Tag Archives: design

Tattoos for Branding Purposes?

Every company and brand craves a loyal and engaged audience. After all, every day we see company logos on our clothes, cars, phones, bikes, autos, and more items. But why stop there? Perhaps the ultimate sign of devotion might be…. a physical tattoo of a brand logo on someone’s body.

It’s not a far-fetched idea. Tattoos can be images of people, characters, an important quote, a fantasy, or idea. But why do people get tattoos of a company’s logo? Basically it’s about the consumer forging a connection with the brand’s image or ideal. The logo becomes tied to specific ideals and customers are drawn to reflect that.

The man with the most tattoo logos lives in Mumbai and has 442 logos of his favorite brand. There is also a U.S. man with 864 insect tattoos and another man (from New Zealand) with the record of Homer Simpson tattoos – 41. Tattoos show what matters to us.

Recently DealA, a coupon and discount site, looked at the world’s most popular brands in categories such as gaming, media, automotive, food and drink, toys and fashion. Using hashtags on Instagram, the company counted posts tagged with a brand name followed by the word tattoo.

The top five logo tattoos on the list:

  1. Disney – most-tattooed media brand.
    1. 2nd place: Nickelodeon.
  2. Nintendo – most-tattooed gaming brand.
    1. 2nd place: PlayStation.
  3. Harley-Davidson – most-tattooed automotive brand.
    1. 2nd place: Volkswagen.
  4. Lego – most-tattooed toy brand.
    1. 2nd place: Hot Wheels
  5. Nike –  most-tattooed fashion brand.
    1. 2nd place: Vans.

What logo would you choose for a tattoo?

Group Activities and Discussion Questions:

  1. Poll students: Who has tattoos? What are the subjects? Does anyone have (or know someone) with a logo tattoo?
  2. Divide students into teams. Have each team list what they believe will be in the top 10 logo tattoos.
  3. Show the list of the most-tattooed brands: https://deala.com/blog/the-worlds-most-popular-brand-tattoos
  4. Video with logo tattoos: https://youtu.be/ZX8_MfWj4R0
  5. How can tattoos be used for advertising and promotion?
  6. Teams: Develop a promotion plan that uses tattoos as part of the communication mix. (Can be permanent or temporary tattoos.)

Source:  Herren, P. (11 March 2022). These are the most tattooed brands. AdAge; Perry, T. (8 March 2022). Harley-Davidson, Volkswagen make top ten of world’s most popular brand tattoos. Newsweek.

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Branding in the Metaverse

In an average day consumers see thousands of different brands and messages. And all of them want our attention and money! But sometimes it’s too much and we long to escape all the noise. Perhaps a video game will give us that break from brands? Well, actually, no it will not. In fact, the metaverse is rapidly becoming a new platform for building brands and engaging consumers.

Let’s start with the metaverse. The metaverse is any kind of digital immersive experience on the Internet that is persistent, 3D, and virtual and it is not happening in the physical real world – or is it?  The promise of the metaverse gives us opportunity to play, work, connect, and buy. However, there is not just a single, universal metaverse. Instead there are multiple of these playgrounds/worlds and each has its own access, rules, and membership. If this sounds similar to video game settings, it is.

PC games have already created metaverse playboxes where players socialize with others such as Minecraft from Microsoft. Other entries include Roblox which allows players to create and play across numerous worlds. Another is Dencentraland – a 3D virtual world owned by users who create virtual structures and then charge others to visit. For example, Decentraland held an immersive Metaverse Festival for a music event featuring performances by Deadmau5 and others. Snoop Dogg holds private metaverse parties and offers exclusive NFTs.

Many brands are creating immersive branded experiences as well. For example, Nike has filed for patents for virtual goods and the opportunity to build virtual retail environments to sell those goods. Social media also plays a roll with virtual showrooms, fashion shows and dressing rooms. Other companies buy or rent digital space from the platforms. They can rent out digital land that they own to other brands, plus sell NFTs to consumers to build a new revenue stream. Metaverse Group, bought about 313,000 square feet in Decentraland’s fashion district (at a cost of $2.5 million) for a fashion week in March. Decentraland even has its own cryptocurrency for making transactions.

What should brands do to engage in the metaverse? It’s the same marketing principles as real life: Choose target markets, examine competitors, develop new products/services, and above all – be ready to pivot quickly.

After all, the virtual world is an extension of the real world, isn’t it?

Where will you go to play in the metaverse?

Group Activities and Discussion Questions:

  1. Poll students: Define what the metaverse is for them.
  2. Poll students: List ideas for placing brands in the metaverse.
  3. Consider showing a video about the metaverse: https://youtu.be/99BnZ8js1_k
  4. Have students explore sites such as The Sandbox: https://www.sandbox.game/en/shop/?collections=26 , and Decentraland: https://decentraland.org/
  5. What are the strengths of the metaverse? Weaknesses? Opportunities?
  6. Divide students into teams. Have each team select a brand and then develop a marketing plan for expanding into the metaverse.

Source:  Alcantara, A. (3 March 2022). Marketers explore metaverse. Wall Street Journal; Balis. J. (3 January 2022). How brands can enter the metaverse. Harvard Business Review; Gunn., E. (2 February 2022). Building a brand in the metaverse. Fast Company; other news sources.

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Top Car Brands for 2022

The automotive industry is notoriously tough. Considering that an automotive purchase is among a consumer’s most important buys, are purchases that are high-impact and high-involvement, and that there are hundreds of different choices, each sale is important.

Manufacturers compete for not only sales, but also for top rankings by organizations such as J.D. Powers, Car & Driver, and Edmund. Among the most popular ranking reports on vehicles is the one done for consumers by independent testing organization, Consumer Reports.

To compile the report, the team at Consumer Reports test drives and evaluates multiple attributes of more than 250 different vehicles. To be a top tier pick, the cars must score well in road tests, crash tests, owner satisfaction, and have better predicted reliability. Key safety features are also important. Top picks must have forward collision warning and automatic emergency braking with pedestrian detection. These are safety features which have been proven to save lives.

This year six Japanese brands are among the top-10: Subaru, Mazda, BMW, Honda, Lexus, Audi, Porsche, Mini, Toyota, and Infiniti.

  • Best overall, best overall mainstream, best road test score mainstream, and best road test score overall: Subaru
  • Best reliability: Mazda
  • Best American overall: Buick
  • Worst overall: Jeep
  • Worst road test score: Mitsubishi

The top EV pick this year is the electric Ford Mustang Mach-E, a first-year electric vehicle with a base price of $44,000. The Ford EV beat out Tesla as being more reliable, practical, quieter, and less complicated than Tesla Model 3.

Among U.S. manufacturers are Buick as the highest-charting brand (in 11th place), followed by Chrysler (13th), Dodge (16th). Dead last on the list was Jeep which had significant reliability issues with its Gladiator pickup truck.

This year’s winners by category include:

  • Electric vehicle: Ford Mustang Mach-E
  • Small SUV: Subaru Forester
  • Midsized sedan: Honda Accord
  • Compact pickup truck: Honda Ridgeline
  • Subcompact SUV: Nissan Rogue Sport
  • Two-row SUV: Toyota RAV4 Prime
  • Three-row SUV: Kia Telluride
  • Luxury midsized SUV: Lexus RX
  • Small car: Nissan Sentra
  • Hybrid: Toyota Prius

Did your vehicle make the list?

Group Activities and Discussion Questions:

  1. Show Consumer Reports’ rankings: https://www.consumerreports.org/media-room/press-releases/2022/02/mainstream-auto-brands-beat-luxury-names-in-cr-2022-rankings/
  2. Show the video of car rankings: https://youtu.be/wQ_fHOmo0aY
  3. Discuss how companies can use the report in their marketing.
  4. What should companies that didn’t make the top list do to promote their vehicles?
  5. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  6. Divide students into teams and have each team develop a positioning map for a category of automobiles.

Source:  Best cars of the year: 10 top picks of 2022. Consumer Reports.

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