IMC Hawks Blog

Tag: Branding

  • Branded Letters

    Today marks the day that every little girl dreams of since the day her mother blessed her with her very own set of pearl earrings, high heel shoes, and sweet- but- sassy personality. Bid Day for sorority life at UNCW allows girls to put their collegiate fate in the hands of anxiously awaiting sorority women who only hope to have a new pledge class formed from the group of their various “rush crushes” developed over the course of the past five days of formal recruitment. After hours upon hours of chanting, smiling, talking, voting, and dancing, girls of UNCW can be associated with a sorority group on campus that they can call their own.

    With the recruitment process finally over, letter shirts are undoubtedly going to flood the length of chancellors walk. Girls won’t be able to fight the temptation to brand themselves under the stereotype of such letters; proud to be a part of the group that is associated with the letters sewn onto their shirts. However, sorority members must be fair-warned: this type of attire is a form of branding that should be used with caution and responsibility. The actions you take and words you say as you wear these letters not only represent you, but also represent how you want yourself and your chapter to be perceived by others.

    Each sorority on this campus offers something different. From reputation to reality, the young ladies involved in Greek Life all make an impression upon their peers according to how they act when they wear these prized letter shirts. If one girl wearing the letter shirt misses class; all sorority women skip classes. If one girl gossips while wearing the letter shirt; all sorority women gossip.

    At least in the minds of those who stereotype.

    This kind of branding is not only true for sororities. All organizations create their identity based on the kind of brand they hope to portray through their members. Each person has the power to represent their group as a whole based on how they act individually…creating an instant association built from one impression. The new members of the Greek system on UNC-Wilmington’s campus have the ability to either accept this brand that has been established for their particular organization or to enhance it. The perception of a group is something that can change with simple, consistent actions that are valued and upheld by all members. Therefore, the revealing of Bid Day today should also reveal hope to expand the brand that these women are newly associated with on UNCW’s campus.

    -Sally, Jared, Oliver

  • Turning the Channel

         Over the past week, the American public has been inundated with file footage from the events of 9-11.  Much of this footage has been a tribute to the heroes who gave their lives that day; however, the most graphic content reflects a much more horrific aspect of the moment- death and destruction.  No one can discount the painful reality of that day.  The destruction of the World Trade Center, the attack on the Pentagon, and the downing of the plane in Pennsylvania were an act of war, and with that came violence, chaos, and carnage; realizations that most people find unappealing even if it reflects the truth of the matter.  For those of us who have a tendency to shy away from all things bad, should we have been forced to revisit or see for the first time such graphic representations of the pain and death from that day?  As good Americans, we undoubtedly want to honor those who perished by being tuned in to the tributes presented by the media networks, but how much is too much?

         The videos of people jumping from the towers will forever be a tragic part of the archive of 9-11.  Some would cite these as the most horrific images from that day, yet much of the carnage was never publicly released because it was legitimately too intense for public viewing.  The images of thousands of burnt and twisted bodies is certainly something that few people yearn to see, and rightfully so, yet there lingers a debate about the release of this footage.  Roxanne Silver, a University of California Irvine professor of psychology and social behavior, had this to say about the matter, “It’s very clear to me that the repeated exposure of images of 9/11 serves no purpose for adults or children, and I would discourage parents from allowing their children to be exposed to graphic images.”  In regards to the children, it is easy to agree with this statement as it is a delicate task to educate young ones on these events without overexposing them.

         One of the authors of this post had the opportunity to speak to a fourth grade class about 9/11 yesterday and found himself at times challenged to describe certain events from the war, in particular, without being inappropriately graphic.  Children aside, many of these images, graphic and patriotic alike, serve as a rallying cry to serve justice on the persons who brought the war to us that day and will forever be a reminder of why we continue to remain vigilant.

    – LaPuasa, Claire Dillard, Louis

  • Something to Wine About

    This Sunday, communities from all over the country will commemorate the 10-year anniversary of September 11th, 2001.  With the United States remaining politically divided on many issues, people are wondering if the anniversary of September 11th could bring the country closer together.  Leaders around the U.S. are calling for a change in the nation and “true bipartisan cooperation for the benefit of our country.”

    From big events, like the 9-11 Memorial opening in New York, people everywhere in America are finding ways to remember one of the biggest tragedies in our country’s history.  Perhaps one of the most controversial has been the selling of 9-11 Memorial Commemorative wines.  Lieb Family Cellars of Mattituck, Long Island has caused outrage by producing a range of 9-11 Memorial wines to commemorate the 10th anniversary of the attacks on the World Trade Center.  The winemaker is selling Chardonnay and Merlot wines at $9.11 a bottle, and giving 10% of the proceeds to the National September 11 Memorial and Museum.

    Despite these donations, the announcement of the wine has made many upset.    Lieb Family Cellars’ advertisements promote a wine made from “grapes grown 90 miles from the site of the World Trade Center,” and with sensitivities over the anniversary running high, this concept has sparked outcry.  Critics have accused the maker of, “exploiting the atrocity to make money.”

    Lieb Family Cellars insists that it is not making any money off the project.  Gary Madden, the general manager told The Times: “It’s a non-profit project.  We made the wine for charity; the profits on sales go to them.  It was done with the foundation, all under their licensing.”

    Many people have taken to social networking sites, such as Twitter, to express their anger about the issue.  Perez Hilton said, “WTF?” He calls this “tacky” and posted the following tweet: “@NoReservations- 9-11 Wine?!!? Are you out of your MIND?!! EPIC FAIL.”

    Celebrity chef Anthony Bourdain has called the brand naming around this wine “grotesque, exploitative and vomit inducing,” while the FDNY EMS proclaims, “What does the 9/11 Memorial brand next? Soap? Carwax? Tampons?  Hot dogs? Dog food?…anything for $?”

    Some say the Lieb Family Cellars’ intentions are good, with the victims and their families in mind; however, perhaps they should have done a little bit more research in regards to the implementation and marketing of their commemorative product.

    – Stephanie Bakolia, Claire Outlaw, & David Glaubach

  • A Royal Frenzy

    For centuries, royal weddings have drawn a unique interest among the population; however it is not until recent decades that such events have been televised. The first televised royal wedding was in 1960 of Princess Margaret and Anthony Armstrong Jones who were married at Westminster Abbey. The occasion accumulated over 20 million viewers according to BBC News, and since then royal weddings have become a social event not only for those attending, but millions worldwide. With such a broad interest in the subject, it’s no wonder marketing and branding gurus jumped on the royal bandwagon.

    The wedding of Prince William and Catherine Middleton, now the Duke and Duchess of Cambridge brought in record numbers of viewers from all over the world. More than 52 million viewers tuned into NBC Universal, more than 40 million tuned into NBC news. But what would a royal wedding be in this day in age without a social media impact?  Don’t worry, Prince William and Kate made a huge splash on Facebook and Twitter. NBC News hosted a Royal Wedding Facebook event that received 7,500 attendees and over 500,000 impressions. NBC News also created a Twitter account @RoyalWedding that acquired over 90,000 followers and more than 1.5 million users. The frenzy didn’t stop there, “The Royal Wedding by NBC News” App for iPad, iPhone, and Android reached over 200,000 downloads and quickly became one of  iTune’s Top Ten listed free iPad Apps.

    Aside from the technological and social media craze, numerous memorabilia items were created just for the big day. From replicas of the engagement ring to china sets with Prince William and Kate’s faces, branding reached a whole new level. Marketers even went so far as to create toilet seat covers with the dynamic duo’s face and wedding date. It is safe to say, the Duke and Duchess of Cambridge have developed into their own brand with the help of IMC.

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

  • Branded Nation

    James Twitchell explains in Branded Nation that “a brand becomes not just what we think about an object, but how we think about it.” Branding has become so successful that even institutions we would not think of have fallen into the branded nation.

    In Branded Nation, Twitchell goes deep into the institutions of religion, higher education, and art in our society. Twitchell compares megachurches to shopping malls and how museums have turned into an institution that will do anything such as motorcycle exhibits and have restaurants to increase revenue.

    The most intriguing section in Branded Nation is when Twitchell talks about university and college branding. As students studying in a university, Twitchell makes an important point. Colleges and Universities have accepted branding ever since they have become more alike. It is now a competition and The U.S. News & World Report proves it. Twitchell uses the example of Harvard and how it is all about who has “the best students, the most money, and the deepest faith in the brand.”

    Interestingly enough, Twitchell doesn’t find branding bad. Knowledge and belief will spread if we all become aware of branding and that in it’s self will create a community along with social capital. Branding Nation is a perfect example of why things work the way they do and with Twitchell’s example’s we see how effective/ineffective brands really are.

    -Micaela Fouhy, Brie Golden, Will Cosden, Lindsey Baggett, Andrew Mayer

  • Benson’s Mule Days Brings Home Southern Charm

     

    Every year 60-70,000 people go to the small town of Benson, North Carolina.  Why would this many people go to a town of only 3,569? For nothing other than Benson Mule Days!  The event takes place at the end of September every year and includes rodeos, a mule pulling contest, arts and crafts, vendors, music, a parade that attracts 20,000 on its own, and more!  Festival goers can be seen around Benson on their horses, and people from as far as Wilmington travel on horse back to celebrate the event.

    It may seem like such a festival wouldn’t draw the crowds that it does, but Benson’s Mule Days has become one of the largest festivals in North Carolina.  Travelers from Alaska, Germany, and California make their way to Johnston County in order to experience the small town, southern feel of this festival.  Benson is the perfect place to hold a festival like this because it is so small and has a historical downtown area.  When visitors walk through the aisles of arts and crafts and street vendors while hearing bluegrass music play in the background, they feel just as they should while in a small North Carolinian town.  There is plenty for people of all ages to enjoy while experiencing southern hospitality.

    North Carolina’s image is perfectly illustrated by Benson’s Mule Days.  Those not from the south trying to get the experience of all that it has to offer need to look no further than Mule Days.

    -Brie Golden, Micaela Fouhy, Will Cosden, Lindsey Baggett, Andrew Mayer

     

  • IMC and Blueberries and Burgaw, Oh My!

    North Carolina is a diverse state with many commodities and much history to celebrate. The North Carolina Blueberry Festival is one of the numerous state revels that will hold its 8th annual festival on June 18, 2011. It takes place in Historic Downtown Burgaw, just 30 miles from Wilmington, where the first cultivated blueberry production in North Carolina began in the 1930’s. Pender County now ranks second in the state for blueberry production, showing their love for blueberries through the annual festival.

    Since the festival began in 2004, Burgaw has quickly branded itself as the “Blueberry Town” making the festival its leading event. Although Burgaw is home to a small population of 4,000, the festival draws in more than 30,000 visitors. Aside from blueberries, the festival also offers entertainment, artisans, food vendors, and more.  In order to attract such a large crowd, the festival relies on its website and Facebook page. Both media outlets are used to inform the public and to facilitate communication. The Facebook page also lists contact information on how to purchase available promotional items to market the event that include, limited edition signed and numbered print by Ivey Hayes, t-shirts, sweatshirts, blueberry recipe cookbooks, hats, visors, and tote gags.

    The organization has also strategically acquired key sponsors such as WECT Wilmington 6 and Star News Media, two major news outlets that reach Wilmington and the surrounding areas. To generate further coverage and recognition of the event, the association sponsors a Blueberry 5k Run and a Blueberry Open Golf Tournament. One of the biggest draws to the festival is the Essay Scholarship which has awarded over $100,000 since 2004. The festival provides scholarships ranging from $1,000 to $4,000 each year, which can be used toward tuition, fees, or books.

    This small Southern town has taken big strides towards becoming its own recognizable brand. As their Facebook page states, “The Festival celebrates the historic, economic, and cultural significance of blueberries in the Southeastern region of North Carolina,” and through IMC, Burgaw is paving the way to become a significant and well known “Blueberry Town.”

    NC Blueberry Festival Website, check it out!

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