All posts by Peggy & Arthur Winters

BIOS: Arthur A. Winters and Peggy Fincher Winters Dr. Arthur Allen Winters and Prof. Peggy Fincher Winters are active in brand image research in brand concept and content development for local and global fashion companies. They conduct international seminars and professional training in integrated and experiential marketing and multimedia communications. Dr. and Prof. Winters are partners in TFI Geomarketing, a consulting firm specializing in strategic planning for integrated marketing and communications. They have served as judges for several advertising awards, such as the NY American Marketing Association EFFIES. They are currently offering branding concept education through seminars and certification curricula for The Center for Professional Studies at the Fashion Institute of Technology / State University of New York. They have contributed to the development of FIT’s certification programs and teach in Retailing: Customer Experience Management; Retailing: E-Commerce and Social Media; and Brand Management Experience. www.fitnyc.edu/professionalstudies. They currently contribute to the Center’s BLOG: http://blog.fitnyc.edu/hottopicsinsider. Arthur and Peggy Winters have authored and co-authored books, videos, and online blogs and newsletters. Their co-authored books include: What Works in Fashion Advertising; BrandStand, Strategies for Retail Brand Building; and The Power of Retail Branding, Innovative Marketing Strategies for Achieving BrandPower. They are now doing research for publication of their examination into “Brand Buzz vs Brand Does.” They travel worldwide in order to observe and evaluate ongoing changes in the international retail, advertising and marketing landscape. The Winters have created academic curricula and given industry consults and seminars in England, Italy, France, Brazil, Kenya, Korea, Japan, Israel, China, and Russia. Dr. Arthur A. Winters is Professor Emeritus and founder of the Advertising and Marketing Communications Department, at the Fashion Institute of Technology / State University of New York. He has over 60 years of experience as an advertising agency and marketing professional. He is an educator and an author with a specialty in strategic brand management, planning and creative execution of marketing and communications. He is a pioneer in Integrated and Experiential Marketing, Advertising and Communications, who believed then and now, that brand building requires more than brand name recognition. Dr. Winters holds degrees in economics, public relations, marketing and education from Williams College, Pace University, and Temple University. Quoted in numerous professional and trade publications, he has written many articles and authored and co-authored seven textbooks. He has created innovative curricula for advertising and marketing communications and developed interactive multimedia matrices for experiential education. Prof. Peggy Fincher Winters has been a professional and an educator in fashion marketing, advertising and marketing communications for over 40 years. Her career spans the industry from specialty and department store retailing -- to retail and producer direct marketing, advertising, promotions and public relations. She is a strategic planner and creative producer of advertising and public relations and integrated marketing campaigns. She has been a TV spokesperson, written articles, books and videos, and has been quoted on fashion, marketing, advertising, as well as experiential education and career development issues. Her education career includes being the founder of the FIT/SUNY college-wide Internship Program, professor of advertising and marketing communications. She has developed curricula and mentoring matrices that provide internship programming and career coaching. Prof. Winters holds degrees in merchandising, marketing, and education from Ellsworth Community College and The University of Memphis. peggy_fincherwinters@fitnyc.edu arthur_winters@fitnyc.edu
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THE BRAIN BRAND GAME

Lead with your Left and Hit with your Right?

Brain-oriented web marketing is now entering the highly scientific realm of robotic chips, wearable tech and intense FMRI research on the human brain. Marketers and brand strategists are thinking of how content can be invented with appeals that will hold their own in the customer’s mind. That is while we may still possess the ability to control our own thoughts — until the day when artificial intelligence may become more dominant.

Today’s brand strategist may wish to consider the brand-positioning appeals and approaches that communicate with the common left-brain and right-brain dominance theory. And most important in today’s omni-media and mobile brain assistants, (PDA meets a new MBA), is brand content that communicates to both the left and right brain hemispheres.

Considering more recent science that might debunk this separation of the brain (see links below), here are some strategies that consider the left and right whole-brain brand game:

Connect to a Google Place Page where a brand can present rational brand attributes for the left-brain and then emotional and creative inspirations for the right-brain customers. Giving customers the opportunity to contribute their own perceptions that may create on-line response content to further promote the brand. We are all aware of how different people react to different products and brands based on their own buying psychology and now having the opportunity to provide their own referrals and opinions.

An innovative way to attract customers could be to create left or right brain focused content, or provide a combination of left and right brain content that will relate to the more self-aware, self-styling customer. For example, automobile advertising that sends a message of high-tech performance might connect with the left-brain and sexy dramatic design might connect with the right-brain. A combination of both messages reaches the whole-brain thinker.

The whole-brain brand game can certainly make the most of omni-media with the selection of a mix of social media to encourage brand loyalty that is measured by CLM, Customer Loyalty Metrics. All brands are searching for new techniques, and using psychology, old and new, to attract and hold on to the ever-changing mind of the consumer.

Jockey brand is “Supporting GreatnessTM“ by incorporating images of iconic men in history, e.g., General Patton, Babe Ruth, Neil Armstrong, in their new campaign. We see a strategic blend of clever, product benefit copy and attention-getting visuals.

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Clever whole-brain tie-in with the emotion of WWII icon General George S. Patton and Jockey’s rational product benefits.

For a PRO Left-Right Brain discussion, go to:
http://www.chatterbuzzmedia.com/brain-vs-left-brain-marketing/
“Left brain marketers list off the product or service’s functions, reasons why it is needed and why it is the best of its kind available. They approach customers from a very practical standpoint and deliver their information in an orderly and organized fashion. Right brain marketers, however, promote their product or service through story telling. The plot of their campaign introduces a problem, has a climax and then presents the solution as being whatever they are selling.” …

For a CON Left-Right Brain science discussion, go to:
http://www.livescience.com/39373-left-brain-right-brain-myth.html
Popular culture would have you believe that logical, methodical and analytical people are left-brain dominant, while the creative and artistic types are right-brain dominant. Trouble is, science never really supported this notion.
Now, scientists at the University of Utah have debunked the myth with an analysis of more than 1,000 brains. They found no evidence that people preferentially use their left or right brain. All of the study participants — and no doubt the scientists — were using their entire brain equally, throughout the course of the experiment. …

Whichever side you may take in this discussion on left or right brain orientation, we suggest that we all maintain our sense of humor:

drawing by Art Winters
drawing by Art Winters

We would like to hear from you:  Are you a left, right or whole-brain marketer?

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

Fashion Incentives for Technology – AKA FIT?

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Is anyone surprised to see new technology being implanted into our fibers, textiles, clothing and accessories? Of course the next step will be placing the chips under our skin, but until then, let’s see how we can find ways to enhance the fashion experience. GPS chips in our pets used to sound crazy too….

A number of years ago, we had a student designing batteries into her custom-made school bags and brief cases to recharge the new hit toy – cell phones. Now we are seeing plug-in dresses and shirts!! We are exposed to the sun much of our commuting and recreating days. So why not put our “outer layer” of clothing to work? This is a natural fusion of bringing techies together with fashion creatives. The geek look is fine for some, but there are those who want a fashionable look for their appearance.

You may have seen the new ideas from Dutch fashion designer Pauline van Dongen, who started her sustainable company: Wearable Solar. Images from her website show some of the possibilities to integrate energy producing solar panels into clothes that will power up your digital devices: paulinevandongen.nl/project/wearable-solar-video/

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The art and science of “intelligent clothing” is an enticing subject for future thinking design and technology students alike. New partnerships are developing across formerly separate lines. And whether it is technology influencing fashion design or the reverse, we are being influenced to integrate technology into much more of our lives.

An early adaptation is with E-textiles that are making it possible to monitor one’s exercise routine and general health.

Our research turned up these examples:
➢ A new cancer-detecting bra is in the lab being designed to forewarn of a potential breast cancer.
➢ Sportswear that monitors your workout routine – heart rate and calories burned; injury prone patterns to correct…
➢ Google Glasses of course and Contact lenses to test for glucose levels
➢ GPS Bracelets are functional and decorative
➢ The D-Shirt — Digital Shirt by Cityzen Sciences
➢ BlackSocks app with RFID chips to keep your socks paired for life!
➢ Diapers that track a baby’s kidney function and potential medical issues…

And we recently observed how Ralph Lauren is getting in on this new wave with his PoloTech fitness-tracking compression shirts worn by the ball boys during this year’s U.S. Open tennis tournament in NYC. Working with OMsignal, a Canada-based biometrics firm, they are testing for heart and breathing rates and the stress level of a person’s workout. The measurements are read on a Bluetooth-connected Smartphone.

We are reminded of the saying: “The future is now!” And Ralph Lauren, Pauline van Dongen and others are running on fast-forward to bring these new ideas to us NOW:

Drawing by Art Winters
Drawing by Art Winters
Are your biometrics favorable? Just ask your shirt,
with its small silver yarn-bonded sensors. The answers may enhance your workout.

This adds a whole new meaning to “dressing smart”!
What apparel fashion tech have you seen or tried?

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

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CONTENT… MY USE OR MY SYSTEM?

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What is my apperception of this?

How is brand content, which now dominates marketing communications, managing to match its most engaging media?  And how does a key audience specifically use the content that the brand is communicating?  There is a prevailing truth now that making a brand relevant is as uncertain as our ever-changing technology.

An answer to these questions is not yet very clear.  Instead, brands are challenged to respond to the reality that it is hard to determine whether a consumer is engaged in utilizing technology or in self-systematizing content.

What then can brand management do to create more relevant engagements?   Are there effective ways to go beyond the quick-click, speed-reading, distracted- listening or watching of new content?  Who is in control of the content?  Do the social networks and media technology receive content, edit it, and make it personal, aka editorial, communicating it in their own likeness to others?  Or are they using content as a direct feed, pickup, and duplication of provided content, aka advertorial, from a myriad of sources?  Can the consumer tell the difference and does it matter?

We might also ask: Can a system be created that will identify the consumer who wants to and then does pass content on to others?  This is a big data-mining question for the brand.

The brand marketer now has to create content that will build engagement with consumers who can and will become the brand’s customers and content sharers.

An interesting term now being used in marketing is “apperception.”  This is a process whereby perceived values of a brand are related to the consumer’s past and present experience with or knowledge of that brand.  The new perception is added to the old perception, which forms a whole new apperception.  This new apperception can be the catalyst for new sharing of content between and among social networking and brand aficionados.

The goal is to develop a brand content driven system that aligns with the consumer’s system to receive and process new content.  This is our ongoing need to connect and establish relationships with our audience.  It is certainly giving us a lot to think about and process, as we ask:

Will engagement be enough?

Drawing by Art Winters
Drawing by Art Winters

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.