Tag Archives: Technology

BRAND-NASCENCE — Birthing new ideas through retail

Brand-nascent retailers are creating new ways to help customers find and wear what their self-brand positioning demands. An example is the current trend in “brandventure” activewear, chosen to show one’s adventure choices. There are now more websites and retail stores that feature specific outdoor adventurewear  — with tempting outdoor travel ventures. Inasmuch as adventure tours are the fastest growing travel preference in the world — designers and retailers are working in tandem to provide nascent adventure fashion brands that incorporate tech assets for self-image and outdoor performance.

Sports brands are “nascenting” as well. These brands are creating high-tech wear that can focus on a single sport or adventure. Passionate sports aficionados are choosing retail to blend their love of the sport with a business opportunity. Specialization of this sort creates a brand with a pro-sport positioning that can encourage customer segments to buy more of its customized high-end apparel and related sports gear.

http://www.lids.com/
http://www.lids.com/
http://energyskateshop.com/
http://energyskateshop.com/
http://www.wellicious.com/
http://www.wellicious.com/

Another nascent tech is “mood-minding” technology that can bring together like-minded customers for similarly desired store experiences and products. Some future labs are experimenting with the customer-driven surveys to learn more about their interests and desires. This nascent tech also uses RFID (Radio Frequency ID) chips in the apparel tags to hold relevant data on a selected sport and its sport-customized apparel. Soon we will see the blending of this data to further service the customer.

These new technologies also lead to new experiential options for retailers to offer their evolving customer segments. It will be vital for retailers to strike a balance between nascence that provide high tech experiences and apparel aligned with their customers’ preferences. All the while, choosing the appropriate sports environments and atmospherics with inspiring mood-enhanced lighting and background music.

And of course, there will be nascence that re-defines luxury fashion. Some volume brands are starting to emulate luxury brands, forming their own alliances with well- known artists and designers. They are co-branding with design creatives to develop “brand-nascence” that will promise more uniquely self-styling items and personalized experiences:

Drawing by Art Winters
Drawing by Art Winters

We might ask: Is this new retailing or old retailing? Some of us remember when store owners and buyers knew their customers wants and needs and searched the markets for just the right products. Passionately delighting their customers and bringing them back for more. There seems to be a resurgence of that passion in these single-sport stores — and we are delighted!

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

Antar Gamble Hall Winner in First-Ever White House 3D Printed Ornament Design Challenge!

We would like to congratulate Instructor Antar Hall on his winning 3D ornament!

Antar pictured with tree and ornament in background
Antar pictured with tree and ornament in background

Congratulations Antar!! What was your initial reaction when you found out?
I was incredibly excited and had to share the news with my parents right away.

Presidents of Christmas Past & Present rendering
Presidents of Christmas Past & Present rendering
Hall family tree with 3D printed Frosted Detail ornament from Shapeways.com
Hall family tree with 3D printed Frosted Detail ornament from Shapeways.com

Has winning this award changed anything for you?
It’s garnered a lot of attention for me and my use of 3D modeling software and 3D printing from people I know and many I don’t, both in the U.S. and globally. A lot of this is thanks to being on LinkedIn allowing the news of my ornament to reach people I typically would not have access to or communicate with if I were not on LinkedIn.

Iconic White House Exterior up close
Iconic White House Exterior up close

What was it like to be in the White House during the Holidays?
Going in the White House was amazing. The architecture and decorations were stunning. Inside there were 26 lavishly decorated Christmas trees, lights galore and both high tech and traditional Christmas decorations throughout the many halls and rooms. My ornament was on a tree inside the State Dining Room, next to a richly painted portrait of President Lincoln hung above a fireplace mantle. To finally see my ornament in front of me was such an incredible and somewhat surreal moment. I stood there gazing for awhile and speaking with my mom about it and after taking a few pictures and smiling more with my mom we went on to the remainder of our tour. Among the decorations, we saw many masterfully painted portraits of past Presidents and First Ladies and even saw musical performances by a classical quartet and jazz ensemble. When we came to the end of our tour, exiting the White House was just as magical as entering it and knowing how historical a place you were just in made for an over the top experience gifting memories to cherish and last a lifetime.

This slideshow requires JavaScript.

If you are able, will you enter the contest again next year?
Yes, no harm in trying my luck twice!

You are an Alumni and Instructor here at FIT, is there anything you’d like to share with our readers? Words of wisdom?
Anything is possible to achieve with a combination of hard work, strong belief in your abilities and determination to overcome obstacles to reach your goals. Family, good friends and mentors are invaluable and some good fortune along the way doesn’t hurt. Lastly, I’ve found helping others to achieve their goals can create a win-win situation for all.

Thank you for sharing your photos and once in a lifetime experience with us and we will see you soon for your next class!

Antar Hall teaches CTD 429 Intro to Rhino for the CAD Novice

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.

jockey ad
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.