position
When you wear different hats, you’ll find that one size doesn’t fit all.
On paper, my role at ChatterBlast, a digital marketing services company in Philadelphia, is clear and concise: Research and Reporting intern.
In real life though, my role isn’t so clean cut. While most of my work is typically research-centered (creating data reports, forming influencer lists, analyzing client information, etc.), I’ve also had the opportunity to wear some other hats in the office.
Read more on When you wear different hats, you’ll find that one size doesn’t fit all….
Behind the Bullseye No.2: Brand to Brand Mayhem
A Target Corporation bank note. Interesting…
I’m back from hiatus and I’m going to continue where I left off with Behind the Bullseye. People are much like brands in that we have our own personal reputations to uphold. Sometimes pretentiousness can be unshakable no matter how subtle. Have you ever gone somewhere and felt suddenly that you shouldn’t have been there to begin with– not because you didn’t belong, but because you couldn’t personally justify it? Certain decades old high fashion designers felt just the same about their brands being sold at Target– a discount store. Did Target go behind the bullseye or behind their backs?
Read more on Behind the Bullseye No.2: Brand to Brand Mayhem…
Kia: Korean or other Wie’s?
In the couple of weeks leading up to spring break, I was given the task of repositioning Kia for a portfolio (class) assignment. We first had to write a letter selling our idea (to the CEO… professor) and then follow that up with some print executions. I think the only rule is that we weren’t allowed to position on price– someone else can always undercut so it’s not a true position.
AT & Teapot
As far as I’m concerned, this is the first funny commercial of the year. AT&T takes a stab at repositioning its intentionally unmentioned competition. There has been much back and forth between AT&T and Verizon legally and commercially about who’s fastest and I still don’t know honestly. From my understanding, Verizon has infrastructure on its side and there wouldn’t be so much complaining about the iPhone if AT&T was really the fastest. That’s why AT&T isn’t naming names. This campaign seems to be more about prevention and lessening buyer’s remorse than an actual benefit. You’re going to get the message regardless; the last one to get it is a rotten egg even if that means everybody but you. For others who may see things the way I do, spots like this are necessary in (maybe) helping us forget the facts. The other spot in this campaign, the taco spot, does much of the same. Instead of being a rotten egg, it’s about not being insecure.
The Shack…
Radio Shack is one of those brands that makes me wonder how it’s still around. I’ve never purchased anything from there that lasted more than two years. Before I found a better option, I was using earbuds that required a converter to work with my phone– a converter sold only at Radio Shack. I’ve had the phone two and a half years now and I’ve been through several converters. I tried to get a coverage plan for it and they wouldn’t play ball. The clerk told me quite honestly, “We know it’s cheap. Sorry.” It’s not unusual to pick up a random item and find that it has been resealed after someone returned it. No matter the location, sales associates are indifferent when I tell them about my converter troubles. I think Radio Shack is struggling to distinguish itself these days.
Target: Behind the Bullseye
Recently, I saw a Target documentary titled “Behind the Bullseye” a couple of days ago on CNBC and it explained how the brand has become such a power player amidst the ever changing economy. I posted about Target’s Black Friday campaign not too long ago. Watching the brand’s evolution from alternative discounter to national superstore, one has to wonder how it was possible. Target created a PR spin on discounted goods. People who could afford to, were in love with the shopping experience of an upscale department store. From intricate fixtures to elegant displays, it was very much an “in the moment” sort of thing. Think of retail therapy. Target took the approach that people with less money wanted good quality items as well. The trick was to convince people with more money that they weren’t getting an inferior product because they are predisposed to perceived value. I’ve heard a saying that goes like this, “It’s not how much you earn, but how much you save.” Target made it hip to be thrifty. As it gets harder to squeeze a dollar, consumers have lowered their guard against discounters. It’s hard to deprogram the mentality that, “if something costs more it must be worth more.” Right? We live in a consumerist society and given the shaky economy many backs are against the wall.
Shape-up for the New Year with Skechers
I don’t think there were any knockout holiday spots this year. There was some singing, dancing, and shopping, but nothing too memorable (at least not for me) until I saw this Skechers ad. This spot is clever in that it’s positioned for everyone. Getting your wife or significant other a treadmill, or any piece of workout equipment for that matter, as a holiday gift is like admitting she has a fault that you would like fixed. Although some would appreciate it, women generally don’t want to hear that especially not around this time. It’s like getting your mom a toaster and then asking her to make you some toast.
Nikon Pour L’homme?
This certainly isn’t a vintage ad, but it’s older than you may think. Personally, I can never get enough of those earth tones. Not to mention it’s a beautiful shot. It has an air of sophistication about it. I dig the subtlety of the type. I actually used a similar concept for my first art direction project. The Nuvis S looks like cologne. I made a bag that looked like perfume. I suppose that’s why this ad just jumped out at me.
Black Friday: Survival of the Fittest
Today is one the busiest travel days there is. Tomorrow is Thanksgiving and tomorrow night is Black Friday. I can appreciate a good deal as much as the next person, but I don’t care for Black Friday. I don’t like waiting in lines (period!), or being subjected to ridiculous crowds. I think the best novelty of it is the late night aspect. Anyway, I’m noticing that Target is running the most aggressive Black Friday campaign I’ve ever seen. “The 2 Day Sale” campaign is nothing new, but I don’t remember it being this intense. It could just be that I’m much more aware of ads than I was a year ago.