Tag Archives: social media

Fashion Tech Event

If fashion tech interests you, or you are a fashion tech person, then this event is well worth attending.
http://fashiontech-ny.eventbrite.com/?utm_source=Copy+of+Copy+of+Copy+of+Events+June%2FJuly+2013&utm_campaign=MAY+2012&utm_medium=email

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

Developing Your Personal Brand

FIT Students are ambitious, energetic pacesetters who pursue careers in design, fashion, art, communications, and business. No matter what your career, developing a personal brand will allow you to differentiate yourself in the market, whether you want to design a new shoe line or become a movie producer.

We found a great article, Personal Branding 101, by Lisa Quast at Forbes.  A quick summary of the six specific tips follows, but the full piece is worth the read so check it out:
http://www.forbes.com/sites/lisaquast/2013/04/22/personal-branding-101/

Step 1: Define your aspirations. Be specific about your goals and objectives. FIT students need to set clear goals that relate to their interests, such starting their own jewelry line.

Step 2: Conduct research. What can you learn from what others are doing? There is a lot of competition in the fashion and related industries, so learn more about your competition.

Step 3: Determine your brand attributes. What adjectives do you want people to associate with you and why?

Step 4: Assess your current state. How large is the gap between the current you and the person you want others to perceive you? For FIT students, this may mean that you are a hobbyist with tremendous talent who wants to be seen as a serious designer.

Step 5: Create your game plan. Your game plan needs to include all aspects of yourself as a product. Your specific media strategy counts, but so does but how you present yourself in person.

Step 6: Manage your brand. Proactively manage all aspects of your brand and make sure everything works together to reinforce your attributes and market niche.

This article definitely offers a lot of great ideas for both established and developing professionals.

NATIVE ADVERTISING… a new definition, or will it lead to consumer deafinition?

NATIVE ADVERTISING… a new definition, or will it lead to consumer deafinition?

Brandpsych logo

It may be the time to ask whether this new definition is helpful — NATIVE ADVERTISING is a method of communication that is “native” to the experience offered within a website’s content, valuable content integrated within the editorial feed — not an ad-in-a-box alongside the search page.

Actually, we have already used descriptions of Native Advertising such as advertorial, brand reference, and sponsored content, among others.  Thus, Native could be defined as any ad that is blended within content.  Also from a consumer’s view, it may be an opt-in interactive choice in which she or he is aware of the advertiser’s message intent, and still opts-in.  Different age groups react to marketing online in more or less accepting/receptive ways.  Therefore, a Native Advertiser needs to communicate how its offer has personal appeal and feels native to the site, overcoming the consumer’s wish not to hear or see advertising messages.

Up to this era of constant change and 24/7 communications, the advertiser and the media had agreed that the blending of advertising and editorial was not allowed. There was a wall between the two because it was considered confusing to the consumer.  It might be suggested that the media’s main interest was in making money through advertising, even more than in providing useful information and entertaining experiences.  However, many of the media are in a new world of needing to find new revenue streams.

At this time, an argument is occurring about what the term Native Advertising really describes.  And if it also means advertising that will not be received as advertising.  On the other hand, it may prove to be perceived as better than the newer omni-channel forms of advertising that surely are on the way.

Some practitioners will contend that in this new “social media world,” many consumers don’t perceive any difference between editorial and advertising.  They regard it all as content in their communication.com lives.  Behind the strategist’s attempt to create appeals by linking content to a consumer’s wants and/or needs is still the positive positioning of a brand.  Whatever method used, increased brand relationship + loyalty = improved brand equity, which is the goal.

It is important to note that consumers are now more informed, aware, and selective.  So we ask: Is it wise to use “Native” in our advertising and communications?  Will it be a strategy to increase trust or mistrust?  Will it be constructive or obstructive?  Will marketers get better results, publishers get a premium revenue stream, and audiences get a better experience?

Will Native Advertising be the new strategic direction or just one more arrow in our ad quiver?

Native Advertising Mad Avenue

“I feel that Native Advertising may turn out to be the Mad Avenue to be on…” Drapered by Art Winters

 

For more on Native Advertising:

Adyoulike.com; Nativo.net; AdsNative.com

sharethrough.com

 

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