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Always is Elevating the Confidence of Girls Worldwide with #LikeAGirl Campaign

Always is Elevating the Confidence of Girls Worldwide with #LikeAGirl Campaign

Procter & Gamble’s Always brand just released a video from their new #LikeAGirl campaign. The campaign, from ad agency Leo Burnett hopes to forever change the negative connotation underlying the “like a girl” phrase that is meant as an insult.

When did the phrase ‘like a girl’ become so negative?

Regardless of gender, watching the video does makes you take a step back and reflect on the times you might have used the phrase as an insult. Always did a great job at connecting with their core audience with an issue that is not only important but meaningful as well.

Through this campaign, Always elevates the confidence of young  girls who will in turn develop an emotional connection with the brand every time they encounter the “like a girl” situation. This is a win-win situation for girls worldwide and the brand as well.

Campaign Q & A from the Ad Agency’s website

How did you discover this unique tension point in the perception of doing something #LikeAGirl?
JJ: ‘Half of girls lose their confidence during puberty’ is such a powerful fact. In our efforts to bring Rewrite the Rules, our new platform for Always to life, we wanted our first act to address the things that contribute to the drop of confidence in girls. Amongst all the work from the Chicago, London and Toronto team, there was one that simply said, ‘Let’s change the meaning of Like A Girl’. We all felt it in the room. That was it.

BS: The phrase has become so ubiquitous, you have to stop and say “Hey, wait – was that an insult?” And then in true Baader-Meinhof form, you start hearing it everywhere. People say it without thinking and that’s what we’re trying change. It’s not always a pointed insult – but an unthinking pattern of behavior that people don’t even realize is destructive to girls.

How did you go about capturing this tension on film?
JJ: It starts with getting a great director and then asking meaningful questions. Like all social experiments, you go in with a hypothesis of the responses you’ll get, but the responses we got were so much more personal and revealing than we had imagined.

BS: That’s the genius of Lauren Greenfield—her ability to make people so comfortable that they reveal their deepest thoughts and beliefs. She pulled it right out of them.

Why did you choose documentarian Lauren Greenfield to help tell this story?
JJ: We looked at a lot of directors but in the end, we all felt there was only one director who was perfect, Lauren. Her previous work showed her deep understanding of girls and women, and also how she could find the honesty on each issue.

BS: She’s been on our radar forever; we have all these female brands and understanding teen girls is her life work. We first worked with Lauren ten years ago – on a series of print ads for P&G’s Being Girl – and won a Gold Lion at Cannes. There was no second choice.

Can you describe a defining #LikeAGirl moment that you experienced while growing up?
JJ: I can’t think of one defining moment. It’s really been a series of moments where you say I’m going to do it the only way I know how and I’m going to do it unapologetically.

BS: I was the first girl in the history of my high school to run for Student Council President; lots of people were quite indignant. It was fine to aspire to vice president, but no higher. Well, I won… and it completely paved the way for other girls to demonstrate self confidence without ridicule.

How does this campaign define what it means to be #LikeAGirl?
JJ: This campaign is more about redefining what it means and rallying people behind that.

BS: A girl can do anything she wants. Proudly. Enthusiastically. Without apology.

What do you hope this campaign will bring to light in the minds of young girls?
JJ: I hope this campaign makes girls feel awesome about being a girl and doing things like a girl. I hope they feel that they are part of a sisterhood that supports and encourages them to go be great.

BS: Young girls already believe they’re capable of doing anything – we certainly don’t want to change them. We want to change the society they are growing up in so they don’t suffer the crisis of confidence during puberty that affects girls twice as much as boys.

How can girls get involved with Always #LikeaGirl?
JJ: Start using #LIKEAGIRL in a positive way. Be a role model.

BS: Through social media. They can start by tweeting the amazing things they do #likeagirl! It will be fun to turn that hashtag on its head!

– See more at: http://www.leoburnett.com/articles/work/what-it-means-to-be-likeagirl/#sthash.t53dJqx8.dpuf

Top 10 Taglines, Mottos, & Slogans | STANCE

Top 10 Taglines, Mottos, & Slogans | STANCE

In no particular order here are our top 10 picks


 

Mozilla Firefox

1

Popularizing the .org domain, as well as increasing sales through human connection


 

Guinness

 

2

As a slogan and pretty much an outright lie it’s hard to beat this


 

Apple

 

3

You may or may not like Apple but it’s hard to argue the affect it’s had on design in the 21st century, especially anything tech related. Starting with the rise of the iPod, the entire digital generation has been infected by Apple’s ‘Think different’ ethos.


 

The Barack Obama “Hope” poster

 

4

The Barack Obama “Hope” poster is an image of Barack Obama designed by artist Shepard Fairey, which was widely described as iconic and came to represent the 2008 Obama presidential campaign.

 


 

Keep Calm

 

5

Keep Calm and Carry On is a motivational poster produced by the British government in 1939, several months before the beginning of the Second World War, intended to raise the morale of the British public in the aftermath of widely predicted mass air attacks on major cities.

 


 

NIKE

 

6

The “Just Do It” campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998.


 

Benjamin Franklin

 

7

“Join, or Die” is a well-known political cartoon, created by Benjamin Franklin and first published in his Pennsylvania Gazette on May 9, 1754.[1] The original publication by the Gazette is the earliest known pictorial representation of colonial union produced by a British colonist in America.


 

 

De Beers

8

Prior to the 1930s, diamond rings were rarely given as engagement rings. Opals, rubies, sapphires and turquoise were deemed much more exotic gems to give as tokens of one’s love. Until…

“A Diamond is Forever.” Created by the N.W. Ayer advertising agency in 1947, this ad campaign transformed the diamond market- and much of global culture!

 


 

AVIS

 

9

AVIS – We are No. 2, we try harder!


 

M&M’s

 

10

Back then chocolates came in drops and bars, both of which melted when you handled them, leaving chocolate on your hands. M&Ms were the first way to eat chocolate without getting anything on your hands.


 

 

Feel we left something out? Please share it with us in the comments below

Brand with a Purpose – theCream

Brand with a Purpose – theCream

Ladies and Gentlemen, we have found a Meaningful Skincare Brand with a Purpose!

In a world full of beauty and the next best thing, we are constantly bombarded with products promising to elevate your life. Unfortunately, the majority of these products are false hopes- filled with unnatural preservatives, short lasting effects, and watered down active ingredients. Fortunately, there is hope and I’m spreading the wonderful news!

theCream

 theCream

I recently was introduced to theCream-a moisturizer that is 100% natural and made with Colostrum. For those of you who might not know what Colostrum is, it is a protein filled form of milk produced in mammals to be given to their babies right after birth. When used as a moisturizer, it aids the growth of cells and the reproduction of skin cells. theCream gets its Colostrum from natural grass fed cows in New Zealand, a place known for its knowledge in dairy sciences. If mammals produce this to give life to their babies, it will give life to our skin.

thecream-natural-skincare

My meaningful experience with theCream:

After one application of theCream, my skin felt remarkable. I have naturally dry skin, with excess oil in my t-zone. I didn’t have that problem when I used theCream. I felt refreshed and moist. My skin wasn’t tight nor oily. The effects lasted the whole day and I was able to wear my normal makeup over it. After only three days of use, my skin felt new! I didn’t have dry, flakey skin and I didn’t need as much powder throughout the day. It really felt like layers of bad skin had been removed and replaced with soft, moist, and fresh looking skin. It’s great to see a product like this available for everyone. theCream is a genuine product that isn’t watered down and doesn’t have any ingredients you can’t pronounce.

[inlinetweet prefix=”theCream is a brand with a purpose.” tweeter=”@stancebranding” suffix=”#brandwithapurpose”]theCream is a brand with a purpose.[/inlinetweet]

They want what’s best for not only their customers, but for the world. They don’t want us to put unnatural and harmful ingredients on our skin. theCream  moisturizes our skin even better than all of the other moisturizers and will do it without harming our bodies. It gives me hope to see a brand in a world of false promises actually prove to be beneficial to our health.   Check out their video below. It’s definitely an eye opener.

 

 

Please share some brands you have also found to have a meaningful purpose. It’s always nice to elevate the lives of those around us.

McDonald’s Brand Persona: Case Study

McDonald’s Brand Persona: Case Study

Created in France around 2009, McDonald’s claims the anthropomorphized box “brings fun and excitement to kids’ meals, while also serving as a persona for balanced and wholesome eating. ” Despite the purportedly noble aspirations of promoting healthier eating among children, Happy is entering the country bruised and beleaguered.

 

brand-persona1

 

When U.S. McDonald’s shared a preview of the character on Twitter, you might imagine, the people of the United States said more than hello to Happy. Just reading the first handful of responses on Twitter:

“That! Is Scary!”, “Oh, this was a mistake, McDonald’s”; “Why is he in pain?”,  “Do you eat it? Or does it eat you?” ; “A McStake”;  “This looks so scary”; ”

 

brand-persona-twitter brand-persona-twitter2

A recent poll by Mashable shows a vast majority of viewers think the mascot is terrifying

brand-persona-poll

 

 

 

 

Kids react to new mascot (NY magazine)

 

In lieu of these events and PR, A spokeswoman for McDonald’s  responded in a statement with dry confidence: “Not all comments reflect the broader view.” Accurately translated, haters gonna hate.

 

Perception vs Reality in Brand Development

While we appreciate the effort, there is one detail McDonald’s Happy Meal marketing strategists just aren’t getting when it comes down to changing their brand. The reason big brands become big brands is because of an early well-established mission for the company, which in this case was to provide fast greasy meals for people on the go. When it comes to branding, perception always wins over reality. So, even though McDonald’s reality is they are trying hard to make healthier, more up-scale food, the direct opposite perception about the brand is ingrained in the mind of the consumers. The brand has practically become synonymous with unhealthy food, and changing that fact in peoples mind is going to take a lot more than a happy meal mascot.

 

brand-persona-reality

From a broader approach, the standard bystander will see happy’s treatment and view on social media as a complete failure and horrible brand persona. Now while it’s true Happy’s career as an “ambassador” to kids and healthy eating is practically over. His role as a viral campaign however, is booming. Ever since the twitter release everyone seems to be partaking in the so called “roast” and this isn’t necessarily a bad thing. Generating loads of traffic and sparking numerous discussions and memes, is a great campaign focus in today’s digital age. Recently, online marketplace DesignCrowd challenged its graphic design community to a Photoshop contest that would drop the much-maligned mascot into horror movie posters. Creating a whole community that spreads the word and creates viral images.

 

With all this exposure and popularity online who knows, maybe adults will order happy meals just to see this so called “terrifying” mascot

 

Read More on:

How to Successfully Build a Brand Persona

 

The Importance of Brand Positioning

The Importance of Brand Positioning

Some of the best brands go out of their way to own a word or phrase as well as a related space in consumers’ minds, which becomes each brand’s position in the marketplace. In simple terms, a successful brand positioning strategy allows a brand image and identity to quickly and effectivly give meaning for consumers and differentiate it from competitor brands.

Consumers build brands, not companies.

In the end it’s consumers who experience a brand, develop expectations for it, and believe the brand promise. Because of this we believe, your brand’s position must not only be believable and unique but also meaningful. Consumers in this day and age, are gravitating more towards brands that offer meaningful differentiation because they want to be part of something bigger than themselves.

 

BRAND FOCUS

Brand positioning is also important in focusing a brand. A focused brand is a powerful brand. A brand position needs to be highly focused for best results. Vans for example, is a brand that focuses on appealing to a certain demographic. That being Skaters, identifying their brand shoe with the cool lifestyle of someone who skates. Their efforts have been drawing traffic to customers who don’t even skate but want to be apart of something.

vans-off-the-wall

The traditional consumer is bombarded with messages every day, making it harder for consumers to keep track of everything. There is no time to sort through weak messages and find one’s way out of a jumble of confusing messages. Focus is key to brand success.

 

HOW BRAND POSITIONING IMPACTS RESULTS 

Exhibit 1

 

Brand Positioning at STANCE

At STANCE, we’ve chosen to focus on Brand Positioning. We could have easily tried to be another cookie cutter “full-service” branding agency. However, we made a conscious decision not to. By doing so, it allows us to focus our efforts and therefore be able to be really great at one thing. Providing value to our customers through strong brand positioning.

Productive Napping at Work

Productive Napping at Work

Have you ever noticed how once you become familiar with something new, you begin to see the same idea everywhere? This happens a lot with me. For example, I’ll learn a new word, then all of a sudden it seems, I begin to hear this word everywhere! I’ll hear about a book I want to read, then all kinds of people will come up to me telling me how they’ve also already read this book and how amazing it is.

This odd coincidence happened to me this week. If you all don’t already know, I’m a busy person. I manage my life around two jobs and a full-time school curriculum. At times it seems impossible of course, but I try to push through it. They tell me there’s this light at the end of the tunnel. I think I may still be wearing my sunglasses. Hopefully that’s the only reason I can’t always see it.

Anyway! Since I have been extra busy this week, I have been advised to take a nap, while at work, on the company couch, during operating hours. This just seems completely ridiculous to me. Now, ridiculous has a negative stigma attached to it. I don’t mean laughable or stupid necessarily, but it’s just not a concept I have ever really thought of before!

 

Here’s where it gets weird.

 

Part of my job here at STANCE is to become familiar with other blog posts out there on the web and also generate insight for my followers on social media platforms. I try to use these blog posts as the insight for my followers because I hope one day, someone else will use my information as the knowledge they’re providing their followers. Usually, on a normal week, the information that I find is more so on the basis of logistics or marketing tools. This week, I noticed way more information on the health benefits of napping, and napping while at work! YES, this is an actual thing, people!

According to the information I found, a 20 minute nap can completely revolutionize your once tired body into a lean mean, branding machine (okay, that wasn’t necessarily the word usage. I improvised a little). I always turned down the offer of napping because I felt that I wouldn’t want to wake up and I would be so groggy when I awoke that I would not want to accomplish anything after.

Apparently, [inlinetweet prefix=”” tweeter=”@stancebranding” suffix=””]while you’re napping for a mere 20 minutes, the whole world refocuses and becomes a better place for you to be productive[/inlinetweet]. The stars align and all of a sudden, you can do anything! That’s probably why they call them power naps though. In only 10-20 minutes of sleeping, alertness and motor learning skills are improved and your learning capacity is broadened. So whenever you feel tired and unproductive, instead of trying to push through, take a nap. Twenty minutes of your time for a nap will be nothing compared to the amount of time you will waste while being unproductive.
All this typing made me tired. Time for a nap.

What is Branding?

What is Branding?

What is Branding?

Branding is one of the most misunderstood terms. In my humble opinion this is what I believe branding is.

Branding is…

It is a carefully researched & planned initiative to articulate and clearly communicate what a company, product, or service stands for, who it caters to and it’s meaningful difference as opposed to other similar companies/products/services.

Research and Brand Strategy lay the foundation of a brand, then brand systems (logos, websites, color schemes, visual hammer, images, videos etc) communicate a brand’s value and it’s difference in a way that creates both an emotional and logical connection.

This is normally achieved through marketing, advertising, endorsements, community engagement and other forms of promotions.

Branding is a long term initiative that takes time.

For branding to be successful, you need to be clear, consistent & credible!

With today’s overcrowded marketplace, branding is becoming more and more valuable.

So next time someone asks you, “What is Branding?” have the understand what a brand is first, that then makes it much easier to communicate what branding.

See the infographic below;

what-is-a-brand-by-stance-las-vegas-branding-agency

4 Key Marketing Principles

4 Key Marketing Principles

The Principles of Marketing through the eyes of a marketing student.

As a student studying marketing and advertising at West Career & Technical Academy, we learn a lot about the “fundamentals of advertising” AKA, vocab words and charts. But one thing that really stood out to me, were the 4 principles of marketing and just how universal they were to every business.


Web

Most businesses get too caught up with the day to day aspects of running their business that when asked, “what makes them different?”, they are unable to answer, or give a generic answer such as “quality service”. These simple principles are most often overlooked and not applied, but can be used to find and focus on a companies, meaningful difference.

My purpose here is to simplify and present them in a way that any business can quickly apply them on a daily basis, and by no means is a class level lecture on the aspects of marketing.


 

So here they are, the 4 key marketing principles :

Specialization

Specialization is determining where you are going to specialize in your product or service. It’s the product, service, customer, market, or area of technology that you focus all your efforts in.

Differentiation

Differentiation is really key to business. It’s competitive advantage, how it is that you are different and better than your competitor. Because people in the marketplace always want to know, “why should I buy from you, rather than from someone else?”. It’s also your area of excellence or superiority it’s something that you do better than anybody else.
These are the truly some of the most important items to communicate/convey to your customers and audience.
Mere differentiation is not enough, it needs to be meaningful. Consumers are gravitating more towards brands that offer meaningful differentiation because they want to be part of something bigger than themselves.

Segmentation

Segmentation is looking at your market and researching specific customers in the market who value your area of differentiation. This normally results to loyal customers who in most cases are willing to pay more for your area of specialization than anybody else because you understand them so well and your product/service is able to make a deeper emotional connection with them.

Concentration

Concentration is where you focus your time, money and resources. Increase the efficiency of your advertising. By focusing your message with greater clarity, you can get 5 and even 10 times the response per dollar of advertising than you were getting before. Without focus, you try to be everything to everyone. You stretch yourself too thin and your message never sticks.

 

I really felt that these principles encompasses a great deal of market psychology and will help business owners home in on what to focus their efforts on. Through the use of strategic marketing and a meaningful STANCE, businesses can benefit greatly, and come out on top.

Branch into Brand Architecture

Branch into Brand Architecture

Think of a family tree.

Regardless of how far it goes back, you see many branches-grandma, grandpa, mom, dad, children etc.
Family trees structure a family and determine how each is tied together.

Now,  let’s think of a family name.

The father usually carries the name and then the children he produces carry on his name. 
This name links a family together, loses other members in the process, but depending on what same may call fate, the name is carried on through the birth of new children.


 

Family trees behave similarly to brand architecture. A company has a whole lineage of brands: parent brands (grandparents), subbrands (parents) , and then endorsed brands (children). Brand architecture links all of the brands together, but also differentiates them based on their purpose.

Parent Brands

Parent brands are extensions of a brand into many different product categories. Examples include companies like Apple or Microsoft that have many different products, but the products are associated with their name.

Subbrands

Subbrands are new brands that are still tied to the parent brand, but have created an identity for themselves. They are more relevant to a new target or to a different product category. For example, Apple’s introduction of their iPhones created a subbrand for their company.

Endorsed Brands

Endorsed brands are the brands people are most familiar with and are household names. They are given credibility by the subbrand and the parent brand, but are their own identity in the customer’s eyes. An example of an endorsed brand would be the specific iPhone 5 or the iPhone 5c. They are specific products working under both the iPhone and the Apple name.

Family names are just more examples of how the branding and sub branding works. Defined with brand architecture, the “family name” of your brand will be determined, and then the following “children” will be linked to it. These sub-brands still have their own identity -they’re still people anyway!

[inlinetweet prefix=”” tweeter=”StanceBranding” suffix=””]Brand architecture narrows the focus of a company and determines the levels of the brand and how they relate to each other[/inlinetweet], if they do. Grandma may not be related to Cousin. Furthermore, it also determines which brands need the main focus and if there is any that are parasites to your company and success.

Family trees are important. They determine our identity and explain our history. Without them, we would have no idea who we are and the who are the greatest influencers in our lives. Family names allow us to know our direct identity, the people we share our immediate relevance with. These determine our own brand architecture. They help us know our levels and how all of our levels complete us as a whole.

Announcement: Blue Cube Marketing Solutions & STANCE Form Strategic Partnership

Announcement: Blue Cube Marketing Solutions & STANCE Form Strategic Partnership

Today, STANCE reached a new milestone in our commitment to elevate meaningful brands. We are very excited to announce our newest strategic partnership with Blue Cube Marketing Solutions. Blue Cube Marketing Solutions is a Community Engagement & Communication Strategy firm spearheaded by Tami Belt, an Award-Winning Public Relations professional. The firm was launched in 2002 to transform the way companies approach community engagement and communication strategy.  Tami places clients in the spotlight by equipping them with communication tools to build relationships, create conversations and share stories. She understands each business is unique and has its own story. And it’s that well crafted story and authentic passion that builds lasting bonds between business and their community. Our goal for this partnership is to leverage our expertise, knowledge and wealth of experience to build better brands. One more step towards elevating meaningful brands in Las Vegas and beyond!   IMG_9153_e IMG_9144_e IMG_9148_eIMG_9181_eIMG_9161_eIMG_9173_eIMG_9204_e