IMC Hawks Blog

Tag: Brand Image

  • Total Taylor Shift

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    Taylor Swift, a global pop culture icon and musician, was known as a sweet innocent country artist. When she began her career, her songs quickly gained recognition and she immediately assimilated a loyal fan base. Since the release of her third studio album, Red, the music sensation has transformed her musical style and the way she brands herself.

    The media targeted Swift shortly after her rise in popularity. She became known as a ‘heartbreaker’ because she seemingly generated tragic romances, which were the inspiration for many of her songs. She used the media coverage of her unfortunate circumstances, to make a transition from innocent country singer to unapologetic pop sensation.

    Her latest album, Reputation, which released on November 10th, is a musical expression of her fight against the media chatter, which, coincidentally, was self-inflicted most of the time.

    In her attempt to hang on to the musical trends, has Taylor Swift abandoned her true self, or is she just now showing it to the world? How authentic is Taylor Swift’s brand?

    ~ Ben Yerby

     

     

  • A Thai and Vietnamese Creation

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    Although it’s only in Wilmington, NC, once you step through the doors of Indochine Restaurant you are transformed into a Vietnamese wonderland.  Guarding the front entrance, a 6-foot golden statue of Buddha welcomes the guests that come to dine.  Statues, paintings, and nicknacks line the walls of the interior of the restaurant, all collected by the restaurants owners during their many travels throughout Asia.

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    The true enchantment begins when you pass through the back doors into the garden. With just over an acre, the Bartsch family has created a Vietnamese-inspired garden that will leave you speechless.  From koi ponds to individual tiki-huts for guests to dine in, the garden is a true transformation to a new “far east” destination.

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    After opening its doors in 2001, Indochine quickly became one of Wilmington’s most popular attractions.  Voted Encore’s Best Restaurant Overall for over 15 years, each visit to Indochine is a handcrafted experience.  On top of a beautiful atmosphere, the cuisine only enhances the experience.  Staying local and true to Thai culture, each dish is freshly prepared based on family recipes.

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    Indochine has built a brand based on every factor of the dining experience.  Atmosphere, service, and cuisine are just a few examples of where the Indochine staff focuses their attention to ensure every guest is experiencing a true taste of Vietnam.  Staying true to culture is very important to the owners and doing so has allowed them to build a strong brand awareness in the Wilmington community.

    Based solely on word of mouth marketing, Indochine relies heavily on their reputation.  Through their success it is clear that staying true to culture and providing the very best experience to the customer is vital in surviving in the restaurant business.  Although the owners choose not to advertise in the community, Indochine is a name we all recognize and has become a staple in Wilmington culture.

  • Home of the Original Fat Sandwich

    It’s 2 a.m. and you’re beginning to get a hunkering in your stomach. You don’t feel like making food or driving around to find a 24/7 drive-thru that might not satisfy your appetite. All of the local delivery places are closed, what are you going to do? Well, you’re going to pick up the phone, dial 910-798-4999, and order from one of the most AAAAAa MUNCHIESinnovative, newest establishments in our community: Munchies Food Co. They are open 7 days a week from 12 p.m. until 3 a.m., allowing customers to dine in until 10 p.m. and to order food for delivery or take out until 3 a.m. Their motto is simple: “You get them. We fill them.”

    Located in the University Landing Shopping Center, within walking distance from the UNCW campus, Munchies has a clear interest in attracting the college student population. There is a direct connection between UNCW and Munchies as it was started by two brothers and graduates of UNCW. When they opened the doors in September 2014, they had one goal: “To provide delicious, unique, and affordable food at the times you want it most. Offering a one of a kind menu and late night delivery, we at Munchies are here to satisfy your cravings, whenever they may occur.” As former UNCW students, they were able to more readily analyze their target audience and produce a mouthwatering menu to attract nearly any college student. They offer a variety of drinks, fries, sauces, sandwiches, wraps, and burgers. Along with the menu being very aesthetically appealing with bright colors and vivid font (as seen below), it includes three creatively thought out sections on the menu: Munchies, Fat Sandwiches, and Desserts.10428193_1460350754244838_520504508503865764_o

    The word ‘munchies’ has a different connotation in certain groups (cough, cough), but it is accurately defined as food suitable or meant for snacking. While the owners of Munchies Food Co. used that play on words to their advantage in attracting attention, their Munchies section is certainly meant for snacking as it includes items like jalapeno poppers, mozzarella sticks, mac & cheese wedges, and onion rings. Their Fat Sandwiches section is the most popular and are not quit the ‘sandwiches’ that one has come to know. The only similarity between Munchies Food Co. Fat Sandwiches and regular sandwiches is that they are served on bread with lettuce, tomato, and onion. However, these sandwiches contain an abundance of different fillers including chicken fingers, mozzarella sticks, cheese whiz, onion rings, gyro meat, and even fries! Their most expensive Fat Sandwich and my personal favorite is the Fat Mess. This smorgasbord of a sandwich contains jalapeno poppers, onion rings, chicken fingers, bacon, mozzarella sticks, burger, gyro meat, and fries! It truly lives up to its name. Pictured below is an example of the very popular Fat Joint, which contains chicken fingers, mozzarella sticks, bacon, and fries.

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    If that doesn’t sound filling enough, imagine trying to eat 3 fat sandwiches in 30 minutes. Munchies Food Co. presents this very challenge to their customers every day. Known as the ‘Name Your Own’ challenge, if someone can complete all three sandwiches in the allotted 30 minutes, they earn the right to create and name their very own fat sandwich for their menu and have their photo put on Munchies Food Co.’s Wall of Fame. The image below shows a contestant who finished the ‘Name Your Own’ challenge in 13 minutes and 21 seconds!

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    They offer another challenge known as the ‘Basket of Fire’. The competitor has 15 minutes to eat a pound of fries and four chicken tenders tossed in inferno sauce, covered with jack and cheddar cheese, jalapenos, and topped with even more inferno sauce. Competitors may use dipping sauces and drinks. Taking every precaution, all competitors must sign a waiver before taking the challenge. Winners have their meal paid for and also get their photo put on Munchies Food Co.’s Wall of Fame. Making it a memorable experience regardless, the employees will still take one’s picture at the end of an unsuccessful challenge and put it on their Wall of Shame. Far more make it on the Wall of Shame than the Wall of Fame. 1601937_1485437875069459_5159293372287278699_o

    These enticing challenges are just one of many ways that Munchies Food Co. attracts a younger customer base and spreads from word of mouth. Munchies Food Co.’s affordable and delectable Dessert section also plays a major part in drawing in customers. Straying from the classic milkshake that Sonics, Cookout, McDonalds, etc. has used for years to entice younger customers, Munchies Food Co. offers a staple from the state fair: Deep-Fried Twinkies. Their innovation is again evident as they also offer deep-fried Reeses, Twix, Snickers, Oreos, and Cookie Dough.

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    The two brothers that created this company were smart:

    • They chose a good location using local knowledge
    • They used an aesthetically appealing menu with various and innovative food items designed to match their target audience
    • They offer easy accessibility with extended hours and delivery
    • They recognize the importance of affordability to a college student
    • They use a different take on classic challenges to draw customers in
    • They effectively use social media and word of mouth as marketing strategies
    • They created an app for tablets and smartphones
    • They give UNCW students a 10% discount when they show their one card
    • They offer random daily specials
    • They are an active voice in the community and run promotions with different local philanthropy events

    Check out their website at http://www.munchiesfoodco.com/ or their social media accounts:

    Stay hungry for more posts on local restaurants in Wilmington this week!

    – Griffin Weidele, Austin Moody, Luci Keefer, Allen Wooten, Scott Uraro

  • Who is Emily Schuman?

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    Emily Schuman, better known as Cupcakes and Cashmere, captivates audiences with her unique approach to fashion, food, and everyday living. The now 32-year-old began Cupcakes and Cashmere in 2008, becoming one of the first bloggers to partner with a major brand. Cupcakes and Cashmere provides, “luxe yet achievable looks and refreshingly genuine style of writing,” making Emily Schuman a very popular blogger and known social media persona. Cupcakes and Cashmere includes popular brands of J.Crew and TopShop, while adding the “less-achievable” wardrobe items of Louboutin shoes and Celine bags.

    Brand Image

    Emily Schuman transformed Cupcakes and Cashmere into two books, clothing line, and home-goods line, while maintaining a large social media presence.

    Cupcakes and Cashmere: The blog allows fashion and food fanatics to explore Emily’s top picks, morning routines, favorite recipes, and her weekly outfits. Incorporating DIY aspects into a fashion-forward blog.

    Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease: Emily Schuman’s first book, follows the same outline of style, beauty, home, food, and entertainment. Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease became available August 1, 2012.

    Cupcakes and Cashmere At Home: Emily Schuman’s second book offers readers DIY tips and projects, party-planning tips, design ideas, and how to “mold your space into something you’ll love.”

    Cupcakes and Cashmere Fashion Line: Her Fall 2015 Collection will be available at Nordstrom.com and Shopbop.com. She combined her favorite pieces (shown in her blog) and her personal style, making 60 pieces of clothing anyone can wear. The price tag is on the higher end of $85-$200, including a few pieces around $400.

    Cupcakes and Cashmere Home-Goods Line: She expanded her product line into semi-affordable home decor.

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    Creating and obtaining an audience for a personal brand can be tricky. The engagement approach is one theory in IMC to help explain how a brand reaches a wider audience. Emily Schuman engages with her audience through multiple channels and collaborations. Reaching out to an audience through social media and popular brands are examples of the engagement approach. Essentially it is a technique to attract an audience through different methods.

    Social Media

    • Facebook– Emily Schuman’s Facebook presence is very high, with over 400,000 likes. Sharing links and pictures to her newest blog posts.
    • Twitter– Emily Schuman maintains a “light and easy” Twitter- with links to Instagram and blog posts.
    • Instagram– Her account includes the blog features of style, beauty, home, food, and entertainment but on a more personal level. Sharing pictures of family, friends, and her everyday activities with fans and fellow bloggers.
    • Pinterest– Over 200,000 likes on Pinterest, Emily Schuman pins her favorite beauty secrets, fashion pieces, home decor, recipes, and DIY projects.
    • YouTube– Showing fans videos of makeup, hair tutorials, and a Q+A with Emily Schuman.

    Collaborations

    Birchbox: The partnership of Birchbox and Cupcakes and Cashmere is like many we see nowadays with the advent of modern social media marketing. The low-cost partnership allows both parties to benefit through increased exposure. Birchbox paired with Cupcakes and Cashmere to create the May 2015 box. It included her favorite beauty secrets. The Birchbox collaboration is a prime example of the engagement approach, where Emily Schuman can spark an interest in a wider audience.

    Estee-Lauder: Four-years after Emily Schuman started Cupcakes and Cashmere, Estee-Lauder and Emily Schuman collaborated on a guest blogger feature. Emily Schuman created content for Estee-Lauder’s site on a weekly basis, sharing beauty, fashion trends and sneak peeks at upcoming collections.

    Coach: Emily Schuman became one of the first fashion bloggers to partner with a large brand like Coach. Emily Schuman of Cupcakes and Cashmere designed a pale-cotton candy handbag, sold out within days.

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    Back in 2012, Emily Schuman stated, “I want to diversify the brand and ultimately design a Cupcakes and Cashmere product line.” Do you believe Emily Schuman completed her goal? Do you follow unique lifestyle bloggers? Let us know your thoughts below!

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Burger King’s Spooky Whopper

     Name three common fast-food restaurants in five seconds…. Go! Hopefully you came up with something along the lines of McDonald’s, Wendy’s, and Burger King. Since their creation, the trio have been constantly fighting for brand loyalty. In an effort to attract new consumers, each found ways of making their product unique. Recently, Burger King released the Halloween Whopper, a normal Whopper with a black, A.1 flavored bun.

    If you haveScreen shot 2015-10-28 at 9.54.51 PM Facebook, Twitter, Instagram or really any social media outlet, you probably experienced Burger King’s presence on social media. Before the launch of the Halloween Whopper, Burger King teased their consumers with a promo video featuring thunder, lightning, and a lunar eclipse with a black bun burger placed front and center – stating “Something Wicked is Coming” on Twitter.


    As the Halloween Whopper was announced publicly, Burger King released this press release: “Burger King Restaurants Unveil the A.1 Halloween Whopper Sandwich with A.1 Flavor Baked into the Black Bun.” stating this whopper was inspired by Japan’s specialized burger. They followed up by saying “    We tailored the flavor of the black bun to the American palate with A.1. sauce, a flavor this country loves, and we’re delivering it in a way that’s never been done before by baking it into the bun. It may look Japanese but it tastes like America.” The hashtags of #HalloweenWhopper and #SomethingWickedIsComing filled Twitter and other mainstream social media outlets because of the non-traditional appearance.

    Screen shot 2015-10-29 at 11.01.47 AMPeople who were daring enough to try it- are daring enough to share the results with the Internet. Twitter comments are consistent in complaining of a green stool (which admittedly sounds very unpleasant). This green situation might make you wonder, “What people are willing to try without pausing to consider what’s going into their bodies?” Burger King hasn’t publicly released the ingredients or replied to the negative comments. Burger King seems to be choosing silence as their strategy in this crisis, but Charmin has taken a clever chance to chime in. Comments such as “whatever the color of your buns, we’ll keep them clean”, posting a link to the Buzzfeed article on the green poo crisis. Negative or positive press, Burger King is taking over social media, 29,000 tweets in a single week. 

    America’s detachment from our food has reached crisis level proportions. We don’t know what the ingredients in our food are, where they come from, who grows and or genetically modifies them. And it’s not without its consequences; as a nation, we are morbidly obese and chronically unhealthy. This way of living is becoming very expensive. Health care for weight-related issues puts a huge strain on the health-care system. 

    Burgers turning our poo green is a light-hearted example, but shines light on the heart of the issue. We honestly have no idea what’s in our food, or how it affects our health, and we really don’t seem to care. This example reaches the point that a halloween themed hamburger is turning poop green and people think it’s hilarious. The food we eat literally affects all the cells of our body. This concept of detachment is what Marx calls commodity fetishism. When a culture forgets, ignores, or is otherwise separated from the source of a commodity (in this instance where food comes from), the culture becomes wasteful and overuses, almost always at the disadvantage of those who create the given commodity, and in this case ourselves as well.

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    We implore anyone reading this to once a week, once a month even, get together with friends and family and cook a meal from scratch. Be grateful for every ingredient.

    Have you tried the #HalloweenWhopper yet? Let us know your thoughts on this controversial burger.

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Bier, Bratworst, Lederhosen, Oh My!

    OktoberfestCheers/Prost! Oktoberfest is known as a celebration of beer, food, and all things fun in Germany. But, the festival’s roots extend into a more romantic history. What is today’s excused to consume different breweries, German foods, and participate in many activities, started as a way to celebrate the marriage of the Crown Prince Ludwig and Princess Therese von Sachsen-Hildburghausen on October 12, 1810. This couple took the concept of an “open bar” wedding to new levels, by having a festival five days later with horse races, performers, and Maerzen beer- an amber-gold lager with 6% alcohol and unique German hops. Over time, the festival has been tweaked and embellished with details like lederhosen and dirndls for the attire, parades, and multiple pubs in participation. More than 7 million people attend the opening ceremonies, and many are entertained from the first Saturday in September to the first Sunday of October.

    When you hear Oktoberfest, what do you think? Many individuals go straight to, “beer festival!” But, Oktoberfest is not a beer festival per se. We know… you’re probably experiencing shock and horror. What you are feeling is cognitive dissonance, experiencing a feeling of tension when your beliefs do not align with actions. There is nothing wrong with thinking Oktoberfest is a beer festival. Since Germany’s brand is associated with beer- that assumption is not far off. But as we stated before, this festival was originally to celebrate the marriage of two individuals in the 1800’s and as time went on, the original meaning faded due to tourists and lack of knowledge.  

    OktoberfestMovie_Teaser_PosterSo how did Oktoberfest get this brand associated with drinking beer and eating German foods? Besides the stereotype that Germans drink beer heavily, marketing through mass media has played a part in portraying this brand image. Popular movies such as Oktoberfest (2005) and Beerfest (2006) depict the common beliefs, attitudes and habits of what is assumed to occur at the festival in Munich, Germany. Since this event has been successful for the past 182 years, it’s brand engagement has spread internationally. The annual festival has become so large that Canada, Brazil, and Hong Kong are just a few countries that try to replicate it. In Michigan, as an imitation of the horse race they hold a Weiner dog race. The festival cliche does the marketing itself. A huge gathering with access to lots of food, drinks, and exciting activities! Who could turn down this celebration? People get excited about experiencing the brand of Oktoberfest that provides the collaborative culture.

    Lucky for us, we don’t have to travel to Munich to have a festival. Germany may have been the first to hold Oktoberfest, but the United States hasn’t missed out on the fun. Here are a few American cities who have taken their own twist on this German tradition.

    • Cincinnati, Ohio: Known for having the world’s second largest Oktoberfest, right behind Munich. Covering six blocks of downtown, the festival holds events which are quite unique:Running of the Weiners- Dachshund Dog race
      • Bratwurst-eating contest
      • Playing of the largest collection of Alpenhorns-Long wooden horn musical instruments.
      • As if the events and size are not enough, party goers can attend this festival for free!oktoberfest_mashup600x422
    • Glendale, Wisconsin has held its own Oktoberfest for more than 60 years. With its German roots dating back to the early 1800s when German immigrants first settled. This festival has a heavy focus on different foods:
      • Bratwurst, Spanferkel (pig roasted over a spit)
      • Pretzels
      • Beininstich (vanilla custard-filled dessert topped with almonds)
      • This festival occurs every Friday and Saturday night in September!
    • Mount Angel, Oregon hosts an Oktoberfest complete with bands, music, and dancing. The streets are lined with food and entertainment booths called Biergarten, Wiengarten, Prostgarden and Alpinegarten  – offering pretzels, German chocolate cake, sausage and wurst. This festival you don’t have to leave the little ones at home! That’s right – the festival has a “Kindergarten” with face painting, pony rides, and a petting zoo. Kids can participate in the Oktoberfest fun, despite being unable to fill their steins with cold brews like their parents.

    Revellers salute with beer after the opening of the 179th Oktoberfest in Munich September 22, 2012. Millions of beer drinkers from around the world will come to the Bavarian capital over the next two weeks for the 179th Oktoberfest, which starts today and runs until October 7, 2012. REUTERS/Michael Dalder(GERMANY - Tags: SOCIETY ENTERTAINMENT) ORG XMIT: MDA28

    It’s interesting to look at the way words and symbols change over time. If you look through the history of any phrase or word, you will find the meanings behind them are often changed or have evolved over time- often landing far from where they started. This is explained in part by the theory of semiotics of language. Words take on new meanings, sometimes intentionally, most times naturally. In this case, we are applying the theory to an event, which is not its original purpose. You can look back year-by-year as the Oktoberfest transformed from a horse race that celebrated marriage, to an international beer and food festival.

    The 2015 Oktoberfest brought in 5.9 million guests from Munich and all over the world! This fall festival is on our bucket list, what’s on yours?

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • A Symbol of Hope or Shopping?

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    Whether it be the NFL, Yoplait’s pink lids, or local breast cancer benefit events, like UNCW Communication Studies Society’s Rock for a Cure this Friday night, the color pink is plastered all over the nation during the month of October. As it stands, the pink ribbon is a universal symbol representing the fight against breast cancer. Over the past few years some critics have emerged saying this beacon of hope has merely become an annual marketing campaign. Nancy Stordahl, a blogger for the Huffington Post, criticizes the campaign and in 2012 she composed a list of the ten things she felt were wrong with the pink ribbon.

    You can find the full article here, but there are two points in particular she relates back to marketing that raise an interesting discussion. The first is that the pink ribbon is being used to sell stuff and has lost its original purpose, a purpose to unite this country and show our commitment to finding a cure. Today, marketers are using the pink ribbon to tie the cause to the products they are trying to sell. Stordalh even calls breast cancer the “shopping disease.” Customers are no longer buying just the product but they are now buying into the pink ribbon and what it has traditionally stood for. The typeology approach to IMC acknowledges that companies have products that look like another company’s products and services. However, it also points out that the market depends on common interests between themselves and the people who can help their company thrive. While the number of pink ribbon branded products on the market may be alarming, maybe marketers are giving consumers what they want – a deeper connection to a brand that allows them to make a contribution to something that has seemingly impacted them both.

    The second point Stardahl makes is that marketers are selling the idea of “selling good will.” If the consumer purchases a product that will lead to a company’s contribution, the consumer views this purchase as their contribution to the cause. This tactic allows corporations and organizations to sell more products and increase profits while enhancing their corporate social responsibility at the same time. In turn, consumers are able to buy into the commodity culture that surrounds the pink ribbon. They become part of the fight and part of the cure all while donning their pink ribbon branded merchandise.

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    Next time you have the opportunity to join the fight, think local and try to avoid the marketing tactic of “selling good will” and supporting the “shopping disease.” If what critics say is true, and the pink ribbon has lost its symbolism for hope, strength and a unified commitment to a cure, is it ethical for marketers to continue using this symbol on their products? Let us know what you think about the national attention that is brought to the pink ribbon. Do you think it has become a marketing tactic or does it still representation of the fight to find cure?

    http://www.huffingtonpost.com/nancy-stordahl/breast-cancer-pink-ribbons_b_1951319.html