Make Women Quiet Again?

“Make America Great Again”

This phrase was coined by Ronald Reagan in 1980, and later trademarked by Donald J Trump just after the 2012 election. In 1980, it meant going back to a time when the world respected the United States for our powerful military. Today, we see it on signs in people’s yards and on those signature red caps. Now it is the slogan for the Trump Brand. It is a symbol of the revolution of our government and the end of the perpetual joke that is America.


This begs the question, when was America Great?

Donald Trump says America reached its peak at the turn of the 20th century “If you look back, it really was. There was a period of time when we were developing at the turn of the century which was a pretty wild time for this country… that machine was really based on entrepreneurship” Compared to the rest of the world, America was truly the superpower. But what about when you compare that to today?

In 1901, innovation was peaking and everyone worked: men, women and even children.  Unfortunately, women did not have the right to own property. Women worked, but could not claim their earnings. Women did not get the right to vote until 1920, they had no say in the government.

Of course, this is not part of Trump’s plan to make America great again, but it does represent his audience and the people that deem him as a worthy presidential candidate.

Today women still wish to be valued in the workplace and in government. After a video was released of Trump saying sexually aggressive comments about women in 2005, a poll came out that showed that he would win the election, if only men voted.

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Sadly, #RepealThe19th trended on twitter among Trump supporters upon seeing these polls. Trump’s team did not have any part in this trend, but does it reflect the Trump Brand? His response to the video stated “Anyone who knows me, knows these words do not reflect who I am.” However, his followers represent his brand and his idea of United States freedom.




The Donald Trump Brand started as an alternative to the classic American politician. He condemns anything politically correct and hopes to turn our system on its head. The beginning of his campaign was completely unscripted; he said what he wanted and didn’t care who he offended. The Trump Brand is selling the best America: America with the best policies, the best plans, and the best weapons. Does he believe women can play a role in the ‘best’ America?


He has been judging the physical appearances of women throughout his career, but it did not stop in his pursuit of the presidency. While criticizing his male opponents based on career history, policy, and their wives, Trump judged only female opponents on appearance. “Look at that face! Would anyone vote for that? Can you imagine that, the face of our next president?” This statement was made about Carly Fiorina, a major candidate for 2016 Republican primary.




He also discredited Hillary Clinton for her appearance: “Well, I just don’t think she has a presidential look, and you need a presidential look.” He has not ever said the reason they don’t have “Presidential Look” is because they are women, but he has never said that about a man. In the first presidential debate, Trump was asked what he meant by “presidential look” and his response was “She doesn’t have the look. She doesn’t have the stamina. I said she doesn’t have the stamina. And I don’t believe she does have the stamina. To be president of this country, you need tremendous stamina.” Though ironically in the second presidential debate he commended her for her for just that. “I will say this about Hillary. She doesn’t quit. She doesn’t give up. I respect that. I tell it like it is. She’s a fighter.”


The oval office isn’t the only office the Trumps don’t think women fit in. Donald Trump Jr. spoke on a radio show in 2013 about harassment in the workplace. “If you can’t handle some of the basic stuff that’s become a problem in the workforce today, then you don’t belong in the workforce. Like, you should go maybe teach kindergarten. I think it’s a respectable position. You can’t be negotiating billion-dollar deals if you can’t handle, like, you know.”


Donald Trump himself has had a history of discriminating against women in the workplace. In the second debate, just a few days after the leak of his tape, Trump said, “I have great respect for women. Nobody has more respect for women than I do,” but Trump has not shown much compassion for pregnant women in business, for example, in 2004 he called pregnancy an inconvenience to a business. He has tried to make his brand appeal to women, saying no one will protect women like Trump.

He has since come out with a plan to start paid maternity leave legislation as president. Trump’s plan is to give women who give birth 6 weeks paid from unemployment insurance, which is the money she would receive if she were to be laid off. This does not include fathers or parents who adopt. Since this plan does not apply to men, businesses would be incentivized to hire more men so they will not have to pay more in unemployment insurance.

Trump did not start #RepealThe19th, but it still has a negative effect on his typology. His followers represent his brand so the actions of his audience need to line up with his brand. To say that he didn’t make it up is true, but he does appeal to the group of supporters that started this message. In order to reinstate confidence in his women-loving values, it is necessary that he make it clear to his followers that they must stop supporting these archaic values.



Maintaining a Healthy Image: CVS’ Bold Move

When you think of CVS Pharmacy, I’m sure plenty of things come to mind. Not only can you go into this chain to get your prescription, you can also go in for a quick trip to a clinic, hundreds of health and wellness items, beauty products, snacks, and more.


CVS has always been good at keeping a consistent image. They’ve come to be known as the neighborhood pharmacy for many towns and have always been focused on your health and wellness, or so it seemed.

When you walked into a CVS in early 2014 and before, you noticed that the cigarettes and other tobacco products were right at the front of the store behind the checkout counter. Oddly enough, the prescriptions and various other health remedies were toward the back of the store. In other words, the sick people had to walk to the back of the store while the “healthy” people could get their tobacco products at the front. CVS made the bold decision to stop selling all tobacco products in each of its 7,600 stores nationwide on October 1, 2014 using its “Let’s Quit Together” campaign. “Ending the sale of cigarettes and tobacco products at CVS Pharmacy,” says CEO, Larry Merlo, “is simply the right thing to do for the good of our customers and our company.”


This caused an uproar for some people as they could no longer satisfy their tobacco cravings at any CVS location. CVS did this for several reasons but the most important was the company trying to keep a consistent image. Merlo says “The sale of tobacco products is inconsistent with our purpose — helping people on their path to better health.” Why would a company promoting a healthy lifestyle sell products that have been proven to cause sickness or death?

There is no place for cigarettes or other tobacco products in a place where a healthy lifestyle is the greatest concern. While other pharmacies continue to sell tobacco products, CVS stopped roughly two years ago. When this decision was announced, management explained that CVS stores would lose around $2 billion in annual revenue.


CVS knew their brand would take a hit as well as their annual revenue but the pros outweighed the cons. CVS reported a full year of profit growth for 2015, despite the removal of tobacco products from shelves. The promotion of a healthy lifestyle is something every pharmacy should pride themselves on, but only CVS was willing to take a chance and make a change.

People of Target


For many, seeing that red bullseye on the side of a building is a sign of comfort. You are about to walk into Target, the epitome of a middle class woman’s dream. I personally have fallen victim of the $100 shopping trip at Target. You go in for one thing and come out with 60 other things you don’t need. Their cute clothes and adorable fall decorations always catch my eye. And I mean come on people… THERE IS A DOLLAR SECTION. How could you resist the beautiful $1 items?


So what does Target have to do with IMC?

Well, I would say everything. Target has a typology that is completely cohesive and consistent, meaning their brand and messages match their audience and the audience responses.

According to their website, Target was created to, “differentiate itself from other retail stores by combining many of the best department store features — fashion, quality and service — with the low prices of a discounter.” Target was created for the same purpose as Wal-Mart, except with a higher quality and more well-known brands. At its creation in 1962 (which is 10 years after Wal-Mart’s creation), the store was fairly simple and local in Minnesota. However, soon after its creation, Target turned into a national icon and the bullseye started popping up in cities all over the country.

To talk about the appeals of the brand, middle and lower class families were in the market for affordability and quality. Target reached these appeals by providing low prices for higher quality brands, just as they promised in their original mission statement. This is one of the first stores to appeal to a market that typically wouldn’t be able to afford it.

Higher class families wanted organic and earth friendly products and Target stepped up to the plate and provided organic produce and meat, as well as their own line of organic, Earth-friendly apparel: Made-to-Matter Clothing.


In the 1990s, Target truly set itself apart in terms of quality. Not only did Target create its own brand: Archer Farms and Market Pantry, it also collaborated with many other well known brands to set the bar of quality at a higher level. Some of the most well known collaborations started with Sonia Kashuk, Cindy Crawford, Tom’s Shoes, and of course Lily Pulitzer. These brands are now available for those that can’t typically afford it, creating a high quality lifestyle for all economic situations. Target didn’t differentiate from the inclusion and created the term known as “cheap chic.”

Target also made strides in matching their community support with what customers want to see in a corporation. Being one of the first corporations to get involved with charities and selling products that give back, separate them as an organization that not only has high quality products, but also high quality employees and customers. Customers feel that they are making a difference when they are able to purchase Tom’s Shoes or a Market Pantry organic produce. Their website shares stories of their charitable donations and the employee efforts to give back to the community. Customers of Target want a corporation that gives back and Target stepped up to the plate and took on community giving in a way that is inclusive to the customers and employees.

While I may seem a bit biased toward Target, from an IMC standpoint, Target is doing everything right in its efforts to keep a cohesive typology. From the values that they support, to the products they put on the shelves, Target has created a high quality market for all.


What’s the Buzz About BuzzFeed?


BuzzFeed. If you’ve never heard of it, then you may need to check your Internet connection. BuzzFeed is a digital media company that delivers news and entertainment to hundreds of millions of people throughout the world. With a platform that spans across its website, YouTube, Facebook, and Twitter, among others, its nearly impossible to go a day without engaging with their content. It is hard to think of another company that has as strong of a presence on every social media platform, and consistently has millions of people viewing and sharing their content.

So what is it that sets BuzzFeed so far apart from other digital news and entertainment companies?

It all comes down to their approach of communication. BuzzFeed communicates their messages in a way that is completely different from other organizations. They are able to make every message seem relevant to people’s lives through the use of clever titles, videos, lists, and quizzes that have all of the qualities needed to go viral. BuzzFeed has the ability to take serious (and often controversial) issues and combine them with an element of entertainment that makes the idea of getting your news from any other source the most boring decision you could possibly make.


BuzzFeed’s unique content and brand image reflects their company’s organizational culture. They are able to mass-produce content yet still be extremely successful because their organization thrives off of the free-spirited and innovative environment that the employees work in. BuzzFeed prides itself on how they encourage their employees to embrace their diversity and creativity. Content creators at BuzzFeed work on their projects in a large, colorful office space where they can roam freely between tables and engage with one another throughout the day. It is definitely not your typical office. BuzzFeed is also constantly bringing more employees on board, hiring 10-15 new employees a week.

It is difficult to imagine a world today without BuzzFeed. What would people be sharing on social media if we didn’t have any viral videos to watch?

Comment below and let us know what your favorite BuzzFeed article or video is.

-Jaime Mangold

Disney – The Master of Nostalgia and Branding

Disney has done an impeccable job of brand maintenance and using integrated marketing communications to market to their ever-growing audience. From “Finding Nemo” and its sequel, “Finding Dory,” it is easy to see that Disney has mastered the art of marketing towards multiple audiences.

One major way Disney has accomplished such wide interest across the ages, is using nostalgia to their advantage. When the announcements were made about “The Incredibles 2” and “Finding Dory” being released, there were memes everywhere from college-aged students about how they had been waiting years for these movies. And sure enough, many of these same people were right there in the theater grinning from ear-to-ear when these beloved sequels premiered.


Disney’s brand, and what everyone loves them for, is creating happiness through magical experiences. It is safe to say that Disney excels in its goal of creating happiness whether that is through movies, television shows, or taking a trip to the Magic Kingdom itself. This brand of happiness that they have created for themselves is one that has stood the test of time and is continually strengthening.

Tom Boyles, former Senior Vice President,  Global Customer Managed Relationships at Disney Parks and Resorts once said that “a good part of doing this is knowing your guest well enough to be relevant to them. In 2010, we set the goal to be relevant to every guest, every day, every time they interacted with our brand.” The only way to know how to stay relevant to each and every guest, is by listening to them. By listening to their publics and implementing marketing and advertising tactics that will be effective to each one, Disney has been able to maintain their strong brand and continues to be known as “The Happiest Place On Earth.”

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The Customer is Always…Right?

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Everyone has heard the phrase, “the customer is always right.” Dating back to 1909, the phrase was coined by Harry Gordon Selfridge, founder of Selfridge’s department stores in London, to persuade employees to give high-priority service to ensure customer satisfaction. Is this mantra still valid in today’s world?

Integrated marketing communication has evolved into a broad and diverse discipline that includes almost everything an organization does: mottos, company policies, the actions of its employees. IMC extends to the consumer-brand relationship and the impression the outside world has of the company. One of the discipline’s guiding principles encourages brands to focus on the customer experience. When aisles are in disarray, call centers are busy, or brand ambassadors are impolite, consumer perception of the brand is affected. All interactions are individual messages sent to the customer, who integrates everything into one central idea of the company, influencing the choice to purchase and desire to return.

Anyone who has worked in retail or sales knows the customer doesn’t always understand that the coupon is expired or the printer is jammed. While the customer might not always be correct, from the company’s standpoint, he or she is usually right. A sales associate may not appreciate the motto, but complaints can point to issues of true concern. Perhaps the company could utilize different signage or invest in new equipment to improve efficiency and the customer experience. Brands need their audiences to believe they put the customer first, to trust that they value the customer’s time, loyalty and feedback. Much of that feedback originates from everyday interactions with the establishment rather than larger, planned communication.

Think about the last time you had a great experience purchasing something. Now think about the worst experience you’ve ever had. Did either occasion involve customer service?

The memorable experience, either positive or negative, probably had something to do with the way you were treated by an employee. Your perception of a brand, referral to a friend, or even your repeat business largely depends on customer service and how comfortable you felt with an organization. All of the business, or lack thereof, that one individual can bring based on their experience places power in the hands of consumers…maybe the customer actually is always right.

How the Culture of Organizations Affect a Company’s Image

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With the Wells Fargo scandal being all over the news and media it brings to question how does the cultural of an organization affect a company’s image?

Federal Regulators have brought to light that Wells Fargo employees have created millions of fake bank and credit card accounts without the customers knowledge or approval since 2001. This has resulted in over 5,300 Wells Fargo employees being fired, a fine of $185 million, and their CEO retiring. Their reasoning? Wells Fargo had a high sales goal program for their employees to meet. Therefore, the employees decided to create fake accounts in order to meet these goals. By having these high demands set it place Wells Fargo did not set their team up for success, which in turn has given the company a bad image and led to many Wells Fargo customers moving their money and business to different banks.

For companies like Google who offer fun and relaxed work cultures we see employees are happy and loyal with working for their company. We also see that when employees are happy that transfers over the the customers, which correlates with a great image for that company. However, in the case of Wells Fargo we see that when companies have a high and stressful standards for their employees things can go really wrong really fast. In IMC we know that communication in the work place could make a world of difference to the culture in a workplace. With good communication techniques and knowledge CEOs like Wells Fargo can motivate employees without putting sticked guidelines that stress their employees out.

Share with us some ways companies could motivate employees without adding stress.