Tuesday, October 30, 2012

The New Vintage

Nostalgia marketing can be quite the risk if not done properly. Most of our memories are based upon something very significant that we have experienced or acknowledged, whether for the better or for the worse. As we grow older, we rely more on our memories to reflect back on a time of happiness and joy, in other words, "looking back on the good old days." For instance, Christmas is a major holiday that many people around the world celebrate with their loved ones. It's a time when children are seen racing to the Christmas tree just to open their presents first; a time when young ones leave out milk and cookies for Old Saint Nick. In this case, most of our childhood is remembered wrapped around a joyous and spiritual occasion. By the time we reach our early 20's or so on, these activities that were once such a common act around Christmas begins to slowly fade away from our lives. Childhood is no longer there, and what we yearn for is to get back the good times that we had during our youth.  From this transformation, the idea of nostalgia marketing becomes a great way to advertise to their audience by promoting the idea of what we seek-- "good memories". As stated in an article from The Branding Strategy, "As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call 'a longing for positive memories from the past.' "  The positive effects that nostalgia marketing can have on its consumers is by making us feel that what was once there, or in the past, can still be obtained-- it's still in our reach and we don't have to just remember about it. It essentially effects us emotionally, letting us feel as though we're young again or that we are in a particular time period of that positive memory. Coca Cola plays as an excellent example in this approach because of its connection with Christmas/Santa Claus. The Coca Cola brand has been such a widespread in promoting its relationship with Santa Claus that society has begin to believe that the idea of "Santa Claus" has originated from Coca Cola. Not only does the brand have a close connection to the holiday, but the way it is advertised to its consumers with a "vintage-feel" and how Santa Claus is surrounded by toys next to the Christmas tree (childhood) makes us feel at home again-- just like how we remember it. This marketing is usually more effective around special occasions or major holidays because like I mentioned previously, it's a memory that is most significant that sticks to our brains much easier. 

But on the other hand, nostalgia marketing can also be a negative effect. Like how we remember our best times, we also hold onto our worst. Not everyone can relate the same way with a product or event in the past, and by nostalgically advertising, it could bring back negative thoughts and feelings for a certain number of people, making them disconnect with the product. It's not only the negative memory, but according to the BRW article on nostalgia marketing, "companies striving for the positive associations of nostalgia need to make sure they deliver on the promise of the nostalgia itself." In other words, you can look vintage, but it doesn't always mean you are legit. I could not think of a product/company that was unsuccessful, but a company that IS still successful is In N Out Burgers. It's a privately owned chain of burger joints set in California that has kept running since 1948 by Harry Snyder. It's such a simple concept with a diner-look on the inside of the fast food joint. In N Out has a very simple menu: Burgers, Shakes, and Fries. Nothing else. The only differences in burgers are how many patties you want in your burger. Additionally, they keep it simple with their ingredients inside a classic burger, nothing too fancy so that everyone can easily enjoy without asking "what's this?".  For the shakes, there are only simple flavors: Vanilla, Chocolate, Strawberry, or Neapolitan. In my opinion, I feel that it is better for them to not expand their menus and just keep it as simple because their concept is to just serve the best classic, American burger. If other varieties were to be placed on the menu, it would take away the essence of the original product. Their classic style has a distinct taste that nothing else can beat, and it is cheap! 

Wednesday, October 24, 2012

Harley Davidson

Overall I believe that the Harley Davidson brand and organization resulted in a very positive community. They try to reach out to their audience by not changing their purpose/idea too much, not straying away from what they're known for, which are for their Harley Davidson bikes. Their rugged, tough persona of a biker remains consistent within their brand, and with that in mind, not only does that keep their loyal fans, but attract other consumers to their market as well -- those who are interested to live free and wild. But with such a distinct concept and idea of what Harley Davidson known for, even if you're not into Harleys in particular, or motorcycles in general, you probably know and respect the brand. And there are many people out there who love the brand with body, heart and soul. It makes those who don't own a bike want one, and those who already have one want another one. For Harley Davidson, by creating the Posse Ride, it builds a stronger bond for those that are already a fan of the brand, to get together and just basically, ride and live freely. It's such a simple idea that represents what their whole brand is about and, I thought that this concept was a great way to keep their loyal customers interested as well as attract new ones. While this is a great idea of riding together, I feel like Harley Davidson shouldn't get too involved with this concept because it creates more difficulty for customers and having to keep up with these guidelines of how to become a loyal fan can be hectic. The Posse Ride should allow customers to feel like they're living to do this, not doing this to live. In addition, other ways for Harley to further enhance their brand is by holding conventions, displaying numerous varieties of motorcycles or Harleys by the consumers. This way, it creates another strong community event that can grasp more consumers along the way.

Tuesday, October 16, 2012

Consumer Behavior


In a business and marketing sense, I do believe that it was the better strategy to to have Coca Cola position itself as the "low-calorie" beverage towards Americans rather than the "diet drink" like those in Europe, but it could have been planned better so that it didn't feel so offensive to other cultures. What's so different about Coke Zero and Diet Coke? Honestly, not that much. According to this article on
differencebetween.net:

"Coke Zero has 0.5 kilocalories per 100ml while Diet Coke contains 1 calorie. It’s been believed that men are more reluctant to buy diet coke because the word ‘diet’ associated with women. Therefore, to market the product ‘Coke Zero’ been produced to associate masculinity. "

 In America, masculinity plays a very important and vital role to represent one's strength, power, and independence. The image that many Americans portray as being a true "man" is maintaining a strong and large physique, showing few to no emotions, and basically playing a dominant role. Words like "diet" represent femininity in the American culture. On the other hand, Europeans happen to portray a softer image compared to the "American standard". In this article I found from the American Men's Studies Association, it explains how Americans come across or see the European culture as more feminine, and those that do not fit the image of manhood fall into the category of being either European or gay.

With all this in mind, though both concepts of a "low calorie" and a "diet" beverage are pretty much the same, however, the name can play a crucial role to how it markets to its audience due to the difference in each one's pop culture.


I don't believe that the idea of the "fake blog" to promote Coke Zero was COMPLETELY unethical because it was just a faster and more efficient way of surveying customers, basically. Yes, this blog did stir up some negative comments, but Coca Cola did achieve its main objective to globally get its "Coke Zero" name across to its audience. Coca Cola probably already knew what was to happen when these blogs were launched, but knowing that they could afford to deal with what's to happen so that they could promote their new product showed that this idea/ purpose was indeed ridiculous, but their goal was reached. In the end, consumers still purchased Coke Zero products with no hesitation, and the name is now globally known. It's all about getting your name out there, and it's like that for everybody (not just products). Even people nowadays would do practically anything just so that they are recognized throughout the world.

Aside from the Coke Zero product, another unsuccessful product would be the Ayds Diet Candy, trying to promote a "healthy" diet for consumers. Though this was created long before the disease of Aids were a major issue or known, it was still unsuccessful in that it was trying to promote the idea of not eating properly and exercising, and instead, just eating this candy diet product. Soon when the disease finally hit and became a great concern by the 1980s, the company was forced to to change its name due to sales drop to about 50% from the publicity of AIDS. Even though the name was changed, the product was soon dropped out from the market.



Tuesday, October 9, 2012

3-D Movies...Really?


When it comes to enjoying your free time, many people would want to hang out and watch a movie. Now a days, the price of movie tickets are drastically increasing, what once was $6.25 in 2005, is now $11.00 in 2012, just to see a general movie. Before, 3-D movies used to be so popular due to how uncommon it was. And when a 3-D movie came out at that time, it really was "3D". Images popping out right at you, feeling as though you could almost grab it. Let's just say, it was well worth the price.

Today, it's not worth it anymore to see a so-called "3D Movie". Nothing directly pops out right at you! It looks as if it were just the general film on a slightly bigger screen that your paying $3- $5 more for. It's NOW that every movie is in 3D, and it's considered a typical thing in film. We need to end this madness of 3D movies, when really, it's not even THAT much of a difference to consider it 3D. We need to put at end to remakes of older films being turned into 3D. For instance:
Step Up 3D. Seriously?
Titanic in 3D. Really now? It should be kept as a classic film.

We need to avoid this:














And bring back THIS:




Bring back the original nature of 3D, where silly cartoons pop right at you, making you feel like you have to dip, duck, dive, and dodge.
 
BRING BACK WHAT USED TO BE A GREAT 3D FILM.



Tuesday, October 2, 2012

Stereotypes: Racism

The role of stereotypes have definitely changed throughout the years as our society has become more accepting and "equal". Pop culture has evolved into a very accepting scene, where it didn't matter what the color of your skin was or where you came from. Many advertisers even try to promote the idea of unity and the freedom to express yourself. Today, we see more television shows and movies that consists a variety of races; however, though many people share the same screen, most of the time it is still a white dominated situation. While the media tries to prove to its audience that they are culturally diverse, it still lacks improvement on portraying equality, rather than making white individuals the dominant character. That is why entertainment today is still categorized or separated by our race. As stated in the NY Times article Broadcasting a World of Whiteness, "Television is nowhere near diverse enough — not in its actors, its writers or its show runners. The problems identified by critics of “Girls” are systemic, traceable to network executives who greenlight shows and shoot down plenty of others. It’s at that level that diversity stands or falls."

Have you ever watched any film or show and noticed that, though they claim to be culturally diverse, there is always at least ONE of every race and more of a white dominance? Popular shows today like Hart of Dixie, Glee, The Vampire Diaries, and Grey's Anatomy all have a variety of characters on the show, but it's still a white dominant show, or at least the whites will be the higher or main characters. Even back in the day, cartoons like Rugrats, Hey Arnold, and Recess depict a white dominance. Not that I'm hating on these shows, because they are a few my favorite shows, but I'm just saying.




It's really funny how we say we are united, but at the same time, we are separated.  For instance, channels such as BET (Black Entertainment Television), you don't see shows such as Friends or Seinfeld on there, that's just crazy. So when it comes to TV shows like My Wife and Kids or any of the Tyler Perry films, they are technically considered "black comedy" or "black entertainment". But what IS "black humor"? What's the difference between their humor and the humor you see on Friends? Isn't comedy JUST comedy, for the joy of laughter? Or dramas JUST dramas? Other than the color of our skins, it doesn't really make that much of a difference. It's clearly just the fact that our own kind would like to see more of ourselves in the public eye, and therefore created separate channels strictly showing MAINLY one race. I feel that even over time, there will not be that much of shift in changing who we see more in entertainment, and that there will always be these separate channels.