After we chat about what we think brands are and what they do, you'll be split up into four groups. Each group will be assigned a well-known American brand/company:
In an informal presentation of five to ten minutes on Thursday, I want each group to address the two general questions below. Be sure to divide and conquer the research and presentation duties.
Also: be aware (and beware) of the way Logos-Pathos-Ethos is working in the stuff you research and present. Think about where you're getting your information and what inherent biases are at play.
1. How did your brand establish and maintain itself? Try to deal with the following areas:
- Product(s): What does your company sell? What tangible reasons are there for people to buy those products?
- History
- Logo/Slogans (Past/Present)
- Identity: "If this brand was a person, it would be..."
- How is your company doing right now?
-- Profits up or down?
-- Layoffs? Store closings? Plans for expansion?
-- Other indicators?
2. Who is your brand targeting and how does your company reach them?
- Traditional Media Messaging (example)
- Non-Traditional Messaging (example)
- Analyze both forms of messaging in terms of Logos/Pathos/Ethos
When every group has presented, we're going to see if we can make any hypotheses about branding and how/if it influences our collective cultural experience.
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This looks interesting. I wonder how the commercial marketing will dovetail into social marketing. I wonder if the students will pick up on the social marketing efforts taking place in a place like Starbucks (ethos water, free-trade/organic coffee).
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