1.What, in particular, makes your personal brand unique? In what way could your brand be considered a zag, or, based on what you presented for your brand, what could you do to create a zag?
All of the images in my brand brief are my original artwork. They are images that have an emotional meaning. My brand is unique in that I continuously search for inspiration to create meaningful visual imagery. That could be considered a zag. Being able to illustrate ideals with original artwork allows me to provide complete customization to a client.
“Customising products and services is an invaluable way to achieve competitive advantage through design because it creates ‘unique’ offers for consumers. Ours is now a world of mass production; vast quantities of the same products roll of factory production lines throughout the world. But, with the emergence of new technologies, it is becoming more and more common to see mass customisation; where the benefits of mass production (such as lower costs or increased distribution efficiency), are combined with the benefits of goods and services that are customised around individual consumer needs. Organisations such as Dell and Levi Strauss have been particularly successful at offering mass- customised products and services.” (Best 2013)
My brand is also committed to learning and developing skills. Being in this MFA program is a big step in that direction. I could focus on this “generative learning” to create a zag.
“Gerstner was successful in transforming IBM from a seller of “big iron” to a leader in technology services because he was able to address the central problem of brand-building: How do you get a complex organization to execute a simple idea? Of course, first you have to get a simple idea—a zag. Second, you have to use “generative learning” rather than “simple learning” to change the way the business operates. “Simple learning” is learning how to do the same thing better. “Generative learning” is learning how to do new things. “Most of all,” said Gerstner, “it requires that the organization do something different, value something more than it has in the past, acquire skills it doesn’t have.” (Neumeier 2013)
2. Which features, or “Brand Identity Ideals” are common to all four companies? Which are unique? Identify each company’sdifferentiating factor
All four of the companies that are in my chosen business sector have the same meaning. They stand for, represent and identify with the same surfer image and lifestyle ideal. All four companies also demonstrate flexibility and positioning for growth by identifying with a new influx of female surfers. Quicksilver and Rip Curl differentiate themselves by reaching out to very young surfers and supporting youth surfing competition. They and Hurley also position themselves as promoting the surfing lifestyle, but they are inclusive of those who are buying into the image and lifestyle that the brands represent. Billabong’s zag is that they appear to be exclusively targeting surfers only.
3. Draft an “Onliness Statement” for each company.Why is each relevant? Highlight the onliness statement for the company that youve selected to develop the campaign project for your thesis.
Ranked first, Quicksilver demonstrates a very strong brand. Their onliness statement could be something like: Quicksilver is the only surf apparel company that leads and lives the action sports lifestyle, designs, produces and distributes clothing, accessories and related products for young-minded people.
Ranked in second position, Billabong’s onliness statement could be: Billabong is the only surf apparel company that is for surfers only. Of course, this image is also appealing to those who want to appear to be surfers. Billabong’s brand targets the teen and 20s age group and is pretty edgy.
Rip curl is ranked in third position. They also have a very strong bland, and their focus is the lifestyle. Their onliness statement could be: Rip Curl is the only surf apparel company for, and about, the crew on the search.
Initially, I was interested in working on a rebrand for the surf and sail products company Hobie. After looking into the company, I found that Hobie doesn’t really have much to do with apparel any more. They have teamed up with Hurley to develop a clothing brand that would appeal to the older surf. I’m planning to do my rebranding project on Hurley. Hurley positions itself as being inclusive. Hurley also demonstrates ideal of flexibility by its claim that it is based on its love of the ocean and its constant state of change. Hurley’s onliness statement could be: Hurley is the only surf apparel company that loves the ocean and its constant state of change, with deep roots in beach culture, that is all about inclusion and positivity.
“A brand is more than simply a name; it is a promise. This promise manifests itself in everything that consumers can sense about a brand. If the promise is continually kept, the brand’s image is solidified by its reputation.” (Levens 2013)
References:
Neumeier, M. (2013). ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. VitalBook file.
Best, K. (2013). Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing, 10/2006. VitalBook file.
Levens, M. (2013). Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file.
1.What, in particular, makes your personal brand unique? In what way could your brand be considered a zag, or, based on what you presented for your brand, what could you do to create a zag?
All of the images in my brand brief are my original artwork. They are images that have an emotional meaning. My brand is unique in that I continuously search for inspiration to create meaningful visual imagery. That could be considered a zag. Being able to illustrate ideals with original artwork allows me to provide complete customization to a client.
“Customising products and services is an invaluable way to achieve competitive advantage through design because it creates ‘unique’ offers for consumers. Ours is now a world of mass production; vast quantities of the same products roll of factory production lines throughout the world. But, with the emergence of new technologies, it is becoming more and more common to see mass customisation; where the benefits of mass production (such as lower costs or increased distribution efficiency), are combined with the benefits of goods and services that are customised around individual consumer needs. Organisations such as Dell and Levi Strauss have been particularly successful at offering mass- customised products and services.” (Best 2013)
My brand is also committed to learning and developing skills. Being in this MFA program is a big step in that direction. I could focus on this “generative learning” to create a zag.
“Gerstner was successful in transforming IBM from a seller of “big iron” to a leader in technology services because he was able to address the central problem of brand-building: How do you get a complex organization to execute a simple idea? Of course, first you have to get a simple idea—a zag. Second, you have to use “generative learning” rather than “simple learning” to change the way the business operates. “Simple learning” is learning how to do the same thing better. “Generative learning” is learning how to do new things. “Most of all,” said Gerstner, “it requires that the organization do something different, value something more than it has in the past, acquire skills it doesn’t have.” (Neumeier 2013)
2. Which features, or “Brand Identity Ideals” are common to all four companies? Which are unique? Identify each company’sdifferentiating factor
All four of the companies that are in my chosen business sector have the same meaning. They stand for, represent and identify with the same surfer image and lifestyle ideal. All four companies also demonstrate flexibility and positioning for growth by identifying with a new influx of female surfers. Quicksilver and Rip Curl differentiate themselves by reaching out to very young surfers and supporting youth surfing competition. They and Hurley also position themselves as promoting the surfing lifestyle, but they are inclusive of those who are buying into the image and lifestyle that the brands represent. Billabong’s zag is that they appear to be exclusively targeting surfers only.
3. Draft an “Onliness Statement” for each company. Why is each relevant? Highlight the onliness statement for the company that youve selected to develop the campaign project for your thesis.
Ranked first, Quicksilver demonstrates a very strong brand. Their onliness statement could be something like: Quicksilver is the only surf apparel company that leads and lives the action sports lifestyle, designs, produces and distributes clothing, accessories and related products for young-minded people.
Ranked in second position, Billabong’s onliness statement could be: Billabong is the only surf apparel company that is for surfers only. Of course, this image is also appealing to those who want to appear to be surfers. Billabong’s brand targets the teen and 20s age group and is pretty edgy.
Rip curl is ranked in third position. They also have a very strong bland, and their focus is the lifestyle. Their onliness statement could be: Rip Curl is the only surf apparel company for, and about, the crew on the search.
Initially, I was interested in working on a rebrand for the surf and sail products company Hobie. After looking into the company, I found that Hobie doesn’t really have much to do with apparel any more. They have teamed up with Hurley to develop a clothing brand that would appeal to the older surf. I’m planning to do my rebranding project on Hurley. Hurley positions itself as being inclusive. Hurley also demonstrates ideal of flexibility by its claim that it is based on its love of the ocean and its constant state of change. Hurley’s onliness statement could be: Hurley is the only surf apparel company that loves the ocean and its constant state of change, with deep roots in beach culture, that is all about inclusion and positivity.
“A brand is more than simply a name; it is a promise. This promise manifests itself in everything that consumers can sense about a brand. If the promise is continually kept, the brand’s image is solidified by its reputation.” (Levens 2013)
References:
Neumeier, M. (2013). ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. VitalBook file.
Best, K. (2013). Design Management: Managing Design Strategy, Process and Implementation. AVA Publishing, 10/2006. VitalBook file.
Levens, M. (2013). Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file.