizens with their new knowledge. Eventually all Americans will have a global outlook and gain respectabilit among other nations as world citizens.
Research: target, justifications, demographic
Since we are doing a viral campaign to promote our brand, I found a few articles on how and why they are effective for our specific demographic. Onnline Marketing is an article that show some statistics about the use of email by teenagers. The point that the article makes are that teens most likely do not pay attention or respond to marketing emails, that is why a viral campaign that is done in a way that does not make it looks like marketing but rather something that looks as if it were made for entertainment purposes will be critical to reaching teens via this outlet. It also talks about making the messages sent out being of a relevant and personal nature that connects with the demographic. Unfortunately for email, students seem to be switching over to social networks for staying in touch with their friends, which is great for us because those are the fronts we are targeting with our campaign anyway.
It appears that we are on target with our target for this campaign because students are interested, even to the point of being worried about politics in America as illustrated here. Looks like we just need to set up a way for these people to become an organized force, perhaps we can enlist the help of Google as the project mention in that article did... The article also has a link to the project's site. Which may be good tool for selecting which issues our campaign can focus on educating the students. This article also led me to derive a justification for our campaign: students want to get involved, but may not have a way to do so and through doing our campaign, we'll be giving them the opportunity to become more educated on the issues that concern them, as well as to discuss and collaborate with one another to resolve them.
I also looked into what kind of campaigns (aesthetically and functionally) were the most successful recently, a list that pretty much sums up my findings was already done for me here. The design trends that can be seen between these campaigns are that of really clean and simple designs that promote interactivity and communication. Limited color palettes and simple yet concise designs were used in all of these. It looks like we'll have to focus on using only the necessary elements in our website and poster designs while maintaining a sleek and simple look.
It appears that we are on target with our target for this campaign because students are interested, even to the point of being worried about politics in America as illustrated here. Looks like we just need to set up a way for these people to become an organized force, perhaps we can enlist the help of Google as the project mention in that article did... The article also has a link to the project's site. Which may be good tool for selecting which issues our campaign can focus on educating the students. This article also led me to derive a justification for our campaign: students want to get involved, but may not have a way to do so and through doing our campaign, we'll be giving them the opportunity to become more educated on the issues that concern them, as well as to discuss and collaborate with one another to resolve them.
I also looked into what kind of campaigns (aesthetically and functionally) were the most successful recently, a list that pretty much sums up my findings was already done for me here. The design trends that can be seen between these campaigns are that of really clean and simple designs that promote interactivity and communication. Limited color palettes and simple yet concise designs were used in all of these. It looks like we'll have to focus on using only the necessary elements in our website and poster designs while maintaining a sleek and simple look.
Research: Viral Campaigns, Facebook, Myspace…
I read this study that compares the marketing campaign of Wal-Mart and Target on Facebook and why Target was successful and Wal-Mart not. Here are the things that made Target a successful campaign on Facebook:
Adjust message for Audience: Target adjusted its traditional marketing approach from storytelling to make it fit better with the Facebook audience.
They paid attention to what was being said by having the art directors and interactive designers visit Facebook at least once a day. By visiting social media sites, they became in tune to what the different communities were saying.
Target made sure to talk like Facebook members and not like a typical advertiser.
To help create acceptance of its brand on Facebook, Target kept its online sales pitch low key. They sponsored page and banner ads that were placed elsewhere on Facebook and everything linked to Target’s Facebook page, not its actual site.
Facebook has its own ecosystem that advertisers need to be aware of. In a social network, there are people who join to grab information; those who like to distribute material to others, those who want to simply look around and those who want to shape activity in the group. By looking at the discussion threads Target could identify the people who tended to serve as mentors for future marketing efforts.
Facebook offers a simple step-by-step approach to creating your advertising, making sure we you reach your exact audience and connect real customers to your business. Through this we are able to select our demographic and every little detail about who we are.
Number one thing Facebook requires is COMMUNICATING, not ADVERTISING!
As of late 2007 21% of users on Facebook were under the age of 18.
Cost of a Three month advertising campaign on Facebook usually in the six figures range. But anyone can set up a group for free.
Best group practices on Facebook:
• Understand how similar groups meet/don’t mmet needs already
• Create a unique experience that enables discussion, The Wall, photos, etc.
• Read and respond to comments
• Be transparent about your role and perspective
It costs tens of thousands of dollars for a business to launch a profile on MySpace and have it featured. Typically, the MySpace advertising department won’t even speak to you if your budget is below $50,000
Viral marketing needs to be cool and its gotta be worth forwarding.
Be sure your site is cool, edgy, frequently updated and community-based. Include your audience, and you should be cool with them.
Viral Marketing Keys:
• Provides for effortless transfer to others
• Scales easily from small to very large
• Exploits common motivations and behaviours
• Utilizes existing communication networks
• Takes advantage of others’ resources
• Continually promote
• Track and Analyze
• Offer an incentive
Adjust message for Audience: Target adjusted its traditional marketing approach from storytelling to make it fit better with the Facebook audience.
They paid attention to what was being said by having the art directors and interactive designers visit Facebook at least once a day. By visiting social media sites, they became in tune to what the different communities were saying.
Target made sure to talk like Facebook members and not like a typical advertiser.
To help create acceptance of its brand on Facebook, Target kept its online sales pitch low key. They sponsored page and banner ads that were placed elsewhere on Facebook and everything linked to Target’s Facebook page, not its actual site.
Facebook has its own ecosystem that advertisers need to be aware of. In a social network, there are people who join to grab information; those who like to distribute material to others, those who want to simply look around and those who want to shape activity in the group. By looking at the discussion threads Target could identify the people who tended to serve as mentors for future marketing efforts.
Facebook offers a simple step-by-step approach to creating your advertising, making sure we you reach your exact audience and connect real customers to your business. Through this we are able to select our demographic and every little detail about who we are.
Number one thing Facebook requires is COMMUNICATING, not ADVERTISING!
As of late 2007 21% of users on Facebook were under the age of 18.
Cost of a Three month advertising campaign on Facebook usually in the six figures range. But anyone can set up a group for free.
Best group practices on Facebook:
• Understand how similar groups meet/don’t mmet needs already
• Create a unique experience that enables discussion, The Wall, photos, etc.
• Read and respond to comments
• Be transparent about your role and perspective
It costs tens of thousands of dollars for a business to launch a profile on MySpace and have it featured. Typically, the MySpace advertising department won’t even speak to you if your budget is below $50,000
Viral marketing needs to be cool and its gotta be worth forwarding.
Be sure your site is cool, edgy, frequently updated and community-based. Include your audience, and you should be cool with them.
Viral Marketing Keys:
• Provides for effortless transfer to others
• Scales easily from small to very large
• Exploits common motivations and behaviours
• Utilizes existing communication networks
• Takes advantage of others’ resources
• Continually promote
• Track and Analyze
• Offer an incentive
Cultural ramifications
I couldn't find much other than some tips and examples of some previous blunders. Sorry this is really late!
The cross-cultural issues will provide more challenges and opportunities to the marketers in the 21st Century although they might not be totally new in the marketing area. There are many unsolved problems or issues that need to be solved and discussed by the scholars and marketing professionals in theories and in practice. In the theoretic area these themes and issues need to be probed: 1) culture impacts on marketing (international versus domestic); 2) cross-cultural dimensions of marketing research; 3) cross-cultural aspects of marketing mix (products, price, promotion, and distribution; 4) cross-cultural marketing education and professional training; 5) cross-cultural practice in electronic marketing.
The topics or themes listed above can be viewed as guidelines for further theoretic studies although they will not be treated as exclusive for the marketing scholars. More themes and topics will be discovered as the theoretic discussions going on. In terms of marketing practice, the following points should be guidelines for marketers to minimize the possible cross-cultural marketing mistakes: 1) develop cultural empathy (recognize, understand, and respect another's culture and difference); 2) be culturally neutral and realize that different is not necessarily better or worse; 3) never assume transferability of a concept from one culture to another; 4) get cultural informants involved into the decision-makings.
Cross-cultural marketing is defined as the strategic process of marketing among consumers whose culture differs from that of the marketer's own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style. Cross-cultural marketing demands marketers to be aware of and sensitive to the cultural differences; to respect the right to culture by the consumers in various cultures and marketplaces, marketers should understand that they deserved the right to their cultures. If the marketers want to be the winners in the cross-cultural marketing they must create the marketing mix that meets the consumer's values on a right to their culture.
http://www.studyoverseas.com/america/usaed/crosscultural.htm
Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences.
It is crucial for today's business personnel to understand the impact of cross cultural differences on business, trade and internal company organisation. The success or failure of a company, venture, merger or acquisition is essentially in the hands of people. If these people are not cross culturally aware then misunderstandings, offence and a break down in communication can occur.
The need for greater cross cultural awareness is heightened in our global economies. Cross cultural differences in matters such as language, etiquette, non-verbal communication, norms and values can, do and will lead to cross cultural blunders.
* When Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead."
* In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."
* The soft drink Fresca was being promoted by a saleswoman in Mexico. She was surprised that her sales pitch was greeted with laughter, and later embarrassed when she learned that fresca is slang for "lesbian."
* Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.
http://www.kwintessential.co.uk/cultural-services/articles/Results%20of%20Poor%20Cross%20Cultural%20Awareness.html
'Snakes on a plane' viral campaign was that you could send a message to a friend with Samuel Jackson saying your name. However, they found that if you used some non-American names, there would be error messages coming up.
http://rohitbhargava.typepad.com/weblog/2006/08/snakes_on_a_pla.html
This article talks about how they used African-American comedians in their viral ad to connect with the target urban audiences on a cultural level.
http://findarticles.com/p/articles/mi_m0EIN/is_2007_March_19/ai_n27184410
Here are the seven tips for a good viral campaign:
1.Make people feel something.
2.Do something unexpected.
3.Make a good story, not an advertisement.
4.Make Sequels.
5.Allow sharing, downloading, and embedding.
6.Connect with comments.
7.Never restrict access!
http://www.baekdal.com/articles/Branding/viral-marketing-tricks/
The cross-cultural issues will provide more challenges and opportunities to the marketers in the 21st Century although they might not be totally new in the marketing area. There are many unsolved problems or issues that need to be solved and discussed by the scholars and marketing professionals in theories and in practice. In the theoretic area these themes and issues need to be probed: 1) culture impacts on marketing (international versus domestic); 2) cross-cultural dimensions of marketing research; 3) cross-cultural aspects of marketing mix (products, price, promotion, and distribution; 4) cross-cultural marketing education and professional training; 5) cross-cultural practice in electronic marketing.
The topics or themes listed above can be viewed as guidelines for further theoretic studies although they will not be treated as exclusive for the marketing scholars. More themes and topics will be discovered as the theoretic discussions going on. In terms of marketing practice, the following points should be guidelines for marketers to minimize the possible cross-cultural marketing mistakes: 1) develop cultural empathy (recognize, understand, and respect another's culture and difference); 2) be culturally neutral and realize that different is not necessarily better or worse; 3) never assume transferability of a concept from one culture to another; 4) get cultural informants involved into the decision-makings.
Cross-cultural marketing is defined as the strategic process of marketing among consumers whose culture differs from that of the marketer's own culture at least in one of the fundamental cultural aspects, such as language, religion, social norms and values, education, and the living style. Cross-cultural marketing demands marketers to be aware of and sensitive to the cultural differences; to respect the right to culture by the consumers in various cultures and marketplaces, marketers should understand that they deserved the right to their cultures. If the marketers want to be the winners in the cross-cultural marketing they must create the marketing mix that meets the consumer's values on a right to their culture.
http://www.studyoverseas.com/america/usaed/crosscultural.htm
Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences.
It is crucial for today's business personnel to understand the impact of cross cultural differences on business, trade and internal company organisation. The success or failure of a company, venture, merger or acquisition is essentially in the hands of people. If these people are not cross culturally aware then misunderstandings, offence and a break down in communication can occur.
The need for greater cross cultural awareness is heightened in our global economies. Cross cultural differences in matters such as language, etiquette, non-verbal communication, norms and values can, do and will lead to cross cultural blunders.
* When Pepsico advertised Pepsi in Taiwan with the ad "Come Alive With Pepsi" they had no idea that it would be translated into Chinese as "Pepsi brings your ancestors back from the dead."
* In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."
* The soft drink Fresca was being promoted by a saleswoman in Mexico. She was surprised that her sales pitch was greeted with laughter, and later embarrassed when she learned that fresca is slang for "lesbian."
* Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive.
http://www.kwintessential.co.uk/cultural-services/articles/Results%20of%20Poor%20Cross%20Cultural%20Awareness.html
'Snakes on a plane' viral campaign was that you could send a message to a friend with Samuel Jackson saying your name. However, they found that if you used some non-American names, there would be error messages coming up.
http://rohitbhargava.typepad.com/weblog/2006/08/snakes_on_a_pla.html
This article talks about how they used African-American comedians in their viral ad to connect with the target urban audiences on a cultural level.
http://findarticles.com/p/articles/mi_m0EIN/is_2007_March_19/ai_n27184410
Here are the seven tips for a good viral campaign:
1.Make people feel something.
2.Do something unexpected.
3.Make a good story, not an advertisement.
4.Make Sequels.
5.Allow sharing, downloading, and embedding.
6.Connect with comments.
7.Never restrict access!
http://www.baekdal.com/articles/Branding/viral-marketing-tricks/
Saturday, February 14, 2009
Social ramifications
I mainly focused on the social ramifications of viral marketing because I was having problems finding any other information, but I will try to find more for tomorrow, I don't get off work till 4:30.
Ramifications of viral marketing: reach large numbers of people at no cost besides the initial production of the campaign, the customer can have 24/7 access, good publicity for the brand if they achieve a catchy campaign that is passed on from viewer to viewer, and often reach a younger audience. “traditional media platforms for marketing and advertising are not recession proof,” but viral marketing is on the rise. Gain followers and respect as a brand that is fun and hip. http://www.takeitfacetoface.com/tag/social-video-netoworking/
Toyota Scion have aimed their ads to teenagers, and created an entertaining website just for them. The teen can build, customize, race their cars, and buy a car with “Gaia gold.” “ Gaia says it is the fastest-growing social networking site for teens, and claims 2 million visits per month.” “Adrian Si, Scion interactive marketing manager, says Scion will roll out a multi-phased program with Gaia, with more programs for other Scion vehicles this year, and that Scion has a similar deal with another virtual world, though he wouldn't say which one. “Scion began immersing its brand in virtual worlds last year--first in kids' site Whyville, and later in Second Life. "It isn't so much that we want to have virtual versions of the cars, but that we want to have influencers interact with the brand," he says. "Virtual communities are what's next in 3-D Internet. So it's great for us."
http://www.mediapost.com/publications/index.cfm?fuseaction=Articles.showArticle&art_aid=62721
People who are “bored at work” are a network bigger than any major network, including CBS, NBC, and so on. If ordinary people see something online and start passing it around THEY decide what is popular out of main stream media. And today they can make a huge impact on a brand. http://www.mpdailyfix.com/2008/09/bored_at_work_network_a_web_20.html
Some viral marketing campaigns can be so over the top they are offensive. Burger King’s “Whooper Virgins” campaigns were so insulting to some viewers that they demanded the ads be stopped. http://marketingconversation.com/category/viral-propagation/
YouTube and Google are having lawsuits filed against them because of the sharing, redistributing, and altering of original material. Original artists are afraid they are losing money on their work, and are wanting limitations placed on these sites.
http://marketingconversation.com/category/viral-propagation/
Other things be can stand for:
• Be Inc., the software company that developed the Be Operating System (BeOS)
• be is the Internet country code top-level domain for Belgium.
• Bachelor of Engineering, undergraduate academic degree
• Buddhist Era of the Thai solar calendar
• Bahá'í Era, the date notation of the Bahá'í calendar
• "Be, and it is", phrase in the Qurán about God's creation
• Bloco de Esquerda (Portuguese "Left Bloc"), a Portuguese political party
• Be (Cyrillic), a letter of the Cyrillic alphabet
• British English
• Beryllium, symbol "Be", chemical element
• Bachelor of Education
• Be Unlimited, a broadband Internet Service Provider in the United Kingdom
•
Ramifications of viral marketing: reach large numbers of people at no cost besides the initial production of the campaign, the customer can have 24/7 access, good publicity for the brand if they achieve a catchy campaign that is passed on from viewer to viewer, and often reach a younger audience. “traditional media platforms for marketing and advertising are not recession proof,” but viral marketing is on the rise. Gain followers and respect as a brand that is fun and hip. http://www.takeitfacetoface.com/tag/social-video-netoworking/
Toyota Scion have aimed their ads to teenagers, and created an entertaining website just for them. The teen can build, customize, race their cars, and buy a car with “Gaia gold.” “ Gaia says it is the fastest-growing social networking site for teens, and claims 2 million visits per month.” “Adrian Si, Scion interactive marketing manager, says Scion will roll out a multi-phased program with Gaia, with more programs for other Scion vehicles this year, and that Scion has a similar deal with another virtual world, though he wouldn't say which one. “Scion began immersing its brand in virtual worlds last year--first in kids' site Whyville, and later in Second Life. "It isn't so much that we want to have virtual versions of the cars, but that we want to have influencers interact with the brand," he says. "Virtual communities are what's next in 3-D Internet. So it's great for us."
http://www.mediapost.com/publications/index.cfm?fuseaction=Articles.showArticle&art_aid=62721
People who are “bored at work” are a network bigger than any major network, including CBS, NBC, and so on. If ordinary people see something online and start passing it around THEY decide what is popular out of main stream media. And today they can make a huge impact on a brand. http://www.mpdailyfix.com/2008/09/bored_at_work_network_a_web_20.html
Some viral marketing campaigns can be so over the top they are offensive. Burger King’s “Whooper Virgins” campaigns were so insulting to some viewers that they demanded the ads be stopped. http://marketingconversation.com/category/viral-propagation/
YouTube and Google are having lawsuits filed against them because of the sharing, redistributing, and altering of original material. Original artists are afraid they are losing money on their work, and are wanting limitations placed on these sites.
http://marketingconversation.com/category/viral-propagation/
Other things be can stand for:
• Be Inc., the software company that developed the Be Operating System (BeOS)
• be is the Internet country code top-level domain for Belgium.
• Bachelor of Engineering, undergraduate academic degree
• Buddhist Era of the Thai solar calendar
• Bahá'í Era, the date notation of the Bahá'í calendar
• "Be, and it is", phrase in the Qurán about God's creation
• Bloco de Esquerda (Portuguese "Left Bloc"), a Portuguese political party
• Be (Cyrillic), a letter of the Cyrillic alphabet
• British English
• Beryllium, symbol "Be", chemical element
• Bachelor of Education
• Be Unlimited, a broadband Internet Service Provider in the United Kingdom
•
social/ cultural ramificaitions LIZ!!!!!
On the calendar I have that Liz and I are supposed to look up the implications, but it is the ramifications. Just thought I would clear that up, sorry I don't know how I switched those
Thursday, February 12, 2009
New calendar
SUNDAY THE 8TH
By Sunday morning have your responses to the nine branding ideas on page 17 posted on the blog. By Sunday night around eight everyone needs to respond to each idea.
The 9 ideas are broken up into individual responsibilities as follows:
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence, and take everyone’s responses and merge them together.
TUESDAY THE 10th
Everyone needs to bring two or more sketches to class for our brand front page and website, and then we will recreate it the final sketches for Thursday the 12th.
Have research and findings ready to discuss with each other. Everyone needs to test our brand by asking other people what they think of when they hear our brand name and ideas. List the pros and cons, and bring to class on Tuesday. Marketing brand ideas ready for class, and pick colors for brand.
WEDNESDAY THE 11TH
Meeting in arts 273 around 11:15. Need to have new sketches for website and posters, ideas for brand identity/logo, goals of our brand, and how to market it. Also edit posts from the weekend with the words we were assigned to fit a more domestic/civic role instead of international.
THURSDAY THE 12th
Have a cohesive sketch for our front page, and website ready to present in class. Presentation in class of brand with justifications and research ready to go. Plan for implementing brand.
SUNDAY THE 15th
2 things due. Research due by Sunday by 4-6pm.
Nikita- how to market to target, justifications for why we are doing the campaign, demographics.
Jess- Viral campaigns, facebook, myspace.
Liz- future of brand
Jennifer- cultural implications
Danielle- social implications
ALSO DUE
Redo the assigned words and have them posted on Sunday a.s.a.p.
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence
TUESDAY THE 17th
Sketches for poster, and web site. Drafts of paperwork due, and trade with each other.
Jennifer- Design brief
Jess- Research synopsis of findings
Liz- Detailed strategy regarding brebranding and justification
Danielle- plan for application and implementation
Nikita- Over view the designs, and work on the final versions of them.
THURSDAY THE 19th
Final designs due. Have charts with information due. Have small versions printed, and all paperwork is due. Print the final versions and assemble for Tuesday.
TUESDAY THE 24th
Project is due. Be ready to present in class.
CONTACTS
Jess- 303-332-3537
Nikita- 303-875-6332
Jennifer- 720-217-7776
Liz- 307-689-1032
Danielle- 970-531-626
By Sunday morning have your responses to the nine branding ideas on page 17 posted on the blog. By Sunday night around eight everyone needs to respond to each idea.
The 9 ideas are broken up into individual responsibilities as follows:
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence, and take everyone’s responses and merge them together.
TUESDAY THE 10th
Everyone needs to bring two or more sketches to class for our brand front page and website, and then we will recreate it the final sketches for Thursday the 12th.
Have research and findings ready to discuss with each other. Everyone needs to test our brand by asking other people what they think of when they hear our brand name and ideas. List the pros and cons, and bring to class on Tuesday. Marketing brand ideas ready for class, and pick colors for brand.
WEDNESDAY THE 11TH
Meeting in arts 273 around 11:15. Need to have new sketches for website and posters, ideas for brand identity/logo, goals of our brand, and how to market it. Also edit posts from the weekend with the words we were assigned to fit a more domestic/civic role instead of international.
THURSDAY THE 12th
Have a cohesive sketch for our front page, and website ready to present in class. Presentation in class of brand with justifications and research ready to go. Plan for implementing brand.
SUNDAY THE 15th
2 things due. Research due by Sunday by 4-6pm.
Nikita- how to market to target, justifications for why we are doing the campaign, demographics.
Jess- Viral campaigns, facebook, myspace.
Liz- future of brand
Jennifer- cultural implications
Danielle- social implications
ALSO DUE
Redo the assigned words and have them posted on Sunday a.s.a.p.
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence
TUESDAY THE 17th
Sketches for poster, and web site. Drafts of paperwork due, and trade with each other.
Jennifer- Design brief
Jess- Research synopsis of findings
Liz- Detailed strategy regarding brebranding and justification
Danielle- plan for application and implementation
Nikita- Over view the designs, and work on the final versions of them.
THURSDAY THE 19th
Final designs due. Have charts with information due. Have small versions printed, and all paperwork is due. Print the final versions and assemble for Tuesday.
TUESDAY THE 24th
Project is due. Be ready to present in class.
CONTACTS
Jess- 303-332-3537
Nikita- 303-875-6332
Jennifer- 720-217-7776
Liz- 307-689-1032
Danielle- 970-531-626
Research summary
Most of the sites I went too stated a bunch of facts that could be useful for coming up with a brand strategy or come up with a few more ways of marketing our brand. I went to business blog that talked about how adults think differently from teens (duh!). Teens seem to think more self centered and also what others think of their choices and behaviors (again duh!!), while adults think more of other people. One thing that I found that was interesting was a business strategy site with an article about targeting teens. More than 90% of teens have a gaming device and 80% of the sites they visit are gaming sites. Knowing this it is a good idea to have advertisement ads on gaming websites and in gamer magizines if we want to reach almost all of the teens out there. Another fact I found was that teenagers are most likely to buy products that their friends or family members have mentioned, proving that word of mouth is a powerful thing. I'll leave some links to sites I have looked at for teen marketing and business planning for you guys to look at.
Planning
Business blog
Teen Strategies
How to reach Teens
Planning
Business blog
Teen Strategies
How to reach Teens
Authenticity, Commitment, and Brand Arctecture revised
Commitment
World Citizen shows its commitment by keeping a well structured work area that keeps every one connected. Its important that each area of our workplace stays close to the others, so they can talk face to face rather than through email, phones, or plan meetings. We insure that everyone can stay on the same page with each other so that no one is left behind in any detail. The leader always makes personal checks on each employee to check out their progress and hear their new, creative ideas. We also make contact with other companies who share our goal of educating our youths of America and see how we can help each other. We stay connected and keep each other to speed for the benefit of our goals to educate teens in more involvement.
Authenticity
World Citizen does not only have outside sources of information, but also inside our goals and ideas. we make every decision and solve every problem based on our selves and how to further education to teenagers. We pick our colors to bring out the emotion out of our ideas to motivate teens. We design our logo knowing what they react to based on our research and strategies. If anyone has a question to ask, we look to our brand and goals for the answers. The other organizations can use what they want, our goals and ideas give us all the style we need to help educate teens in the country.
Brand Architecture
World Citizen is a monolithic brand with no other sub or co-brands. We are a single brand with a few goals and ideas on how we carry out those ideas to the teens of America. It makes more sense to be built around one identity rather than around a whole bunch of different identities with different ideas. We only want to execute one idea to the public: "Betterment of self and Community". We only need one idea and one identity for ourselves and our country.
World Citizen shows its commitment by keeping a well structured work area that keeps every one connected. Its important that each area of our workplace stays close to the others, so they can talk face to face rather than through email, phones, or plan meetings. We insure that everyone can stay on the same page with each other so that no one is left behind in any detail. The leader always makes personal checks on each employee to check out their progress and hear their new, creative ideas. We also make contact with other companies who share our goal of educating our youths of America and see how we can help each other. We stay connected and keep each other to speed for the benefit of our goals to educate teens in more involvement.
Authenticity
World Citizen does not only have outside sources of information, but also inside our goals and ideas. we make every decision and solve every problem based on our selves and how to further education to teenagers. We pick our colors to bring out the emotion out of our ideas to motivate teens. We design our logo knowing what they react to based on our research and strategies. If anyone has a question to ask, we look to our brand and goals for the answers. The other organizations can use what they want, our goals and ideas give us all the style we need to help educate teens in the country.
Brand Architecture
World Citizen is a monolithic brand with no other sub or co-brands. We are a single brand with a few goals and ideas on how we carry out those ideas to the teens of America. It makes more sense to be built around one identity rather than around a whole bunch of different identities with different ideas. We only want to execute one idea to the public: "Betterment of self and Community". We only need one idea and one identity for ourselves and our country.
Wednesday, February 11, 2009
Research for brand identity
Teen branding secret
This article's main idea for branding to teens is that you have to play where they play, meaning that you have to establish your brand in spaces, virtual and actual,where teens congregate most. So I think we need to look at ways to infiltrate teen culture in places like schools, libraries, malls and even the club scene, as Jen mentioned by placing simple, memorable and bold designs in those spaces.
Marketing to teens
This site mentions several good points about how teenagers access and assess information. They need the information to be quick and simple, so that they can process it quickly and effectively. Another aspect of presenting information to teens deals with the presentation of the material to be bold and catchy enough to captivate them instantly. I think we can achieve this eliminating all unnecessary aspects of or designs and distilling them to convey information in a compelling and organized way.
This article's main idea for branding to teens is that you have to play where they play, meaning that you have to establish your brand in spaces, virtual and actual,where teens congregate most. So I think we need to look at ways to infiltrate teen culture in places like schools, libraries, malls and even the club scene, as Jen mentioned by placing simple, memorable and bold designs in those spaces.
Marketing to teens
This site mentions several good points about how teenagers access and assess information. They need the information to be quick and simple, so that they can process it quickly and effectively. Another aspect of presenting information to teens deals with the presentation of the material to be bold and catchy enough to captivate them instantly. I think we can achieve this eliminating all unnecessary aspects of or designs and distilling them to convey information in a compelling and organized way.
Idea for marketing (Parties)
Teens today may not be involved in politics, but they are involved in parties which I think might be the best way to go. I found a nightclub for teens called 'The Point' which is made by a local church as a way for the teens to get more informed about the bible. Once a week, they have free parties with music, dancing, games, contests, free food and drinks (soda pop, not alcohal), etc... The people of the church would then pass out goody bags to the teens on their way out. The bags were filled with pamplets, cards, mini posters, CDs, and other stuff filled with information about the bible.
No one, especially teens, can resist free parties and free food. We could have them make donations to our brand as they enter the party. As they leave, we make sure each person gets a goody bag filled with candy (so they don't just throw away the bag on the way out), CDs, cards with the address to our website, mini posters, pamplets, papers with current issues and events, business cards, etc... We could also encourage local pizza places to donate pizzas and soda if we mention their names as an advertisement to the kids. We could either hold the parties at local high schools or rent some club house or hold them in parks. Danielle and I thought this was a good idea.
No one, especially teens, can resist free parties and free food. We could have them make donations to our brand as they enter the party. As they leave, we make sure each person gets a goody bag filled with candy (so they don't just throw away the bag on the way out), CDs, cards with the address to our website, mini posters, pamplets, papers with current issues and events, business cards, etc... We could also encourage local pizza places to donate pizzas and soda if we mention their names as an advertisement to the kids. We could either hold the parties at local high schools or rent some club house or hold them in parks. Danielle and I thought this was a good idea.
Value and Sustainabilty (remix)
Sustainability:
The World Citizen campaign takes a direct approach to informing and motivating students to become involved, through collaboration, in the political atmosphere and their communities. Since our brand identity is based around informing students about current events and issues that affect them and people around them it will use simple, technologically friendly designs to convey our message. Due to their simplicity, the designs that our campaign will implement lend themselves to sustainability very easily, as they can easily be updated as dictated by future trends. We will however make sure that our branding signals are always aligned with our brand, as well as business strategy by keeping the key elements that people associate with our campaign in our designs. Our simple, yet provocative and unified designs reflecting our brand identity will continue to demonstrate the brand ideals that are at the heart of the World Citizen campaign: collaboration, motivation and education.
Value:
World Citizen is a unique campaign in the sense that it focuses on the most fundamental aspects of society. Rather than trying to fix the symptoms of violence, poverty and intolerance, our brand is based upon ridding the ailments of ignorance by invoking responsibility in people to become educated and to find informed solutions to the problems we face. These problems will be addressed at their source by instilling a sense of community and awareness in people that are most affected by the problems, the youth of America, and getting them motivated to look for solutions. This will be portrayed in our brand identity which will feature clear, concise and consistent messages to promote collaboration and education for improving communities and the people within them.
The World Citizen campaign takes a direct approach to informing and motivating students to become involved, through collaboration, in the political atmosphere and their communities. Since our brand identity is based around informing students about current events and issues that affect them and people around them it will use simple, technologically friendly designs to convey our message. Due to their simplicity, the designs that our campaign will implement lend themselves to sustainability very easily, as they can easily be updated as dictated by future trends. We will however make sure that our branding signals are always aligned with our brand, as well as business strategy by keeping the key elements that people associate with our campaign in our designs. Our simple, yet provocative and unified designs reflecting our brand identity will continue to demonstrate the brand ideals that are at the heart of the World Citizen campaign: collaboration, motivation and education.
Value:
World Citizen is a unique campaign in the sense that it focuses on the most fundamental aspects of society. Rather than trying to fix the symptoms of violence, poverty and intolerance, our brand is based upon ridding the ailments of ignorance by invoking responsibility in people to become educated and to find informed solutions to the problems we face. These problems will be addressed at their source by instilling a sense of community and awareness in people that are most affected by the problems, the youth of America, and getting them motivated to look for solutions. This will be portrayed in our brand identity which will feature clear, concise and consistent messages to promote collaboration and education for improving communities and the people within them.
Research: Give a Read. I summed up some stuff.
Research: Just to get some ideas going.
Education for civic responsibility is not the only public purpose that should be promoted, but it is an especially important one these days because the current data on civic life in this country are devastating, particularly the data tracking the decline in political participation by young people. We need extended public discussions about the roles and responsibilities of higher education in helping to reverse these dangerous trends. The face of this boom in higher education, it is all the more disturbing that civic participation is actually declining—not expanding—in America, and that political participation is falling off precipitously. The most recent addition to a lengthy series of studies to confirm this grim reality is also the most extensive, Bowling Alone, by Professor Robert Putnam of Harvard. Putnam chronicles a pattern of declining civic participation in America and concludes that this trend has accelerated since 1985. Using data from Roper surveys, he examines 12 civic activities, similar to those considered in Voice and Equality. Across the 12, participation declined by an average of 10% between 1973-74 and 1983-84, and by 24% between 1983-84 and 1993-94. Putnam also reports that the share of the American public totally uninvolved in any of the 12 civic activities rose by nearly one-third over those 20 years.
In absolute terms, Putnam found that the declines were greatest among the better educated. Among those who had attended college, participation in public meetings fell from 34% to 18%. Because the less educated were less involved to begin with, their participation dropped even lower, from 20% to 8% among those who had a high school education, and from 7% to 3% among those who had not attended high school. Thus despite the rapid rise in educational attainment, Americans have steadily become less and less likely to participate in civic affairs.
Campuses should not be expected to promote a single type of civic or political engagement, but they should prepare their graduates to become engaged citizens who provide the time, attention, understanding, and action to further collective civic goals. Institutions of higher education should help students to recognize themselves as members of a larger social fabric, to consider social problems to be at least partly their own, to see the civic dimensions of issues, to make and justify informed civic judgments, and to take action when appropriate.
Service learning—academic study closely tied to community service through structured reflection—is a particularly important pedagogy for promoting civic responsibility, especially when used with collaborative learning and problem-based learning, two other modes of active learning. Service learning connects thought and feeling in a deliberate way, creating a context in which students can explore how they feel about what they are thinking and what they think about how they feel; through guided reflection, it offers students opportunities to explore the relationship between their academic learning and their civic values and commitments.
http://civicyouth.org/PopUps/WorkingPapers/WP52Mora.pdf
A robust democracy absolutely depends on engaged and informed citizens. According to the AAC&U, two-thirds of college seniors already volunteer during college—and their service translates into knowledge and action that makes a difference.
http://www.helium.com/items/1308140-getting-young-people-involved-in-community-service
Education for civic responsibility is not the only public purpose that should be promoted, but it is an especially important one these days because the current data on civic life in this country are devastating, particularly the data tracking the decline in political participation by young people. We need extended public discussions about the roles and responsibilities of higher education in helping to reverse these dangerous trends. The face of this boom in higher education, it is all the more disturbing that civic participation is actually declining—not expanding—in America, and that political participation is falling off precipitously. The most recent addition to a lengthy series of studies to confirm this grim reality is also the most extensive, Bowling Alone, by Professor Robert Putnam of Harvard. Putnam chronicles a pattern of declining civic participation in America and concludes that this trend has accelerated since 1985. Using data from Roper surveys, he examines 12 civic activities, similar to those considered in Voice and Equality. Across the 12, participation declined by an average of 10% between 1973-74 and 1983-84, and by 24% between 1983-84 and 1993-94. Putnam also reports that the share of the American public totally uninvolved in any of the 12 civic activities rose by nearly one-third over those 20 years.
In absolute terms, Putnam found that the declines were greatest among the better educated. Among those who had attended college, participation in public meetings fell from 34% to 18%. Because the less educated were less involved to begin with, their participation dropped even lower, from 20% to 8% among those who had a high school education, and from 7% to 3% among those who had not attended high school. Thus despite the rapid rise in educational attainment, Americans have steadily become less and less likely to participate in civic affairs.
Campuses should not be expected to promote a single type of civic or political engagement, but they should prepare their graduates to become engaged citizens who provide the time, attention, understanding, and action to further collective civic goals. Institutions of higher education should help students to recognize themselves as members of a larger social fabric, to consider social problems to be at least partly their own, to see the civic dimensions of issues, to make and justify informed civic judgments, and to take action when appropriate.
Service learning—academic study closely tied to community service through structured reflection—is a particularly important pedagogy for promoting civic responsibility, especially when used with collaborative learning and problem-based learning, two other modes of active learning. Service learning connects thought and feeling in a deliberate way, creating a context in which students can explore how they feel about what they are thinking and what they think about how they feel; through guided reflection, it offers students opportunities to explore the relationship between their academic learning and their civic values and commitments.
http://civicyouth.org/PopUps/WorkingPapers/WP52Mora.pdf
A robust democracy absolutely depends on engaged and informed citizens. According to the AAC&U, two-thirds of college seniors already volunteer during college—and their service translates into knowledge and action that makes a difference.
http://www.helium.com/items/1308140-getting-young-people-involved-in-community-service
Rework of Meaning and Differentiation
MEANING:
Imagine a community where shared needs are met locally and individuals meeting these needs find lifetime employment skills, leadership techniques and a sense of belonging. Imagine a community where helping hands insure parks and trails are readied for public use, a community where homes of the elderly and low income painted and repaired and the streets are neat and trash free. Imagine adults mentoring youth and youth training senior citizens in computer use. This is just some of the possibilities that we are after and all of this can happen without tax increases or public funding.
Being a World Citizen is about civic involvement through education, about getting people involved in their communities, where citizens interact with each other, contribute ideas, energy, and action and together make their communities more than the sum of their parts. The engagement in the community is important because it’s the thread that ties everything together. Civic engagement can be working in your local soup kitchen, picking up trash at the local park or volunteering at your local library.
We live in a nation of the people and for the people; Democracy is not a spectator sport, it requires everyone to participate in order for it to function. The majority of the youth of America are currently standing on the sidelines, either not sure how to join the game or uninterested. The betterment of our nation starts within our communities by creating a citizenry that is actively engaged in civic life, by taking responsibility for their community, leaving a legacy of positive change. Being a World Citizen starts at the most basic level, our communities, and continues up the ladder to the global community.
DIFFERENTIATION:
World Citizen delivers culture awareness to the new generation of Americans. We educate high school students to become more aware of the world we live in, starting with the community they live in. The first of its kind, we inform all of Americas young adults, through a national program instilled in high schools, with a goal to create a well-informed citizen that is aware of the world and their own community.
We are not really in a business that harbors competition. Any community action or involvement is our goal, either through us or others such as Habitat for Humanity. We are not in it for the profit, but for the betterment of our nation.
(Depending on how we market will also add to the differentiation. Will add more later)
Imagine a community where shared needs are met locally and individuals meeting these needs find lifetime employment skills, leadership techniques and a sense of belonging. Imagine a community where helping hands insure parks and trails are readied for public use, a community where homes of the elderly and low income painted and repaired and the streets are neat and trash free. Imagine adults mentoring youth and youth training senior citizens in computer use. This is just some of the possibilities that we are after and all of this can happen without tax increases or public funding.
Being a World Citizen is about civic involvement through education, about getting people involved in their communities, where citizens interact with each other, contribute ideas, energy, and action and together make their communities more than the sum of their parts. The engagement in the community is important because it’s the thread that ties everything together. Civic engagement can be working in your local soup kitchen, picking up trash at the local park or volunteering at your local library.
We live in a nation of the people and for the people; Democracy is not a spectator sport, it requires everyone to participate in order for it to function. The majority of the youth of America are currently standing on the sidelines, either not sure how to join the game or uninterested. The betterment of our nation starts within our communities by creating a citizenry that is actively engaged in civic life, by taking responsibility for their community, leaving a legacy of positive change. Being a World Citizen starts at the most basic level, our communities, and continues up the ladder to the global community.
DIFFERENTIATION:
World Citizen delivers culture awareness to the new generation of Americans. We educate high school students to become more aware of the world we live in, starting with the community they live in. The first of its kind, we inform all of Americas young adults, through a national program instilled in high schools, with a goal to create a well-informed citizen that is aware of the world and their own community.
We are not really in a business that harbors competition. Any community action or involvement is our goal, either through us or others such as Habitat for Humanity. We are not in it for the profit, but for the betterment of our nation.
(Depending on how we market will also add to the differentiation. Will add more later)
Tuesday, February 10, 2009
back to world cirizen?
I was just thinking about our brand and as it stands right now it still seems like an action plan rather than a brand. That made me go back to thinking about the World Citizen idea that we've talked about and then it hit me... America: a country of World Citizens! I think this would work better than anything else because it is a concise association with the America, the simple idea that should come to mind when America is mentioned. The best part is that all the other thoughts we discussed, like community involvement and education are all supporting aspects of being a World Citizen, so we can still use all of the material we have gathered so far. Let me know if you guys agree with me on this, because I think going along with the World Citizen idea is the simplest and most focused approach we can take to branding our ideas.
PS. The only set back that I see with the World Citizen brand is that we'll not be able to use the initials as global branding signals, since WC signifies restrooms in many parts of the world.
PS. The only set back that I see with the World Citizen brand is that we'll not be able to use the initials as global branding signals, since WC signifies restrooms in many parts of the world.
Coherence again
Civic involvement as a brand is focusing on connecting with the youth of America to change their outlook on their involvement in with the world. We will focus on high school students who are old enough to make their own decisions, and who can start to be politically active. Through educational courses and branding techniques they will become aware of our brand, and be motivated to be active in their communities, and nation. Our brand will be known as the leader who made the American youth more responsible for taking action in shaping the future of the United States. We will use black and white as two of our main colors to keep a clean, simple, formal feel. We will focus on motivating the youth to be cooperative, to form new bonds, to be more accepting, and to be more involved.
New Calendar
SUNDAY THE 8TH
By Sunday morning have your responses to the nine branding ideas on page 17 posted on the blog. By Sunday night around eight everyone needs to respond to each idea.
The 9 ideas are broken up into individual responsibilities as follows:
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence, and take everyone’s responses and merge them together.
TUESDAY THE 10th
Everyone needs to bring two or more sketches to class for our brand front page and website, and then we will recreate it the final sketches for Thursday the 12th.
Have research and findings ready to discuss with each other. Everyone needs to test our brand by asking other people what they think of when they hear our brand name and ideas. List the pros and cons, and bring to class on Tuesday. Marketing brand ideas ready for class, and pick colors for brand.
WEDNESDAY THE 11TH
Meeting in arts 273 around 11:15. Need to have new sketches for website and posters, ideas for brand identity/logo, goals of our brand, and how to market it. Also edit posts from the weekend with the words we were assigned to fit a more domestic/civic role instead of international.
THURSDAY THE 12th
Have a cohesive sketch for our front page, and website ready to present in class. Presentation in class of brand with justifications and research ready to go. Plan for implementing brand.
TUESDAY THE 17th
Final sketches of brochure/poster fur. Drafts of paperwork due, and trade with each other.
Jennifer- Design brief
Jess- Research synopsis of findings
Liz- Detailed strategy regarding brebranding and justification
Danielle- plan for application and implementation
Nikita- Over view the designs, and work on the final versions of them.
THURSDAY THE 19th
Final web design due. Have charts with information due. Have small versions printed, and all paperwork is due. Print the final versions and assemble for Tuesday.
TUESDAY THE 24th
Project is due. Be ready to present in class.
CONTACTS
Jess- 303-332-3537
Nikita- 303-875-6332
Jennifer- 720-217-7776
Liz- 307-689-1032
Danielle- 970-531-626
By Sunday morning have your responses to the nine branding ideas on page 17 posted on the blog. By Sunday night around eight everyone needs to respond to each idea.
The 9 ideas are broken up into individual responsibilities as follows:
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence, and take everyone’s responses and merge them together.
TUESDAY THE 10th
Everyone needs to bring two or more sketches to class for our brand front page and website, and then we will recreate it the final sketches for Thursday the 12th.
Have research and findings ready to discuss with each other. Everyone needs to test our brand by asking other people what they think of when they hear our brand name and ideas. List the pros and cons, and bring to class on Tuesday. Marketing brand ideas ready for class, and pick colors for brand.
WEDNESDAY THE 11TH
Meeting in arts 273 around 11:15. Need to have new sketches for website and posters, ideas for brand identity/logo, goals of our brand, and how to market it. Also edit posts from the weekend with the words we were assigned to fit a more domestic/civic role instead of international.
THURSDAY THE 12th
Have a cohesive sketch for our front page, and website ready to present in class. Presentation in class of brand with justifications and research ready to go. Plan for implementing brand.
TUESDAY THE 17th
Final sketches of brochure/poster fur. Drafts of paperwork due, and trade with each other.
Jennifer- Design brief
Jess- Research synopsis of findings
Liz- Detailed strategy regarding brebranding and justification
Danielle- plan for application and implementation
Nikita- Over view the designs, and work on the final versions of them.
THURSDAY THE 19th
Final web design due. Have charts with information due. Have small versions printed, and all paperwork is due. Print the final versions and assemble for Tuesday.
TUESDAY THE 24th
Project is due. Be ready to present in class.
CONTACTS
Jess- 303-332-3537
Nikita- 303-875-6332
Jennifer- 720-217-7776
Liz- 307-689-1032
Danielle- 970-531-626
New brand ideas
Brand: promoting civic involvement through education
Slogan: betterment of self and community
Message: to create a collaborative learning atmosphere that encourages the youth of America to take on a new awareness of domestic responsibility,
Slogan: betterment of self and community
Message: to create a collaborative learning atmosphere that encourages the youth of America to take on a new awareness of domestic responsibility,
Calendar update for Wed
Meeting in arts 273 around 11:15. Need to have new sketches for website and posters, ideas for brand identity/logo, goals of our brand, and how to market it. Also edit posts from the weekend with the words we were assigned to fit a more domestic/civic role instead of international.
Monday, February 9, 2009
Research findings
I tried to look up a few things about how people market to US teenagers, what global options are already provided to US students, and what programs similar to ours already exist. The most basic things I found from the research was that teenagers need to be motivate to believe that they can change things and they don't have to wait for someone else to do it for them. That they need to take responsibility for their own actions because they will be the leaders of the future. That the world is run by large companies and enterprises and the future world citizens need to work together and not be so focused on what is going on just in the United States.
I found that the current IB program that takes place across the United States would be a good model to look towards for our brand. The International Baccalaureate schools teach global awareness and prepare students for the new world. The students have to "pass examinations in literature, a foreign language, social studies, mathematics, experimental sciences, and the arts. They also must write a 4,000-word essay, complete a theory course that hones critical thinking skills, and perform more than 100 hours of community service." Although we do not need to be as strict with our brand I think they have a good model of vision for what the student needs for their future. The down side to the program is that schools have to raise thousands of dollars to cover initial membership fees and to train teachers. The upside is that IB credentials are accepted at high schools and universities world wide.
I found that there are 8 principles to any would be global citizen that are:
1. Holistic and collaborative approaches win
2. Change is not loss
3. Relationships deepen humanity
4. Difficult problems require collective action
5. Respect for others is golden
6. Contribute where you live
7. Find comfort with ambiguity
8. Take responsibility
So basically they need to learn to work together, and work on a global scale
I found that the current IB program that takes place across the United States would be a good model to look towards for our brand. The International Baccalaureate schools teach global awareness and prepare students for the new world. The students have to "pass examinations in literature, a foreign language, social studies, mathematics, experimental sciences, and the arts. They also must write a 4,000-word essay, complete a theory course that hones critical thinking skills, and perform more than 100 hours of community service." Although we do not need to be as strict with our brand I think they have a good model of vision for what the student needs for their future. The down side to the program is that schools have to raise thousands of dollars to cover initial membership fees and to train teachers. The upside is that IB credentials are accepted at high schools and universities world wide.
I found that there are 8 principles to any would be global citizen that are:
1. Holistic and collaborative approaches win
2. Change is not loss
3. Relationships deepen humanity
4. Difficult problems require collective action
5. Respect for others is golden
6. Contribute where you live
7. Find comfort with ambiguity
8. Take responsibility
So basically they need to learn to work together, and work on a global scale
Sunday, February 8, 2009
Value and Sustainabilty
Sustainability:
Our re-branding campaign allows optimal conditions for sustainability, because it is based upon educating people and getting them involved in the events in their communities and abroad. After raising initial awareness among our target demographic the campaign will have the ability to propel itself through word of mouth and initiative from its proponents, both of which are derived from from the idea of collaboration. If the political environment changes or even in the case of a crisis, the campaign's main ideals, of being sophisticated, informed and responsible citizens will remain strong, as they are key elements to resolving issues as a collective.
Value:
The brand that we are promoting is unique in the sense that it focuses on the most fundamental aspects of society. Rather than trying to fix the symptoms of violence, poverty and intolerance, our brand is based upon ridding the ailments of ignorance by invoking responsibility in people to become educated and to find informed solutions to the problems we face. These problems will be addressed at their source by instilling a sense of community and awareness in people that are most affected by the problems, the youth of America, and getting them motivated to look for solutions.
Our re-branding campaign allows optimal conditions for sustainability, because it is based upon educating people and getting them involved in the events in their communities and abroad. After raising initial awareness among our target demographic the campaign will have the ability to propel itself through word of mouth and initiative from its proponents, both of which are derived from from the idea of collaboration. If the political environment changes or even in the case of a crisis, the campaign's main ideals, of being sophisticated, informed and responsible citizens will remain strong, as they are key elements to resolving issues as a collective.
Value:
The brand that we are promoting is unique in the sense that it focuses on the most fundamental aspects of society. Rather than trying to fix the symptoms of violence, poverty and intolerance, our brand is based upon ridding the ailments of ignorance by invoking responsibility in people to become educated and to find informed solutions to the problems we face. These problems will be addressed at their source by instilling a sense of community and awareness in people that are most affected by the problems, the youth of America, and getting them motivated to look for solutions.
Vision
Inspiration for this direction of re-branding America is based on the idea that you can not create a positive brand without the product to back it up. Together we are not only creating an image of America; however, we are inspiring Americans to take hold of America. It is a strong image of becoming a nation that is informed, cultured, and involved in the global community.
The initial vision is to create a collaborative learning atmosphere that encourages the youth of America to take a new awareness of international, as well as domestic responsibility. This will bring Americans to be seen as intelligent voices that work with the world in a way that is respectful and poised.
Flexibility
This brand is focused on the change in a specific target market. One way that this brand possess flexibility as a powerful tool is the ability to infiltrate numerous markets with different marketing campaigns that tie into the same brand identity. By starting with the target that is open to new ideas and still finding their footing in life we will be able to make an impact to the ones that are the future of this country. Though evolving this global idea we will be able to bring the brand throughout a wider demographic.
Flexibility has a lot to do with how we market the brand – so when we get a good hold on that we will have a stronger explanation for flexibility and all of these points.
Inspiration for this direction of re-branding America is based on the idea that you can not create a positive brand without the product to back it up. Together we are not only creating an image of America; however, we are inspiring Americans to take hold of America. It is a strong image of becoming a nation that is informed, cultured, and involved in the global community.
The initial vision is to create a collaborative learning atmosphere that encourages the youth of America to take a new awareness of international, as well as domestic responsibility. This will bring Americans to be seen as intelligent voices that work with the world in a way that is respectful and poised.
Flexibility
This brand is focused on the change in a specific target market. One way that this brand possess flexibility as a powerful tool is the ability to infiltrate numerous markets with different marketing campaigns that tie into the same brand identity. By starting with the target that is open to new ideas and still finding their footing in life we will be able to make an impact to the ones that are the future of this country. Though evolving this global idea we will be able to bring the brand throughout a wider demographic.
Flexibility has a lot to do with how we market the brand – so when we get a good hold on that we will have a stronger explanation for flexibility and all of these points.
Commitment and Authenticity
Commitment
Here is an image of how the brand is organized. It shows World Citizen's commitment by keeping up in a check and balance system between members to make sure everything follows through.
Authenticity
World Citizen remains true to its goals and nature. When a problem occurs, we solve our problems and make our decisions based upon our goals to inform high school youths about the current issues. We never follow others, we follow our own unique ideals. World Citizen stays who they are for the better of our country's teens and their education.
Meaning and Differentiation
Meaning:
The World Citizen is about the interconnectivity that we as a global populace share. We live in a world where everything is happening at once and everything is happening to everybody. Gone are the days of global distance and time constraints of global communication; everything happening in the world affects each individual, sooner or later. Being a World Citizen is a quest for global harmony and awareness, for a worldwide understanding, to break through the labels and ignorance that plague our nation. In order to become a World Citizen there must be a process of teaching, learning and experience, and through this process we as a people will have gained a better knowledge of the cultural contexts that we live in, making the world as a whole a better place.
Differentiation:
World Citizen delivers culture awareness to the new generation of Americans. WC educates high school students to become more aware of the world we live in, through curricular studies on economic, geographical, social and political issues throughout the world. The first of its kind, WC informs all of Americas young adults, through a national program instilled in high schools, with a goal to create a well-informed citizen that is aware of the world away from their home and has a knowledge of the social, political and cultural issues of the world. With the coming generations more attentive to the world around them, as a nation America can become a worldwide model of awareness and understanding.
The World Citizen is about the interconnectivity that we as a global populace share. We live in a world where everything is happening at once and everything is happening to everybody. Gone are the days of global distance and time constraints of global communication; everything happening in the world affects each individual, sooner or later. Being a World Citizen is a quest for global harmony and awareness, for a worldwide understanding, to break through the labels and ignorance that plague our nation. In order to become a World Citizen there must be a process of teaching, learning and experience, and through this process we as a people will have gained a better knowledge of the cultural contexts that we live in, making the world as a whole a better place.
Differentiation:
World Citizen delivers culture awareness to the new generation of Americans. WC educates high school students to become more aware of the world we live in, through curricular studies on economic, geographical, social and political issues throughout the world. The first of its kind, WC informs all of Americas young adults, through a national program instilled in high schools, with a goal to create a well-informed citizen that is aware of the world away from their home and has a knowledge of the social, political and cultural issues of the world. With the coming generations more attentive to the world around them, as a nation America can become a worldwide model of awareness and understanding.
coherence
World Citizen as a brand is focusing on connecting with the youth of America to change their outlook so that they become more globally aware. We will focus on high school students who are old enough to make their own decisions, and who can start to be politically active. By focusing on this age group we will help to influence the students before they are old enough to vote so that they will open their eyes to new ideas. Through educational courses and branding techniques they will become aware of our brand, and use to the idea of global awareness. Our brand will be known as the leader who made the American youth more focused on being part of an international group instead of just part of one nation. Our brand will be easily recognized as part of the solution of making America more focused on a global scale instead of just on our country.
Thursday, February 5, 2009
Calendar
SUNDAY THE 8TH
By Sunday morning have your responses to the nine branding ideas on page 17 posted on the blog. By Sunday night around eight everyone needs to respond to each idea.
The 9 ideas are broken up into individual responsibilities as follows:
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence, and take everyone’s responses and merge them together.
TUESDAY THE 10th
Everyone needs to bring two or more sketches to class for our brand front page and website, and then we will recreate it the final sketches for Thursday the 12th.
Have research and findings ready to discuss with each other. Everyone needs to test our brand by asking other people what they think of when they hear our brand name and ideas. List the pros and cons, and bring to class on Tuesday. Marketing brand ideas ready for class, and pick colors for brand.
THURSDAY THE 12th
Have a cohesive sketch for our front page, and website ready to present in class. Presentation in class of brand with justifications and research ready to go. Plan for implementing brand.
TUESDAY THE 17th
Final sketches of brochure/poster fur. Drafts of paperwork due, and trade with each other.
Jennifer- Design brief
Jess- Research synopsis of findings
Liz- Detailed strategy regarding brebranding and justification
Danielle- plan for application and implementation
Nikita- Over view the designs, and work on the final versions of them.
THURSDAY THE 19th
Final web design due. Have charts with information due. Have small versions printed, and all paperwork is due. Print the final versions and assemble for Tuesday.
TUESDAY THE 24th
Project is due. Be ready to present in class.
CONTACTS
Jess- 303-332-3537
Nikita- 303-875-6332
Jennifer- 720-217-7776
Liz- 307-689-1032
Danielle- 970-531-6265
By Sunday morning have your responses to the nine branding ideas on page 17 posted on the blog. By Sunday night around eight everyone needs to respond to each idea.
The 9 ideas are broken up into individual responsibilities as follows:
Jess- Meaning, Differentiation
Nikita- Sustainability, Value
Jennifer- Authenticity, Commitment
Liz- flexibility, Vision
Danielle- Coherence, and take everyone’s responses and merge them together.
TUESDAY THE 10th
Everyone needs to bring two or more sketches to class for our brand front page and website, and then we will recreate it the final sketches for Thursday the 12th.
Have research and findings ready to discuss with each other. Everyone needs to test our brand by asking other people what they think of when they hear our brand name and ideas. List the pros and cons, and bring to class on Tuesday. Marketing brand ideas ready for class, and pick colors for brand.
THURSDAY THE 12th
Have a cohesive sketch for our front page, and website ready to present in class. Presentation in class of brand with justifications and research ready to go. Plan for implementing brand.
TUESDAY THE 17th
Final sketches of brochure/poster fur. Drafts of paperwork due, and trade with each other.
Jennifer- Design brief
Jess- Research synopsis of findings
Liz- Detailed strategy regarding brebranding and justification
Danielle- plan for application and implementation
Nikita- Over view the designs, and work on the final versions of them.
THURSDAY THE 19th
Final web design due. Have charts with information due. Have small versions printed, and all paperwork is due. Print the final versions and assemble for Tuesday.
TUESDAY THE 24th
Project is due. Be ready to present in class.
CONTACTS
Jess- 303-332-3537
Nikita- 303-875-6332
Jennifer- 720-217-7776
Liz- 307-689-1032
Danielle- 970-531-6265
Subscribe to:
Comments (Atom)