Difan zhang brand management project

CHALLENGINGMAINSTREAM IDEOLOGIESStakeholder Brand Management

Difan Zhang, Weiwei Chen, Ose OjeahereLarissa Schuette, Tanya Redkozubova

Do you know Carl Jung?

Carl Jung

• Carl Jung is the founder of Analytical Psychology.

• Individuation – is the process of becoming more and more of who you really are, distinct from others but yet in relationship with others.

• The essential part of this process is that men become conscious of their ANIMA and women become conscious of their ANIMUS.

ANIMUS – the male soul/aspect of a woman.ANIMA – the female soul/aspect of a man.

The Birth of Our Brand

The Birth of Our Brand

• The relationship with the animus/anima gives vitality, creativity & flexibility.

• The purpose of Jung’s theory of animus and anima was to enable people accept who they really are and not to just conform to the rigid gender stereotypes of the society.

Animus Anima (A/A)

Our mission is to enable

YOU to truly live

Do you know your TRUE self?

Brand Symbolism

A/A running shoes operate in two directions of symbolism:

1) Inward in constructing the user’s self-identity (self symbolism).

2) Outward in constructing the social world (social symbolism).

Self Symbolism

• True living – being happy and in relation to the society.

• Companionship – you’re never alone.

• Health conscious – walking, running, shopping, eating, good

feeling etc.

• Balanced view to life – Psychologist believe best decision

involve both logical (Animus) and emotional (Anima) elements of

one’s personality.

Social Symbolism

• Red Colour – confident, go getter, stand out, speeding pulse,

courage, enthusiastic, vitality, etc.

• Adaptive – Traditional but with an open mind.

• Letter A - excellence, outstanding, proactive, victory, etc.

• Togetherness (size) – opposites being unified.

• Nostalgia & Motivator – from past successes and/or for

future ones.

Brand Personality

Imagine A/A to be human, what characteristics will you assign to it?

Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

Down to earth honest

wholesome cheerful

Daring Spirited Imaginative Up- to- date

Reliable Intelligent Successful

Upper class Charming

OutdoorsyTough

Animus/Anima

Authentic

Stylish

Daring

Honest

SpiritedTrust

worthy

Wholesome

Sensual

Imaginative

Brand Personality

Bringing innovation through athletic excellence (NIKE) –Michael Jordan, Wayne Rooney, etc.

Highly technologically oriented, with strong research and development strategy.

Fashion sport accessory, practical lifestyle brand (Adidas) –David Beckham, Missy Elliot.

Highly design creative.

A/A – Support YOU to express your ‘TRUE SELF’

Brand Positioning

• User profile - 16 – 34 years involved in fitness & style.

• Slogan – YOU truly live

• Soft sell approach for our advert - more visual imagery and more subtle and ambiguous to focus on emotional benefits.

• Use of a lot visual imagery not a lot of information to allow consumer interpretation based on who they are i.e. their beliefs.

Brand Communication

Brand Communication

• The advert rarely focused on the product itself, but on the person wearing the product.

• The use of YOU appeals to the consumers’ sense of belonging and “true living,” as we hope A/A will become self-fulfilling image prophecy:

If YOU truly want to live, wear A/AIf YOU are truly living, you are probably wearing A/A

The advert is fun, humorous, appealing to the cynic in all of us, while encouraging consumers to take charge of their mental, physical, social, emotional and fashion fitness.

The campaign is easily identifiable with weight, relationships, gender stereotypes, emotions, hence the display ‘ideal life’ scenarios.

Brand Communication

• Music – Chasing Cars by Snow Patrol

• British alternative rock band – reemphasising our

concept challenging mainstream ideologies.

• ‘Purest song’ written - became the most played song in the

last decade.

Brand Communication

YOU truly live

THANK YOU

FOR YOUR TIME