References

Conti, S. (N.D) ‘Dateline; London’

Klara, R. (2013) ‘Coach: We’re A Lifestyle Brand Not Just Pricey Purses Anymore’. AdWeek [online] available from <http://www.adweek.com/news/advertising-branding/coach-we-re-lifestyle-brand-152778> [21 January, 2014]

Landor. (N.D) ‘Lifestyle Brands: A Guide To Aspirational Marketing’. Landor [online] available from <http://landor.com/#!/talk/articles-publications/publications/lifestyle-brands-a-guide-to-aspirational-marketing/> [20 January, 2014]

Marazza, A. (2013) ‘A Survival Guide For Symbolic And Lifestyle Brands’. Forbes [online] available from <http://www.forbes.com/sites/onmarketing/2013/10/11/a-survival-guide-for-symbolic-and-lifestyle-brands/> [29 January, 2014]

Murray, L. (N.D) ‘Lifestyle Brands; Creating Positive Experiences’. The Guardian [online] available from <http://www.theguardian.com/media-network/partner-zone-brand-union/lifestyle-brands-creating-positive-experiences> [28 January, 2014]

Packard, V. (1960) ‘The Waste Makers’

Pardun, C. (2009) ‘Advertising and Society’. Wiley-Blackwell

Saviolo, S and Marazza, A. (2013) ‘Lifestyle Brands A Guide To Aspirational Marketing’. Palgrave Macmillan

Tungate, M. (2007) ‘ADLAND’ . London and Philadelphia

Coach: We’re A Lifestyle Brand Not Just Pricey Purses Anymore

An article written in Adweek by Robert Klara, talks with the brand Coach, about their brand and their marketing strategy. Its clear now that luxury brands are moving quickly past their signature items and evolving into whole-life outfitters. Coach’s latest campaign, ‘Coach New York Stories’, not only spotlights the leather goods, but also for the first time, coach’s fashion. not just their handbags.

Stephanie Stahl, Coach’s EVP of Marketing, told Adweek that Coach’s plan is to become a ‘premium lifestyle brand’, they are doing this through offering their full assortment of products, which they are going to message in a new way to the consumer.  Coach has already managed to gain trust and loyalty from customers through its 72 year life, but why have they decided to change their successful formula?  Coach said that they feel they have the opportunity to now broaden out into a lifestyle brand.

In my presentation I talk about how a brand wants to communicate with their consumers. They try and talk to the customers on a personal level, and even Coach are doing this. Coach are using models which are part of the story. Karlie Kloss, is a Coach model, and is from the West Village, and its authentic to her story. ‘Coach New York Stories’ This is an interaction of Coach’s history and heritage with the stories of these models. (connecting with the models on a more personal level)

This is where models then start to become real people. This is because they have real links to the city and stories to tell. Coach also have video’s on them at coach.com to augment what you’re seeing. This is another way in which Coach are reinforcing their brand and to gain even more trust and loyalty from their consumers.

http://www.adweek.com/news/advertising-branding/coach-we-re-lifestyle-brand-152778

Lifestyle Brands: A Guide To Aspirational Marketing; Landor.com

In an article I read from Landor.com about the book, Lifestyle Brands, A Guide To Aspirational Marketing. Article written by co. author, Antonio Marazza, who is general manager of Landor, Milan. In this article, he talks about his book and how some brands can  achieve obsessive following from consumers.
This is one of the articles which my presentation took inspiration from. Marazza talks about brand loyalty and brands ambassadors who permit no substitutions.

In this book Antonio Marazza and Stefania Saviolo, discuss the characteristics of three types of brand, cult, iconic, and lifestyle. In my presentation I only talk about lifestyle branding.
They explore how brands use these characteristics to gain devoted ambassadors who serve as status symbols, allowing consumers to feel they belong to a special group.
Brands try to ‘friend’ their consumers in different ways. I talk about these in my presentation, ‘Customer Relationship Marketing’.

Drawing on both research and observations, the book characterises qualities typical of brands with high symbolic value. they propose a method for understanding and creating a brand that enhances customers lifestyles and inspires obsession.
I found out through reading this book that the process is complex, and long term success is never guaranteed. This is where brands need to gain trust with there consumers and to keep all the promises which they make to the consumer.

Brand Image Vs Brand Imagery

What is brand image?
Is a direct reflection of your brand promise. Constantly communicating your brand promise through branded experiences, then your brand image grows organically.
Tiffany and Co, offers top quality brand experiences through its products, stores, ads, events, and so on. The brand image of luxury and quality has grown organically from those experiences.
Consumers develop perceptions of that brand elements that represent the brand, such as the logo, signature and slogan.

What is brand imagery?
The tangible and intangible elements that consumers associate with a brand. It could be a package, an experience, a smell, a feeling, a taste. Brand imagery is visual, auditory or factual. In other word it can come from all 5 senses, and can be unique to each customer. For example, the blue tiffany box (there has been a reason why this has been around so long, it means something to it’s consumers) and the A&F bag,
Scent can be a powerful form of brand imagery. Important to develop emotional connection to your brand.

Monica Skipper (Marketing Manager for FedEx Global Brand Management), said, “Once you know your promise to customers, you need to deliver on that promise. That’s what branding is all about. Every time you keep the promise, you strengthen your brand identity. When you break the promise, you diminish the brand.”
This means, that all the money that brands spend on marketing is a waste of time if the consumer doesn’t believe in the brands promise.

Example 1 , Brand Promise

Does the AXE brand deliver on its promise?
Its unlikely that women will fall to the feet of a man that use AXE body wash, however, a man thats clean and smells fresh, could possibly be more attractive than skipping a shower after the gym.

AXE use this throughout their advertising and even on their website to sell their products. They use slogans to go with the brands name, for example,
‘New AXE Peace
Make Love, Not War with New AXE Peace. Support Peace One Day, #KissForPeace’

Brand Persona
Rather than asking, “What is a brand?” a better question might be, “Who is a brand?”
Every brand has a persona. Think of your brand as a person (Brand Personification). What is that person like? What can you expect when you interact with that person?
For Example, think of it this way. Who would you rather spend time with — Apple or Microsoft? These two brands have very different brand personas.

The Brand: What It Is, How It Builds Value and Why We Grow Fond Of It

In the second chapter, of Lifestyle Brands: A Guide To Aspirational Marketing, I have found out a lot more about how the brand captures the consumer.
“American Marketing Association (1960): A brand was a name, term, design, symbol or any other feature that identifies one sellers good or service as distinct from those of other sellers’. (Chapter 2, Page 15/16)
Used in this senses ‘brand’ is similar o the current meaning of the word, ‘trademark’.(Chapter 2, Page 16)

• Brand : a type of product manufactured by a particular company under a particular name.
• Trademark : a symbol, word, or words legally registered or established by use as representing a company or product.

Identity
David Aaker, an American organisational theorist, introduces the concept of the identity: the brand corresponds to the identity of a specific product, service or business. (Chapter 2, Page 16)
“A brand can add intangible value to the existing sum of tangible attributions of the product.” (Joel-Noel Kapferer, worldwide leading specialists on brands, Chapter 2, Page 16)

A brand defines the products direction and its identity in time and space. According to Landor, global brand consulting firm , the brand is simply the promise of a unique benefit to consumers, substantiated by rational and emotional elements. (Chapter 2, Page 16)

Definitions of brands have gradually revealed the symbolic value rather than the functional contents of the product that same brands wish to identify. (Chapter 2, Page 16)
Brands want to convert generic customers into loyal ones or even into potencial brand ‘Champions’.

Brandz by Millard Brown, a global company focused on brands, media and communications.

There are five levels, that are the main measures on the brand dynamic pyramid.

Brandz: Brand Dynamic Pyramid 

1. (Presence) The brand is known by reputation, by the relevance of its brand promise or a past experience of use.
2. (Relevance)  The brand is considered sufficiently important and relevant by the consumer in relation of their personal needs and may be a candidate for purchase.
3. Intermediate Level (Performance) The brand is recognised to be a good performer and enters the consumers short list.
4. (Advantage) Consumers recognise some additional valuable rational or emotional benefits more than for other brands in the category.
5. Top Level (Bonding) The consumer manifest a strong brand loyalty, which leads him to rule ut most other brands upfront. Climbing the pyramid increases the so-called share of wallet, or the proportion of purchases that consumers dedicate to the brand within the reference category.
   (Chapter 2, Page 25)

The relationship that evolves between customer and brand. Factors that contribute towards this bond are the emotional appeal (fun, excitement, prestige).

Frist Draft Plan

Intro
Introduce my topic and a quick overview of my key issues.

Friendship
What is the difference between a “real” friend and an “online” friend.
– Define
– Show examples

Social Identity

• ‘The independent ‘self” – this is the search for true autonomy and uniqueness with respect to others.
• ‘The interdependent ‘self” – who looks for consent and approval, from those reference groups they repute to be important.‘Identity represents contemporary obsession’
  “Clients become ambassadors, fans, brand champions, who declare that if the brand were to cease to exist, it would have a negative impact on their lives. They find the brand irreplaceable.” [Introduction, page 2]

Brand Imagery
The tangible and intangible elements that consumers associate with a brand. It could be a package, an experience, a smell, a feeling, a taste. Brand imagery is visual, auditory or factual. In other word it can come from all 5 senses, and can be unique to each customer.
– Examples – A&F Bag, Tiffany’s blue box.
– Show photographs here, and go into my detail about how they sell a lifestyle to customer.

Lifestyle Brands
What is a lifestyle brand?

• Lifestyle Brands – those that truly represent the word by associating themselves firmly with a particular way of life. They deliver strong social benefits through which a consumer will be able to subconsciously answer the question, “when I buy this brand, the type of people I relate to are…” they create a sense of belonging or disrupt the status quo. So, Nike aligns people who want to push their limits. Club Med connects those who wish to communicate; The Body Shop, those who value nature.

A lifestyle brand is a brand that attempts to embody the interests, attitudes and opinions of a group or a culture.
– Definition taken from Wiki

Digital Social Platforms
(Underlying Narrative)
How do these lifestyle brands connect with consumers using digital social platforms.
New digital media – blogs, social networks – consumers use these to express themselves.
“The phase of establishing a dialogue between the brand and its customer is evolving as well. The generic ‘talk with your customer’ is not enough if the dialogue is not aimed a result. In a society that demands authenticity and value through innovation, the brand must have its own vision of the future and set out to achieve a positive impact on the lives of it’s customers.”[chapter 1, page 12]

Who am I looking at?
Mainly concentrating on Jack Wills and Abercrombie and Fitch.

A Survival Guide For Symbolic And Lifestyle Brands

In an article on the Forbes website, written by Antonia Marazza, (co-author of the book, Lifestyle Brands: A Guide To Aspirational Marketing). In this article he tells us about the five main categories that symbol-intensive brands fall into.

• Authority Brands – brands that typically fall within a narrow market segment and generally auto-directed emotional responses, making people feel a certain way. They are often based on technology patents or processes or highly distinctive styles, for example Illy; BlackBerry; Dr Hauschka cosmetics.
• Solution Brands – the territory that most well-known brands occupy. Like authority brands, these often make people feel a certain way, but unlike them, they cover a wide range of consumer segments. Often, these brands were formally authority brands that started as highly respected products in a defined area, for example Microsoft, Honda and Sony.
• Icon Brands – These brands carry with them powerful universal values or stories that are instantly recognisable. They prompt hetero-directed responses, making people perceive they have “become” something more than their usual status.
  
• Cult Brands – those that are orientated toward symbolic excellence. They are usually specialists tied to a single customer segment or product category. They often deliver “social” benefits making people feel part of a group; think bikers, golfers, musicians. Harley-Davidson is of course a classic example. A product that is not necessarily the most advanced, but encapsulates the spirit of the open road.
• Lifestyle Brands – those that truly represent the word by associating themselves firmly with a particular way of life. They deliver strong social benefits through which a consumer will be able to subconsciously answer the question, “when I buy this brand, the type of people I relate to are…” they create a sense of belonging or disrupt the status quo. So, Nike aligns people who want to push their limits. Club Med connects those who wish to communicate; The Body Shop, those who value nature.

Lifestyle Brands: A Guide To Aspirational Marketing – Introduction and Chapter 1

In the book, Lifestyle Brands: A Guide To Aspirational Marketing, written by Stefania Saviolo (professor of management in fashion, luxury and creative industries at Bocconi University, Italy) and Antonio Marazza (the general manager of Landor Milan). I have been able to find out a lot more about lifestyle branding within fashion and how and why is works.

What are lifestyle brands? 

A lifestyle brand is a brand that attempts to embody the interests, attitudes and opinions of a group or a culture.
– Definition taken from Wiki

In Chapter One, Brands and Social Identities: An Increasingly Strong Connection.

They talk about social identity and

• ‘The independent ‘self” – this is the search for true autonomy and uniqueness with respect to others.
• ‘The interdependent ‘self” – who looks for consent and approval, from those reference groups they repute to be important.

“Products are a symbol of status, signalling and possibly helping to improve on individuals social status.” [Chapter 1, page 7]

• Times/places/situations of consumption
• Various ‘experts’ try to guide our choices in directions (from journalists to architects, from chefs to ecologists)

“Consumer sociologists in turn explained that individuals do not make purchasing choices using rational logic of economic convenience.” [Chapter 1, page 7]

“This category of brands is adopted not only for its functional characteristics, but above all, for the symbolism and significance it transmits, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group. In this text, we have defined this category of as brands as symbol intensive.” [introduction, page 1]

Rifkin an economic and social theorist said “Consumer is defined as a creative interpreter, reciting the various scripts staged by the cultural market.”

Brands must understand the chaotic context in which people live and use their product.
‘The brand can also take on a social role, they help consumers to orient themselves and guide their choices, especially within poorly differentiated product categories, such as detergents and food products.’ [chapter 1, page 11]
“Brands have also responded in recent years by reinforcing the ethical dimension and dialogue with the customer through a reversal of information flow logic – from push to pull – and a new focus  on customer relationship marketing systems.” [Chapter 1, Page 11]

‘Identity represents contemporary obsession’
“Clients become ambassadors, fans, brand champions, who declare that if the brand were to cease to exist, it would have a negative impact on their lives. They find the brand irreplaceable.” [Introduction, page 2]
This shows that consumers are becoming obsessed with the brand, or the experience they get from the brand? They gain customers like this through their ‘lack of’ sales and traditional advertising, for years, brands like Abercrombie and Fitch have been absent from end of season sales, and no one can ever remember when Apple held a sale? Other brands such as Volcom and Patagonia never used traditional advertising, but who are they?

Abraham Maslow, psychologist of  the heirarchy of needs said “man, is a perpetually wanting animal” [Maslow, chapter 1, page 12] ‘An animal wants things, which will never cease to follow its desire for gratification and expression through brands’ [chapter 1, page 12]

New digital media – blogs, social networks – consumers use these to express themselves.
“The phase of establishing a dialogue between the brand and its customer is evolving as well. The generic ‘talk with your customer’ is not enough if the dialogue is not aimed a result. In a society  that demands authenticity and value through innovation, the brand must have its own vision of the future and set out to achieve a positive impact on the lives of it’s customers.”[chapter 1, page 12]

 

Lifestyle Brands: Creating Positive Experiences

Reading an article in The Guardian, I was able to find out a little more about the Fashion Brand, Jack Wills, this article gave me the main topic of my presentation, focusing on social media.

In this article it speaks of the digital age becoming “our modern landscape”. As the demographic which Jack Wills targets are digital natives, it is now even easier to gain friends through social networking sites.

However, I am not talking about the friends, you went to school with, or work with. I am talking about the “friends” which you wear. Fashion Brands are now becoming the consumers new best friend, they are becoming personified by customers because you are able to interact with them on social networking sites such as facebook and twitter.
The way brands are doing this, (brands such as Jack Wills, American Apparel and Abercrombie and Fitch) is by speaking to the consumer directly, they do this through their social networking pages,

when they do this they make the consumers feel more valuable to the company, making them want to be involved with the brand even more than they already are.
The brands retweet and share, to make the consumer feel appreciated, along with responding to comments to show a form of communication between brand and customer. Through brands using digital social platforms they are reinforcing the power of word of mouth.

In this article I also found out the Jack Wills, offers an intern competition, which is offered to a very specific audience, ‘University Students’. To win this internship you need to submit a video, and the most popular girl and boy will win, using the good old fashioned popularity contest. Every part of this contest reinforces the Jack Wills brand. They are associated with beaches, mountains and adventure. Jack Wills uses this and other events such as parties and social events which include like-minded people to create the perfect ingredients to attract the University demographic.

These types of lifestyle brands are established through the experiences they associate themselves with.
Abercrombie and Fitch, a similar, American Version of the ‘Fabulously British’ Jack Wills, also does this. They show their advertisements with them on beaches and at desired locations which star a particular attractive look of model which you automatically know as the Abercrombie and Fitch brand.

A little different from the Univeristy demoigraphic consumer which Jack Wills appeals to, Abercrombie and Fitch use another nostalgia, which are their male models. Abercrombie and Fitch draw on the positive endorphins which are created when most people see the half dressed, well exercised male models. You see these models on adverts, bilboards, shop windows and even on their carry-a-bags, which people carry around as a novelty hand bag, all of these things help endorse the Abercrombie and Fitch brand.

Symposium Proposal

NAME

Melissa Stapleton

TITLE OF RESEARCH PROJECT

Customer Relationship Marketing – Selling people A constructed dream rather than a product

 

MODE OF PRESENTATION SELECTED

Symposium Presentation

The reason I have chosen a symposium presentation to discuss my topic is because I feel that I will be able to show my research a lot better through using photographs and videos to gain my audiences attention and for them to understand and engage with my topic through imagery.

INTRODUCTION

To discuss the main techniques used in advertising, to see how they sell a lifestyle, rather than a product, which are used in American Fashion brands and how this impacts the viewer, specifically aimed at young adults, between the ages of 15 and 25.
The main techniques used within advertising, looking mainly at language and imagery, and how this impacts on the viewer.

Looking at how lifestyle brands are an attempt to sell an identity, or an image rather than a product. Brands call attention to ‘who’ would use this product or what ideals it represents, as opposed to what the product actually does.
For example, Jack Wills positions itself as a University outfitters and looks to attract ‘fabulously British’, ladies and gentlemen of that age. To the outside world Jack Wills kids play lacrosse, they sail, ski, have lots of friends and are effortlessly attractive because of their lifestyle and clothes they wear.
Digital platforms also reinforce the power of word of mouth and brands are paying attention. Marketers understand that retweets and likes are the digital equivalent to passing a thumbed novel onto a friend.
I will firstly start by looking at fashion brands, such as Jack Wills, American Apparel and Abercrombie and Fitch. Looking at how they sell their lifestyle brands and how digital platforms reinforce this.

DESCRIPTION OF SPECIFIC SUBJECT TO BE INVESTIGATED

I want to explore and discuss the information found when researching my topic, (‘Customer Relationship Marketing – Selling people A constructed dream rather than a product’), I am going to research the main techniques using fashion advertising, paying attention to the language and imagery to sell the lifestyle brand, looking at brands such as, Jack Wills, American Apparel and  Abercrombie and Fitch.

We assume we can tune most of advertisements out. If we don’t pay attention to advertisements then they won’t affect our behaviour. In the journal of consumer research, a study took place by Melanie Dempsey and Andrew Mitchell, who found that we should be more aware of our exposure to advertisements. They found that putting a new product next to another which we already think positively about, will impact on a new product. This is known as affective conditioning. This theory works best when you are unaware that this is happening.
I will pay close attention to digital platforms and how these brands reinforce their lifestyle,

KEY IDEAS

Techniques – Language – does it break the rules of ‘normal’ language? – Figures of rhetoric in advertising language by David Mick

Imagery and Effects on buyers – ‘Advertisers have long realised the importance of advertising that creates mental images in the buyer’s mind’

Lifestyle Brands – Selling a lifestyle rather than a product

Digital platforms – how does this reinforce the idea of lifestyle branding and customer relationships.

SOURCES TO BE UTILISED

I want to utilise theoretical books, especially those which discuss the topic on which my question is based on. This is where the majority of my research will come from, along with online articles that talk about my key topic areas. Along with these materials, I am also going to use case studies (newspaper articles) where people have been affected by advertising brands. Along with gaining feedback from others on how they feel when watching/looking at a particular advertisement.

RESULTS/FINDINGS

I will break down my question into topics that I am going to discuss, What is lifestyle branding?, how brands create a lifestyle, digital platforms to reinforce their lifestyle and how this then impacts people (through using case studies). I will then begin to categorise my information into the relevance of my research and any crossovers will evidence and prove my found research.

From here I will then be able to construct my own opinions and connections within my topic/research and start to build the main on my presentation.

METHODS/FORMS OF INTERPRETATION/ANALYSIS TO BE USED WITH THE

INFORMATION AND SOURCES

Making full use of the university library and their ‘Locate’ system. Be in conversation with lecturers who are more familiar with this area ‘Advertising’. I will do this by setting up meetings, in person or through Skype, along with on-going emails. I will also talk to my peers to gain their views on my topic and the research which I have found, not only will I speak to my peers, but others outside of my social circle. I can do this by using social networking sites, such as Google plus and twitter. As all these people may have been exposed to information, which may be of use to my research.

PLAN/ SCHEDULE OF WORK

October – November – Gather books, find relevant articles and understand them. Find case studies to back up my findings. Along with finding the relevant practitioners which I wish to connect with and build a rapport.

November – Rough copy of proposal

December – Have proposal ready. Take advice and constructive criticism to help with further direction for presentation.

December – January – Keep researching. Have most of my research and started to put it into a presentation.

January – Have presentation. Constructive criticism. More research if necessary.

January – February – PRACTICE PRACTICE PRACTICE – spend time on pace and actual presentation skills.

 

BIBLIOGRAPHY (in addition to the 500-700 word limit)

http://www.stanford.edu/class/linguist34/
http://www.academia.edu/668339/Figures_of_rhetoric_in_advertising_language
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=5909
http://www.buynothingday.co.uk/
http://www.dailymail.co.uk/news/article-2126172/Chinese-boy-sells-kidney-buy-iPad-iPhone.html
http://www.amazon.com/The-Waste-Makers-Vance-Packard/dp/1935439375
http://www.theguardian.com/media-network/partner-zone-brand-union/lifestyle-brands-creating-positive-experience