IMC Hawks Blog

Tag: Branding

  • Drink Neuro: Functional Beverage, Functional Branding?

    Founded in 2007 by Diana Jenkins, Neuro has become a premium functional beverage.  The beverages slogan “Light it Up” hints at the drinks infusion of science to spark the body’s reaction in order for consumers to live and not merely exist.  Neuro provides a beverage that ignites your passions and stimulates your mind, fueling consumers to live life in color.  Neuro created a beverage for a healthier life through vitamin D and appetite control.

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    The creator, Diana Jenkins creatively designed each Neuro bottle to be fully recyclable.  There are 8 flavors of Neuro water, all only 35 calories, and none contain artificial flavors or colors.  Some of the flavors include neuroTRIM, which slows your appetite, neuroSONIC to increase your ability to focus, neuroSLEEP to help you rest, and neuroGASM, which makes your blood flow.

    Do these drinks actually do what Neuro promotes or is it just a giant branding stunt to help sell their product?  According to warnings on each bottle or Neuro, the statements made by the company have never been evaluated by the Federal Drug Administration and are not to be used as daily supplements.  This makes it seem that the statements made by the company are purely for branding purposes and to catch the consumer’s attention.

    Following these claims Neuro has completed other stunts in order to hitch their brand image.  We all know the saying sex sells and Neuro hopped on the idea by publishing photo shopped images of half naked women covered in Neuro beverages.  By surfing the Internet for Neuro ads there are three main photos of headless, half clothed women, all which read “It’s All About You.”  Are these photos also how they hope to create their brand image or is it just another way to draw attention to their product?

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    Neuro is a fairly new product and company; it is vital that the company produces a strong brand image.  It is those companies who are able to create that positive brand image that successfully compete with competitors.  Neuro sounds like a new trendy beverage but are they employing the right tactics to brand themselves effectively.   Neuro is a functional beverage but are their branding methods functional?

    – Jessie Butner, Meaghan Beam, Zach Abramo, Jack Lane

  • Celebrity Branding Through Social Media

    Nowadays, there is a wide variety of ways to advertise and promote one’s image as well as many products through personal branding. Celebrities are among the first to take advantage of the new social media phenomenon to further promote themselves and products they have endorsed.  Social media outlets such as Facebook, Twitter, YouTube, Instagram, Tumblr, Pinterest, etc. have been in a state of constant growth, as they cater to both the average consumer as well as celebrities. Interconnectivity has played a crucial role in keeping celebrities globally connected to a wider public in order to further promote themselves and gain a higher level of exposure.

    When it comes to many things such as self-branding and the use of social media, one must elaborate a thought-out, cohesive strategy in order to achieve optimum results. First of all, it is important to keep in mind that not all celebrities wish to accomplish the same thing through their social media outlets.  There are many reasons for a celebrity to join a social media site, from simply connecting with fans to promoting a product or event.  Also, each social media medium serves a different purpose and targets a more specific audience. In a recent trend, celebrities have been representing themselves by “opening up” and increasing their level of self-disclosure through many forms of social media. This could be due to the fact that it is believed that social media can be used to build trust with fans as well as build and develop a more personal connection with them by allowing them to see the “real” superstar.  For example, it is difficult to feel a personal connection to President Obama.  By following Obama on Twitter or Facebook, one might feel that this personal relationship has greatly improved.  Not only is this beneficial for the average American, but it could indirectly help Obama.  For example, someone that does not currently have a stance on politics could follow Obama on Twitter, like what they see, and vote for him in the next election.  This is just one example that portrays that social media outlets are a powerful, mass communication tool.  That being said, it is important for one to remain very conscience about what they say.  It does not take much for a tweet by a celebrity or political figure to create a huge controversy, whether or not they intended it to.  We sometimes forget that celebrities are human beings that make mistakes, and one of these mistakes could be by putting too much personal information on the internet.  Voicing an opinion can easily offend many other people.  The celebrity could in theory remove the tweet, but that does not mean it will be deleted from the Internet.  With the millions of followers many celebrities have and the fact that celebrities tend to keep social media outlets as public as possible, almost anyone could snap a screenshot of the tweet immediately and continue to circulate it through the web.

    While there are disadvantages for celebrities putting their lives on the World Wide Web, outlets such as social media can also be used as a free type of advertising or promotion.  Almost all main-stream celebrities have utilized multiple forms of social media from blogs to Twitter.  Britney Spears, Kim Kardashian and Justin Bieber are all examples of celebrities that have endorsed various products and used social media (more specifically, Twitter) to promote them. This has shown to be an effective marketing technique at little or no cost to them.

    Not every celebrity endorses a certain product, but they do essentially brand themselves when they decide post on social media sites.  Whether they mean to or not, the content they post reflects their personality and in turn, allows followers to characterize them.  Mastering how to effectively brand one’s self on these sites has in essence became a modern day art.  In today’s day and age, a social media suicide could destruct the celebrity’s image as a whole.

    – Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn

  • Remember When… Cupcakes Were Just for Kids?

    Think back to your elementary school days.  Were you one of the “lucky ones” whose birthday happened to fall on a school day?  If your parents were anything like mine, this probably meant having the honor of bringing your class a huge batch of store-bought (or on the rare occasion, homemade) cupcakes.  Right now you’re probably picturing them, covered in sprinkles and icing that turned your mouth bright colors, maybe decorated with plastic Barbie or Spider-Man rings that everyone would wear for the rest of the day.  Back then cupcakes could make you king or queen for a day, at least in the eyes of your classmates.

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    Nowadays cupcakes have a different reputation.  An exceptional batch could win you $10,000 and instant fame.  Thanks to television programs that highlight the new art of cupcake baking, these mini treats are taking the country by storm, and it’s not just the kids that are buying in.

    In 2010, the show “Cupcake Wars” began airing on the Food Network.  Each episode brings together 4 top-rated cupcake bakers from across the country to compete for $10,000 and the chance to debut their cupcakes to crowds of America’s elite at events such as awards shows and charity parties.  The list of ingredients these bakers are given ranges from fruits and nuts to chili peppers and vodka and the finished products are a far cry from the yellow cake and chocolate icing of our childhood.

    The popularity of cupcakes is rapidly spreading and the evidence is popping up in cities nationwide.  Cupcake bakeries that specialize in traditional, exotic, and chic flavors are now conveniently located next to your favorite coffee shops and boutiques.  These bakeries are rebranding the phenomenon of the cupcake with unique flavors and styling that aim to please a more adult crowd.  Not only are they a pleasure for the palate, but cupcakes these days are like a new accessory.  They can be as high-end as the bakeries that produce them and the clientele that consume them.   A cupcake bakery called Georgetown Cupcakes, also famous for a television show that airs on TLC called “DC Cupcakes,” has catered to clients such as Kim Kardashian.

    ImageHowever, it’s not just the ingredients or the celebrity that make cupcakes more appealing to adults.  Now, anyone over the legal drinking age can partake in fine cupcake-inspired wine and vodka produced by Cupcake Vineyards.  Why not pair your cupcake with a glass of wine?  Bakeries and other specialty shops now host cupcake and wine tasting events where adults can mingle and the two indulgences can be enjoyed side by side.

    So is this new trend something to expect from all of our childhood favorites? Will popsicles be the next big thing?  Leave it to the media to help us decide.  Until then we might as well have our cake, and eat it too. Bon appétit!

    – Ally Walton, Lauren Habig, Erin Kiffmeyer, Hannah Eure, Gene Lee

  • “Keep America America”; Mitt Romney’s Slogan Backfires

    This year’s Republican National Convention in Tampa, Florida was not exactly a great success. In fact, the Gallup Poll showed us that Mitt Romney’s speech at the convention received “the lowest rating of any of the eight speeches Gallup has tested since Bob Dole’s GOP acceptance speech in 1996,” according to The Huffington Post.  The post also stated that the convention produced the worst voter intentions in history with a +2 percent, compared to +3 in 2004 and +5 in 2008. While there are many variables that contribute to such low ratings, the convenience and effectiveness of the mass media played a key role.

    Most people will not argue with the claim that media attention has become the basis for political attitudes in today’s society. The fact that the average American can essentially look up any information whenever and wherever they want can be very beneficial for presidential candidates in regards to reaching a large number of voters in a short period time. However, there is a downside to millions of Americans having the world at their fingertips. Mitt Romney first experienced the disadvantages to the Web 2.0 phenomenon when he spoke at the NAACP convention this past July. When reflecting on his speech, Romney stated, “I had the privilege of speaking today at the NAACP convention in Houston…when I mentioned I’m going to get rid of Obamacare, they weren’t happy … that’s OK…You remind them of this: If they want more stuff from government, tell them to go vote for the other guy — more free stuff. But don’t forget, nothing is really free.” When this statement went viral, Romney received a lot of negative press. While some argue that accusations against Romney’s statement were taken out of context, it shows how important media attention is to the public’s perception of a candidate. People made their own judgments about Romney’s statement, which in turn swayed their opinion about Romney one way or another. A more recent example of how detrimental the mass media can be consists of one of Romney’s recent catchphrases which simply reads “Keep America America”. People are outraged that Romney continually recited the phrase because the slogan “Keep America American” was used by the Ku Klux Klan in their 1920’s attempt to deface many groups including African Americans, Catholics, Jews, and homosexuals.

    Americablog, a progress political blog, was the first to provide the now popular examples of the controversial overlap. Much of the focus was put on a video of the multi-millionaire candidate in which he is found using the now controversial slogan. Mitt Romney was also quoted on the blog from an article found in the L.A. Times in which he repeats the phrase.

    Since Romney first used the slogan, people have been publicly bashing him on all social media sites. While Romney’s slogan “Keep America America” is eerily similar to the Ku Klux Klan’s rally to “Keep America American,”the two phrases are not one in the same. While Romney used the phrase to insinuate that we must keep American values incorporated in our government, the Ku Klux Klan used the phrase to convince people to discriminate against others. It is obvious that presidential candidates, or anyone associated with politics should be very careful about slogans and phrases they use because one wrong word can gain a lot of bad press. Therefore, while it is unknown why Romney used such a slogan for his campaign, he is going to have to deal with the consequences and try to regain some voters that he might have lost as a result of using it.

    The fact that Romney had a similar but not identical (while we must admit it may be too similar) slogan to that of the Ku Klux Klan has directly affected him.  Romney, in a sense has been “branded” by this one slogan.  It is likely that people who may have not even followed the presidential election have formulated an opinion against Romney upon hearing the controversy behind the “Keep America America” slogan.  The rise of technology’s role on mass media in today’s society has led to more branding than ever before.

  • Time Flies Faster Then You Think

    Our three years here at UNCW has been a nonstop learning experience. We have not only gained knowledge in classes, but have also gained valuable and unforgettable life experiences. Laura transferred to UNCW after her freshman year and since she has been in Wilmington has had three very valuable internships. The key to getting a job in this market is to have experience in your field of interest and being able to effectively market yourself to potential employers. In our IMC 1 class we had an assignment where we had to market our personal brand and why we should be hired over our competitors. It is crucial to understand how and why your brand is better than the kids sitting next to you. It is not only important to know why your brand is the best, but you also need to understand how to market your experiences and internships to fit the qualities for your potential employer. Taking advantage of internship opportunities, especially for credit through the Department of Communication Studies, is a great idea for anyone and everyone. Without those experiences we would not be as prepared or as knowledgeable about our field of interest as we are now. So, when you’re thinking of what to do with all your time during the beautiful summer in Wilmington, think about taking an internship or think about how you can make your brand stand out among others.

    Another important piece of advice is to get involved on campus. Once you are a student, UNCW becomes your home away from home. The best way to find comfort is meeting and bonding with other students who are in your exact situation. UNCW has over 200 clubs and organizations for students to become involved in. The only hard decision you have to make is: which club should I join? Tennis, TealTV, Communication Studies Society, the choices are endless. The moral of the story is this: get involved on campus and make your presence known. You only have four years, which believe me, flies by in a blink of an eye. The friends you make in college become your friends for life. It is important to make your college journey memorable, exciting, and one that you can laugh about 40 years down the road reminiscing with your old college friends.

    Lastly, as a college student, one of the most important things you do is research. Whether it’s writing a report, putting together a presentation, or simply watching the news on TV to catch the latest events, you are gathering information to analyze. Some of this information will be forgotten shortly after graduation, if not before you even cross the stage to get your diploma. However, some information you have gathered through your college career will stick with you for a lifetime and will become helpful in future career situations.  Learning doesn’t just stop when you get your diploma. The research skills you learn to use as a student can be used for the rest of your life, as you strive to be an informed individual.

    So just remember, time flies. Before you know it you will be walking across the stage to receive your diploma.  Don’t just be a beach bum, at least, not all the time. Do something that will show your future employers that you did something with your short time here to make a difference.

    -Laura Simmons, Brooke Keller, Ashley Oliver

  • Going Green, Brings Green

    Brands can promote themselves through almost any medium nowadays. Pens, stickers, posters, billboards, you name it, you can put your brand on it. Planet Earth Promotions is a company that is designed to help brands promote themselves in an eco-friendly way. There is constantly increasing awareness about environmental protection and a greater consciousness about how important it is to protect these environmental and natural resources. Planet Earth Promotions is leading the way for this “EcoSmart” promotional item trend.

    Planet Earth Promotions’ mission statement indicates that their “goal is to help companies and corporations around the nation proactively enhance their brand through the use of environmentally conscious and educational promotional items”. They have certainly delivered in this respect. This company has been ranked #1 in promotional advertising for the past ten consecutive years. Not only are they paving the way for other companies, they have become a greatly successful brand that is little to no impact on the environment. Planet Earth Promotions has built a successful brand on a trend that is becoming increasingly important as time goes on. This brand is very strong considering they have remained at the top of the list from Arizona Magazine for the last ten years and they are here to help other brands.

    They are able to offer many alternatives for companies to help cut back on environmental damage by providing recycled goods, information about recycling and environmental days in the USA and tips to bring pollution down. With so many companies shifting focus to being the “EcoSmart” companies and LEED (Low-energy electron diffraction) certified, it is a challenge to stay on top. Planet Earth Promotions has paired up with other environment-friendly companies such as AWEA (American Wind Energy Association) and Women’s Business Enterprise to built a very powerful and successful brand and continue to pave the way for other companies looking to create environment-friendly products and solutions for all varieties of businesses.

    – Julius Roberts, Leanna Marshall, Leslie Tyler and Bryce Koonts

  • Learn about Communication Studies at COM Studies Day

    When Communication Studies majors share their idea with others they are often met with a variety of  questions. These questions often range from “what is Communication Studies” to “what on earth are you going to do with that?!,” and can leave the student wondering just why exactly did they pick this major in the first place. Fortunately the UNCW Communication Studies department is hosting its annual Communication Studies Day this Friday and will answer many of these questions.

    The Communication Studies Day  will have panel presentations of UNCW graduates from the major discussing their careers and experiences since college. Students will be able to hear from individuals who are currently doing things with their Communication Studies degree that they are considering doing after graduating, such as marketing, graduate school, broadcasting, and public relations. Many of the panelists graduated recently and will be able to relate to the students attending the presentations as they only recently were in the same point of approaching graduation and having to decide what they wanted to do and how to go about it. There will also be networking sessions for students to speak with faculty, friends and alumni. Another aspect of Communication Studies Day is the Dress for Success fashion show, in which attendants will get to see outfits of business casual and business professional attire. Attire is an important component of a professional image and many students are unsure about how they are expected to dress for a successful career.

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    Communication Studies Day is not just an event that is simply put on by faculty and that students can show up to if they want to. The event is being  coordinated and marketed by UNCW Communication Studies students. Dr. Persuit’s IMC II class will be tweeting, posting photos, and sharing information about the event as it is occurring on this blog. Individuals can learn more about the event by following #DressForSuccess2012 and #COMStudiesDay on twitter.

    ~Molly Jacques, Josh Vester, Ashley Oliver and Hunter Wilson