Business Card

The business card I have designed is created with the intention of marketing myself to potential girlfriends. The overall tone of the card is meant to be playful but with a hint of seriousness. The message that I wanted to convey in the card was that I can be serious when needed but I also like to have fun. The color scheme is subtle; I didn’t want to be too flamboyant with my colors but I also did not want to be too masculine. The contrast of the black and white background allows the picture of me to pop out. With these things in mind I hoped to create a brand that allows the woman to initially take me seriously so that she will continue to read further and find out more about who I am. I debated putting a funny picture of me instead of the semi-professional one that is currently on the card; but I ultimately decided that such a picture may deter some women from being interested.

The first thing that I wanted to emphasize when creating the card was my name. Remembering someone’s name is one of the most powerful things you can do to show interest and I felt as though my name would take precedent over the school I went to or the company I worked for. The first thing that you do when meeting someone is learning their name. It is too important not to be the largest text on the card. Directly below that is the school that I attend. Although most of my potential candidates will inevitably go to this school, it shows that I take my education seriously and that in the future I can provide security financially with the degree I’ll be earning.

Moving on to the lower text you may thing that what I have written is slightly odd. This was done intentionally and although I did not lie I embellished a bit. This is not to say I am intentionally deceiving anyone who looks at my card but I am strategically creating a profile to set myself apart from other men. The first line is meant to show that I am spontaneous as well as describe one of my interests. I picked the outdoors because not only do I actually enjoy being outside; but this activity encompasses so much that any girl who read that would feel as though we had something in common; thus creating the initial connection. The “a girl who isn’t afraid of a little adventure” is meant not only to show that I like to be spontaneous but it also challenges the girl to get to know me better. This subtle challenge allows the girl to prove to me that she can be spontaneous as well.

The next line describing my interests is in no way my top three favorite things to do. In fact, I can’t even remember the last time I went to a drive-in movie. The line is just another way of creating a common bond between the girl and me. It is also meant for me to also weed out girls that I may not be interested in. I do love late nights as well as animals and I would really like to meet a girl that enjoyed those things as well (albeit these interests are pretty common). Yet the last interest is meant to differentiate myself from other guys. It shows that I’m a little weird and comfortable with it (which oddly enough girls like). This creates a feeling of security for the girl knowing that if I am comfortable with myself, she can then be herself around me and not feel judged.

The quote at the end of the card is meant to express that I understand the bigger picture in life and am not afraid to laugh at myself from time to time. Once again this creates feelings of assurance in the girl which leads to a stronger attraction.

My phone number and Facebook page are included for obvious reasons. If the girl is interested enough she can find out more about me though my Facebook page. The social media has become a very important aspect in the social world because you can always see what people are up to. One can then make inferences about whether or not that person would be someone you would enjoy hanging out with.

House Music: Brandscape

To define a musical genre as a brand is difficult for many reasons. In this case I will be talking about a genre that is slowly gaining popularity, especially here at Penn State. Not only are there multiple artists that comprise the genre, but there is not a central marketing strategy behind this type of music. House music or electronica/techno has become casual listening for many students at Penn State. In short, I believe this to be the music of my generation and I hope to explore exactly why it appeals to my age group. In this instance I hope to use the music itself as the brand elements. In essence this music is what people react to. The relationship that people form with this “brand” is driven by the music and the memories associated with the music. If we accept this definition we can understand better why this genre has gained so much ground in recent years.

House music is generally played in a party atmosphere where there are lots of people and alcoholic beverages. This new dance music allows people to let loose and experience a pleasure that they can associate with this music. According to Ralph Oliva strong brands are found in the primitive brain where emotions and pleasure are registered. The design of house music is created specifically to interact with this part of the brain. By creating pleasurable experiences house music creates an unconscious effect in the consumers mind. The consumer now associates positive memories to the sound which in turn gives the consumer an incentive to continue listening to the genre.

If I were to create a brand footprint for house music I would say that the core values of the brand are excitement and flirtatious risk. House music is a genre that is risky at first to listen to because you may truly not enjoy it. Yet after some time of flirting with the music ones feel as though he becomes better acquainted with the sound and learns to appreciate it. Personally I hated house music when I first came to college but now I can say it is my favorite genre. I have been able to associate positive memories with the sound and it has created a strong relationship in that respect. If house music was a person I feel as though they could be like your older cousin that is a hit at every party he goes to. He is socially accepted and everyone always has fun when they are with him. Everyone may not know him initially, but after a while they see how cool he really is.

The consumer of house music is probably not entirely sure why he or she likes house music. I cannot specifically remember when I started to religiously listen to house but I do know that it developed after I associated positive memories with the sound. In the handout that was given to us by Ralph Oliva I noticed a template for a brand to create strong value positioning. I have filled out this template for house music. For college students that want pleasure, our brand’s music beats the competition because it provides an exciting party atmosphere unlike hip-hop. We do this by providing a fast, fun beat that anyone can dance to, as demonstrated by the latest hit songs. This ties in to our core brand vision by associating this music with positive memories.

Nike: 4 P's

As I write this I am wearing Nike Air tennis shoes, a black Nike zip up hoodie, and white Nike ankle socks. As far as I am concerned, Nike has created a clothing empire that almost anyone can feel comfortable wearing. If you look passed the fact that Nike uses questionable labor practices to make their products, they have essentially created one of the most recognizable brand names in history.

Product: The name Nike has no other meaning than the products it is associated with. This arbitrary meaning gives strength to the product in that it can never be confused for something else. It is easy to pronounce, distinct, and it translates easily into other languages because there is no actual translation. The hard “k” sound in the name shows that these products can be “daring.” The entire concept behind Nike is to “Just do it.” There is no other statement that really comes close to this in terms of telling someone to be daring. This is attractive to customers because it suggests that by purchasing these products you can become a better, more athletic person. It is as though the products themselves will give you qualities that make you more attractive other people as well. The logo is much like the name in that it is easily recognizable and distinct. The Nike swoosh is one of the most universally recognized symbols on the planet. One advantage that Nike has over similar clothing companies like Reebok or Puma is that by creating such strong brand recognition; they have set themselves up to extend their brand name into different categories. Nike makes anything from shoes to shorts to sports equipment. The reason they have been so successful is due to the trust they have created with their consumers through brand development. Not only do I use their products because they have developed a smart marketing strategy, but also because they products they create are high quality and functional. 

Place: Niketown. If you have never been to a Niketown store I highly suggest you go even if you have no interest in Nike products. The sheer showmanship of the store is enough to make you interested in whatever they are selling. Niketown stores can take up entire city blocks and feel as though you have traveled 10 years into the future. These stores contain basically every Nike product you could ever imagine while boasting chandeliers made of shoes. Every square inch of the place screams Nike. The smell of the store is that of new shoes while the aesthetics of the place are enough to make P. Diddy’s mansion look like a second rate motel. Although you can find Nike products in almost any department store you go to, Niketown offers the full experience. While traveling in Paris I happened to stop by the Niketown and they had everything from a half-sized regulation basketball court to a testing facility in which anyone could test out their new shoes by running sprints and jumping over obstacles. Not only does this store have all of the products, but it creates a memorable experience for the customer that brings them back over and over again.

Price: Nike has become so well known for quality products that most people will pay top dollar for these products. This is why Nike uses cost-based pricing. It is interesting to know that many other companies that compete with Nike have noticeably lower prices. This does not deter people from purchasing the Nike product for a few reasons. Not only does Nike have better quality products, wearing Nike says something about who you are. It is almost like a status symbol telling everyone who sees you wearing the product that you are financially capable of wearing expensive clothing. This is an ego boost for the consumer which in turn makes them want to continue buying the product. However, these high prices couldn’t be possible if Nike did not have such high brand equity.

Promotion: This is one of Nike’s strong points. Nike advertises in almost every medium known to man and they do it with the utmost precision. The print advertisements are generally simple but send a powerful message. There is almost never any prices displayed in their advertisements and Nike almost always uses a popular athlete to promote their product. One great example of this is a commercial with LeBron James in which he advertises his new shoes with a speech about how he sets his own expectations and that no one else can define his legacy but himself. The advertisement is meant to show the consumer that with these shoes you are able to exceed everyone else’s expectations and rise above.

Starbucks: Segmentation

As a Seattle native it is in my blood to be a loyal customer of the Starbucks brand. Anyone who says that Dunkin’ Donuts or Irving’s is better than Starbucks is no longer a friend of mine. But in all seriousness; Starbucks has become one of my favorite places to get coffee. I am in no way saying that Starbucks has the best coffee in the entire world; there is no way that could be true. I am suggesting that Starbucks has created such a strong gathering, such a great atmosphere, such an experience that I wouldn’t even dare of getting coffee from another shop.

So who exactly goes to Starbucks? Coffee drinkers obviously, but more specifically it is either the novice drinker or the committed drinker. What I am basically trying to say is that Starbucks has deviated from coffee so much that one can purchase music, sandwiches, mugs, and even conversation. The first material items are easy enough to understand in a coffee shop, but it is conversation that Starbucks sells that makes it so special.

Let’s start with the novice drinkers; these consumers are typically people who don’t always drink coffee but when they do, Starbucks is such a well known brand that it makes it the obvious choice. Starbucks also has so many other items and drinks for sale that those who DON’T EVEN LIKE COFFEE can buy something that satisfies their pallet. There are also the committed coffee drinkers (those that have become committed to the Starbucks brand). I consider myself one of these people. I am in no way a coffee connoisseur, but if I was, I probably wouldn’t drink Starbucks coffee. The real reason to drink Starbucks is because of the conversation that you purchase with your coffee.

            

When sitting down with a friend at Starbucks, it changes the entire dynamic and conversation. The atmosphere provokes conversation reserved for inmate moments. It is as though the coffee shop has become your own private lounge. While other customers use this lounge to write their novels or even work on group projects; your part of the lounge is entirely your own. The feeling of security enables more serious and intimate conversations to flow. This is what Starbucks has perfected. It is not the coffee that attracts the repeat customers, but the environment that you acquire when entering. I can specifically remember three very important and meaningful conversations that all took place within a Starbucks. It is this intimacy that attracts customers.

While most people see Starbucks as low cultural capital due to its popularity and mass appeal; I believe Starbucks has created something that appeals to those with high cultural capital. When someone first enters Starbucks, they may have one of two reactions in regards to cultural capital. Some may immediately see the brand as a more formal and cosmopolitan store than other major coffee locations like Dunkin’ Donuts. However, the sharper customers may see right through the expensive coffee and Apple computers to see the store as full of conformists; thus making the shop low cultural capital. Yet, if you look deep enough, past the mass appeal, you may find that Starbucks is high cultural capital after all.

The main reason I believe Starbucks to be high cultural capital is because of the reason I mentioned above. By engaging in meaningful conversation you are creating self-actualizing leisure for yourself. You have escaped the real world for 10 minutes to sit and engage your mind. Starbucks is not a coffee shop. Starbucks is an escape for the common man. It is a haven to for even a moment to sit and experience a time idealistic leisure.

Penn State Consumer-Brand Relationship

Penn State University: a few words that come to mind when thinking about Penn State are Joe Paterno, football, tradition, and THON. Penn State has created a brand unlike any other University. The scope and depth of this iconic school is immeasurable. The community of alumni that Penn State has created is the largest in the United States. The reputation of the school continues to expand into business, medicine, and law. The students at the school absolutely love it here and Penn State is consistently ranked one of the happiest schools in the nations. One of our nicknames for the area we live in is even called “Happy Valley.” But what about the school creates such a strong community? What kind of relationship does Penn State create with its students and consumers to provide that sense of community? More specifically, I’m going to be talking about my personal experience with the Penn State brand and how I see the relationship. I will be exploring just a few of the consumer-brand relationships forms.

I would consider my relationship with Penn State to be a committed partnership. This long-term relationship started as a simple crush when I was first introduced to the Penn State football team by my father who is a Penn State alumnus. The tradition at the school was unlike anything I had seen. The plain blue and white uniforms brings a sense of character to the football team. Joe Paterno is seen as a local hero for not only being an amazing coach, but for being a humanitarian. At first I was apprehensive to appreciate a school so far from home, but once I visited the campus my crush turned into an obsession. The environment of the campus is just one way in which I believe it attracts students to the University. The college town atmosphere makes anyone who comes here feel instantly a part of the community. The downtown area is filled with blue and white, students walk the streets smiling and talking about classes, and all the while an exotic night life encapsulates the town every weekend. Yet, it wasn’t until the application process did I feel as though I could have a serious relationship with Penn State.

 

As a senior in high school I had my choice of virtually any school I wanted. I had 4.0 GPA, over 2000 on my SAT’s; I was my high school quarterback, valedictorian, and student body president. Not to toot my own horn, but it’s hard to find someone that did more than me in high school. I was the perfect candidate for any University across the nation. So how did I end up at Penn State of all places? How did this school seduce me into coming to State College, PA? Although I would be the fourth generation in my family to attend Penn State this had no impact on my decision. The atmosphere of the school, the tradition of its sports, the academic reputation, the social scene, and the numerous opportunities were all top tier for any University. Penn State does an amazing job of creating an image of “the perfect school to excel.” There is almost no aspect in which Penn State lacks and I believe this is why they succeed in bringing thousands of students across the country to Happy Valley each year.

It is not until one arrives to Penn State do they truly become a committed partner to the Penn State brand. Although there are close to 40,000 students on campus it is quite easy to find a niche for yourself in the University. One finds no effort in finding people that are interested in the same activities as you, which in turn allows you to develop a community within the community. But the Penn State student body as a whole is one of the most (if not the most) loyal consumer base in the nation. The pride that each student has for their school at Penn State is unbelievable. No matter what circumstances may occur at Penn State, the students remain committed. 

In the past few weeks Penn State has suffered a horrible tragedy that may go down as the largest scandal in sports history. The atrocities that have befallen the campus are too daunting to put into words. Yet through it all Penn State students have remained loyal to their school. They have made a serious effort to repair the damage that was done as well as takes the necessary steps to ensure something like this never happens again. At any other school, this may be seen as a catastrophe that was doomed to tear the school apart; yet at Penn State this is an opportunity for us to come together and rebuild our reputation as one of the best schools in the country. This could not be possible if it were not for the strong community that exists here. 

Through thick and thin, I will bleed white and blue till I die. WE ARE.

Greek System Culture Code

We have all seen Animal House, watched frat boys drunkenly stumble down the streets, and we may have all been to a party in one of the fraternity houses on our college campus. Fraternities are full of drunk, womanizing, muscle heads right? I mean, the only reason any of them actually come to school is to scrape by with passing grades, get a degree, and rage every night of the week. Well I’m here to tell you that you are wrong, sort of. I would by lying to you if I told you that all of these stereotypes are completely false and that fraternities are full of scholarly gentlemen that partake in the occasional beer on the weekend. Fraternities and sororities tend to be associated with negative connotations because of the select few that act the way I mentioned above. There will always be irresponsible people who do stupid things. The only difference between the typical student and someone in Greek life is that when the average Joe gets in trouble for a house party, they are not associated with anyone and the blame falls solely on them. However, when someone in a fraternity gets too reckless and does something stupid, the entire fraternity is at fault, and sometimes it is even the entire Greek system that suffers. Although the system is unfair, that’s life. We as a Greek community must continue to deal with negative connotations and continue to show the world the other side of the picture. Through good or bad, we are a community; we share a common bond and goal with one another. This is why I believe the culture code for the Greek system is: CAMARADERIE.

Defined simply; camaraderie is a mutual trust and friendship among people who spend a lot of time together. Camaraderie is seen at all levels of the Greek system; from pledge classes to the Greek system as a whole. Everything we do is defined by this word. Every philanthropy, intramural game, and social gathering we are one.

The beginning of this mutual trust and friendship comes through the pledge process. You are thrown into a house with anywhere from 4 to 40 other guys that are in the same position as you. You are all pledges. You spend most of your time with these men and they become your closet friends throughout college. The experiences you share together allow you to trust in each other at all times, to be able to rely on one other at a moment’s notice. If the pledge process did not exist, there would be almost no trust and camaraderie. Every fraternity is different. Some fraternities haze pledges to an extent that would have the entire fraternity kicked off campus if they were caught. Other fraternities and sororities have a pledge process that is full of challenges that every pledge must complete in order to become part of the brotherhood or sisterhood. Either way, the process is designed to create that camaraderie from the beginning so going forward you have that mindset instilled into your brain.

Once initiated into the brotherhood or sisterhood you now become part of something much bigger than yourself. Selfishness with only hurt you and those around you. Like being part of any organization, your actions reflect on the letters you wear around campus. The responsibility becomes greater and the trust between your friends is multiplied as well. 

One person can become great, but when people work together is when truly great things are accomplished. More than 20 different Greek organizations rose over $100,000 for THON last year. The Greek system is the number one contributor to the philanthropy and were also the ones that started the event in the first place. If it were not for the group effort of these organizations would we see such growth in contributions over the years? Greeks also see the event as a competition and work harder as a team to be the best of the best. This added competition makes the event even more significant to these organizations. They want to be the best they can be in every aspect of life.

While the Greek system has its flaws and negative aspects, the teamwork that comes from these organizations is more powerful than anything one person can do. It is this camaraderie that makes the Greek system what it is.

Polo Brand Equity

Polo Ralph Lauren is a line of clothing and accessories designed by the American designer Ralph Lauren. The Polo brand is one of the most iconic brands that Ralph Lauren has created and I personally wear Polo almost every weekend. The brand has a certain "meaning" associated with it. The clothing is good quality, looks great, and is comfortable. Although somewhat on the expensive side, I personally believe it is worth the price. When I wear the Polo brand I feel as though I am better than someone wearing an equally nice piece of clothing simply because of the logo on my shirt. You may think that I am being judgmental of others and you could be right; but what would cause me to think this way? I believe that the Polo brand has created a unique brand equity for itself that attracts customers in a way that shows them their product makes them better than other people. And let's be honest, in American society we are all taught to be the best. I plan to go through each section of the Brand Equity Pyramid model and talk about how each section relates to me.

 

Salience:  In this instance the Polo brand can be easily identified and related to one thing: the logo which appears on all of its clothing. This small symbol of a man playing polo and horseback is the difference between this piece of clothing and one with equal characteristics minus the logo. In college this logo is seen on men in bars, at apartment parties, and even fraternity houses. It is one of the most salient brands in terms of clothing mainly due to its depth and awareness. It is hard to find some who doesn’t know the Polo brand. Before college I never wore the polo brand; I typically wore less attractive clothing and kept my budget low. But what was it about the transformation from high school to college that persuaded me to change the clothes I wore?

Performance: As far as brand performance is concerned, Polo is both a quality product and aesthetically pleasing.  The style and design is top notch; Ralph Lauren has created a clothing empire in America and he continues to be one of the top designers in the world. The only downside to this quality design is the price tag on the clothing. While you can buy most button downs at relatively cheap prices from less known designers, Polo will quickly burn a hole in your pocket if you want to get the latest styles. This doesn’t fit well with a college student’s lifestyle. However, I find great prices at different department stores that carry last season’s designs. These prices are significantly reduced and no one can really tell the difference anyway. This is what is great about the brand; you can wear the symbol that says “upper class” without actually having to pay for it. I personally believe this is why many college students wear the brand. 

Imagery: This is one of the most important aspects of the Polo brand. While I touched on it a bit in performance, the logo serves as more than just an identifier of the clothing. It serves as an identifier of the person in the clothing. Whoever is wearing the brand is seen as stylish, upper class, social human beings. These “associations” add value to the person wearing the clothing. I personally believe this is why many college students wear the brand. We are here to improve ourselves in our social, academic, and professional lives. This brand is associated with positive terms that allow the user to feel more confident in these aspects of life.

Judgments and Feelings: Personally, I think this brand has capitalized on the affluent young male population in the United States. The image of wearing the clothing has created a large consumer base because the brand is seen as being superior to other brands. While Polo is not the best clothing maker in the world, it has created a long standing credibility that allows users to see it as a competent, innovative, market leader. Consumers are attracted to brands that they feel are superior in terms of quality and market dominance. For example: if I went to the store today to buy a new TV and my budget had flexibility, I wouldn’t buy the Emerson brand television because the Sharp television allows me to feel more comfortable with my purchase. I feel as though when I walk out of the store I will have a higher quality experience. This also allows me to feel better about myself socially because my friends will see my television with a well known brand and possibly think higher of me. The same thing occurs with the Polo brand. The Polo brand allows me to feel secure with my social status. Not only does it make the user feel more secure, but it also develops a sense of confidence. The user feels better about himself and thus the clothing makes him more attractive. Another brand like Union Bay may not evoke the same feelings.

Resonance:  I believe the resonance between the consumer and Polo is strong, but nothing like Apple or Harley Davidson. Personally I will continue to but Polo brand products, but that doesn’t mean I am only loyal to them. I’ll buy clothing from Calvin Klein, Nautica, and others. While I associated the Polo brand with positive feelings, I do not “love” the brand. I think that there are alternatives to the brand and I cannot become completely loyal to the clothing line. The one thing that Polo does a good job of is building a community with their brand. I feel as though I can identify with others wearing Polo clothing mainly because of the reasons I described earlier. I see myself as an affluent young male and the brand attracts those types of people. Being in a fraternity I see the clothing all the time and I feel as though the Polo image has become a part of the Greek community in a sense. Speaking from a stereotypical point of view, the Polo brand has almost become a requirement of being in the Greek system. Those that wear the brand are seen as alpha males and if you want to get to the top; you wear Polo.