IMC Hawks Blog

Category: Branding

  • Goodbye Duke, Hello UNC

    On Monday’s blog post “ The Devil Wears Royal Blue” Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess explained the brand of the Duke Blue Devils and how their success led them to dominate the basketball court and winning last years NCAA championship. However, last nights game (March 24) was rather surprising for the number one team.  The top seeded Blue Devils were defeated 93-77 by fifth-seeded Arizona.

    The Arizona Wild Cats head into the Elite Eight for the first time since 2005. They face the third seeded Connecticut Huskies on saturday night.

    Interestingly enough the state of North Carolina doesn’t have to give up quite yet. The UNC Tar-heels (Duke’s rivalry) are still in the running for championship. As I write this post, UNC #6 leads the end of the first half 40-15 against Marquette.

    The brands of both NC teams are hard to miss and so is their rivalry; get Duke and UNC fans in the same room, there will be a problem. Both teams have combined 9 national championships.

    The Brand of UNC

    Where does the nickname of “tar-heels” come from? North Carolina in the eighteenth century was a producer of tar and pitch. The nickname dates back to the American Civil War and American Revolution along with the mascot of a live Dorset ram.

    The colors of UNC, known as Carolina Blue and white, were designed in the late nineteenth century. Years before, the colors were chosen by the Dialectic (blue) and Philanthropic Societies (white), the oldest student organization in the university.

    Also, UNC has the ability to routinely bring on top high school players, and then send them off to the NBA. Some of the biggest players went to UNC, including the Michael Jordan, Vince Carter, Jerry Stackhouse, Antwan Jamison, and Rasheed Wallace (to name a few).

    -Micaela Fouhy, Lindsey Baggett, Drew Mayer, Will Cosden, Brianna Golden

  • The Devil Wears Royal Blue

    The Duke Blue Devils came home wearing championship rings at last year’s NCAA Men’s Basketball Tournament. Led by Coach Krzyzewski, also known as “Coach K”, the team dominated the court with the power of players Jon Scheyer and Kyle Singler.  Duke’s basketball program is ranked number four of all time with its amount of wins, has won four NCAA Men’s Basketball Tournaments (second of any ACC team), and has been in 15 Final Fours. This past year, Duke has been branded as the number one and championship team, but what will their brand be now?

    So far, Duke has been undefeated in the 2011 NCAA tournament, reaching the sweet sixteen round and keeping its successful brand image. Coach K has been helping this brand and even creating his own after earning his 900th win yesterday, March 20.  Duke has a positive and strong image supported by Coach K’s reputation for fair play, clean programs, and outstanding leadership, not to mention his top-notch recruits.  Coach K has been the head coach at Duke for 31 seasons.

    Duke’s brand transcends off the court with their wild assortment of fans, also branded as the Cameron Crazies.  These students and other spectators dress from head to toe in royal blue and white, even painting their bodies, to show their support and devotion for their favorite team.  The amount of school spirit Duke brings to their University fosters social capital among students and the Duke fan community.

    These fans have supported Duke all the way to the Sweet 16 round, who is scheduled to play Arizona this Thursday, March 24. Also making it to this round is their hometown rival, the UNC Tar Heels.  This age-old rivalry has strengthened the brand loyalty of both Duke and UNC. This game attracts millions of viewers each time the two schools compete and is one of the most entertaining and thrilling games of the season to watch. They have not yet faced each other in this year’s NCAA tournament, but in order to reach the Championship game they will have to.  Will Duke and Coach K maintain their champion status or will they be “Tar-heeled”? What do you think?

    Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess

  • Today, we are all Irish

    That’s right laddies and lassies, it’s Saint Patrick’s Day, celebrated internationally on March 17 every year. The holiday is basically an excuse to hit the bars and grab yourself a Guinness or two…or ten (if you’re 21, of course). I myself don’t have a shred of Irish blood in me but I would be lying if I said that I never participated in one of the main activities that goes hand in hand with celebrating the holiday. Saint Patrick’s Day started in fact as a very real holiday named after Saint Patrick who is regarded as one of the most commonly recognized patron saints of Ireland. However, while it certainly did originate as a Catholic holiday, it has gradually become more and more of a celebration of Irish culture in general. This means that there are plenty of brands associated with the holiday and Irish culture as a whole, whether positive or more negative. It could arguably be one of the most branded holidays in the world as there are several things that always come to mind when you think of the holiday. These include the leprechaun, the shamrock, all things green, and alcohol.

    Today it is celebrated by Irish and non-Irish alike and, as we all know, it is one of the leading days for consumption of alcohol in the United States. It is a holiday that businesses, bars and restaurants all pour loads of money into every year as they each compete and advertise themselves as “the hottest St. Patty’s party in town”. Even Wilmington is no stranger to capitalizing on the event and promoting the downtown or beach nightlife.

    Also, green is the color and order of the day, especially in terms of clothing. I specifically remember being pinched, (affectionately, of course), for not wearing green one year in elementary school. It is a holiday that many of us learned about years and years ago when we were just little kids and are now at the point where we can fully enjoy it (if you’re 21, of course). All over the U.S. numerous cities throw Saint Patrick’s Day parades and even up the ante in some cases as with the Chicago river being dyed green for the day each year for the celebration.

    Thus, this unique holiday has become not only a staple of Irish-American heritage but also a staple of American heritage as a whole. It is a holiday that basically anyone can celebrate in one way or another. From green alcohol to tacky green t-shirts to those giant leprechaun hats, Saint Patrick’s Day definitely ranks up there with Christmas, Easter, and Halloween as one of  the most branded, and most fun holidays in my book. So all that being said, throw on some green, get a little loud, grab a pint or two (if you’re 21, of course), dance a jig, and kiss someone Irish!

    Eric Holtzman, Maxann Keller, Ryan Kelley, Chad Graves, Katelyn Truss

  • Let Your Colors Burst

     

    Independence Day is one of the most well known branded holidays in America and arguably the most highly anticipated leisure-filled day of the year. For coastal North Carolina and UNCW it means boat rides and beach trips in the hot, summer sun but for the rest of the country there are parades, carnivals, fairs, barbecues, picnics, concerts, baseball games and any other event commemorating United States history and traditions. Oh, but I forgot to mention possibly the greatest highlight of every Fourth of July celebration…Fireworks! Yes, fireworks are the most easily identifiable brand feature of Independence Day and its how Americans cap off every Fourth of July night. It is the trademark of Independence Day and unless you work, visit, or live in Disney it’s probably the only time you will see them each year.

    Almost every major city in America has a fireworks show, unless their state bans fireworks or limits the use. Macy’s in New York City traditionally has a spectacular fireworks show and even if you’re not in NYC you can catch a broadcast of the show from your television on NBC. Back in 2009, Macy’s put on the largest fireworks display in the country, with more than 22 tons of fireworks exploded from the Hudson River! Macy’s even has an interactive website where spectators can go upload and share their photos after the fireworks event:

    http://social.macys.com/fireworks/?cm_mmc=VanityUrl-_-fireworks-_-n-_-n#

    If you do attend an Independence Day event, you will most likely see the colors of red, white, and blue on decorations and even on clothes. These patriotic colors are in representation of the US flag which symbolizes America’s freedom. These colors hold traditions and values and create brand recognition for Independence Day. Without these colors it would be difficult to distinguish this holiday from other holidays.

    With all the celebration sometimes Americans can forget the reason for celebrating and lose the core meaning of the brand. Independence Day isn’t just about fireworks; it commemorates July 4th, 1776, the day the thirteen colonies declared independence from the Kingdom of Great Britain. With that in mind, fear not, the original signers of the Declaration of Independence did intend for Americans to celebrate our Independence. On July 2nd, 1776 when the second continental congress voted to approve a resolution of independence, John Adams wrote regarding Independence Day, “It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more.” His only mistake would be that he thought July 2nd would be the celebratory holiday not July 4th, however even so he was a great forecaster for how America would shape Independence Day into a nationally branded holiday of great celebration and fun.

    -JC Salter

  • Spring Break for Adults?

    Spring break has become an iconic holiday celebrated around the world. In the US, Florida has developed into the prime destination for spring-breakers with its enticing warm weather and endless beaches.  Originally Fort Lauderdale took the lead in the number one spot for college kids beginning as early as the end of World War II. It began to gain further recognition with the 1960 film Where the Boys Are, in which college girls met boys while on spring break there, and so the tradition took off! Over the years, the American spring break tradition has spread to other parts of Florida and the country; however the holiday has remained constant in marketing to students, until now.

    The holiday is a time for students to get away from school, but could it also be a time for adults to get away from the everyday hustle and bustle of “9 to 5’s”? US Airways Magazine seems to think so! The infamous spring break has delved into the confines of the “real world.” While spring break remains successful at maintaining its unique brand, a new outlook on the vacation week has been introduced as seen on the cover of US Airways Magazine, Let’s Go.  The article, Spring Break for Adults, lures adults in with promises of rest, relaxation, and most of all, no students! The cover highlights High Point, North Carolina as “the small town with a big presence,” which can lead one to question just how far spring break marketers are willing to go to beguile adults into joining the fad.

    The article however quickly recovers from its puzzling choice in cover story, and goes on to list 12 most appealing locations for adults.  While offering quirky encouragement that college students will be out of sight, the article focuses on marketing luxury and mature fun. They even go so far as to include Fort Lauderdale as number 10 stating, “That’s right: Fort Lauderdale. This former spring-break favorite is all grown up and home to a W hotel. The chic oceanfront property hosts the city’s premier hot spot: the stylish, popular patio at the Whiskey Blue lounge.”

    Although the choice in scenic beaches and crystal clear water may draw the same attention from college students, the article offers alternative hot spots within those ideal vacation destinations. Number eleven, Riviera Maya explains, “Don’t worry: This isn’t Cancun. Serene Rosewood Mayakoba is 40 miles south of the frenzy, tucked between the ocean and the jungle.”  Through marketing, spring break has diverged into two completely different brands, both coexisting in IMC harmony.

    Check out other chosen destinations here!

    -Katie Eagle, Carissa Niederkorn, Deji Adeleke, Tiffany Evans, Anna Kate Babnik

  • True Life: I’m on Spring Break

    With college students across the country and world closing their textbooks, embracing a week of freedom, and embarking on wild adventures, we see it fitting to pay homage to the originator of the modern definition of spring break, MTV.

    In 1986, MTV filmed its first season of Spring Break, and has done so every year since then. Usually it popularizes fun beach cities in the south such as Daytona Beach, Panama City, Fort Lauderdale, and of course, Cancun. It is a week-long affair full of concerts, parties, and outrageous contests. MTV has branded spring break as a time for young people to let loose. This year, they are breaking away from the traditional East Coast/Caribbean locations and heading out west to Sin City itself, fabulous Las Vegas, Nevada!

    How has spring break, a time when students everywhere have a week of nothing to do, become a billion dollar industry that fosters the growth of social capital among college students? The answer is branding. When you hear the names Panama City, Cancun, and South Padre Island, the image of beautiful beaches do come to mind, but the majority of the time people envision huge, day long parties on the beach, crazy clubs, and excessive amounts of alcohol. What most people do not realize is that Spring Break is a major component of the economies of these cities. Each year, over 250,000 students descend upon Panama City alone over a period of four weeks. Local officials and residents actually embrace the students because they understand the amount of money being spent by spring breakers.

    Nonetheless, no matter the location, Spring Break is still branded the same way – as a time for students to let loose. So now we’ll ask the question: what are your plans for Spring Break, and do they fit into the brand image created by MTV? Our very own Scott Burgess and Megan Canny will be tackling this issue head on as they venture to Panama City, Florida. Wish them luck on their endeavors!

    -Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess

  • Academy Awards Entertain in More Ways Than One

    The Academy Awards is one of the most glamorous nights on television.  This year at the 2011 Academy Awards there were more than just the fabulous fashions and celebrities that walked the red carpet, or as Justin Timberlake described it in his interview with Tim Gunn, the “fuschia” carpet because it looked more pink than red.  Other than Melissa Leo being the first winner in Oscar history to drop the F-bomb in her speech and the all the British nominees racking up numerous wins with The King’s Speech, aspects of marketing were apparent throughout the night.

    Now we all know that the Academy Awards isn’t the Super Bowl, that’s a given.  However, they do have something in common.  Advertisements.  During the commercial breaks there were plenty of new advertisements for ABC network shows such as The Bachelor, Dancing With The Stars, and Good Morning America.  ABC revealed that the new cast for this season of Dancing With The Stars would be announced the following night during an episode of The Bachelor.  ABC also showed that Britney Spears had a big announcement that she was going to make on Monday’s airing of Good Morning America.  The network even incorporated the Academy Awards into a commercial for its series Modern Family, having the characters playing a game of Charades acting out the well-known films.  ABC markets how each series of shows, whether it be reality or drama, are integrated with one another as an actual “network”.  Every show has a way of incorporating another.  This may be a way ABC attempts to gain viewers because they are hoping people are interested in finding out the newest DWTS cast and what big news Britney Spears has to share.

    Aspects of marketing did not only show up during the commercial breaks.  One example unexpectedly came to attention during Christian Bale’s acceptance speech when he won the Oscar for Best Supporting Actor for his role as boxer Dicky Eklund in The Fighter.  The real-life Dicky Eklund was present at the award show and Christian Bale made sure that everyone knew it.  Bale thanked Eklund in his speech and told him how excited he was to watch the next chapter of his life and that everyone else should too if they want to be a true champion.  He told everyone to check out dickeklund.com for more information on boxing lessons with Eklund.  This got a large laugh from the audience.  Was this a way for Bale to return the favor to Eklund since he won an Oscar for his portrayal?  Maybe, maybe not, but it sure was good publicity.  If you visit the website, one of the first pictures on the site is of Bale and Eklund at the Academy Awards.

    -Danielle Dorantich