James Ellerbee Mastery Journal Full Sail University Media Design MFA

ABOUT

My name is James Ellerbee, but I go by Brandon. I am a graphic designer by trade. I received my bachelor's degree from Full Sail University in 2023. Right now, I am in Media Design MFA. You can view some of my work online at bellerbee.com. You can also follow me for inspiration on LinkedIn and Pinterest.

INTENTION STATEMENT

I began this mastery journey in July 2023 to become a better designer. I am currently a graphic designer for a small local company but look forward to moving into a better company and role.

Over the next 12 months I know there will be a lot of information thrown at me. The one class I really am excited about it the “Effective Copy Writing” class. The one thing with design that I struggle with is coming up with words that sell. In my job now, I work for a retail store, and have to get people to help me a lot when I am tasked with certain jobs.

I believe when I finally achieve that master's title, I will have the confidence in myself to stand behind my designs. I allow some people to tell me my designs don’t work only because they don’t think they’re “pretty”. I want to get to the point where David Carson was and just did what he wanted to no matter how others felt about it. He knew that the message was getting across and that’s all that mattered. I want to achieve that type of confidence.

INSPIRATIONAL POST

When I look at this quote and poster, I see the place I want to be mentally. Just because it's not legible, doesn't mean the message isn't being communicated. Graphic design isn't about what it looks like, it is about sending the intended message to the target audience. As I stated up in my Intention statement, I strive to have this type of confidence.

My LinkedIn Homepage

My Followed Page

My Week 3 Inspirational Post

This quote resonated with me a lot this week. I had to remind myself that I can't change a person's character and how they act. When an individual shows they have a bad character, and they are in my daily life, I have two choices: Let it control me, or I control it. This passage reminds me to get live and let live and take advantage of that bad character. Turn it around into a positive for me in the end.

Mastery Goal Timeline

MDM525 Week 1

This Week's Design Challenge

Alexander Girard Sun was fun to do. This design was pretty easy to recreate as a vector. I just had to make sure to blow the original up, so I hit the corners exactly where they were.

Optional Design Challenge #1

Alexander Girard's grid pattern on a tray was a little harder but fun. It made use of the line segment tool. I went a little overboard and recreated the whole tray instead of just the grid. I created the shadows in Photoshop and brought a PNG into Illustrator to overlay on top of the grid to make it look realistic.

Optional Design Challenge #2

Now, this was a little bit of a challenge. I wanted to use the repeat tool, but nothing would line up correctly, so I ended up using it but had to move each piece around just a hair. The original painting is not exactly equally spaced around the circle. This was the first time I've ever recreated hand-drawn fonts before. I treated it just like any other shape. Luckily, I could reuse some of the letters after I created 1 of them.

MDM525 Week 2

Design Research Essay

Research is a bedrock of almost every professional endeavor, ensuring the integrity, effectiveness, and relevance of the actions and decisions that are undertaken. In the domain of design, the importance of research cannot be understated. This essay will delve into the principles associated with research in the context of design, expound on their significance in professional design, and provide an illustrative example of its application.

Principles of Research Design

User-Centricity: At the heart of design research lies the user. All research activities are geared towards understanding the user’s needs, preferences, and experiences (Visocky O'Grady, 2017). This empathy, ensures that the final design output is not only functional but also resonates with the target audience.

Iterative Process: Design research is not a one-time activity. As designs evolve, research continues in cycles, ensuring that feedback is continuously integrated, making the design progressively better. Researching what the target audience say’s they’ll do may be different than what they actually do (Interaction Design Foundation, 2023). This is when a prototype would come in to the design process.

Holistic Understanding: Rather than focusing on isolated elements, design research seeks to comprehend the larger ecosystem. It takes into account socio-cultural contexts, technological trends, and industry nuances.

Empirical Evidence: Going beyond mere bias, intuition, or preference, design research emphasizes empirical evidence (Reed, 2023). This involves collecting data, making observations, and conducting tests to validate or refute design hypotheses.

Collaboration: Design research is rarely a solitary endeavor. It often involves multidisciplinary teams coming together, sharing insights, and collaborating to arrive at optimal solutions.

The Significance of Design Research Principles in Professional Design

In professional design, the principles of research provide a foundation that informs and enhances design decisions, ensuring they are user-centered, evidence-based, and responsive to real-world contexts. Here’s why they are critical:

Risk Reduction: Design research reduces the risk of design failures (Lalley, 2019). By understanding user needs and validating design choices, it ensures that the final product or solution is both usable and desirable.

Innovation: Research can uncover latent needs or emerging trends (Team, 2020). This can pave the way for innovative solutions that set designs apart from competitors.

Informed Decisions: Instead of basing design decisions on assumptions or personal preferences, research provides concrete data. This ensures that design choices are grounded in reality and are more likely to succeed.

Stakeholder Buy-in: When design choices are backed by research, it becomes easier to convince stakeholders, be it clients, team members, or investors, that the design choices are the right ones (Leonard & Ambrose, 2012).

Enhanced User Experience: Ultimately, design research ensures that the end user's experience is prioritized. When users find a product intuitive, aesthetically pleasing, and responsive to their needs, they are more likely to engage with it and become loyal customers.

Application of Research in Professional Design: An Example

Consider the realm of user interface (UI) design for mobile applications. Before crafting the interface of a new fitness app, designers might embark on a research journey. They could start with user interviews to understand fitness goals, pain points with existing apps, and desired features. Following this, they might analyze competitor apps to identify gaps in the market.

Once a prototype is developed, usability testing might be conducted, wherein users interact with the app while researchers observe. This can uncover areas of confusion or friction, which are then addressed in subsequent design iterations. This research-driven approach ensures that the final app is not only visually appealing but also aligns with user expectations, leading to better adoption rates and user satisfaction.

Conclusion

The intersection of research and design is where truly impactful and user-centric solutions emerge. The principles associated with design research act as guiding lights, ensuring that design decisions are grounded in reality, informed by data, and responsive to genuine user needs. As the example illustrates, when integrated seamlessly into the design process, research can dramatically enhance the efficacy, appeal, and success of a design solution in the professional sphere.

References

Interaction Design Foundation. (2023, August 11). Design iteration brings powerful results. so, do it again designer!. The Interaction Design Foundation. https://www.interaction-design.org/literature/article/design-iteration-brings-powerful-results-so-do-it-again-designer

Lalley, J. (2019, May 23). What’s The worst that could happen? reducing risk through user research. Medium. https://uxdesign.cc/whats-the-worst-that-could-happen-reducing-risk-through-user-research-8ebe7fbe2d57

Leonard, N., & Ambrose, G. (2012). Chapter 6. In Basics graphic design 02: Design solutions: Research in practice (pp. 158–158). essay, Thames & Hudson.

Reed, K. (2023, March 27). What is design research? A comprehensive guide. What Is Design Research? A Comprehensive Guide. https://dovetail.com/ux/design-research/

Team, D. (2020, November 20). How to research industry and consumer trends - with ease. DemandJump. https://www.demandjump.com/blog/how-to-research-industry-and-consumer-trends-with-ease

Visocky O’Grady, J., & Visocky O’Grady, K. (2017). Designer's Research Manual, 2nd edition, updated and expanded - succeed in D (2nd ed.). Rockport Publishers Inc.

Design Challenges

Required Design Challenge

This week's required challenge was a piece of artwork by Alexander Girard. It was recreated by using the pen and shape builder tools. This recreation was a little tricky but mainly time-consuming. It probably took longer than I should have, but I think it took me over six hours to recreate it. I had fun with it and became more familiar with the pen tool.

Optional Design Challenge 1

This challenge was one of Alexander Girard’s textile designs that he created for Herman Miller. It was recreated using the shape tools, pen tool, and the shape builder tool. This was a very fun piece to redesign. Since it was a repeating pattern, it had to be perfectly spot on and couldn't be off even a pixel. If it wasn't aligned perfectly, there would have been a noticeable seam where the pieces come together. As you can see above, it repeats just like it was supposed to.

Optional Challenge 2

This recreation was an illustration Alexander Girard created based on folk art. It was recreated using the pen tool, the curvature tool, the width tool, and the shape tool. This was an easy piece to recreate. The most difficult part was ensuring the thickness of the lines was created perfectly. Overall, I believe this was one of the prettiest recreations I've done so far.

MDM525 Week 3

Defining Clients Needs

Understanding and defining the needs of graphic design clients is a fundamental step in ensuring the success of any design project. This critical phase forms the blueprint upon which the entire design process is built. Without a clear understanding of what the client wants, even the most aesthetically pleasing designs can fall short of achieving their intended purpose.

To accurately identify client needs, various methods can be employed. Questionnaires and surveys offer a structured approach to gather specific information regarding the project's objectives, target audience, and brand identity (Bezerra & Gomes, 2018). For a more in-depth understanding, one-on-one interviews can be invaluable. These personal interactions allow designers to grasp not only the explicit needs but also any underlying objectives or aspirations the client may have (Stickdorn & Schneider, 2010). Furthermore, visual references such as mood boards can provide a tangible sense of the client's desired aesthetic, ensuring the final design resonates with their vision (Airey, 2017).

However, challenges do arise. Clients might not always have a crystal-clear idea of what they want, leading to vague or broad project descriptions. In such cases, the onus is on the designer to seek further clarity through probing questions and active communication. Effective communication remains paramount throughout the design process, serving as the bridge between the designer's creativity and the client's vision.

An effective design strategy crucially hinges on comprehending client needs. Chase Design Group employs a rigorous method of structured interviews to understand client objectives and target audiences (Chase, 08). Their distinctive approach involves crafting detailed user personas, embodying potential customers with specifics such as name, marital status, and frustrations. This strategy isn't unique to them; major companies like Airbnb also leveraged this methodology during their 2017 site redesign (Fok, 2021), highlighting the technique's industry-wide significance.

Client Communication

Client communication refers to the exchange of information between a service provider or business and its customers, ensuring clarity, understanding, and collaboration (Smith, 2018). Effective client communication encompasses various methods such as face-to-face meetings, emails, phone conversations, and digital platforms, all tailored towards fostering understanding and trust (Jones & Thomas, 2019). This process is pivotal in ensuring that clients' needs and expectations are met, contributing to higher client satisfaction and loyalty (Skillsoft, n.d.).

The Skillsoft video series emphasizes that consistent and transparent communication reduces misunderstandings and builds trust, ultimately leading to long-term client relationships. Furthermore, integrating feedback mechanisms within these communications allows businesses to adapt to clients' evolving needs, ensuring continued relevance in the market.

When it comes to Chase Design Group, it becomes evident that prioritizing effective client communication is integral to the success of the design process {Chase, 08). This proactive communication strategy ensures that clients remain informed at every phase of the project, facilitating timely adjustments when necessary. Instead of postponing alterations until the design reaches its final iteration, this approach enables modifications at the nascent stages, potentially reducing time and resource expenditures. Furthermore, this consistent and transparent engagement not only promotes a more fluid design progression but also fosters a profound trust between the client and Chase Design Group. As a consequence, clients gain confidence in the group's ability to produce designs that resonate effectively with the intended target audience.

Effective client communication is crucial across all industries, but it is not without its challenges. One of the primary difficulties is the potential for misunderstandings or misinterpretations. If instructions, feedback, or expectations aren't articulated clearly, this can lead to mistakes or delays. This is especially true when dealing with international clients, where language differences and cultural nuances can further complicate communication. Responsiveness, or lack thereof, is another hurdle. Delays in communication can stymie progress, but on the flip side, over-communication can overwhelm and detract from the core message. Furthermore, feedback that's ambiguous or vague can make it challenging for service providers to discern necessary adjustments. Setting clear expectations from the beginning is vital; without this clarity, there's room for assumptions and mismatched anticipations. Technological challenges, like dropped calls or emails going astray, can also disrupt the flow of information. Trust is the foundation of any successful relationship. A lack of it can deter open and honest communication, often rooted in past experiences or misunderstandings about the process. Avoidance of difficult topics, emotional responses, or relying on inconsistent communication channels can further exacerbate these challenges. However, by being proactive, setting clear expectations, using reliable communication tools, and cultivating a culture of patience and active listening, these obstacles can be mitigated. Regular check-ins, clear feedback, and a deep understanding of cultural sensitivities are also key to navigating the intricate landscape of client communication.

Meeting Clients Needs

Client satisfaction stands at the core of a successful business endeavor. Ensuring that clients' needs are met has become imperative in the modern competitive business landscape. Understanding and fulfilling client needs not only contributes to brand loyalty but also enhances the potential for word-of-mouth referrals, which can significantly boost business growth (Kotler et al., 2019).

Moreover, client-centric strategies allow businesses to sustainably differentiate themselves in the marketplace. As posted by Porter (2008), a business that consistently aligns its operations with client needs can establish a competitive advantage, fostering greater market share and profitability. But how can businesses effectively understand and address these needs? Regular feedback mechanisms, such as surveys and focus groups, combined with data analytics, can provide invaluable insights into client preferences and areas of improvement.

In conclusion, prioritizing clients' needs is not merely a customer service goal; it is a strategic imperative that directly influences business longevity and success. Businesses must therefore invest in understanding, anticipating, and innovating around these needs to remain relevant and competitive.

Chase Design Group's collaboration with Chinese Laundry exemplifies innovative design thinking in the retail sector. Through active listening and open communication, the design team reinvented the traditional shoebox. Using a sturdier material and adding a string, the box transformed into both a portable advertisement and a visually appealing storage drawer. This dual-functionality not only catered to Chinese Laundry's direct needs but also enhanced the end-user experience by offering multipurpose usability. Such thoughtful design approaches demonstrate how addressing both overt and latent needs can foster brand loyalty and elevate consumer engagement.

Conclusion

In conclusion, the realm of graphic design is intrinsically interwoven with a profound understanding of clients' needs and maintaining robust channels of communication. Recognizing and accurately pinpointing these needs is paramount in delivering designs that not only captivate but also serve their intended purpose. Various methodologies, ranging from structured interviews to mood boards, can provide designers with essential insights into the client's vision. However, these tools only find their true potential when complemented by effective client communication. The success of entities like Chase Design Group epitomizes the symbiotic relationship between understanding client needs, prioritizing open communication, and producing designs that resonate deeply with the target audience. Yet, like any intricate process, challenges are inevitable. Overcoming these adversities requires a proactive approach, empathy, and a relentless commitment to aligning with the client's vision. As the business landscape continually evolves, so do client needs and expectations. Forward-thinking businesses, armed with effective communication strategies and a fervent desire to meet and exceed these needs, are well poised to lead the charge into the future. The case of Chase Design Group and Chinese Laundry underscores the tangible impact of this alignment, where innovative design thinking becomes a vehicle for exceeding client expectations, fostering brand loyalty, and ensuring business success.

References

Airey, D. (2015). Logo design love: A guide to creating iconic Brand Identities. New Riders.

Chase, M. (8AD, September 4). Creative inspirations: Margo Chase, graphic designer online class: Linkedin learning, formerly Lynda.com. LinkedIn. https://www.linkedin.com/

Fok, R. (2021). Airbnb case study. portfolio. https://www.reneefok.com/airbnbfeature

Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from traditional to digital. Gildan Media.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business School Publishing.

Shaughnessy, A., & Sagmeister, S. (2012). How to be a graphic designer without losing your soul. Princeton Architectural Press.

Stickdorn, M., & Schneider, J. (2010). This Is Service Design Thinking: Basics - Tools - cases. BIS Publishers.

Trust building through effective communication - everyone. Skillsoft. (n.d.). https://www.skillsoft.com/course/trust-building-through-effective-communication-5626ef91-fea5-11e6-8638-0242c0a80b06

Design Challenge, Week 3

I had to recreate Alexander Girard's signature using Illustrator. This was a pretty easy recreation using the pen tool. I hate to say it, but this was the first signature I recreated, but now I want to do more, just for the fun of it.

MDM525 Week 4

No revisions were recommended, but I did complete one of Week 3 optional challenges.

Optional Challenge 2

MDM530 Week 1

Evolution of Branding Research Paper

In the dynamic landscape of contemporary marketing, the multifaceted approach to branding emerges as a pivotal factor in constructing and sustaining consumer relationships and brand equity. This approach, underpinned by principles propounded by theorists such as Keller (1993) and Aaker (1991), encompasses a trifecta of strategies: branding for attention, the projection of brand personality, and the cultivation of human connections. Branding for attention is characterized by its focus on uniqueness and relevance, seeking to ensnare consumer attention through vivid visuals and compelling narratives, thereby enhancing consumer awareness and brand recall. The projection of brand personality imbues brands with human characteristics, serving as a differentiator and fostering deeper consumer relationships through alignment with consumer values. Finally, the cultivation of human connections transcends transactional interactions, weaving a complex tapestry of relationships centered on mutual understanding and shared values, thus instilling trust and loyalty. This paper aims to delve into the nuanced complexities of these facets of branding, exploring their inherent benefits and challenges, elucidating the intricate balance between consumer perception and brand integrity, and examining the pivotal role they play in building enduring brand-consumer relationships.

Branding for attention, as elucidated by Keller (1993), is fundamentally a strategic approach that involves the purposeful structuring of a brand’s image and messaging to consistently capture consumer attention through the dual forces of uniqueness and relevance. The methodology implicates the use of varied tactics such as vivid visuals, intriguing narratives, and persuasive advertising, all meticulously designed to establish profound consumer connections and heighten brand recall (Aaker, 1991).

The pursuit of branding for attention bestows considerable benefits, one of the most salient being the enhancement of consumer awareness and brand recall. According to Schiffman et al. (2010), a brand, characterized by its distinct and captivating presence, can command a permanent place in consumers' minds, thereby influencing their choices and potentially elevating its market share. A quintessential example of this phenomenon is Apple, whose unparalleled brand identity and advertisement strategies have not only captured attention but also enhanced brand loyalty and propelled sales (Moorman, 2012).

However, the relentless quest for consumer attention is laden with challenges. The potentially aggressive marketing strategies employed can culminate in consumer alienation and a dilution of brand value (Godin, 2007). Moreover, the omnipresence of attention-centric advertising can lead to a saturation effect, inducing advertising fatigue and diminishing brand receptivity.

Branding, however, transcends its conventional role as a marketing mechanism and emerges as a pivotal axis facilitating human connection. It is posited as a nexus of shared values and mutual understanding, weaving a tapestry of relationships beyond the transactional realms of commerce (Kotler & Keller, 2016). It induces trust and loyalty, indispensable elements for forging lasting relationships (Aaker, 1991). The alignment of consumers with a brand’s ethos cultivates a sense of belonging and builds communities around shared ideologies (Muniz & O’Guinn, 2001).

Nevertheless, this intricate web of human connections via branding is fraught with difficulties, primarily emanating from the constant imperative to uphold brand integrity and manage ever-evolving consumer perceptions meticulously (Schultz & Schultz, 2004). Additionally, the growing demand for authenticity in an increasingly digital age poses unique challenges in maintaining genuine human connections amidst the transient nature of online interactions (Holt, 2002).

The projection of brand personality, as defined by Aaker (1991), is another crucial facet of branding, allowing brands to embody human characteristics and forge deeper connections with consumers. It serves as a differentiator in cluttered markets and aligns consumers with brands that resonate with their values. This projection amplifies consumer loyalty and nurtures enduring relationships, as consumers tend to gravitate towards brands with congruent personalities to their own or those they aspire to (Sirgy, 1982).

However, projecting a brand personality that is both consistent and resonant with a diverse consumer base presents its own set of challenges. Discrepancies between projected personalities and consumer experiences can incite skepticism and disillusionment (Azoulay & Kapferer, 2003). Additionally, the diverse interpretations of personality traits across different cultures necessitate careful consideration of cultural nuances, potentially complicating the maintenance of a universal brand personality (Schmitt & Pan, 1994).

In conclusion, the multifarious realm of contemporary marketing necessitates an intricate, balanced approach to branding, synthesizing attention-driven strategies, projection of brand personality, and the cultivation of genuine human connections to forge resilient consumer relationships and bolster brand equity. Grounded in the theoretical frameworks posited by luminaries like Keller and Aaker, this paper has traversed the manifold benefits and inherent challenges intertwined with each facet of this triad. The imperative of branding for attention has been underscored, elucidating its pivotal role in fostering consumer awareness and recall, albeit amidst the challenges of potential market saturation and consumer alienation. The cultivation of human connections has been delineated as a conduit for trust, loyalty, and shared values, with emphasis on the continual demand for authenticity and the maintenance of brand integrity in an evolving digital landscape. The projection of brand personality has been examined, highlighting its significance as a differentiator and a beacon for consumer alignment, all while acknowledging the challenges imbued with diverse consumer interpretations and cultural nuances. Each facet, with its unique set of advantages and challenges, coalesces to shape consumer perceptions and experiences, illustrating the profound impact of intricate, well-orchestrated branding strategies in building enduring, meaningful brand-consumer relationships in the modern marketing environment.

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.

Azoulay, A., & Kapferer, J.N. (2003). Do brand personality scales really measure brand personality? Journal of Brand Management, 11(2), 143-155.

Godin, S. (2007). All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. Portfolio.

Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of consumer research, 29(1), 70-90.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Moorman, C. (2012). The Apple Brand and the iPod’s Impact on Consumer Loyalty. Journal of Consumer Marketing, 29(2), 54-63.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.

Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2010). Consumer Behavior: A European Outlook. Pearson Education Limited.

Schmitt, B. H., & Pan, Y. (1994). Managing corporate and brand identities in the Asia-Pacific region. California Management Review, 36(4), 32-48.

Schultz, D. E., & Schultz, H. F. (2004). Brand babble: Sense and nonsense about brandings. South-Western Pub.

Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3), 287-300.

Required Design Challenge

This weeks required design challenge was to use InDesign and Photoshop to recreate a mood board for Harvest Locavore Restaurant. The main focus on this challenge was to teach me the basic tools and how to use InDesign. Since I've used InDesign quite a bit in the past, this was just a practice for me.

Optional Design Challenge

The optional challenge this week was to create a whole new mood board for Harvest Locavore Restaurant. I used the included design brief to decide what pictures I was going to use. I chose pictures that represent individuals who are environmentally friendly, people who exercise and do yoga. Then I chose pictures to represent local farmers and local markets since this is what this restaurant is focused on. I also included the color palette surrounding the logo. This mood board is a great representation of the Harvest Locavore Restaurant.

MDM530 Week 2

A Trifecta for Brand Success

In today’s increasingly globalized world, understanding audience needs, defining a brand’s core, and establishing meaningful connections cannot be overstated. Each element is pivotal in ensuring a brand’s long-term success and relevance. As businesses operate in a cluttered market space, understanding these three concepts is paramount for differentiation and achieving a genuine connection with the audience.

Understanding Audience Needs: The Key to Relevance and Growth

Recognizing audience needs is fundamental for any brand’s success. The concept involves identifying what the audience wants in a product or service. By understanding these needs, brands can tailor their products, services, and communication to meet these requirements better. According to Kotler and Armstrong (2010), knowing the audience’s needs and wants is central to marketing, as it guides value creation.

There are several benefits to understanding audience needs. First, it allows businesses to align their offerings more precisely with market demands, increasing sales and customer satisfaction. Furthermore, by being attuned to audience needs, brands can anticipate shifts in order, allowing them to innovate proactively (Solomon, 2014).

However, determining audience needs has its challenges. It requires a constant investment in research and sometimes even a willingness to pivot from established strategies. Moreover, needs can be transient. As Lindstrom (2012) notes, what consumers want in our rapidly changing world can shift almost overnight.

Defining a Brand’s Core: The Blueprint of Authenticity

A brand’s core is its essence, representing the fundamental values and promises it offers to its consumers. Aaker (1996) states that strong brands are built on a well-defined brand identity that encapsulates the brand’s core values, mission, and vision.

Defining a brand’s core has myriad benefits. It provides clarity in communication, ensuring that all touchpoints relay consistent messages. This consistency fortifies the brand’s image in the minds of consumers, leading to increased trust and loyalty (Keller, 2013). Moreover, a well-defined core offers guidance during times of crisis or market change, serving as a compass to ensure the brand remains true to its essence.

Nevertheless, the process of defining a brand’s core can be challenging. It requires deep introspection, and brands may sometimes confront uncomfortable truths about their practices or values. Moreover, while a strong core offers stability, it might also limit a brand’s flexibility in rapidly changing markets, potentially making it appear outdated or out of touch (Ries, 2001).

Connecting with Audiences Meaningfully: The Path to Loyalty and Advocacy

To connect meaningfully is to establish deep, emotional links with the audience. According to Brown (2012), genuine connections go beyond transactional relationships and tap into emotions, values, and shared experiences.

Brands that establish such connections enjoy numerous benefits. These connections often lead to higher loyalty, as consumers feel a personal relationship with the brand. Moreover, genuinely connected consumers become brand advocates, actively promoting the brand within their circles, leading to organic growth (Holt, 2004).

However, meaningful connections demand authenticity. Any perceived deception or insincerity can break trust, sometimes irreparably. Moreover, such connections require ongoing engagement. Brands cannot rest on their laurels; they need to continuously nurture these relationships, which can be resource-intensive (Fournier, 1998).

Conclusion

In conclusion, understanding audience needs, defining a brand’s core, and connecting with audiences are three cornerstones of brand success. While each comes with its unique set of benefits and challenges, they create a resilient and potent brand strategy in concert. Brands that master this trifecta thrive in the present and are better equipped to navigate the uncertain waters of the future.

References

Aaker, D. A. (1996). "Building strong brands." New York: Free Press.

Brown, B. (2012). "Daring greatly: How the courage to be vulnerable transforms the way we live, love, parent, and lead". Gotham.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. "Journal of Consumer Research", 24(4), 343-373.

Holt, D. B. (2004). "How brands become icons: The principles of cultural branding". Harvard Business Press.

Keller, K. L. (2013). "Strategic brand management: Building, measuring, and managing brand equity". Essex: Pearson.

Kotler, P., & Armstrong, G. (2010). "Principles of marketing". Essex: Pearson.

Lindstrom, M. (2012). "Brandwashed: Tricks companies use to manipulate our minds and persuade us to buy". Crown Business.

Ries, A. (2001). "The 22 immutable laws of branding". HarperCollins.

Solomon, M. R. (2014). "Consumer behavior: Buying, having, and being". Essex: Pearson.

Design Challenges

Required Design Challenge

This week's design challenge was to recreate the brand vision book for Harvest Locavore Restaurant. It helped me learn a few tools using InDesign.

MDM530 Week 3

The Role of Strategy in Branding, Collaboration, and Adjusting Strategy for Audiences

Branding isn't just about eye-catching logos or memorable taglines; it's an intricate process aimed at establishing a unique space for a business or product in the market and in the hearts of consumers. Central to this multifaceted endeavor is the underlying strategy, which dictates the trajectory and nuances of branding decisions.

The Role of Strategy in Branding

At the heart of branding lies the idea of differentiation and positioning. Brands incessantly strive to distinguish themselves from the clutter of competitors and to carve a unique niche. This is where strategy enters the scene. For instance, Apple, a tech behemoth, pivots its branding strategy around the pillars of innovation, design superiority, and exceptional user experience. Every Apple advertisement, product unveiling, and public communication unfailingly echoes these principles, leading to an unshakable brand identity in the consumer psyche (Meyer, 2015).

Yet, the importance of strategy doesn't stop at establishing identity. The world of business is dynamic. Market trends change, new competitors emerge, and consumer preferences evolve. This necessitates a branding strategy that isn't set in stone but is adaptable. It must be periodically reviewed and fine-tuned to ensure continued relevance (Aaker, 1996).

However, this adaptability can be a double-edged sword. While it equips a brand to stay ahead of the curve, it also carries the risk of causing brand drift, where the core identity becomes blurred due to too many changes in quick succession.

Collaboration in the Branding Process

Branding isn't an isolated endeavor; it's a symphony. Various departments within an organization, such as marketing, design, PR, finance, and even operations, all contribute their notes to the brand's melody. Their collective insights ensure that the brand resonates holistically, touching consumers on multiple fronts (Schultz & Schultz, 2004).

The melody further enriches when external maestros, like advertising agencies or design firms, join the orchestra. Their specialized expertise often introduces fresh perspectives and innovative tactics that might be overlooked by internal teams.

Yet, such collaborations aren't without challenges. With multiple stakeholders involved, the risk of brand message dilution is real. Miscommunications can arise, and conflicting viewpoints can pull the branding process in different directions. Thus, while collaboration introduces diversity of thought, it also demands robust coordination and a shared vision to protect the brand's essence (Hatch & Schultz, 2001).

Adjusting Strategy for Audiences

The audience landscape is vast and diverse. Brands, to be effective, must fine-tune their strategies to resonate with different segments of this vast expanse. Consider the dichotomy of a young, tech-savvy audience and an older, traditional demographic. The former might be swayed by edgy, digital-first campaigns, while the latter may resonate more with trust, legacy, and stability (Solomon, 2014).

While audience-specific customization is crucial, it comes with inherent risks. A brand attempting to be everything to everyone might end up losing its core identity. The challenge, therefore, is to strike the right balance - to adjust for specific audiences without compromising the overarching brand message (Kapferer, 2012).

Conclusion

Branding is a delicate art and science, with strategy as its backbone. From establishing a brand's unique identity to fostering collaborations and catering to diverse audiences, each step offers its challenges. However, with careful navigation and an unwavering commitment to core values, brands can effectively etch themselves into the consumer consciousness.

References

Aaker, D. A. (1996). “Building Strong Brands”, Google Books. https://www.google.com/books/edition/Building_Strong_Brands

Hatch, M. J., & Schultz, M. (2001). “Are the strategic stars aligned for your corporate brand?” Harvard Business Review, 79(2), 128-134. https://hbr.org/2001/02/are-the-strategic-stars-aligned-for-your-corporate-brand

Kapferer, J.-N. (2012) "The New Strategic Brand Management". 5th edn. Kogan Page. Available at: https://www.perlego.com/book/1589780/the-new-strategic-brand-management-advanced-insights-and-strategic-thinking-pdf (Accessed: 15 October 2023).

Keller, K. L. (2013). “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”. Pearson.

Meyer, M. (2015). “The Apple Phenomenon: The Impact of Modern Technology on Brand Marketing”. Journal of Business and Management, 4(2), 20-30.

Schultz, M., & Schultz, D. E. (2004). “Brand synergy: Integrating marketing functions”. Business Horizons, 47(4), 5-15.

Solomon, M. R. (2014). “Consumer Behavior: Buying, Having, and Being”. Pearson. https://www.researchgate.net/publication/350112589_Consumer_Behavior_Buying_Having_and_Being

Required Design Challenge

This week's challenge was to get to know Premier Pro. We had to stitch 6 different videos together and add a transition between them. I then added background music to go along with the brand.

MDM555 Week 1

Annotated Bibliography

1. Adobe Communications. (2022, October 27). What is a buyer persona? Adobe.Com. https://business.adobe.com/blog/basics/buyer-persona-definition

This source, published by Adobe Communications, provides a definition and explanation of what a buyer persona is. It explores the concept of buyer personas, their importance in marketing, and how they can be used to create effective marketing strategies. The source is up-to-date as of October 2022 and can be considered a reliable introduction to the topic of buyer personas.

2. Muir, C. (2015, September 25). Volkswagen crisis: Brand that invented modern advertising is dented. The Conversation. https://theconversation.com/volkswagen-crisis-brand-that-invented-modern-advertising-is-dented-48186

This article by Catherine Muir discusses the Volkswagen crisis of 2015 and its impact on the brand's image and reputation. It touches upon the role of advertising and branding in modern marketing. While not directly related to buyer personas, it provides valuable insights into the consequences of a brand crisis and the importance of maintaining a positive brand image.

3. Revella, A. (2015). Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business. John Wiley & Sons.

Adele Revella's book is a comprehensive guide to understanding and utilizing buyer personas in marketing. It covers the process of creating buyer personas, gaining insights into customer expectations, and aligning marketing strategies accordingly. The source is a valuable reference for those interested in a deep dive into the subject of buyer personas.

4. Rogalle. (n.d.). Full Sail Online Login. Classes – FSO. Retrieved October 29, 2023, from https://online.fullsail.edu/class_sections/163182/modules/647885/activities/3752447

This is a case study for Volkswagen. Its main purpose is to detail how Volkswagen was created in Germany and was trying to get into the US market. It went into detail on how it was a different vehicle than most Americans were used to and a more affordable car.

5. Shaw, M. (2012). Copywriting second edition: Successful writing for design, advertising, marketing. Laurence King Publishing.

This book by Mark Shaw focuses on copywriting, which is a crucial aspect of marketing and advertising. While it may not directly address buyer personas, it offers insights into effective writing for marketing materials, which is a skill that can be applied when creating content targeting specific buyer personas.

6. SOCO Sales. (2021, March 10). Features vs Benefits: What’s the Difference & Why Does it Matter? SOCO Sales Training. https://www.socoselling.com/whats-in-it-for-me/

This source discusses the distinction between product features and benefits in the context of sales and marketing. Understanding the difference between features and benefits is essential when creating content for buyer personas, as it helps tailor messaging to meet customer needs. This article provides valuable insights into this aspect of marketing strategy.

Features & Benefits

Introduction

In the vast and evolving world of advertising, the nuances that distinguish effective campaigns from mediocre ones often revolve around a comprehensive understanding of the target audience and the art of persuasive messaging. This paper delves into three paramount advertising strategies: delineating features from benefits, the utilization of personas, and crafting compelling ad copy.

Benefits versus Features

When considering a product or service, it's vital to differentiate between its features and the benefits it offers. While features provide insights into factual information about a product or service, benefits explicitly answer the question, “what’s in it for me?” (SOCO Sales, 2021)”.

We saw that Volkswagen used features like small, compact, four-cylinder engines, to describe their new Beetle car. When the consumers in the United States were used to large, heavy automobiles with big V8 engines, this wasn’t much of an eye opener for them. So, to entice the US market, they included information on how this new small, compact car could benefit them if they switched. Volkswagen enticed the audience by letting the possible consumer know that the car was reliable, fuel efficient, and the most important aspect, affordable (Rogella, 2023).

As with everything, there are benefits and drawbacks of using benefits vs features in copywriting. If advertisers only use benefits without backing up their words, they may seem like they’re coming across as exaggerated. Another drawback of using benefits is that a benefit for one person, may not be for another person. It’s important to mix the benefits for your target audience for this not to happen.

Personas

A persona is a fictional representation of the group of people that an ad is targeting. Sometimes called a buyer persona, is used to really dig down and create the perfect customer (Adobe, 2022). Using areas like, where the customer lives, married, children, age, even down to what kind of food do they like, what tribes do they belong to, is used to create personas.

When it comes to Volkswagen, they were selling a compact, small engine affordable vehicle. They were focused on families with smaller incomes who wanted to get rid of the gas guzzler they were driving to save money on fuel and the actual price of the car. On the other hand, when it comes to Tesla, they would focus on the opposite type of customer. They are a more expensive vehicle that offers different features and benefits. They probably would focus on males who are higher ranks in their company, they make over $100k a year, with a bachelor’s degree or higher and, that live in an urban area close to their work. The persona would also represent someone who is more conscience of the environment since Teslas run cleaner engines.

The benefits of using personas are that they allow companies to imagine their customers as real people before they ever meet them (Revella, 2015). They can gain incites on what lifestyle they live, what they do for a living, and how their product or service can benefit them. This allows the ads they run to focus on these specific customers and only these. Some of the drawbacks of using personas would include personas are one-dimensional. They may include a lot of information about a customer, but they lack emotional triggers that could turn them away from a product. Another drawback is that research must be conducted thoroughly, or the company could be off target with their consumers.

Writing Ad Copy that Sells

Writing ad copy that sells means to write advertisement text that persuades or motivates a potential customer into making a certain decision. These decisions could be to purchase an item, donate, or when it comes to websites, click a link, or signup or a newsletter. What the copy steers the customer to do is based on what the creative brief’s main message is.

In ad copy, it will include a headline, body copy, and a call to action. The purpose of the headline is to grab the viewers’ attention. The body copy is text that tells the story of the headline and convinces the viewer to continue to the call to action (Shaw, 2012). The call to action is the way the advertiser wants the viewer to respond.

The Headline in this Volkswagen ad is “They said it couldn’t be done, It couldn’t”. The body copy is the text below it that goes into detail about Wilt Chamberlin trying to fit into a Beetle but couldn’t no matter what they did. Then it goes on and talks about the head room, leg room in the front due to not having an engine up front, able to fit three decent sized kids in the back seat, an even an infant in that area behind the back seat (those days were fun but long gone) (Muir, 2015). There’s no straightforward call to action, but the ad is trying to convince the viewer to see the new Beetle as a car that will fit the whole family.

Conclusion

Advertising, at its core, is a blend of art and science, requiring a deep understanding of consumers and an adeptness at crafting persuasive narratives. By effectively distinguishing between features and benefits, harnessing the power of personas for targeted messaging, and mastering the art of compelling ad copy, advertisers can create campaigns that not only resonate with their audience but also drive desired actions. As the landscape of advertising continues to evolve, these foundational principles remain pivotal in achieving advertising success.

References

Adobe Communications. (2022, October 27). What is a buyer persona? Adobe.Com. https://business.adobe.com/blog/basics/buyer-persona-definition

Muir, C. (2015, September 25). Volkswagen crisis: Brand that invented modern advertising is dented. The Conversation. https://theconversation.com/volkswagen-crisis-brand-that-invented-modern-advertising-is-dented-48186

Revella, A. (2015). Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business. John Wiley & Sons.

Rogalle. (n.d.). Full Sail Online Login. Classes – FSO. Retrieved October 29, 2023, from https://online.fullsail.edu/class_sections/163182/modules/647885/activities/3752447

Shaw, M. (2012). Copywriting second edition: Successful writing for design, advertising, marketing. Laurence King Publishing.

SOCO Sales. (2021, March 10). Features vs Benefits: What’s the Difference & Why Does it Matter? SOCO Sales Training. https://www.socoselling.com/whats-in-it-for-me/

Week 1 Required Design Challenge

The week one design challenge was to create an ad for Lucky Dog Rescue Orlando. The brief showed that Lucky Dog was looking for donations to help out with the everyday needs of their dogs. I wanted to focus on how even pennies could help out, and that's why there's not really a minimum donation needed. This was the first ad I've ever created, so it was fun to do. I learned how to tell a story using the picture, headline, body copy, and call to action and how it takes them all to tell the full story.

Week 1 Option Design Challenge

Once again, we were to create an ad for Lucky Dog Rescue Orlando. This time, we could pick our own picture to accompany our story. We still needed to keep up with the creative brief of gaining donations or adoptions. I chose to go with adoptions this time. I chose a picture that showed a dog staring off into the stars instead of one looking at the audience. I felt this allowed the audience to see what this dog would see while they dreamed about getting a new home. I feel this ad met the goals of the brief and what I had in mind.

MDM555 Week 2

Annotated Bibliography

Giansante, L. (n.d.). How to Write Language for the Ear. WRITING AUDIO DESCRIPTION. Retrieved November 5, 2023, from http://www.writingad.org/how-to-write----for-the-ear.html

This source discusses the importance of crafting language that is suitable for auditory consumption, particularly in the context of audio description. It provides insights into how to effectively write for the ear and can be valuable for individuals working in audio-related fields.

Goldstein, K. (2022, February 15). What is brand voice and how should you use it? (+ Examples). Wix Blog. https://www.wix.com/blog/brand-voice

This blog post explores the concept of brand voice and its practical applications. It includes examples to illustrate how brand voice can be used effectively in marketing and branding efforts.

History of Advertising Trust. (2016). Volkswagen (VW) Golf Radio Commercial: Grand Launch | Catalogue | History of Advertising Trust. http://www.hatads.org.uk/catalogue/record/582c52ff-83fe-4a29-a444-fb62cd6a3d1b

This source provides historical insight into a specific radio commercial for Volkswagen's Golf. It can be useful for researchers and enthusiasts interested in the history of advertising and Volkswagen's marketing strategies.

Logsdon, J. (2019, October 12). It’s Time to Change Your Brand’s Voice. Content Cucumber. https://wordpress.contentcucumber.com/blog/its-time-to-change-your-brands-voice/

This blog post discusses the need for brands to evolve their voices over time. It emphasizes the importance of staying relevant and adapting to changing customer expectations. The source provides practical insights for businesses looking to refresh their brand's voice.

Mid Mo Design. (2011, July 4). Bud Light’s – Real Men of Genius. This Is Not ADVERTISING. https://thisisnotadvertising.wordpress.com/2011/07/04/bud-lights-real-men-of-genius/

This source features a collection of Bud Light's "Real Men of Genius" advertisements from the early 2000s. It offers a historical perspective on a specific advertising campaign and its use of humor in brand messaging. Useful for those interested in advertising history and humor in marketing.

Pekala, S. (2020, August 21). Brand Voice Vs. Tone and Why The Difference Matters. https://www.bamtheagency.com/blog/brand-voice-versus-tone-and-why-the-difference-matters

This blog post distinguishes between brand voice and tone, highlighting their significance in branding and communication. It provides clarity on the differences between the two concepts and why they matter in marketing.

Putnam, E. (2023, September 26). Your Brand’s Tone of Voice: Why It Matters and How to Craft It - Bplans. Bplans: Free Business Planning Resources and Templates. https://www.bplans.com/start-a-business/marketing/branding/tone-of-voice/

This source delves into the importance of a brand's tone of voice and offers guidance on crafting it effectively. It can be a valuable resource for businesses seeking to establish a consistent and impactful brand identity.

Vintage Everyday. (n.d.). 23 Remarkable Volkswagen Ads of the 1960s by New York’s Doyle Dane Bernbach. Retrieved November 5, 2023, from https://www.vintag.es/2017/03/23-remarkable-volkswagen-ads-of-1960s.html

This source features a collection of remarkable Volkswagen advertisements from the 1960s created by the Doyle Dane Bernbach agency. It provides historical insight into the iconic advertising campaigns of that era. Particularly useful for those interested in vi.ntage advertising and the history of Volkswagen's marketing

Wachtel, T. (2022, June 14). 7 Examples of Brand Voice from Companies Who Nail It. Element Three. https://elementthree.com/blog/best-brand-voice-examples-from-companies/

This source presents seven examples of companies that excel in defining and maintaining their brand voices. It offers real-world cases to illustrate effective brand voice implementation. Provides valuable insights into how successful companies establish and utilize their brand voices.

Brand Voice & Tone

Brand Voice

A brand’s voice is their distinct personality that they use to communicate with their audience. The brand voice will project itself in all words spoken or written, and even images chosen should use the same personality. The brand voice allows customers to connect to the brand emotionally and create an everlasting bond (Goldstein, 2022). If a brand voice stays consistent, customers will begin to trust the brand and build loyalty. In turn, this creates a higher sales rate and more converted customers who become lifelong customers.

When comparing Volkswagen’s brand voice against another brand, there are many differences that make them stand out. Compare Old Spice’s brand voice. Old Spice's brand voice is known for its surreal and bombastic humor, aimed at a younger audience. The brand uses absurdity and comedic elements in its advertising campaigns, often taking a playful, over-the-top approach to promote its products (Watchtel, 2022).

Volkswagen, on the other hand, utilized a form of humor that was more understated and wittier back in 1959. Their advertising was revolutionary for its time, incorporating a modest, self-deprecating humor that contrasted sharply with the hyperbolic claims often made in car advertisements of that era​ (Vintage Everyday, 2023).

A distinct brand voice fosters trust and differentiates a company from competitors by promoting consistency and aligning with the brand's values. It helps in enhancing brand recognition and making a lasting impression on the audience. However, a rigid brand voice can limit creativity and may alienate audiences who don't identify with the tone. It can be resource-intensive to develop and maintain and potentially challenging to change later on, which could lead to misinterpretations or negative perceptions if not well managed. A well-crafted brand voice is beneficial but requires a thoughtful approach to mitigate these potential drawbacks.

Writing for Radio

Writing for radio, often termed "writing for the ear," emphasizes auditory engagement, requiring a conversational tone to mimic natural speech, unlike the visual nature of print writing​ (Giansante, 2023)​. Transitioning from print to radio writing highlights the necessity for clarity and simplicity, as radio listeners have only one chance to grasp the information​. Scriptwriting is crucial in radio, with well-crafted scripts ensuring a well-structured and engaging show.

Back in 1998, Bud Light started a campaign running radio ads called “Real American Heroes.". In 2001, they changed them to “Real Men of Genius” due to 9/11. The campaign began to gain more interest from the younger, but legal age, of drinkers. These ads relied on irreverent, ironic humor to achieve this (Mid Mo Design, 2011). Each ad focused on using humor and mock glorification to create a tribute to regular ordinary men with certain traits or habits.

Likewise, Volkswagen had a radio ad jokingly mocking voice-over people that ran in the UK (History of Advertising Trust, 2016). The ad went through multiple voice-overs to show that Volkswagen was for everyone. But did it in a humorous way. For instance, one of the voices was a British man with a very sophisticated voice. He said he was being used to show the sophistication of Volkswagen. On the other hand, a woman voice-over was on there, and she said the only reason she was brought in was to show Volkswagen was made for women also. The ad didn’t have much to say about Volkswagen themselves or a particular vehicle, but it stuck to the humor and mocking of certain types of people who purchase them.

Brand Tone

Brand tone refers to the mood and emotion conveyed in the brand's communications. It is how the brand voice adapts to different situations, contexts, and audiences. Unlike the brand voice, the tone can change based on the circumstances, such as the type of content, the platform it's presented on, or the audience it's aimed at (Pekala, 2020).

Looking at the radio ads mentioned above, we can see distinct brand tones that go along with the brand voice. In the Bud Light ads, the tone is actually a monotone voiceover, along with 80s-style background music. The background music is written to go along with each type of “Man of Genius” the ad is focused on.

On the other hand, when listening to the ad for Volkswagen, we hear multiple tones. Some are sophisticated, some are generic, and then, of course, there is the female tone. Volkswagen used all these tones to adapt to their target audience for that ad. And in this particular ad, they were focusing on many different audiences.

Maintaining a consistent brand tone aligned with the brand's voice fosters trust, recognition, and engagement with audiences​ (Pekala, 2020). However, adjusting the tone can be beneficial in certain situations, like introducing new products or failing to reach the desired audience, but may risk confusing the audience if done inconsistently​ (Logsdon, 2019)​. Hence, any change should be well-considered, ensuring it aligns with the brand's strategic goals and audience expectations.

References

Giansante, L. (n.d.). How to Write Language for the Ear. WRITING AUDIO DESCRIPTION. Retrieved November 5, 2023, from http://www.writingad.org/how-to-write----for-the-ear.html

Goldstein, K. (2022, February 15). What is brand voice and how should you use it? (+ Examples). Wix Blog. https://www.wix.com/blog/brand-voice

History of Advertising Trust. (2016). Volkswagen (VW) Golf Radio Commercial: Grand Launch | Catalogue | History of Advertising Trust. http://www.hatads.org.uk/catalogue/record/582c52ff-83fe-4a29-a444-fb62cd6a3d1b

Logsdon, J. (2019, October 12). It’s Time to Change Your Brand’s Voice. Content Cucumber. https://wordpress.contentcucumber.com/blog/its-time-to-change-your-brands-voice/

Mid Mo Design. (2011, July 4). Bud Light’s – Real Men of Genius. This Is Not ADVERTISING. https://thisisnotadvertising.wordpress.com/2011/07/04/bud-lights-real-men-of-genius/

Pekala, S. (2020, August 21). Brand Voice Vs. Tone and Why The Difference Matters. https://www.bamtheagency.com/blog/brand-voice-versus-tone-and-why-the-difference-matters

Putnam, E. (2023, September 26). Your Brand’s Tone of Voice: Why It Matters and How to Craft It - Bplans. Bplans: Free Business Planning Resources and Templates. https://www.bplans.com/start-a-business/marketing/branding/tone-of-voice/

Vintage Everyday. (n.d.). 23 Remarkable Volkswagen Ads of the 1960s by New York’s Doyle Dane Bernbach. Retrieved November 5, 2023, from https://www.vintag.es/2017/03/23-remarkable-volkswagen-ads-of-1960s.html

Wachtel, T. (2022, June 14). 7 Examples of Brand Voice from Companies Who Nail It. Element Three. https://elementthree.com/blog/best-brand-voice-examples-from-companies/

MDM555 Week 3

Annotated Bibliography

Burns, R. (2023, June 6). 63 Famous Company Slogans and Taglines (Updated 2022). https://www.activecampaign.com/blog/company-slogans

This blog post by R. Burns, published on ActiveCampaign's website on June 6, 2023, provides a compilation of 63 famous company slogans and taglines that were updated in 2022. The list likely includes a variety of catchy and memorable phrases used for branding and marketing purposes by different companies. Such content can be useful for marketing professionals, brand strategists, and business owners looking for inspiration or to understand the impact of concise messaging in corporate branding.

Dusted. (2023, September 8). Why brand trust is so important. Why Is Brand Trust so Important. https://www.dusted.com/insights/why-brand-trust-is-so-important

This blog post, published by Dusted on September 8, 2023, discusses the significance of brand trust in the current market landscape. It likely examines the factors that contribute to building trust between a brand and its customers, the impact of trust on customer loyalty and business success, and strategies for companies to establish and maintain this trust. The content is potentially valuable for marketers, brand managers, and business leaders focused on long-term brand equity and customer relationship management.

Hegde, R. (2022, January 5). 17 Great Nonprofit Mission Statement Examples [2023]. Nonprofit Blog. https://donorbox.org/nonprofit-blog/mission-statement-examples

In this blog post, R. Hegde presents a selection of 17 mission statements from various nonprofit organizations, updated for the year 2023. The article likely serves as a resource for nonprofit professionals seeking guidance on crafting compelling mission statements that effectively convey their organization's goals and values. The examples provided could also serve as a benchmarking tool for nonprofits looking to refine their own statements to better reflect their purpose and resonate with their audience, including donors, volunteers, and the communities they serve.

Indeed. (2023, February 3). What Is a Public Service Announcement? (And How To Write It) | Indeed.com. https://www.indeed.com/career-advice/career-development/what-is-a-public-service-announcement

This web article from Indeed, published on February 3, 2023, serves as a guide to understanding what a public service announcement (PSA) is and offers insight into how to write an effective PSA. The content is likely targeted at individuals or organizations looking to utilize PSAs as a tool for raising public awareness on important issues. The article may cover the characteristics of PSAs, their importance, and step-by-step instructions or tips for crafting a message that resonates with the public and motivates action.

Intuit. (n.d.). Brand Trust: How to Build Brand Trust. Mailchimp. Retrieved November 12, 2023, from https://mailchimp.com/resources/what-is-brand-trust/

This resource from Intuit, available on Mailchimp's website, focuses on the concept of brand trust and provides strategies on how to build it. The publication date is not specified. It likely addresses the importance of brand trust in establishing a loyal customer base and may offer insights into the elements that contribute to a trustworthy brand. The content is probably intended for businesses and marketers seeking practical advice on enhancing their brand's credibility and reputation in the marketplace.

Kushmaro, P. (2021, June 28). Council Post: Marketing With Consumer Trust In Mind. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2021/06/28/marketing-with-consumer-trust-in-mind/

This Forbes Communications Council article by P. Kushmaro, published on June 28, 2021, discusses the crucial role of consumer trust in marketing strategies. It likely offers insights into how businesses can integrate trust-building measures into their marketing efforts to foster better relationships with their audience. This may include discussions on transparency, authenticity, customer engagement, and the long-term benefits of prioritizing trust in brand communications. The article is intended for marketing professionals and business leaders aiming to strengthen their brand's market position through consumer trust.

Mediatracks. (n.d.). What is a Public Service Announcement (PSA)? MediaTracks Communications. Retrieved November 12, 2023, from https://mediatracks.com/resources/expert-advice-what-is-a-public-service-announcement/

This resource provided by MediaTracks Communications is a guide on what constitutes a Public Service Announcement (PSA) and is retrieved as of November 12, 2023. The publication date is not specified. The content likely includes a definition of PSAs, their objectives, and the role they play in informing the public about various issues. It may also offer insights into the creation process of effective PSAs, including tips on crafting messages that engage and educate the audience. This could be a valuable resource for organizations, advocacy groups, and government agencies looking to communicate social and public health messages effectively.

Myhrer, D. (2021, February 12). How Brand Trust & Strong Product Portfolio Drives Apple’s Success | IDC Blog. https://blogs.idc.com/2021/02/12/how-brand-trust-and-a-strong-product-portfolio-drives-apples-success/

In this blog post on the IDC Blog, D. Myhrer analyzes how Apple Inc. leverages brand trust and a strong product portfolio to maintain its market success. Published on February 12, 2021, the article likely discusses the strategies Apple employs to foster consumer confidence and how its range of products contributes to the company's robust brand image. The insights provided may be particularly useful for business strategists, marketers, and product managers aiming to replicate similar success in their organizations by understanding the correlation between brand trust, product quality, and business performance.

Pahwa, A. (2018, February 20). What Is A Tagline? - Types, Examples, & How-To Guide. Feedough. https://www.feedough.com/tagline-meaning-examples-ideas-how-to-guide/

A. Pahwa’s article, published on Feedough on February 20, 2018, serves as a comprehensive guide to understanding taglines. The article likely explains what taglines are, discusses different types, provides examples from well-known brands, and offers a how-to guide for creating an effective tagline. This resource would be particularly useful for marketing professionals, brand strategists, and business owners looking to develop a succinct and memorable phrase that captures the essence of their brand and resonates with their target audience.

Qualtrics. (n.d.). Brand Trust: What It Is and Why It’s Important. Qualtrics. https://www.qualtrics.com/experience-management/brand/brand-trust/

This article from Qualtrics delves into the concept of brand trust, detailing its definition and the reasons for its significance in business. While the publication date is not provided, the article likely explores how brand trust affects customer loyalty, brand equity, and overall business success. It may also provide insights into how companies can build and maintain trust with their customer base, along with the impact of trust on long-term customer relationships. This resource is likely intended for marketing professionals and business leaders who aim to establish a reputable and reliable presence in their respective markets.

Trust, Taglines, & PSA

Brand Trust

"Brand trust" is a fundamental aspect that consumers rely on when choosing products or services. It is the level of confidence and reliability that consumers place in a brand, greatly influenced by their belief in the brand's promise to act in their best interest (Intuit, n.d.). This includes the delivery of consistent quality, fulfillment of promises, and responsiveness to consumer needs.

The construction of brand trust is a multi-faceted process involving steady marketing communication, product excellence, superior customer service, and a robust brand reputation (Kushmaro, 2021). As a brand continually meets or surpasses customer expectations, it fosters trust, which can lead to customer loyalty and advocacy. This trust is not just about the immediate transaction; it's about the overall perception and relationship built over time, where consistent positive experiences reinforce the consumer's decision to choose one brand over another.

For instance, Volkswagen's "Dieselgate" scandal exemplified a breach of trust, with the revelation that the company manipulated emissions tests shaking consumer confidence. Conversely, Apple has established brand trust through a combination of innovation, quality, and a focus on user privacy and security, aligning their product delivery with their marketing messages (Myhrer,2021).

The benefits of brand trust are clear: it drives loyalty, enables premium pricing, gives a competitive advantage, bolsters market resilience, encourages advocacy, and supports new product introductions. However, this trust also comes with high expectations from consumers, the risk of becoming complacent, and vulnerability to external impacts. Maintaining brand trust necessitates a continuous commitment to product quality, customer service, transparency, and ethical practices (Dusted,2023). It requires effective crisis management, adjusting to changing consumer expectations, and understanding cultural nuances in a global marketplace. Establishing trust is a significant investment but is vital for the enduring success of a business.

Taglines

Taglines are succinct, memorable descriptions that effectively communicate a brand's message and build brand personality, which helps to set the brand’s positioning in the market. They act as a catchphrase, representing the brand in a way that makes it recognizable and distinguishable, often reflecting the company's marketing strategy and values (Pahwa, 2020).

For instance, let’s compare Nike's "Just Do It" with Apple's "Think Different". Nike’s tagline encourages action and determination, reflecting its association with sports and athleticism. It’s a motivational call to push past limits, embodying the brand’s essence of performance and ambition. Apple's tagline, on the other hand, appeals to innovation and individuality, capturing the brand’s core value of creativity and challenging the status quo (Burns, 2023). Both taglines are succinct and impactful, but they communicate distinct messages that align with their brand’s identity and ethos.

Taglines like these have several benefits: they grab attention, make a brand memorable, and communicate a competitive advantage or value proposition. When a tagline is well-crafted, it becomes as integral to the brand as its logo and name, often triggering the thought of the product when heard or seen.

However, creating a successful tagline is not without its challenges. It requires a deep understanding of the brand’s essence, its market positioning, and its audience. The tagline must also be adaptable to various marketing materials and campaigns while remaining timeless (Burns, 2023). The primary drawback is that a poorly conceived tagline can misrepresent or confuse the brand’s message, potentially alienating customers, or diminishing brand equity. Furthermore, in a world with immense competition and noise, creating a tagline that is both original and reflective of the brand's values is a significant challenge.

Public Service Announcements

Public service announcements (PSAs) are messages in the public interest disseminated by the media without charge to raise awareness and change public attitudes, opinions, or behavior towards an issue (Indeed, 2023). They can be films, videos, or audio clips, and can be instructional, inspirational, or shocking, aiming to inform and sometimes inspire the public to take action or make a change.

For example, comparing the nonprofit organizations Wild Tomorrow Fund and Tarjimly can illustrate how their missions are reflected in their public service announcements and calls to action. Wild Tomorrow Fund's mission aims to address the extinction crisis by expanding and protecting natural habitats, striving for a world where wildlife habitats are conserved and enriched (Hegde, 2022). Their call to action involves support for conservation efforts and promoting awareness of biodiversity importance.

Tarjimly, on the other hand, focuses on improving the lives of refugees and the efficiency of humanitarian services by eliminating language barriers. Their mission is succinct and action-oriented, with a clear call to action to support efforts in bridging communication gaps for refugees, which could involve volunteering, donation, or advocacy for multilingual support within humanitarian services.

PSAs benefit from being able to reach a wide audience quickly and can influence public behavior effectively. However, creating effective PSAs can be challenging due to the need to condense complex issues into concise and engaging messages, and there's also the risk of oversimplifying issues or not inciting the intended action (Mediatracks, n.d.). Furthermore, PSAs often rely on the pro bono cooperation of media outlets, which can be unpredictable and may not always align with the organization's timing or control the messaging as tightly as desired.

Nonprofits must craft their PSAs to reflect their mission and vision, compellingly and memorably, to resonate with the public and prompt action. This involves clearly defining their impact, whom they serve, and how they do it, all while avoiding jargon and being memorable.

References

Burns, R. (2023, June 6). 63 Famous Company Slogans and Taglines (Updated 2022). https://www.activecampaign.com/blog/company-slogans

Dusted. (2023, September 8). Why brand trust is so important. Why Is Brand Trust so Important. https://www.dusted.com/insights/why-brand-trust-is-so-important

Hegde, R. (2022, January 5). 17 Great Nonprofit Mission Statement Examples [2023]. Nonprofit Blog. https://donorbox.org/nonprofit-blog/mission-statement-examples

Indeed. (2023, February 3). What Is a Public Service Announcement? (And How To Write It) | Indeed.com. https://www.indeed.com/career-advice/career-development/what-is-a-public-service-announcement

Intuit. (n.d.). Brand Trust: How to Build Brand Trust. Mailchimp. Retrieved November 12, 2023, from https://mailchimp.com/resources/what-is-brand-trust/

Kushmaro, P. (2021, June 28). Council Post: Marketing With Consumer Trust In Mind. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2021/06/28/marketing-with-consumer-trust-in-mind/

Mediatracks. (n.d.). What is a Public Service Announcement (PSA)? MediaTracks Communications. Retrieved November 12, 2023, from https://mediatracks.com/resources/expert-advice-what-is-a-public-service-announcement/

Myhrer, D. (2021, February 12). How Brand Trust & Strong Product Portfolio Drives Apple’s Success | IDC Blog. https://blogs.idc.com/2021/02/12/how-brand-trust-and-a-strong-product-portfolio-drives-apples-success/

Pahwa, A. (2018, February 20). What Is A Tagline? - Types, Examples, & How-To Guide. Feedough. https://www.feedough.com/tagline-meaning-examples-ideas-how-to-guide/

Qualtrics. (n.d.). Brand Trust: What It Is and Why It’s Important. Qualtrics. https://www.qualtrics.com/experience-management/brand/brand-trust/

This was a mock commercial we had to create for Lucky Dog Rescue Orlando. We were given videos to use, but we had to find our own audio sounds and create a voice-over advertisement. For this project, I used Adobe Audition and Premier Pro. The voice-over was the hardest to do for me, since my voice is so country and sounds weird on a recording.

MDM555 Week 4

Creative Writing Overview on Brand Tone, Brand Voice, & Brand Trust

Design Optional Challenge Week 1