Moving into the Brand

People move and businesses start for various reasons. Obtaining a job, a new market of consumers, family issues, the economy, or simply the drive for change and expansion. Whatever the reason, when a person or company relocates, they are not just entering a different home and setting but a new lifestyle, a new brand.

            Whether someone knows or not, each town and city has its own brand, a look and feel creating an areas unique identity. A perfect example is New York City "the city that never sleeps" a place of true organized chaos. In Manhattan, there is a certain way of life that must be learned for survival.  Fast is the name of the game, everything from business deals to walking in the streets needs to be done quickly. Some people love this style of living, others hate it, but like it or not, if you're going to be living in NYC, these rules must be followed in order to succeed. Not because it's the law, but because "its the way we do things around here." Boston is another prime example of a city with a strong culture and brand. Here tradition and history acts as the concrete that holds the city together. In Boston, there is no subway, only the T. Following sports is not a hobby, but a way of life, and weekends always bring a sense of calm and rest into the city. 

 These unwritten rules attract individuals to certain areas, because they compliment their own personal style. However not only people, but when businesses move or start, they also need to adapt to a cities brand. One area where this tactic is commonly used is the retail industry. When walking through clothing stores in major cities, it is not uncommon to see a local sports team or city motto stamped on apparel. These products are almost always the first to get wiped off shelves before the universal styles. Why? It's because these sports logos and city mottos hit home. They compliment the tradition and culture the consumer has become prideful of, relating on a deeper level than just personal style. Larger corporations should be mindful of their cities brand as well. Working the culture into its own unique identity. 

The difference between a cities brand can be huge or tiny. It may be acceptable to ask for a cup of sugar from your neighbor in one town, and not be in another. These small details should be always noted and considered, because sometimes it's the littlest things that can make or break an experience. 

College Dream Vs. Working Dream

    As the undergraduate experience comes to a close, many students run into an issue transitioning between “the real world” and their last few months of “living the dream” Aka: life as a college student. Internships are turning into job offers, and many organizations want their newly found employees to begin the transition into the working world months before walking across stage to receive their degrees. These students (soon to be employees) jump at the opportunity with excitement.  The hard work at the PR firm, in the hospital, at the corporation, has paid off, and they’re on their way to becoming professionals in their perspective field.

          Where does the “issue” come into play? Soon after these seniors jump at the opportunity, they get hit with the thick brick of reality. Although their education may not be ending until May, they have essentially made the decision to end the “experience” incorporated with college. What this means is, no more weekend parties, skipping spring break, and spring weekend. Yes, I know what your thinking. Isn’t the purpose of college to eventually receive a Job and enterthe professional world?  This is absolutely correct; no one wants to be “that guy/girl” still going to frat parties when they’re thirty. The point is, these final celebrations are important. It gives the soon-to-be graduates a sense of closure in finishing theexperience they signed up for. Allowing them to say “I had my fun, now lets get to work.” This does not mean college seniors should be denying job offers so they can “rage” until graduation. It just means to think about holding off on taking more hours and duties at the job until school is over. No one wants to end a large chapter of life with regrets.

            So when it comes time to sit down with the boss, before walking into the office, take a moment and think. “Have I gotten the most out of my college experience?” If yes, then take the leap into the professional world and don’t look back. However, if there is still something inside saying, “there are still memories I need to make.” Walk into the big mans office, and respectively say.  “ I would love to take the opportunity to further my career with “Blank” organization, but after graduation. Chances are, the decision will be respected. 

Colored Pencils/Crayons put to the test

Madness? Or Genius? A crazy idea discussed over drinks, turned into one of the most amazing decorating ideas i've ever had.

Psychology: Persuasion and Marketing

             Today our products are about the name stamped on them. Are you drinking drinking Tropicana or Minuet Maid, Coke or Pepsi? Do you prefer Banana Republic or J.Crew? Everything we eat, sleep, and do is about the brand. This is much different from when marketing was in its younger stages. The original focus was on the product itself. If the product was food, marketers would focus was on the taste and smell, if it was a radio the focus was on its sound and clarity. Now, the focus is much different, marketers now are focusing on the feeling one gets from using a product. Car commercials, one of the most frequent advertisements on TV, are always belting out adjectives about how their car makes you feel. Sleek, trendy, smooth, sporty, smart, these are words that cannot only be applied to an object, but a person. Markers now are gaining consumers by not only selling the product, but also by selling the personality that goes with the product, a culture.

            Businesses seem to have it down to a science, they know how people tick, and they use it to their advantage. It explains why many marketers have college minors, and second majors in psychology. Employers want their advertisers and public relations professionals to know how people work, because the more they understand, the easier it is to come up with strategies and tactics that can relate to target publics. Think about walking down the hall of a mall looking for an outfit for a night out. Where are you going that night? How do you describe your style? These are all thoughts running a persons mind as they decide which stores to shop at. Marketers are thinking this too, but in a different way. What is this brands style? What is the intention of this brand? How does this brand make one feel? This would not of been the tactics of advertisers in the early stages. In the past it was how can we bring the product to the people, today it is, how can we bring the people to the product.

Marketers do this through two ways of persuasion, the first is the central route, which focuses on an argument or product being presented, why is it better than another. Going back to the scenario of walking in the mall, when looking at a store of interest, is it the big red sale sign that brings you into the store, or is it the mannequin styled nicely next to the sign? If these things appeal to you enough a person is more than likely to walk into the store, if not then the person will go on to the next. 

            Once a person is in the store the form of persuasion changes. The central route is no longer needed because the shopper has already been convinced enough to walk in. Now the tactic is the peripheral route. This direction is a little different then central persuasion; this creates a focus on quick reactions that cause instant acceptance of an idea (in the shoppers case this would be buying the product). These signals can be anything from a red number on a price tag indicating a sale or the music playing in the background, letting the shopper get feel of the brand. If the persuasion works then the shopper will more than likely buy the product without thinking.  The marketing world likes to call this an “impulse buy”. If it does not work then it means the consumer was not fully convinced in the first place. Persuasion of attractiveness and liking also works into this situation. Many times sales associates are hired for their outgoing and relatable personalities. This is not done by accident; retail companies want their associates to be able to relate to customer’s make them feel at ease, creating a higher vulnerability for impulse buys.

            Persuasion is not just used by markers, but even more by public relations professionals, in fact, the whole industry is based upon managing and communicating an organizations image to the public. These professionals must know how to grasp the public in the light they want to be seen. This is especially important during a company crisis. Public Relations professionals must decide how they will approach their stakeholders. Will they take the blame? Will they blame outside sources? Will they play dumb? A decision must be made quickly, efficiently and persuasion needs to be strong, or the audience will not bite. Both central and peripheral routes must be taken.

            The strategies and tactics involved in marketing and public relations are easy to create, but challenging to implement. Each move by a company must be seriously considered before any money is invested. The target audience must be chosen and the right type of persuasion needs to be put into action. Without social persuasion, marketing and PR would be non-existent, and in our world it is essential in order for society to thrive. 

Source :  Myers, David G. Social Psychology. New York: McGraw-Hill, 2010. Print.

The Sprint Network Dilemma

The “Now” Network is in a bit of trouble. With T-Mobile and AT&T possibly merging, and Verizon gaining power with the adoption of the Apple IPhone, Sprint has found itself in a fight or flight situation. Should Sprint merge with Verizon, or should it play the little guy in between two huge corporations?

Lets review some quick facts shall we? With the anticipated T-Mobile/AT&T buy out coming about, Sprint will find its self sitting on the lowest step of the metal podium, sporting the bronze metal. Ruling only 16% of the cellular market. This will leave our friends AT&T and Verizon with a combined hefty 70% of the market to play with as they please. So what does this mean for our friend sprint? It means low consumer retention, an endless Advertisement battle, and a dire need for some good Public Relations.

That said, Sprint should take this challenge and run with it. If Sprint were to get bought by Verizon, then consumers would be in a tricky situation. Deal with the powerless companies owning only one or two percent of the market, or fall into the hands of AT&T/Verizon.  The evil duo (in Sprints eyes) would be able to jack up prices, and change plans as much as they please, forcing the consumer to follow suit, with small unreasonable options for change. 

Sprint executives need to sit down and lay out their options before making any drastic moves. One idea would be to consider the cellular companies below them in the market and merge. Another would be to look outside the U.S and see where they could stand in the global market. Partnering with foreign companies wouldn’t hurt, making partnerships with corporations outside the cellular market wouldn’t hurt either (i.e appealing to Universities and Businesses offering low rate cell plans for employee’s).

Sprint needs to take on every opportunity and figure out where they can leave their mark. Japan is a perfect example. They need to get out there and be the first big corporation to offer support! Gain back your loyalty and build new dedicated consumers!

Let the game of monkey in the middle commence….