Week 4 EOC: Mcdonald’s Response to Supersize Me

McDonald’s response to Morgan Spurlock’s documentary Supersize Me was swift, hard hitting, and a lesson on how to spin the PR situation to lessen the ill will toward the brand. The documentary tracks Spurlock as he journeys 30 days eating nothing but McDonald’s for breakfast, lunch, and dinner. At the end of the film his doctor concludes that his health is in worse shape than when he started because of all the McDonald’s. To say that the company did not look upon this film favorably, is an understatement.

McDonald’s first call to action was to debunk the “facts” in the movie. They effectively set out to create or fund “scientific studies” that proved the claims from Supersize Me to be false. As stated in a response by McDonald’s, “a press release states that "Tech Central Station (TCS), a science, technology and public policy online journal, will serve as a clearing house for materials related to the documentary Super Size Me. Our mission: to provide visitors with the facts and science-based information on obesity and nutrition to balance this film's 'gross-out' performance art."” (http://www.ign.com/articles/2004/05/07/a-look-inside-the-pr-battle-against-super-size-me). What was not publicized, however, is TCS is funded by big corporations, one being McDonald’s. It is smart to note the saturation of press releases and studies released by Mickey D’s. It does not lessen the press of the movie but it does put a wedge between the masses and the film’s message.

Another PR tactic was to attack the film itself as well as the director. They claimed, "The film is slick, well made and yes, somewhat annoyingly, doesn't portray McDonald's in the most favorable light. And yet what we do agree with is its core argument - that if you eat too much and do too little, it's bad for you. What we don't agree with is the idea that eating at McDonald's is bad for you."” (http://www.screendaily.com/mcdonalds-adds-heat-to-super-size-me-in-uk/4019830.article). They claim that much of the film was misguided in that too much of anything is bad for you, whether it is hamburgers and fries or other foods. This appeals to people’s rationale. They are basically saying if one were to eat something healthy like carrots everyday all day for thirty days straight it would have an adverse reaction with the body.

The last and most important response to the film in my opinion is the fact that McDonald’s changed their menu. “McDonald’s added entree salads with great success last year and has been moving to provide more fruit, vegetable and yogurt options with its Happy Meals” (http://www.nbcnews.com/id/4433307/ns/business-us_business/t/mcdonalds-phasing-out-supersize-fries-drinks/). They have also done away with the supersized portions. They claim it is not due to the film, but in response to consumers’ attitudes towards health and fast food. America is shifting towards healthier eating because of the ever growing concerns with childhood obesity and heart disease.

Week 3 EOC: Rolling Stones Magazine

First published in 1967, Rolling Stones established themselves as the go to magazine for fascinating articles and everything pop culture and music related. It set itself apart as the black sheep of journalism where the writing and image would be just a little bit cooler than the publications currently out there. “In June 1970, the magazine did a cover story on the murders orchestrated by Charles Manson. In 1980, it published a cover featuring Yoko Ono and a naked John Lennon. In 1993, it published a cover featuring a topless Janet Jackson with a pair of hands covering her breasts” (http://finance.yahoo.com/news/could-rolling-stones-boston-bomber-203600456.html). These are controversial covers and articles for sure; however, that is exactly what Rolling Stones aims to do. These days the magazine seems to be a haven for reporting on today’s hottest pop act, but the history of the publication indicates otherwise. Rolling Stone wants to create controversy and challenge the nation’s thinking and perceptions about the blurred lines of pop culture and hard hitting news.

Rolling Stone is a magazine that is marketed as a cultural rock n roll magazine. If one were to think of the magazine, they would think of a new album review or a feature on the next pop icon.  “Though it did not create the form, Rolling Stone was for five years the greatest champion of the then-voguish New Journalism, publishing long, mesmerizing stories by the likes of Hunter Thompson and Joe Eszterhas. If you were young and impressionable and interested in the possibilities of journalism as a life (after graduation, that is), it was impossible not to be irrevocably influenced by Rolling Stone” (http://www.ew.com/ew/article/0,,317558,00.html). Make no mistakes about it, Rolling Stones is a journalistic publication.  They create long articles of more than several pages with much analysis and opinion of the topic at hand. They aim to target a younger educated demographic that appreciates smartly written pieces. A problem with Rolling Stones Magazine's branding is that they do not market themselves as a publication with hard news stories. Many people believe The Rolling Stones Magazine is simply a magazine about music. Since the inception, however, the magazine has touched on the many issues of the day.

While many consider Rolling Stone’s latest cover in bad taste, the current owner Jann Wenner, considers it one of many hard hitting topics that blends pop culture and current events. “Wenner reckon[s] it’s worth it to put a bit of rebel lustre back on his 50-year-old brand” (http://www.independent.co.uk/voices/comment/boston-suspect-dzhokhar-tsarnaev-and-rolling-stone-cover-stars-dont-haveto-be-heroes-8717915.html) The Rolling Stones brand is that of a journalism rebel. Whether that makes people uncomfortable is not really a huge concern for them.

Week 2 EOC: John Varvatos SWOT

John Varvatos is a men’s lifestyle brand that includes apparel, accessories, and cologne. He draws upon the rock n roll lifestyle to appeal to the rugged All-American man. “John's goal is to rid American men of their phobias about style. He wants American guys—regular blokes!-to start saying the F-word: fashion” (http://www.johnvarvatos.com/about/gq-magazine-designer-of-the-year?slide=5).  He brands his line extremely well with rocker collaborations for his advertising and marketing.

Men want to be whom John Varvatos is selling. Yes, his line is well made, fashionable, and yet accessible for the everyday masculine man; however, his target market wants to live the lifestyle he’s portraying. Both his ads and retail stores sell the image. His branding is fantastic.

As much as Varvatos targets his core market, and does it well, he limits himself by heavily marketing to only that segment. His brand appeals to “the man’s man” and not many else. He is so focused on his niche market that not many other types of men are attracted to his brand. This limits him and his earning potential. He can achieve so much more if he would market to the “fashion forward man”, the “outdoorsy man”, “the collegiate”, etc. Opening up his target market will not necessarily dilute his brand image, but offer him a much larger group to target.

The opportunities to open up his brand to make more profits are endless. If Varvatos were to start a women’s line or a home collection, he could become a huge total lifestyle brand. He can sell the same rock n roll image while including different markets he might have not previously thought about. This not creates more earning potential, but establishes brand loyalty. Men are already repeat buyers of his product and the fashion world has taken notice. In 2012, John Varvatos was honored with the Philadelphia University’s 2012 Spirit of Design Award. “First given to Geoffrey Beene in 2002, the award is presented to designers who have made outstanding contributions to the fashion and design industry. Previous winners include Tommy Hilfiger, Calvin Klein’s Francisco Costa, Mary McFadden and “Project Runway” season one winner Jay McCarroll” (http://www.wwd.com/markets-news/designer-luxury/john-varvatos-wins-2012-spirit-of-design-award-5882806). Along with this award he has received the CFDA Award for Men’s Designer of the Year and the GQ Magazine’s Designer of the Year Award. He has been applauded for his designs and his sales reflect that. He can achieve much more by opening up his brand.

There are other brands that have entered the market and are targeting his group of consumers. Direct competitors include G-Star, Diesel, and All Saints. They appeal to the same demographic of the 24-45-market group with a yearning for a rock and roll lifestyle. All Saints, on their website, even has a page dedicated to current rock groups who have teamed up with the brand to hold special concerts (http://www.us.allsaints.com/music/). Indie bands like Scanners, One Republic, and The Weeks target a cool hip rock n roll type of guy and that is someone the John Varvatos brand is targeting as well. 

This can be seen as a threat by the brand, but also an opportunity to not just target the older rock n roll man, but the up and coming younger generations as well.

Week 1 EOC: How to Make it in America

In the show, How to Make It In America, the two young men were eager to make the next big "IT" brand. They, however, did not do any research on what people want, how to create the brand correctly, and how to market it. They simply wanted to create products they think people MIGHT want and sell it at a price that would turn them a profit.

To “make it in America”, there must be an amazing amount of research and development to properly equip oneself to create a brand. Yes, there are those that have a great idea, put it out there, and it takes off without much work. That is called pure luck. Most producers send years collecting research of not only the product but the target demographic. Much effort is used in the collection of this data. This is where the characters in the show gets it wrong (and how the viewer realizes this is not reality). Creating a brand consumers are attracted to and recognize does not come around by simply creating products and selling it. There is marketing the brand, advertising it, and creating strategic pricing compared to what is in the market, etc. that is involved. “Every product or service that operates in a competitive environment needs to be supported by branding and communication to explain to its audience why it exists or why it has changed” (More Than a Name: An introduction to branding, Pg. 47). The marketing that makes up branding is how a company thrives in a competitive economy. The recognition of a brand name can take years to become household and for the business to be considered a success.

The ideals of the young men in the show are far-fetched and unrealistic in a world where competition is fierce and companies disband every day. Their ambition is admirable, but their lack of knowledge about the market is apparent.

Voice

  Fashion is exhilarating. It is constantly changing and we must change along with it or be left breathlessly behind. This idea of an industry that can affect millions is why I love fashion. From a single garment we can change the ideas of many and spark a movement. My love for fashion is as multifaceted as the industry itself. The art of design moves me. In a mere second one garment can illicit such a powerful response that I am moved to tears. It can horrify, mesmerize, stupefy, or delight.  It is as profound and important as any of the great artworks treasured today. I value the art of styling an outfit to express individual taste, as well. It takes talent to show the world who you are without uttering a single word. In as much as fashion makes me feel, it also makes me strive to be something. My diligent work ethic, gregarious personality, and keen sense of business are all needed to make it in the industry. It takes a sharp mind to turn a passion into a thriving business. One day I will move to New York and succeed in a field I love. I aspire to work closely with emerging designers to help them become “the next big thing” by marketing and selling their work to fashionistas around the globe. I will be the person who helps turn their vision into a reality. Fashion does more than simply clothe me, it inspires me to make my mark in this world.