Statement of My Specialty

I specialize in creating written pieces which extensively delivers the message I intend to send to the reader. My pieces will effectively get the point across with wit and style. “The consumer”, or reader, “is buying something larger than the product or service: they are buying into the philosophy and the spirit behind the brand” (Page 162). My writing causes people to pause, reflect and then act. This is what an employer wants to see from a great writer, journalist, or PR guru. Great marketing revolves around the ability to create a desire for the product being sold whether it be a toothbrush or an entire brand. I create this. “A designer must understand the environment in which the brand exists, from the global context to its immediate environment and channel of communication. A narrative can then be formed around the brand to help communicate and contextualize the brand for its audience and for the designers” (Page 68). It takes knowledge of who the audience is to sell them something. My experience and schooling has given me the tools to seek this out and write accordingly. My writing sells, persuades, moves, and transforms. After all, it has already inspired you to hire me…

Top Five Talents

With the help of those whom I spend more time with than my own family, I narrowed down my list of talents to the top five. Drum roll please…

Writing. As I have said in previous posts, writing is my gateway into the hearts and minds of those I may never even get the chance to meet. Blogging connects me to people half way across the globe and expands my brand. Author Melissa Davis has stated, “Brands need to have a deeper connection with their consumers if they are to thrive and prosper” (Page 73). Writing offers me that opportunity to connect.

Styling. Yes great style is subjective, but the fact is, I have a sense of personal style and can translate that into styling others. I have styled friends and clients for photoshoots and they have been pleased with the results.

Creative Problem Solving. This was actually told to me by my current employer that it is a talent I possess (aw shucks). It got me thinking about previous job positions I have held and how I would approach problems that would arise. Yes, I do think “out of the box” for effective solutions and ideas. My vast interests coupled with the large amount of time watching television and reading newspapers and magazines as a youngster has afforded me the ability to think creatively and draw on different experiences and unorthodox views. "It is very rare that successful brands arise out of instinct alone. What some people call instinct is actually experience – the more experienced you get at working on brands the easier it will be to assimilate the required information" ( Page 193).

Loyalty. I’ve always been a loyal person. I have told my employers in the past, when I believe in something, I stick with it until the end. A company must have a vision and integrity for me to believe in it. If it does, I will dedicate my time and effort into making the business a success. I believe loyalty is what separates a mediocre employee from a great employee (coupled with a strong work ethic, of course). A loyal employee will not bash the employer, they will go above and beyond in problem solving, and they will act as a brand ambassador garnering the company new fans and potential customers/clients.

Entrepreneurship. I do not see myself owning my own business in the future but that does not stop me from acting as if I already do. I take a pride in who I work for and the work I do for them. This means possessing the ability to work effectively with others to create ideas that will take the business to the next level. I might not own the business, but I will work as if I do because I want to see the company grow, thrive, and become a household name in the fashion industry. “Leading business thinkers have said that the best way to predict the future is to create it. While brands may be here to stay, it can be difficult to establish where they’re heading” (Page 214). By exercising entrepreneurship, I want to make sure the path that the business I’m working for is going nowhere but up.

 

Talents

This is honestly the hardest list to produce. I can say I have many positive attributes and qualities but talents…that’s a little harder to identify. I wish I could say I can spin twelve plates on my head all while juggling bowling pins, but alas, my talents are a bit more mundane.

I have been recognized as a creative writer from an early age. I remember being chosen in third grade to go up in front of the class to read aloud my Halloween story and with pride, I (hopefully) gave all my classmates a little chill up their spine. This has been a reoccurring theme throughout school. I would be chosen for writing contests, classmates would ask for help in their assignments, and teachers/professors would choose my assignments to read aloud to the class. I use my writing as a way to connect to people I could not otherwise effectively communicate to, people across the globe and in my own neighborhoods through the power of social media and blogging. My writing “encompasses both the visual and tangible elements of the brand, as well as the emotional and intangible pieces that create a connection between the brand and the consumer” (Page 12). It speaks to who am I am and how I want the world to perceive me.

I suppose another talent I’ve cultivated since childhood is my musical ability. I was extremely shy as a child so I decide to play an instrument to meet other kids in my class. I chose the viola and thus started my ascent into geekdom. I’m kidding, I loved it. It unleashed in me another powerful means of communication much like my writing. I realized early on people responded to the music I played in a (mostly) positive way and that gave me confidence. I practiced diligently and eventually became lead chair in not only my classes but in youth city wide orchestras as well. My musical talent lent itself to other attributes I’ve found in myself such as dedication, strong work ethic, and an appreciation for all arts.

As I grew to become more confident in my abilities, I discovered I had valuable opinions and was able to convey that through public speaking. I can speak confidently about subjects because I thoroughly research what I speak about and engage the audience. My ability to speak publicly affords me the talent of persuasion. People have told me I have a way of making people see my side of things and I consider it a talent. For my personal brand, this is invaluable. “Making sure consumers can see clear differences between brands is an easy way to develop a clear ‘offer’ or ‘unique selling point’ (USP) that it otherwise might not have” (Page 160). To be clear, this is not manipulation, I do not use untruthful tactics to persuade someone. I simply engage the person with emotional appeal and concrete facts.

Some other talents I have been told I possess are the ability to style clothing well. This is completely subjective, but nonetheless, I count it as a talent. I also listen well to others. This is quickly becoming a long lost ability as people today have much to say and no time to listen.

Passions

“Choose a job you love, and you will never have to work a day in your life.”
― Confucius

It’s the passions and talents we have that keep us motivated as industry professionals to become successful. What fuels me is anchored in the creative pursuits of individuals in the fashion industry, from designers to writers to trendsetters.

As cliché as this will sound, fashion IS my passion. I find it infinitely interesting to delve into the creative process of designing wearable works of art. This is mostly seen in the haute couture runways of Paris but even in the pret-a-porter of American designers, it is astounding to see how an idea gets translated into fashion. Reading about what passions and ideas fuels designers in their creative process in turn feeds my desire to know all I can about the industry. "A good designer will not mimic a trend, but use it to create something new. The best designers start trends" ( Page 122). However, this is just a segment of the industry in which is much more vast than the average person tends to think about. The average person cannot afford designer clothing so we turn to mass market labels to provide us with the latest trends at the fraction of the price of runway designs. It can be just as rewarding to discover the process of designing for mass market labels such as Zara or H&M, from sourcing to manufacturing.

The idea that most inspires me is the melding of the two worlds in fashion, designer labels collaborating with mass market labels. This idea has been coined “the Democratization of Fashion”. There used to be a time where only the wealthy could afford high designer labels and it was inaccessible to the middle class person (unless you explored the black market of counterfeits, of course). Since the downturn of the economy, the business of fashion has changed. In my eyes, for the better. Designers are flocking to retailers like Target and H&M to collaborate on one-off collections available to the masses who admire their designs but could previously never afford to purchase anything. Everyone from Marc Jacobs to Mr. Chanel, Karl Lagerfeld himself, are joining hands with retailers to expose their brand to a new market. “Brands that provide enjoyment will stand out in the future. It is a differentiator and a way to get noticed” (Page 136). This makes the consumer excited to shop and becomes a win win for everyone involved.

Last but certainly not least, I enjoy writing. It becomes a release for me, a catharsis of sorts, when I am not able to express myself so eloquently in speech. I have quite the imagination so I love creative writing and when I can couple that with my “passion for fashion”, it is when I truly shine. I enjoy writing about my experiences in the fashion industry, what it is like working for a fashion start up, and where I see the industry going. “The ‘human factor’ talks about how brands and individuals are now seeking to connect at a different level with more audience participation and truthful engagement” (Page 214). I like to infuse my writing with wit and poignant observations which I believe connects with readers on a basic human level, as author Melissa Davis points out. I encourage my readers to explore further for themselves what they deem to be the truth and in turn inspire someone else with their findings. It becomes a collaboration of sorts further allowing people of different backgrounds and social status to dialogue about issues that affect us. Indeed, the democratization of fashion is upon us.

Core Values

There are a set of values each person lives by whether consciously or unconsciously that reflects what kind of employee they will become and the work they will do. As my own brand, I have six core values that I uphold myself to on a consistent basis. “Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is supported by brand values that form the backbone of the character and behavior of the brand” (Page 73). With my values to live and work by, I strive to live authentically to myself as well as those I represent. Which leads to my first value…

Authenticity. There are so many people in the industry that want to tell you what they think you might want to hear. They are commonly referred to as “yes men”. That is not the kind of employee I want to be nor should I expect to be. I have a voice and sometimes my opinion will not match my employers, but it can be rest assured that I will always strive to bring out the best in the company I work for. "People are committed to a company when they identify with and believe in its values – values reflect a company’s culture and the way it treats its employees" (Page 116). Living authentically means being honest to yourself and I will not compromise who I am in order to fit some status quo the industry deems acceptable.

My second and third core values work hand in hand. In order to give and receive respect, there needs to be open lines of communication. I value the ability to speak open and honestly about issues in the work place. There should never be a culture of secrecy within the company because everyone is working together to create a thriving business in a competitive industry. As my own brand, I look to operate in the same way- I choose to earn people’s respect by openly and honestly communicating my ideas to provide the best solution to a task.

Having a strong work ethic while maintaining a positive attitude is integral to creating successful ventures for myself as well as my employer. There are some in this world that are born into powerful families and in effect can do very little and gain a lot, the other 99%, in which I certainly fall into, must work diligently in order to achieve success. My parents showed me what it meant to work hard and provide for our family and I chose to do the same in order to make a career for myself. Yes, a person can get far if they work without ceasing but a person with a positive attitude can get even farther! I believe it is necessary for a person to maintain a positive attitude in life and most certainly in the workplace. There is enough negativity out there trying to oppress the average person. People respond to the light that shines within a person and I hope to shine that light in my industry.

This last value is something that seems to get lost in competitive industries, especially because everyone wants to look out for number one, themselves. Loyalty can encompass many aspects in life from loyalty to friends to loyalty to employers. "Good design happens when teams work well together, including having an excellent relationship with the client" (Page 188). It is about not forgetting who has helped you along the way and maintaining a network of people who can rely on each other to get tasks done. As my own brand, I expect to achieve great things in my career, but I hope to always maintain a humility which allows me to never forget where I came from. “If we are buying into brand values, then we are responding to the way the brand speaks to us – how it projects itself and how it behaves. This is a deeper sense of the brand than that of its product or service” (Page 106).  My brand will ultimately speak authentically, always with a positive attitude and respect for those around me by upholding a strong work ethic, open and honest communication, and loyalty.

Primary "Product"

To succeed in a cutthroat industry, a person has to know who they are, what they have to offer, and how to effectively communicate those points to different parties. This is what makes me a highly valuable asset to a potential employer in the fashion marketing/fashion journalism field. I have excellent communication skills especially in writing. I can take what someone is trying to communicate and turn it into a skillfully written piece studded with humor and poignant material.

"In today’s world, with broad competition for virtually all products and services – including charities and the not-for-profit sector – there seems to be little that has been left untouched by branding" (Page 32). My brand is one that is constantly thinking outside the box with an extensive creative process to bring driven results to the employer. “Engagement happens by identifying and exploiting the magic in a brand: the insight or idea that connects to the audience. It can be an intuitive process and requires a mix of strategic business thinking and creative ideas. The thinking and creative process must never stop” (Page 30). As Melissa Davis pointed out, an “intuitive process” is incredibly valuable for a brand to possess. For a writer in the fashion industry, what is written is a direct reflection of the writer. Her/his style, values, and personality needs to shine through and catch the reader’s attention, but most importantly, cause the reader to act. Possessing an innate intuition is incredibly valuable in knowing how to convey this message in 500 words or less (sometimes more, sometimes less).

For an employer, let’s face it, it is ALL about the results. Whether the end result is to sell magazines or get their brand in a magazine, as the writer, it is imperative to make this goal a reality all while selling a bit of yourself. “Branding is a marketing discipline and the basics of branding are common to all areas of marketing: define your audience, know your market, differentiate yourself, choose a route to market and then make your brand stand out” (Page 73). I can and will be an important part of building a brand. What is communicated should resonate with the reader and that takes skill and empathy. I have the ability to easily put myself in someone else’s shoes and know what they need, when they need it, and how they want it sold to them. This will provide results for the employer and give the company exposure across many mediums.

What I ultimately bring to the table is a strong ability to persuade and inform. I can sell a story to the chief editor of Vogue or to millions of readers across the globe. I can, interestingly enough, also sell ice to an Eskimo but that is a story best left for another time.

Week 8 EOC: Subliminal Advertising

Subliminal advertising, or unlocking the subconscious mind of the consumer, has become in fashion again after years of being a taboo topic. In the day and age of consumers facing a constant barrage of advertisements, brands are finding themselves diving into the psyche of Americans in which they can get a strong foothold into why they buy certain brands over another. “Shell is now in the process of coming up with some new customer-catching techniques — derived, Oeschle says, from the insights gleaned from his groups of mesmerized motorists” (http://www.salon.com/1999/09/27/persuaders/, 1). That is right, marketing agencies are turning to such tactics as hypnosis to gather consumer insight. These insights are no different than those of decades earlier who used subliminal messaging in advertisements to gain new customers. “In fashionable marketing circles, it has become acceptable again to speak openly about harnessing consumers’ brain waves for commercial ends” (http://www.salon.com/1999/09/27/persuaders/, 3). Everything from a certain fond childhood memory to what makes a person fearful can be valuable knowledge to a brand. This is what gives the brand a “leg up” on the competition and makes their marketing effective.

Subliminal messaging to “harnessing consumer brain waves” are necessary to create brand loyalists these days. It is the psyche that catches on to the meaning behind an advertisement or brand image that creates the need to have it. As dubious as this may sound, it is smart design. Dr. Sam Cohen is someone who is harnessing consumer insight for the good of global brands. “As a specialist in object-relations theory, Cohen says, he considers himself especially well-positioned to probe the purchasing decisions of consumers” (http://www.salon.com/1999/09/27/persuaders/, 4). Delving into the “why” of a purchase is the essence of brand loyalty. It is not as easy to gather this information from more apparent marketing research tactics in which people can give false statements or reasons. Unlocking the unconscious provides truthful answers and brand relationships not even the consumer knew they had. Welcome to the new brand marketing research-where no part of the mind is off limits.