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Personal Branding

In a society completely immersed in the world of social media, it is becoming increasingly more important to create and maintain a favourable personal brand online. What is personal branding, you may ask? According to the Wikipedia, (www.wikipedia.com)

To sum this definition up, personal branding is the appearance you give to someone when they view your profile on any social media/website. It is becoming even more critical today to maintain a good balance between maintaining a personal yet professional appearance online. People and companies need to be cautious of what they post online and need to stay away from images and posts that can “risk” your image or avoid “controversial" topics. Instead of taking the traditional approach to merely talking about personal branding, let’s explore some examples by critically analyzing my 3 main social media accounts as of this moment; Facebook, LinkedIn and Twitter with the Do’s and Don'ts of each social media platform .

Facebook:

The first critical analysis will examine content on Facebook by examining social media etiquette rules with Facebook do’s and don'ts. First, Facebook is different from other platforms in the sense that personally, I feel as though this is the one platform where being yourself is more socially acceptable. With this, I mean that people can get away with posting more photos and information about their personal life compared to other platforms. In regards to social media rules outlined on Hootsuite, there are three main ones that will be examined.

Rule #1: Be yourself: As mentioned above, Facebook is the social media platform where one can get away with posting more personal details about themselves such as personal photos. In my Facebook page above, my profile picture is a recent picture from my trip to Cuba. It captures what I truly love- being on the beach and being surrounded by friends. This photo, along with the rest of the photos I am tagged in are all ones that I would not mind my family seeing. In addition, all my information is correct and accurately depict my personality so I come across as genuine opposed to a fake identity.

Rule #2: Be respectful: As mentioned above, potential employers constantly search social media platforms in order to judge prospective candidates. That being said, rule #2 is very important in avoiding controversial topics. On Facebook i am always aware of what I am communicating with pictures, comments or statuses and make sure that they are appropriate.

Rule #3: Be transparent: This rule is key on Facebook. When people come to my Facebook page they get an accurate sense of my true identity. Examples of this include pictures I am tagged in, things that I share, information that I post.

Linkedin:

LinkedIn is known as the social media platform for professionals. This is where you put on your professional face and avoid adding personal photographs that other social media platforms would condone i.e. Facebook, Instagram, Twitter. LinkedIn etiquette differs from all other platforms as it is where people go to seek employment opportunities, not showcase how fun their party on the weekend was. Above is a snapshot of my current LinkedIn profile, where I list past work and volunteer experiences along with my educational background and skill summary. In essence, it resembles my resume that I would send to employers. On LinkedIn, it is important to keep your information current and up-to date as frequently as possible. For example, my educational background, volunteer and work experience are all up to date. Secondly, maintaining a professional profile picture is crucial. For example, I could benefit in gaining a better professional photo, however, it is not a photo plastered with alcohol or other controversial things. The third rule to good LinkedIn etiquette is be yourself- don’t lie. Employers check LinkedIn as a resource for professional success, thus if someone is lying about past experience in their profile, they will not be successful in obtaining jobs. In conclusion, it’s important to keep a LinkedIn profile current, professional and an accurate representation of yourself and experiences.

Twitter:

Twitter is the last social media platform that will be analyzed. Twitter takes on many of the same characteristics that Facebook portrays but is restricted to only 140 characters a tweet. This main advantage is that people can get messages across by keeping it short and sweet, and also generate content/curate content. According to a Hootsuite lesson, typical Twitter etiquette includes: contribute interesting content to viewers, keep in mind how much you share, avoid controversial hashtag use, reply in a timely manner, use direct messages to share sensitive information, and most importantly treat followers as individuals. People appreciate quality over quantity. Above is a snapshot of my Twitter account. It publicly shows the tweets that I curate or create, any photos/videos as well as tweets that I have favourited. Keeping in line with general Twitter etiquette, my Twitter generally aligns with it. For example, I do not over tweet since I personally find it an annoyance when other accounts do so. Secondly, I always make sure to avoid tweeting/retweeting any controversial topic, mainly to remain professional. All of these simple etiquette tips can have a huge impact on how others perceive your social media accounts.

-Megan Emily

“The Best Marketing is Personal”

While scrolling through cuLearn, looking for a topic to spark creative interest to write my last and final journal of third year, I came across two articles that caught my eye instantly. It’s called “What You Can Learn From Taylor Swift’s New Album Instagram Teaser Campaign” and “Want to know how to Build Anticipation on Social Media? Look to Musicians”. Not only does this topic incorporate some of my favourite things - Instagram, Taylor Swift and creative social media marketing campaigns, but coincidently I was blasting one of her songs through my headphones, so it’s safe to say that I knew this was the one. The links for the two blogs are mentioned below:

http://www.convinceandconvert.com/social-media--case-studies/what-you-can-learn-from-taylor-swifts-new-album-instagram-teaser-campaign/

http://blog.hootsuite.com/how-to-build-anticipation-on-social-media-look-to-musicians/

Here’s a quick synopsis of the campaign: Almost a year ago, Taylor Swift took album teasers to a whole new level through an innovative way to spark buzz and create much anticipation in the release of her fifth studio album “1989″. Today, the traditional approach of leaking hints for a new album release is to spend copious amounts of money for TV commercials or print ads- all of which are traditional marketing efforts that are slowly dying out, however, celebrities are starting to turn to social media as an alternative way to reach their audiences. Taylor Swift did exactly that- On October 14, 2014 she started a 13 day visual countdown to reveal a set of lyrics per song everyday. These teasers ran on Instagram and Twitter, using unique imagery of her handwriting, doodles, and other personal touches. Here are some examples

Each one of her posts hit incredible engagement, with hundreds of thousands of likes on each and opened the door for businesses to learn a valuable lesson from the young pop star- how to generate much anticipated hype on social media.

Personally, I think what Taylor Swift did was ingenious and took social media marketing to a whole new conversational level. Not only did she generate anticipation for the upcoming album, but she also did it in a smart way. I feel that the best type of marketing someone can do is make it personalized. Letting your personality shine through and showing audiences that you are truly authentic and not putting on a publicity stunt is why people connect with you, either as a business or a person. In recent weeks we talked about brand personality, although I’m not going to go into great depth about this topic since I extensively covered it in my last journals, it’s the direction where marketing is heading. The whole purpose of social media is to connect people all over the world together to share experiences and stories and that is exactly what Taylor Swift did. As I advance in my career, personalizing my marketing skills to tailor to meet my future company’s objectives is something that would be hugely beneficial.

-Megan Emily

Pinterest, Here to Stay?

“Pinterest is a visual discovery tool that you can use to find ideas for all your projects and interests.” - Pinterest

Lately, we’ve been discussing the staying power of social media platforms in terms of which one will likely succeed in the long-term or which that’ll tank shortly. In my opinion, I think Pinterest is a social platform that marketers have yet to discover it’s true potential, therefore, I think will explode pretty soon.

Short and sweet, Pinterest is a platform where users can post pins of visual pictures of topics they are interested in from either themselves or other users, and pin them to their “boards”, such as Food, Clothing, etc. It basically gives users the creative freedom to find ideas and inspirations for everything that can be used in daily life. Here’s some examples of my personal Pinterest, along with the different boards/visuals that can be customized. (You may notice the majority is clothing since that’s where I use Pinterest to draw my clothing inspiration from... OR FOOD since I can’t cook)

Dashboard overview:

Board options to browse through:

Examples of customized boards:

Although Pinterest is a magnificent social platform to draw inspiration from and save for later dates, marketers can also use this tool to it’s full unique potential to showcase their brands. In specifically, I think that brands that would highly benefit from having Pinterest are:

Clothing brands/Boutiques

Restaurants/Bakeries/Coffee Shops/Bars etc.

Hair salons/Beauty Parlors/ Fashion Shows/Tattoo Shops

ETC.

Since the majority of the industries today can benefit from using Pinterest as their main visual platform, possibly in accordance with Instagram, brands can flourish and gain exposure that other platforms cannot provide. With this, I feel as though Pinterest as a social platform has strong staying power in the long-term, if utilized correctly of course.

HOW TO DO IT SUCCESSFULLY:

Suggestion #1: Post photos that are visually engaging to consumers, such as outfits for a clothing shop or strikingly beautiful photos of food for bakeries.

Suggestion #2: Update/Post visuals frequently, keeping users engaged

Suggestion #3: Maintain the same “visuals” throughout the same board. For example, maintain clothing pictures in the clothing board, pictures of the community in a community board.

Suggestion #4: Make sure all visuals are consistent by maintaining the same colour scheme throughout.

-Megan Emily

Catfish... more than a fish

Social media challenge #2 opened the door for conversation about online anonymity and online deception. According to the oxford dictionary, online anonymity is defined as a person who cannot be identified according to any of the basic dimensions of identity such as their legal name, location, true gender etc. Similarly, online deception is defined as knowingly transmitting messages to a receiver with the intent to foster a false belief orconclusion. (dictionary.reference.com)

In today’s society, the line between creating a digital persona from scratch to curate an online presence and have completely online deceptive relationships is getting increasingly thinner and thinner. This has raised many ethical issues regarding online anonymity and online deception with a new concept called “Catfishing”.

Cat fishing is an example of the cons of both online deception and online anonymity. It is a scheme that is on the uprise and has risen to the mainstream with three seasons to date on the popular MTV show “Catfish”. Catfish is defined as a person who exploits online anonymity and deception by creating a fake online personality and engaging in an entirely online relationship with another person, who usually does not know they are being deceived. Here’s a youtube link to showcase cat fishing:

https://www.youtube.com/watch?v=CMA4x7aXJT0

This ethical issue has been recently under fire, with many shows such as numerous Dr.Phil episodes and MTVs seasons, bringing this issue to the public eye. These episodes showcase how detrimental and damaging cat fishing schemes can be- they take up the majority of your time, get innocent people to fall in love with a completely made up persona and sometimes the catfish requests money or other valuable things from their partner leading to possible financial burdens. All of these situations can be mentally, financially and physically damaging to the innocent person.

Some telltale signs that you’re being catfished includes:

It is impossible to physically contact this person in real-life, as they refuse to meet up in person, engage on Skype dates, send factual information about their true address etc.

Plans to visit each other may be initially be made but are NEVER carried through.

it usually involves taking the person’s time, or in many cases, receiving money from their “lover”.

After watching many seasons of Catfish on MTV and viewing episodes on Catfishing on Dr.Phil, often times the person who is being catfished is completely unaware and in denial that their “lover” is a fake person, even after it is proved. This again showcases how detrimental these schemes are and the flurry of ethical issues it causes.

Included is an article that highlights everything a person needs to know about the recent cat fishing epidemic. http://www.digitaltrends.com/web/its-catfishing-season-how-to-tell-lovers-from-liars-online-and-more/?dt_newsletter_register_email=

Online deception and anonymity do have their pros, however, in contrast, the ethical cons to each concept heavily outweigh their benefits and can ultimately lead to damaging innocent individual lives.

Since I have personally watched numerous episodes on Dr.Phil (guilty pleasure show) and the majority of the seasons of MTV: Catfish, I have quite the opinion on cat fishing schemes and deceptive online relationships. First, I think the evolution of online anonymity can be a pro, especially since it can allow people to have a voice. That being said, I think this is only good when people are being truly genuine about interested topics and are NOT trying to dupe people in any way. In conclusion, if someone wants to be anonymous and does not cause harm to any individual/theirself/companies etc., online anonymity is great. In contrast however, many people do not have the same perceptions as me. After watching countless episodes on this topic, people can have the evil side of wanting to deceive people and cause harm to others, whether its emotional, physical, mental, financial etc.

In regards to cat fishing, I see both perspectives. First, I can see how some of these people that are lured into falling in love with a “fictitious” person and are in complete denial when they are presented with the facts that they are being deceived (For example, an episode of Dr. Phil, an older women sent her online lover over $250,000 and when private investigators looked into the man and presented her with the facts of who the person truly was, she simply denied it). i feel like these people just invest so much time emotionally with that person, they refuse to see the bad side. In contrast, some people use cat fishing schemes as a form of online anonymity that do not want to intentionally cause harm, they are just embarrassed of who they truly are. NO, this is still not ideal, but they are genuinely just trying to protect their flaws and make themselves seem better. Lastly, there are the cat fish who intentionally use online anonymity and deception to be purposefully harmful. These are the people who I completely frown upon and where the evil side of online relationships evolve.

In conclusion, I do try to see the best in people, but knowing that people out there are using online anonymity and deception to intentionally cause harm is scary. At the end of the day, being aware of your surroundings are crucial, especially in today’s society.

-Megan Emily

#catfish #onlinedeception #anonymity

Diagnosed with Multiple Personalities

During week 4, we had a guest lecturer, Rachel Azulay, representing Goodfellow creative as the social media specialist. Her role is to manage the multiple social media accounts for each one of their clients.

The reason as to why I refer to her role as being diagnosed with multiple personalities disorder is due to the fact that the most critical part of her job is developing a distinct brand personality, and voice (identity) for each one of her clients when creating and/or curating their social media content. I find this job extremely intriguing since my passion for marketing steams for my interest in social media platforms. Her lecture consisted of two main elements: how to get people engaged on social media as well as the do's and don'ts of social media. This lecture proved to be very beneficial for not only future success but for the final project that this class is engaging in by managing the social media accounts for a real life client. Her main point for how to get social media engagement is to create content that the target audience deems valuable. This not only increases engagement, but it also gets people to actively follow the accounts and is a step in knowing if the marketing is working. The second part of her lecture touched on social media etiquette which included:

DO'S:

Stick to what you know

Post consistently

Follow/connect with others

Initiate the conversation

Read and re-read all posts

Make it personable

DON'TS

Address an argument publicallywith attitude

Use shouty capitals

No swearing

Create accounts then abandonwithout deleting

As previously mentioned, developing distinct brand voices for each client is tough, especially when dealing with multiple platforms per client. When I asked her how she achieved this, she simply stated that you need to build a close relationship with each client in order to get a complete grasp on who they are. This was the main take away from the presentation, to use for my final assignment. By developing a strong relationship with clients, it makes it easier to create different brand voices.

Personally, I think that managing all these identities would be very difficult, especially since my multi-tasking skills are not quite excellent and remembering which identity used for each client is a very extensive/demanding task. After managing the social media accounts for a non-for-profit company used for our final project, maintaining that sole distinct brand voice was difficult enough, especially since I was not able to be fully creative on letting my own voice come through. I find that masking my true identity, and the way I interact online with my dialogue, is hard since I may not agree with how other people should run their accounts. That being said, I personally did not connect with the information that I was providing for the company, considering I do not know much about environmental sustainability and flyfishing. If the company that I was running social media accounts for pertained more to my interests and knowledge, I feel as though creating a brand personality/voice would be a much easier task.

In contrast, some people view marketers as evil and everything they do is to try to deceive society. Although I completely disagree with this statement after spending the majority of my undergrad concentrating in the topic, I can see how having external agencies creating brand voices for clients as “deceiving”. I say this because, although I do support the idea of outsourcing social media campaigns, it can fool people who are not knowledgable on the topics to think that these companies are actually engaging with their customers, when in actuality it is another person pretending to be them.

-Megan Emily

#brand #voice #brandpersonality

Email Marketing

One discussion we talked about in class was on email marketing. Here are three examples of recent email marketing campaigns that I have received on my personal email accounts and I will critically analyze each of them based on their

Overall appearance

Presence of a call-to-action button

How informative/clear the message is

How well this campaign addresses it's target market/segment and

How likely am I (the consumer) to purchase.

#1: Frank

The first example of email marketing to be examined is from Frank, sent around Christmas time. Personally, I LOVE this company and all it's marketing efforts (as mentioned in an earlier blog post), therefore, I am slightly biased to this campaign in the sense that I adore everything about it.

Overall appearance: I love their simplistic approach using minimalistic writing, unique font with colour to make important statements stand out, and the use of engaging, nice looking photos. They maintained their company colour scheme as well, which ties the message and brand aspect together. It is also easy to navigate through. Overall, LOVE the appearance.

Presence of a call-to-action button: There are multiple call to action buttons present. The first is located right at the top where the email is first viewed, using a link to instagram, Facebook, a live chat and a buy me button. The second, strategically placed, button is located right under the product description. The marketing creative that placed this here is genius in the sense that at Christmas time, people do not like spending tons of time (and money) searching for the perfect gift, thus Frank offers a unique solution. This button is easily located due to the contrast of pink, larger font. The third button is under their new product feature- again, it stands out with the larger pink font than the rest of the text. The last box has all their call to action buttons on where to follow Frank (Instagram, Facebook, Twitter and Pinterest) along with a link to their website and email for further questions. These buttons are strategically placed in optimal spots where customers are most likely to make a purchase and they allow for great exposure on the company using a broad number of different social media platforms/ways people can engage with them.

How informative/clear the message is: The messages are very clear and informative, but not to the point where the information is over bearing. Some email marketing campaigns use complex, lengthy sentences/paragraphs that do not generally sit well with the consumer, however, on the contrary, Frank uses a minimalistic and effective approach to promoting their new Christmas products. All of their messages are said in a way that their target audience (mostly young adult females) will identify with. Frank is also known for using a third person approach to their marketing efforts, referring to "Frank" as a real person and their products as real objects. i find this is quite effective in getting the point across and engaging the target audience in a very creative way. The company also likes to use multiple puns with playfully subtle hints of sexual innuendos. Again, this plays on the creativity aspect and connects with the level of humour that their target audience enjoys (I know I do!). In conclusion, the message is clear as to what Frank is trying to sell, using simple, playful language.

How well this campaign addresses it's target market/segment: VERY WELL. Since their target market is young adult females, every part about the company works well in targeting this market (from the use of playful puns, simple language and colourful yet artsy photographs) and it has the perks of offering a great product!

How likely am I (the consumer) to purchase: highly likely. Considering I am already an avid Frank fan of their many products, again, I am bias on this topic so I won't touch on it too much. Everything in this email marketing campaign would push me to purchase the product. Frank makes it easy to with many call to action buttons, product information and playful underlying tones.

#2: AMAZON

Overall appearance: Very dull and non engaging. Other than the set of pictures in the far right corner, the rest of the page is very bland.

Presence of a call-to-action button: There is only one call to action button present, and it is not very engaging due to the fact it only suggests to learn more opposed to purchasing now.

How informative/clear the message is: The message is very uninformative. Amazon is trying to promote their Canon Rebel Bundle with a 37% discount, however, this message is portrayed in small font without the contrast of the 37% in larger letters or different colours. In general, it makes the deal less attractive.

How well this campaign addresses it's target market/segment: The target market for this deal is photographers or people who enjoy spending large amounts of money on cameras. I am not one of them. This message is sent out in a mass and not segmented directly to reach it's target market.

How likely am I (the consumer) to purchase: HIGHLY UNLIKELY. Since this email marketing campaign is unengaging and very bland (in my opinion), and the product being offered does not interest me, I am not willing to purchase, nor spend any more time researching this bundle.

#3: SaboSkirt

Overall appearance: Sabo Skirt did a great job with their email marketing campaign since the pictures that they used to portray are colourful and showcase their clothing line well. They also use a variety of different, playful font with multiple sizing, making it more interactive for the customer reading it. In general, I absolutely adore this email and it provokes me to want to purchase something from it.

Presence of a call-to-action button: Attached at the bottom of the email (It's not present in this photo), is a call to action button with a link to their Facebook and instagram page. This allows users to surf on multiple social media platforms in order to view their product line. In addition, they use a code in the top pink box, stating that if one uses this code in their order purchase, they will save 15% on their entire order. Furthermore, they have several "Shop ___ " under each picture, allowing consumers to shop for other garments within that line to hopefully to increase engagement which can lead to greater purchases.

How informative/clear the message is: The message is clear in the sense that Saboskirt broadcasted their savings in a bright pink box at the top of the email, making it the first thing customers see. In regards to other information, it is very minimal, but in contrast, I think this works well because they use pictures with shop now to promote their products. As they are merely a clothing company, I find that using less words and showcasing their actual clothing garments work more effectively.

How well this campaign addresses it's target market/segment: The target market for SaboSkirt is young adult females in mainly Australia, Europe, the UK, US and Canada. I think this campaign addresses their target segment well because it offers a black friday discount (who doesn't love black friday deals), along with showcasing their new products in a fashion forward way.

How likely am I (the consumer) to purchase: Likely to purchase. Since they do have a presence of a call to action button, it facilitates the check out process. In addition, SaboSkirt displayed their clothing in a nice way, making me want to purchase their clothes even more.

-Megan Emily

Personal Branding

To sum this definition up, personal branding is the appearance you give to someone when they view your profile on any social media/website. It is becoming even more critical today to maintain a good balance between maintaining a personal yet professional appearance online. People and companies need to be cautious of what they post online and need to stay away from images and posts that can “risk” your image or avoid “controversial" topics. Instead of taking the traditional approach to merely talking about personal branding, let's explore some examples by critically analyzing my 3 main social media accounts as of this moment; Facebook, LinkedIn and Twitter with the Do's and Don'ts of each social media platform .

Facebook:

The first critical analysis will examine content on Facebook by examining social media etiquette rules with Facebook do's and don'ts. First, Facebook is different from other platforms in the sense that personally, I feel as though this is the one platform where being yourself is more socially acceptable. With this, I mean that people can get away with posting more photos and information about their personal life compared to other platforms. In regards to social media rules outlined on Hootsuite, there are three main ones that will be examined.

Linkedin:

LinkedIn is known as the social media platform for professionals. This is where you put on your professional face and avoid adding personal photographs that other social media platforms would condone i.e. Facebook, Instagram, Twitter. LinkedIn etiquette differs from all other platforms as it is where people go to seek employment opportunities, not showcase how fun their party on the weekend was. Above is a snapshot of my current LinkedIn profile, where I list past work and volunteer experiences along with my educational background and skill summary. In essence, it resembles my resume that I would send to employers. On LinkedIn, it is important to keep your information current and up-to date as frequently as possible. For example, my educational background, volunteer and work experience are all up to date. Secondly, maintaining a professional profile picture is crucial. For example, I could benefit in gaining a better professional photo, however, it is not a photo plastered with alcohol or other controversial things. The third rule to good LinkedIn etiquette is be yourself- don't lie. Employers check LinkedIn as a resource for professional success, thus if someone is lying about past experience in their profile, they will not be successful in obtaining jobs. In conclusion, it's important to keep a LinkedIn profile current, professional and an accurate representation of yourself and experiences.

Twitter:

-Megan Emily

#personalbrand #twitter #facebook #linkedin #socialmedia

Frank is my "Boyfriend"

Unlike what the title suggests, No, my boyfriend's name is not "Frank", and I'm not talking about a person in particular. I'm talking about brand personalities. In class, we touched upon the topic of brand personalities and their relevance to the success of a particular brand. By definition, brand personality is any set of human characteristics associated with a brand. (www.dictionary.reference.com)

It involves anthropomorphization (cited from course material slides), which is simply bringing inanimate objects to "life" in order for humans to connect with them. This is done through projection techniques where brands build their relationship with their customers by projecting traits onto other people, animals or objects.

Since the basic definition of brand personality has been established, it's important to note the different kind of relationships brands can have with their consumers. So first, there's your rebound relationship, which is believed to be short lived due to emotional instability of counterparts, not serious, and one relationship advised against. A classic example of this is Bell and Rogers; you may be unhappy with your relationship with Rogers, you break up and now you and Bell have a short-term commitment to each other. Not ideal. Then we progress to flings- they're temporary, fun and again, short lived. Examples of this include hotels, restaurants etc. Personally, I have a strong fling with a burrito place downtown, which I always go to after a long night out, or if I want a quick bite to eat before class. The last type of short-lived relationship is secret affairs. Other than the negative connotation the name suggests, secret affair relationships with brands are great. It acts as your guilty pleasure, like eating that chocolate bar you told yourself not to eat. Shhhh. Mine is by far McDonalds. Even being a soccer player, I cannot resist the urge to secretly eat Mcdonalds, even when our coach gave us strict dietary constraints to avoid junk food. I simply can’t help it.

The other types of relationship brands can establish are more negative ones. The first is an arranged marriage. As a brand, you should try to avoid this relationship as the customer is forced into it since there is a lack of choice of other competing brands. Example? Hydro-Ottawa. However, in the end your brand will get all the business- customers just might not be happy about it. (Cha-Ching!) This brings me into another type of relationship that is highly discouraged: enslavement. It's self-explanatory. Just don't do it.

Brands also develop friendships with their clients. First is acting as a casual friends. They are there when you need them, they are familiar, comforting but there's generally low commitment involved. On the contrast, childhood friend, is more involved, familiar, and a brand you love to fall back on since you know it'll always be there. Then we progress to the ultimate level brands would like to achieve. The best friend status! Best friends have high, regular involvement, there's emotion behind it, loyalty, trust and often times if you are a best friend brand, your customers are likely to transgress to forgiveness faster than those brands who they are not as close with. For example, my brand best friends are the majority of clothing stores such as Brandy Melville or Artizia. I am regularly involved with these stores, and in return they provide me with the satisfied pleasure of wearing new clothes (this may be an addiction)! In addition, I was always forgive them when they take all my hard earned money because I trust that their clothes will always last longer than other clothing brands. This is why I’m willing to invest more time and money into them, just like I do with my real best friends.

Now, that the majority of the relationship types are identified, analyzed and discussed, I would like to talk about my personal relationship with one of my favourite brands: Franks Coffee Scrub.

If you haven't heard ofFranks Coffee Scrub, you're surely missing out. Essentially, it is a coffeescrub that uses 100% natural ingredients that targets scarred skin etc. Asidefrom their amazing product, Frank's marketing strategy is one of the best and most creative that I've seen. As a marketing student, I personally find that brands that have playful marketing strategies have greater appeal than brands that don't. Frank is a great example of this- it truly makes the customer think of it as their boyfriend/date. Here's some examples of their brilliant marketing strategies:

First, it refers to consumers as "babe", a playful twist to make them feel valued. Also, the company always refers to itself as simply "Frank", to add emphasis on the brand becoming a real person. In addition, their marketing efforts use a playful twist on sexual innuendos that are yet, completely appropriate for their target audience- mainly young female adults. As a coffee scrub, it is made to be rough on skin... the marketing efforts state that. Here's an example of their main products description:

On a personal note, this is one of the best products I’ve ever used, making me that much more of an advocate for the brand, aside from just their marketing strategies. I think that they did a great job matching their amazing product with their amazing marketing.

In conclusion, brand's that have established successful brand personalities with their customers have a greater chance of succeeded than those who don't. Franks body scrub is a perfect example of the brand reaching out to their target audience using creative marketing strategies in order to develop a boyfriend type relationship with their customers.

-Megan Emily

#marketing #brand #boyfriend #personality #Franks

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