Week 6 EOC: Rocky Ford: Restoring the Brand

Every brand project will have a history and it’s important that the designer understands a brand’s origin. It could be created from an acquisition, a merger, the result of a rebrand or a new addition to a family of brands. First Rocky Ford needs to know their origins, and from there, rebuild. They need to improve and update their systems so incidents such as poisonous break-outs do not occur again. Most people forget about subjects like these in the next week or so, but not the media because everything is reported, recorded, and documented. Rock Ford needs approach their customers with their deepest apologies. Sending out personal letters with special coupons or even a free fresh sample of their product would allow the customer to trust the brand once again. Have public relations post on social media and frequently read newsprints about how Rocky Ford has relocated to a new and improved factory with "state-of-the-art" equipment. Many businesses are happy to sell known products to people they already do business with, and there are examples of companies who have essentially done this for hundreds of years (some banks and brewers, for example). But sometimes the ‘low risk’ strategy hampers growth and innovation. Once people begin buying, now change things up. Rock Ford might want to grown honeydew melons near their cantaloupes and sell them. What the must realize is they can only do so much innovating because they are known only for their cantaloupes. if all else fails, they can rename themselves and start a new reputation in the farming industry.  “You can only grow so much within a known market”

Week 10 EOC: Dream Job

Manager, Visual Merchandising

POSITION SUMMARY:
Responsible for design and communication of collateral and visual merchandising planograms for North America
 
Position reports to Executive Director Graphics/Visual Merchandising and Executive Director Store Design/Visual Merchandising (matrix manager)


KEY RESPONSIBILITIES:

·         Responsible for the development of impactful design solutions for assigned programs.
·         Manage planograms for NA doors and create or update communication document.
·         Streamline communication process and make recommendations to improve efficiencies.
·         Partner with cross functional teams to integrate visual merchandising, store design and collateral.
·         Maintain strong working knowledge of Origins brand, its heritage, customers, products and retail environments.
·         Utilize internal and external influences to concept ideas and innovations.
·         Produce technical drawings, renderings and models for internal and external usage
·         Leverage strong organizational and communication skills to manage multiple projects at one time.
·         Participate in weekly Creative department status meetings as needed and coordinate on a daily basis with other members of the Creative and Creative Operations teams as needed.
·         Travel as needed for retail site visits within North America.




·         5+ years of related experience with strong design background including concept development and production.
·         Ability to organize and manage multiple projects and to meet deadlines.
·         Ability to successfully communicate design direction and strategy to Marketing and Senior Management.
·         Proficiency in CS: InDesign, Photoshop and Illustrator.

Week 5 EOC: Trend Predictions

For next year's trend forecast, I predict that the hourglass will make its way back on to the runway. We have seen frequent boxed silhouettes that last two seasons and I think the sexy woman should emerge now. If it is economic troubles that are influencing these boyish trends, then so be it. It still is not an excuse to forget why your a woman. Progressive brands are moving away from traditional advertising methodologies and opting for consumer insights to connect authentically to the market. Still, traditional brand-owners are not yet ready to accept that qualitative trends and consumer emotion are driving the market. Another trend prediction of mine are pastel colors. I observe the grunge and punk rock fads will eventually fad and themes will become more softer and bring back the strength of femininity. I believe advertisements should direct their attention to the older generations, they are making a comeback. Since times are rough, the baby-boom generation are fighting for their last will-in-testament before they finally retire. These next trends need to display comfort and agility for those cougar moms and sugar dads.  Today’s youth interacts with brands that connect with it on an emotional level. They want to feel that a brand belongs and connects to their lives. They are interested in co-creating with brands and want to feel that they can influence product design, marketing, events and communications.Today's youth are concerned with only themselves, so its time to give the parents and grandparents some attention because they still exist in society and we as young folk look up to them. Young people are still finding who they are, so even if the advertisements are toward older people, if the fashion is trendy, most likely they will wear it.
So many companies focus on their immediate competition for marketplace trends. I preach the gospel to brands about ‘looking sideways’ at products and brands in markets beyond their own. Radical innovations come about when elements from very different worlds are brought together.

Brands now need to be authentic and real; it’s about honesty and sincerity.

Week 4 EOC: McDonald's Response to "Super Size Me"

I feel that McDonalds handled the release of the documentary "Super Size Me" pretty well. It seemed as if McDonalds felt the man who decided to eat all those calories every day for 30 days was a total idiot. McDonald is the Wal-Mart of fast food restaurants and people fail to realize that the more attention you bring to these companies, the more your advertising their brand for free. It does not matter how many people stand in front of a McDonalds and hold picket signs all day, you cannot fight the brand. The company has called the documentary “a super-sized distortion of the quality, choice and variety available at McDonald’s.” It says the film is not about McDonald’s but about Spurlock’s decision to act irresponsibly by eating 5,000 calories a day — “a gimmick to make a film.” Both parties brought up significant arguments as defenses. McDonalds has made the effort in introducing a healthier menu to their broad consumers. Even though Spurlock, the man who made the documentary, ate some of those items during his fast food, 30 day diet, doesn't mean McDonalds is misleading their customers. In the McDonald's ad, the restaurant chain highlights the fact it has introduced healthier items to its menu. It claims the amount of food Spurlock ate during his experiment was quivalent to what the average McDonald's customer eats at the chain over six years. We all know that fast food isn't good for anyone period. Fast food consumption should be in moderation, and as an American trying to live a healthier lifestyle should realize that. Spurlock says, "I believe it's a two-way street because I believe there's not enough information coming out to the consumer. When you feed 46 million people every day, as McDonald's does, you have a huge responsibility - 46 million worldwide, half of them in America, 23 million every day, almost 10 percent of the population. You have a responsibility to help educate your consumer to make the right choices, letting them know how often they should eat the food." I feel that Spurlock made an agreeable argument, but what do people want from McDonalds? Do they want their advertisements to say "eat within moderation" or "do not overly consume," no, they will not.

 

http://www.brandrepublic.com/news/220087/
http://www.nbcnews.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/#.UfmXtIKaClU
http://www.cbsnews.com/2100-500183_162-615975.html

Week 3 EOC: Rolling Stone

Rolling Stone is a magazine that publishes newsworthy articles related to pop culture.  Its’ strategic marketing patterns are directed to a younger generation interested in worldly subjects that affect their futures. In its early days in the 1960s and ’70s, Rolling Stone was a chronicle of the counterculture where a generation of young people came to find political coverage that spoke to their disaffection. Rolling Stone has a reputation of publishing shocking and controversial topics and media. It is because of their heavily researched articles that make the magazine unique. They communicate to their subscribers and readers that they are more than just a magazine for music. Wenner made it clear that Rolling Stone was not just about music “but also about the things and attitudes that the music embraces,” as he wrote in the first issue, which bore a cover date of November 9, 1967. Some of these other things include movies, books, politics and newsier items - anything that might interest a literate, engaged readership. The position Rolling Stone holds in the media business is fading. Technology reigns over newspapers and magazines, therefore trying to publish multiple page articles in a booklet is not favorable in today’s society.  Since their fist publication in 1967, Rolling Stone’s first editor, Jann Wenner, has made sure that each issue contains in-depth and informative media. Wenner observed: “When Rolling Stone started, music was the only medium available to young people to express themselves and share ideas. Now everything is open to young people and their concerns and values: television, newspapers, books, every medium imaginable. He also stressed the importance of innovation and evolution; therefore his magazine has reached to local and global audiences through journalism and Internet channeling.  Because Rolling Stone has been around for many years, they are considered a trustworthy brand. It is of significance that the magazine communicates to their target audience who they really are. Their brand markets to young, educated individuals who want to read about newsworthy topics that provide great detail and research. Because of technology, information is sent in seconds and can be read in just a few minutes. This type of competition can be difficult to beat.  Luckily, Rolling Stone has worthy journalist who continues the brand’s legacy. 

http://articles.latimes.com/1997/oct/20/news/ls-44656

http://www.nytimes.com/2010/06/28/business/media/28stone.html?ref=jannwenner

http://rockhall.com/inductees/jann-s-wenner/bio/

Week 2 EOC: John Varvatos SWOT Analysis

S: John Varvatos is menswear designer that is known for its’ intricate and classic tailoring.  His strengths include the improvement of his website. He accepted more of an editorial, fashion forward image. He hired professional web designers that have worked for other couture designers like Alexander McQueen. he is considered as an American designer but has achieved global recognition in the fashion industry. In his campaigns, he uses legendary music icons like Jimmy Page and Gary Clark Jr. He advertises in reputable fashion magazines like GQ, Vanity Fair, and Esquire.

W: John Varvatos is strictly a menswear designer. Although menswear is not focused upon as much as women’s wear is, it still disables the brand from expanding to the fullest potential. He spends millions on advertisements alone, which can damage his budget. The individuals he uses for his campaigns are from older generations; there is a risk that his market will unfortunately not recognize them.

O: John Varvatos has been able to host celebrity parties to raise funds for special causes. Therefore, he has the opportunity to network, create business, and personal relationships amongst his peers. John Varvatos is a worldly individual, which opens the opportunity to grasp inspiration outside of fashion.

T: John Varvatos has much collaboration with musicians and actors. He has teamed up with the CEO of diesel, Cristiano Quieti. These collaborations can be either profitable or disastrous. He must be cautious of whom he trusts, or the possibility of companies retaliating against him and the brand he has worked hard to create.

http://www.wwd.com.ai.libproxy.edmc.edu/eye/parties/ben-affleck-jennifer-garner-co-chair-john-varvatos-stuart-house-benefit-6840948?src=search_links
http://www.wwd.com.ai.libproxy.edmc.edu/footwear-news/markets/3-questions-for-john-varvatos-6747034?src=search_links

Week 1 EOC: How to Make it In America

When attempting to accomplish anything in the business world, knowledge is a crucial element. There are two types of smarts; street and book smarts. These two characters in this television show demonstrate more of a street-smart mentality and live everyday trying to make it in America. Neither of these two gentlemen show laziness that often most men would feel if they were not successful in their careers. The display of vigor and diligence is what makes these two individuals likable. They have the drive, but establishing a brand, who they are, is their biggest task. They had a business started but lacked the research of their potential market. Their ideas were not innovative enough and lacked reasoning. ”Brands today represent more than a product, service or brand identity (the name and logo, design and voice of the brand). A brand is synonymous with the business and the style behind the product or service; it encompasses the people working for the company and a philosophy and spirit that sustain it. Pg 27” These men needed more than just a product to sell to random people on the streets of New York, the development of a unique style and motto is what will grasp the market’s attention. The market will find them more valuable, an entrepreneurship to feed the economy. “Brands offer a set of values, a vision and an attitude. Organizations establish a brand position to project a consistent public and internal image. This brand position sets perimeters to help respond to opportunities and challenges and also gives context to those who work for the company. Pg 27” I believe this is what it takes to make it in America, make yourself marketable first, then invest in assets that will contribute to your personal brand.