Thursday, 27 October 2011

the tween train. impossible to get off.

So over the past week or so I have started to read Martin Lindstrom's 'Brand Child'. Where he has a look into the relationship between the minds of kids today and brands. There is still a lot of the book to read but I'll just make few comments on what I've noticed so far.

One thing is the form of communication. Global communication. It's fascinating to observe the shift between written and verbal and back to written communication again. For years letters were the primary form of communication, girls wrote down everything - secrets in diaries etc. Then the generation of MTV took over, where basically the idea of writing was unfashionable and reading was just plain boring! Talking dominated. Phone call chats, conversations at the local supermarket all catagorised an increasingly verbal generation. Teachers were the ones who were most at despair at the loss of the capability to write words, correct grammar and the almost complete absence of reading books. However what is interesting is this trend is poised to take another turn. Verbal communication is still alive but not to the extent it was a few years ago. The tween generation now have the option of chat rooms, video games and mobile phones - all requiring the ability to read and write. Apparently only 30% of tweens across the globe use standard language for chat, and 19% use a totally new vocabulary that is not found in any dictionary yet. But most importantly to notice, this abbreviated language is regarded as cool, if not the coolest way to communicate. It is a language that no one learned in school but it directly mirrors spontaneous and colloquial speech. And like everything adopted by tweens, it has immediacy stamped all over it.


Another interesting point that was raised was how do marketers appeal to an audience that constantly changes brands? Tween marketing is just as much about building a solid base for the future as it is about creating an ongoing dialogue with an audience that will in a few years become the major source of revenue. Many products aiming to/. create brand loyalty among the young might not have a huge market at the moment amongst tweens, but they should be laying the foundations of a relationship that could possibly last forever. An example that has succeeded in this area quite significantly is Coke.
What is interesting is that tweens are old enough to have formed clear brand preferences and young enough to be dependent on their parents. They form a perfect target group because of their ability to directly influence their parents' spending. The study of this book has revealed that a substantial number of brands purchased by parents are so influenced by tweens that in some cases they can be characterized as the primary decision makers. Consequently companies now are using tweens to communicate with their parents, thereby securing a positive place within the family. More than 50% of the product categories tested, tweens do manage to persuade their parents to try something new.

What I've learned here is that companies have to stay committed when dealing with tweens. Once you are on the tween train you can't get off. Tweens are so critical, direct, opinionated and so demanding, so that at no point will they forgive you for establishing an image in the market merely to just disappear shortly after. Once something has died in their consciousness, it's almost impossible to resurrect. When marketing to appeal to the tween market it needs to be fluid enough to prevent it from peaking or dying.
I hadn't thought of brand loyalty before being useless for tweens as they change their minds so often. Loyalty is created amongst the group which then identifies with a particular brand. This means that if one or several people in the group shifts brand (usually due to observing other tweens, on TV or fashion magazines) then the whole group will follow. Even though a tween might be huge follower of a certain brand, this would not prevent an instant loyalty shift. This lack of loyalty can be ascribed to the media which constantly define and redefine what's hot and what's not. It's a rare sight to see a celebrity to wearing the same outfit twice, they are constantly changing. And tweens want to change too.

Tuesday, 18 October 2011

One Day Brief Revisited...

Meghan and I got together the other day to discuss our idea a little further. We both agreed that our idea had legs, we just didn't have enough time to develop it. So we thought about all we had got to so far, and basically just thought a little more about the adverts and made the scenarios a little clearer. So we took the best two and thought to look into them a little more.

We decided to make them run like so:
Rule #1: How to get your grandson to the doctors.
This advert will be on the humourous side and going on the theme of a comic strip. It will show a little boy in a batman costume running round his grandmother in the living room whilst she is peacefully knitting. Then as the little boy is running past the door, the door handle catches his costume and causes it to tear slightly. He goes up and starts playing on the computer and he hears his grandma shout up to him that he needs to get that fixed! So the next scene you see her sneaking up and tying a rope to his desk chair and then yanking him down the stairs and attaching the rope to her mobility scooter dragging him along to the doctors. And then basically the boy will end up going to see a doctor and is rewarded with praise as he's told if he'd left it longer it could have got worse (which if you think about a rip and leaving it a while it does get bigger so the picture here is showing that if it had been a cut or potential pain, anything small really, it is good to get it seen to in the early stages before it gets worse!)



Rule #2: How to get your husband to the doctors.
This advert will still be on the humourous side and also formed and showed a lot like a comic strip. It will show a wife laden with shopping leaving the car with as many bags as she can carry. Then she walks into the house and finds her husband lying on the sofa (he may I point out is overweight, wearing a superhero costume that is too small for him) So he then saunters out and reaches into the back of the boot, whilst reaching in, his wife kicks him into the backside (POW!) and the next scene is her driving away to the doctors with him trapped in the boot, with a sad face and cape half stuck out the boot and billowing in the wind. It then shows the doctor with the man, and he is in his upright 'typical' superman position with a costume that fits and six back bulging in true superhero style. With the doctor telling him 'Now you've been refitted, you're ready to go dave the day mate!'
Then the last scene is superhero now standing on the roof of the doctor's surgery thinking to himself, 'I really don't know why I put this off for so long, I feel on top of the world now and ready for anything' To which then from the distance, a sudden cry for help.. Superman takes flight.

So basically the theme of the adverts would run under the theme of 'rules' with a superhero link, running like a comic strip. We thought continuity was vital to grab people attention and make it become a familiar advertising campaign for people to see not only on TV but also on posters, billboards etc..

Wednesday, 12 October 2011

TV adverts that have everybody talking...

This advert is one that will no doubt have you talking.. Never have I seen such an advert on TV like this before! I guess the approach they have taken is different, and I'm not sure I like, however is is one that is worth talking about... It's for Phones 4U, and because of it's different approach to capturing business, and not the usual image for a phone shop, with a tagline 'missing our deals will haunt you' the aim was probably not to be necessarily liked, but to get noticed, and in this competitive industry I am going to suggest that this could be quite a successful advert as I'm sure it will have people talking whether positive or negative response.
SWOT analysis - Strengths it has is that it is eye catching and talked about it, whether for good or bad reasons. Different to phone related adverts that have been before. Weakness - may trigger complaints from parents as too frightening a advert to be shown on tv infront of kids. Opportunities - a chance to reach out and attract new customers. Threats - other phone adverts of similar nature may be more attractive as it may be more suitable for family viewing.


Since I'm on the subject of adverts that have people talking, all last week all I heard about was the new Twinings advert and Yeo Valley one. I don't know if it's now cause I'm looking out for it, but these days I hardly need to watch TV and  I still am aware of people casually talking about adverts they like over facebook etc. However both the Twinings advert and the Yeo Valley one I saw last week during the X Factor. Normally I record X factor and fast forward the adverts and some of the rubbish parts of the TV program if I'm honest, however maybe it's cause I was on the lookout to take note of what ad's were on show when.



The Twining's one I think captures people mostly due to the epic song that is playing in the background. 'Wherever you will go' by The Calling is a completely classic tune and this girl Charlene Soraia has done a beautiful cover of the song which is what definitely attracts the most people. So it's not the fact that the advert is so good, as it's an animation of a girl on the waves perhaps lost, who travels through life and finds herself at the end as the water calms and is reunited with a cup of tea...by the edge of the water. Now maybe it's just me, but the advert itself doesn't make a whole lot of sense with picture alone, but with that beautiful song in the background, it seems to give the animation some sort of life and story that people connect with which  I really like. It also fits with the tagline 'it gets back to you' which I'm guessing was the stimulus for whoever created the animation. However if it weren't for the tagline being linked with Twinings, it could be an advert for anything, just because it's Twining's and there's a cup of tea at the end you know that's what it's for..but if that wasn't there it could be used for anything. So I'd say the advert desn't make you want to buy the tea necessarily just from watching the advert, but I think through word of mouth, people talking about the 'Twining's advert' as it would be labeled, it will trigger Twinings in people's minds as being a good cup of tea. So perhaps the next time they are shopping they have Twinings in their head because their friend was talking to them about the advert, and when in the tea & coffee aisle, they subconsciously think Twinings. Interesting..


The Yeo Valley advert is like a boyband music video..completely targeted and for the appeal of women, particularly female teenagers to mothers, who are likely to buy the yoghurt. I can imagine men watching the advert being completely unimpressed, but for some reason good looking farmer boys with open shirts, singing somehow will capture the woman's attention. No guesses why... I like though how the advert has this whole country, fresh air vibe, which suits the product, and also gives the impression of health which will appeal to mothers who think of themselves and their families and obviously would prefer the healthier option. It also helps that the song is annoyingly catchy, so throughout the day you find yourself singing 'Yeo Valley Naturally...' meaning just about anyone could hear you and without you knowing are spreading the advert through word of mouth subconsciously..

Signs, Symbols + Suggestive advertising

Today's lecture was interesting, some of it was recapping from last year, i.e, Semiotics. Which is the study of signs and symbols.. What is it exactly that signs mean? What even is a sign?
- A sign has to at least be a thing (a colour, smell etc)
- It must also refer to something else
- It also must be understood by everyone

I've understood that a lot of things like colours or objects don't necessarily mean anything but it's what they represent is key. For example, the colour yellow, it doesn't mean anything but it can represent the feeling of happiness. It may be associated with the likes of the sun, especially to children.
It's all about what certain things mean to certain people; denotation is the literal meaning, whereas the connotation is the deeper meaning, what is understood.
For example, a rose.
Denotation_it's a red rose with a green stem
Connotation_it's a symbol for love and passion, this is what the rose represents.

Something else that really struck me was this man, Edward Bernays. I'd never heard of him before, yet he seemed to be quite a significant character. He was the one who started the public relations field. Why is this man significant? He was one of the first to attempt to manipulate opinions of the public by appealing to and attempting to influence the unconscious. One of his most famous campaigns was the women's cigarette smoking campaign in the 1920s. Bernays helped industry overcome one of the biggest social taboos of the time, women smoking in public. Bernays staged this parade in NYC showing debutantes holding cigarettes. He created this event as news, which at first, really wasn't. Bernays convinced industries that the news, not advertising, was the best medium to carry their message to an unsuspecting public.


What I find so interesting is that fact that this man and his psychological theory could completely change the opinion of so many people and how it appealed to the masses. He shaped this mentality by letting people discover this new found desire for things they never wanted before, things they don't need. Familiar? It's definitely carried on down the years, and I certainly feel this is a huge thing in todays society. The constant pressure for the latest and greatest phone, ipod, pair of shoes etc..adverts play a huge part in that. Young girls I feel as the ones that are targeted the most, the pictures in magazines that teenage girls read, what is shown in music videos these days is definitely more sexualised than what ever used to be acceptable to be shown on TV. Nowadays, instead of the role models being the classy, elegant, well dressed women such as Audrey Hepburn or Marylin Monroe, it's now Lady Gaga and Rihanna that are plastered everywhere, who if  I'm honest are dressing quite tacky and provocative. I still listen to their music, but the pictures that are everywhere are of them in seductive poses and in really suggestive clothing, or lack of. And it's recognised everywhere in the newspapers, magazines as being 'raunchy' and there was a TV show I watched a little while back about sex ed in schools and how little teenagers actually knew, but they also did a survey with the public in a highstreet somewhere and it actually showed still images taken from music videos of lady gaga's and similar and they were asked if they thought this was a music video shown on MTV for all ages to see or porn and more often than not it was a music video but everyone said it was porn. The public were horrified when they found out, especially parents.




Anyway that was a little tangent there, but my point there was that basically these celebrities are everywhere nowadays, even appearing on TV such as the x factor which younger children will be watching..and quite frankly is suggesting behaviour that has become "acceptable", which at that age is not, they don't need to be encouraged to wear less clothes or act in such a sexual way from such a young age. It's interesting even talking to people from the generation before, parents or grandparents age and they will tell you how things really are different now.. so should these images and suggestive adverts be allowed and younger people are expected not to see them? Should they be toned down quite a bit? Is it all fine how it is? Does any of this matter at all? Something to think about next time you see an advert/picture like this, and if you think twice about it, then I'm going to suggest it probably is 'too far'...

Sunday, 9 October 2011

One Day Brief Review.

We had been given 24 hours to come up with an advertising campaign aimed at women to increase the number of men between the ages of 14-45 to go to the doctor's earlier. The day was quite a challenging one, but I did find it quite beneficial. After delegating a group leader, she split us up into different groups, to interview people, others to brainstorm to think about which angle to take the campaign, and to think about some reasons why men don't go often at the minute. There was also a group who were doing desk research collecting statistics and contacting GP's for any relevant information that could help the campaign's success.

Interviews:
Interviews was what I volunteered to do, we got together and thought of suitable questions to ask people and consulted the group for their input also before we went out and came up with questions such as:

When was the last time you were at the doctor?
Do you go for regular checkups?
Who would influence you to go?
What are your reasons for not going?
What would make it easier for you to go to the doctor?

 The general consensus from the interviews was that the men were just typically answering the questions the way that they thought we would want them to. This could possibly be from the embarrassment factor. We could have perhaps worded the questions differently to eliminate certain things and to try and get more general feedback. However the attitude I felt that most student guys had was that they didn't go regularly to the doctors, and I felt most of them were honest on that point - they really couldn't remember the last time going! I felt it was clear also that they didn't see the NEED to go early to the doctor often, they have the mental attitude that they are fine and will only go if they think it's getting serious..which is so typical, and precisely the attitude we were trying to discard. We are wanting to change they're attitude towards the doctor, so it's not a place only mum took you by the hand when you were wee and when you were really ill - but how it's important to go even when you don't think it is! When I asked a few guys the question, what would make you go to the doctor? They just seemed to reply 'I don't know', but I sensed a lot of fear aswell. The fear I guess of finding out something you don't want to because the doctors doesn't tend to be a typically joyous occasion, well so they think, perhaps not though if they went early enough for checkups!

Another thing we did find out aswell is that when we asked them who would influence them to go to the GP, it was always a female, mostly their mothers! Most would speak to there mum first about the problem although were they just saying that? Others said that they would go straight to GP....when they felt it was necessary.



When we all came back together to discuss all we had found, we had some interesting points, and we all agreed that a humourous campaign would work best for the task at hand as it would be more attention grabbing (AIDA) and ultimately and realistically if it was something funny it would be more likely to get talked about and the news would spread.. We then as a group just drew any ideas that came to our minds and posted them on that wall, I was a little disappointed in the response from this as the energy levels just weren't there. This morning went really well, especially from the interview side, and from what I heard they found out a lot researching..so I'm just not sure why there wasn't a great response for this part which I think put a dampener on the whole atmosphere..perhaps too large a group for people to feel comfortable? However we got a few ideas on the wall as people got more involved and then decided to vote using dots to see where the favourites were. This was the 'superhero' idea coming from the men thinking they are invincible and the 'lengths women would go to get their man to go to the doctors' - I think then it was this point where we split up into 2 smaller groups to develop the ideas further. Should we have done this? I'm not sure, I personally feel had we stuck together and developed the one idea I reckon we could have produced one better campaign.

I was part of the superhero group, as I felt it had  most legs. One of the guys in the group thought superheroes especially would appeal to guys as lets face it, at one stage in their life most guys have liked, watched, played with, or wanted to be...a superhero. And also because we were aiming this for women, they obviously want their man to be the 'hero' in their lives, and because it was the women we wanted to capture to convince the men, the women could almost make their man feel guilty by not going to the doctors to get checked out, they could play on the whole 'You can't really be my superhero if you don't get checked out yourself' 'You can't look after me without going to get checked yourself and until I know you're fine' etc etc..this kind of thinking. So we began to doodle some thoughts and think of straplines and if I'm honest I really liked the idea. The tagline that we felt worked best was 'The doctor doesn't know your superheroes weakness, but YOU do' This sums it up quite nicely, the superhero is the man, as secretly deep down he does want to be and certainly wants his lady to feel that he is her hero. And if a woman saw the advert, it blatantly says, the doctor doesn't know your superheroes weakness (it needs checked out!!) but YOU do! (this has a sense of intimacy as the woman is the one who knows her man best - she knows about the weakness/first signs of illness, and it's now HER responsibility to tell her man and make him feel guilty and it really is urgent to get it checked out so he can stay healthy and look after her like he knows he should..)


We decided that our campaign would be aired on TV between popular Soaps to try and get as many female viewers at the one time and then once the advert had become well-known or people had begun talking about it, we would take stills from the video's and put them onto Billboards for a longer period of time to minimise costs.


So when the other group came and showed us their ideas of 3 different scenarios to trap a man, we decided to combine the ideas to get to our final ad's, here is the scenarios from the other group..



Advert 1 - (couple in their mid 20' at home) This would be the first advert showing the woman hiding behind doors, running all over the house with a giant net trying to capture her man with her text saying something like 'it must be easier than this'

Advert 2 - (teenage age group) A teenage boy would be immersed in this computer game while his grandmother crawls along the floor, ties a rope to the chair and sneaks down attaching it then to her mobility scooter and dragging him along the road. This would have the same kind of text again as the men in the ad's have not been shown as the GP's yet its just been suggested.

Advert 3 - (30-40's married) A mother and her daughter arrive home after a productive shopping day with lots of bags. The teenage daughter asked her dad to reach in the back of the car to get the last of the bags and when he is rummaging around trying to get the last bags at the back of the boot she kicks him in the bottom and shuts the boot and his wife then drives off with him looking out the back window in shock. They then are in the doctors and the Doctor asks him why he is here today and he shows a footprint on his bottom. The same text again but the advert has progressed as the man is actually at the doctors. This is supposed to show that you should go to the doctor's for anything and everything, even the little things like getting kicked in the bottom. Obviously that's not literal, but hopefully the viewers would see the funny side.



Looking back I think we all realized this probably wasn't the best solution to combine ideas given the time we had. I personally voiced an opinion about helping to mix the situations though, for example in the Advert 2, the little boy infront of the computer could be wearing a spiderman dressing up costume and it could have a little tear in it. And the advert could show that it is even important to go to the doctor to trivial things such as a tear in the costume. Now everyone knows that a tear wouldn't stop spiderman doing his job, but this is precisely the point, even when something trivial like that doesn't effect you its still important to get it checked out. It was also further suggested that perhaps when the boy got to the waiting room there would be a whole lot of superhero figures casually waiting in the room waiting to get little things fixed and checked out. So the idea being the male, however old could see that to be a superhero to his missus/mum/grandma is by going to the doctors for the littlest of things and that it's totally normal to do so! We also thought of a comic strip look for the adverts and on the Billboards. So in reflecting back, I think we were too short of time to come up with a clear idea, I felt that we had good ideas within our thinking just not enough time to express and concise them a little neater! So I'm not sure how this could be improved next time, perhaps the team leader just needs to make all the calls and we work with what we have to create the best idea, I think that possibly would have been better, forcing all our heads gearing towards the one idea earlier than what we did, no matter how uncomfortable.

I would say that after thinking about the lecture the day before on the agency and the many roles within, we felt almost a small part of that the day after! We had a team leader, and everyone was assigned a job, and it just shows that if everyone isn't playing part of the team then the whole team and therefore the outcome suffers..which in industry is not what you want to happen!
Also learning what I have so far on market segments, is it proves to be better to aim at a smaller segment of the market to make a deeper impression and to nail it than to target a wide area and not quite capturing them well enough...Did we think about this well enough? We tried to aim at women I think mostly in relationships/married to try and convince their partners..but maybe looking back and thinking of the campaign, we started to slip and think about the different age ranges when maybe it would have been wiser to focus on the one and stick to it. The whole day was useful though, and all part of the learning curve!

comic strip



One Day Brief...

So yesterday was a rather busy one! We were given a one day brief and 24 hours to come up with an advertising campaign...so what exactly was our brief?

Encourage young adult men to visit their GPs by targeting women.


This wasn't an easy one as the little bit on the end made a huge difference! Persuading men to go to the doctors but by targeting females? Men are notorious for not going to the doctors to get health check ups, they would rather leave something until it really did become a massive problem and this can sometimes have really serious implications. Issues that are easily treated in the early stages become more difficult to treat as time goes on and this is not a good thing! We really need to stress the importance to men of going more regularly to checked out as many serious issues don't have physical symptoms till later on and could be too late!

We were asked to come with a advertising campaign to try and help resolve this issue, by targeting females, so they can spread the news to their beloved men (be it brother, friend, husband, boyfriend etc..) This is in the hope that they could be persuaded and maybe see a greater need in going since a loved one has gone on about it. This would all be intended to help things so they don't escalate into much bigger problems.



How we tackled it:
Questionnaires - The consensus was that most men (mainly students) would speak to their mothers first and if they felt any pressure at all it again would be from them. It has to be said that most of the guys all have the mentality that they will be fine unless they think something is getting really serious.

Brainstorming - Looking at why we though men don't want to go to the doctor, and ways in which women can presage men to do things.

'Desk Research' - Research through existing media on the web which gave us things like

The lance armstrong campaign with the 'livestrong' yellow wristbands

race for life/rachel stevens advert on testing your balls

The Bod Monkhouse Ad. Articles on why men don't go. Opinions from the public. Statistics etc.

A Quick Proposal:
Targeting women to encourage men ages 14-45 to go to visit the doctor for regular check ups. We're approaching this in a humourous way in order to appeal to men  more. Steering clear of the fear factor.

Why we think humour will work:
-Men don't do anything if they're nagged

-More lighthearted approach

-Less intimidating

-More appeal, easily remembered, more likely to be talked about and passed through word of mouth if common joke is shared.

-Social media could carry the campaign, appeals to younger generation as well.

Target Market:
Women in relationships, in different generations.

To narrow it down:
We came up with sketched of proposed ideas, then took a vote between the group to decide on an overall winner using sticky stars a& pens. A choice of 2 were then decided & we split the group in half as we were split on what idea was the best choice.

As a smaller groups we bounced ideas off one another in terms of taglines and imagery, coming up with preliminary sketch & then eventually joining forces with the other half of our team and deciding on a final idea to then pursue into the last stages of this process. As a team we both pitched our ideas to each other and came to a conclusion to combine both our ideas into one ad campaign. Half of our team came up with a plan for 'trapping' your man, and the other half followed the 'superhero' idea. The superhero idea was taken from the research where males have this thinking that they are invincible and can last through the pain and not need the doctors. So we had the idea of 'saving your superhero', reversing the roles of women as damsels in distress and men as superheroes, all the while keeping the appeal to women in mind. We selected one team member to draw out the storyboard, another to design the poster campaign and the rest of us contributed all of or ideas towards it.

We believe the strapline "The doctor doesn't know your superhero's weakness', but YOU do" worked best with the message we were trying to put forth. The visuals resembled a 'comic book' style with a lighthearted approach, this will be carried through the tv advertisements as well as print media.




Thursday, 6 October 2011

Reposition & Rebrand

Repositioning definition:
        1. To place or put in a new position; position again
        2. To update or change the marketing of (a product or service)

Repositioning in the market is introduced when a brand is perhaps doing well in the market, but could be doing better. It indicates establishing the brand in an alternative location in the customer's consciousness. Usually, it indicates changing the way everyone thinks of the brand for example not just the existing customers but for anyone else who may have not been interested in the brand before.

Lucozade is an example I found where they tried repositioning. It was originally developed as a drink for people recuperating after illness as the glucose provided fast energy, and the bubbles gave people's digestive systems a boost. However during the 80's it became evident that there were far more healthy individuals that were consuming it rather than those that were ill. Due to general improvements in healthcare and aftercare, it meant that Lucozade had a shrinking marketplace - while at the same time interest in taking up sport was on the increase as more people had more time for leisure activities. So then Lucozade produced a series of TV advertisements showing decathlete Daley Thompson drinking the product. Handy sized bottles had been produced instead of the bigger one pint bottles Lucozade originally came in, and the drink was sold through vending machines and at sports clubs. Lara Croft was then used as Lucozade's role model and the repositioning became total. Sales increased significantly, but more than that the product's future is secure in a growing market which is key, rather than the shrinking market is occupied beforehand.

What I have learnt about repositioning is that before deciding to do it you have to be extremely sure that you are willing to lose the position that you occupy within the marketplace. There is not room to occupy two positions at once - if you reposition, you lose the position you already have. Also think about the position you wish you occupy - consider the competitors within that spot and the problems that may have. Anticipating retaliation from competitors in the new market and also keeping your promotion consistent as you venture into the new position.

Also mentioned in the lecture today was the rebranding and repositioning of Starbucks, which is getting introduced this year, a brand new logo has been launched without the writing, perhaps to introduce more of a casual vibe to the cafe, perhaps they don't want to be known as just a coffee shop and want to introduce maybe other products? The purpose may be just they want to appeal to a wider market, not just coffee lovers. Also the logo image itself hasn't changed that much and is still easily recognisable as Starbucks, so everyone knows what it is, which to me is a coffee chain, right? The logo itself seems a lot less fussy without the words which at first glance I didn't like but now the more I look at it I like the minimal image and it gives that fresher, newer image. The logo is still well recognised so everyone will still know it's Starbucks. It was raised today that this repositioning was happening to perhaps appear to be a coffee shop not just purely for coffee lovers but for anyone with various tastes and maybe even for those who don't like coffee. Although at the minute there are drinks available for those needs, which is why I personally feel that unless they introduce innovative, outstanding new products to go alongside this new logo then, similar to Lucozade custom above, no one will go in for a coffee/tea/whatever-you-like stop if they haven't before..unless repositioning is a complete success and they assume their firm position in the market.


Tuesday, 4 October 2011

Doodlers, unite!

Earlier today I watched this TED talk on Doodling, which I really enjoyed so thought I would share it with the rest of the world incase you haven't come across it yet. Studies show that sketching and doodling can improve our comprehension, and our creative thinking. Many people are told off for doodling in the classroom, I was one of those, or in a boardroom meeting and labeled as being disinterested and not 100% focusing. Which is why the definition in the dictionary is as so:
  "Doodling    1. dawdle
                     2. scribble aimlessly
                     3. to kill time
                     4. figure, design or scribble drawn absent-mindedly."

Sunni Brown's was saddened and almost hurt at the concept of this as it is in complete contrast to that. In fact doodling can infact help process a high density of information and you retain 29% more of the information. Doodling is not a distraction and is more of an aid to creative thinking that anything, it unlocks your mind and with a pen in hand, the world is your oyster! So all you doodlers out there like myself, don't let anyone say it's a waste of time, take encouragement from this video and DOODLE till your hearts content!



Monday, 3 October 2011

Simply Smashing...

Thursday last week was a lot of fun! I do really enjoy putting into action what we are preached. Having learnt about marketing research and personas in a lecture yesterday, today was the putting into action. We got into our groups and were told we had to just have a little bit of fun interviewing people based around the product Smash, instant mashed potato. And to find out anything we could to do with people and the relationship between what their occupation was and the food they ate. We compiled a short questionnaire to ask people what we thought might produce some valuable information which would be useful for us later..

1. Have you heard of Smash?
2. Would  you ever consider buying it? Why/why not?
3. Where do you do your weekly shop? Why?
4. What's your occupation?
5. Do you eat a lot of convenience food? Why/why not?
6. What is your favourite meal? Why?
7. What is your favourite childhood meal? Is there a reason why?
8. Where is home for you?

We managed to interview about 20 people in total, mostly students and the elderly. Altogether 80% of people had heard of Smash, leaving 20% who hadn't heard of the product at all. The majority of people said they wouldn't buy it and that normal fresh potatoes are better nutrition wise, they are also cheaper. However a small percentage said they like it and would buy it for convenience, particularly students, as it was cheap and really quick to make as they are really short of time to cook when they are studying. One elderly lady said she used to include it in making a pizza base - which we thought was rather unusual but interesting that she wouldn't eat it as her carb alternative but include it in baking. One middle aged man said he remembered when it was in tins, however doesn't eat it now as it doesn't taste the same as it used to.

Persona examples..



  
fine models of Smash