4 Ways to Build Your Personal Brand

Building a strong personal brand has become quite relevant in today’s job market with everything being very competitive. You want your personal brand to send out a positive message to your target audience. Here are a few ways to do so.

 

Source: http://www.workingvoices.com/wp-content/uploads/personal-brand-1.jpg

The term branding has always been associated with companies, but in today’s world almost everyone is building on their personal brand. Your personal brand is how you appear in the world, so you want it send a positive message about your values, personality, and identity. Here are a few ways to build your personal brand.

  1. Understand and be your authentic self

Your brand should be a reflection of who you are. It would be tiresome to maintain a different persona than who you actually are, especially when trying to keep things consistent. In order to create your personal brand, you should first understand yourself and know what you believe in, know what you stand for, and know what your strengths and weaknesses are. The origin of your brand is what will keep you grounded.

 

  1. Network

Take part in networking events to promote your brand, otherwise it means nothing without an audience to receive and interpret it. This will help people recognize you because word-of-mouth really is the best way of promotion. Don’t be afraid to share your knowledge with others, as the more value you can provide, the stronger your brand will be.

 

  1. Build Your Online Presence 

With today’s society being heavily driven by technology, it is important to build your online presence to market and promote your personal brand. Ensure that you are monitoring your social media accounts on an ongoing basis and improving it whenever possible. Keep things professional as many employers do a thorough Google search. Many individuals are also creating personal websites with their portfolios to showcase their accomplishments and become more recognizable.

 

  1. Keep Evolving 

In order to stay relevant in the industry, you must stay up-to-date with the latest changes and trends. There will always be room for growth and improvement, but you must be willing to learn and develop your skills to enhance your personal brand.

 

By: Petrina Huang

 

Article Source: https://www.entrepreneur.com/article/250924

Picture Source: http://seologist.in/wp-content/uploads/2015/03/ONLINE-PRESENCE-AUDIT.png

 

 

 

Reinventing the Casey Neistat Brand

After 217 vlogs, Casey Neistat is saying goodbye to daily vlogging. He wants to reinvent his personal brand and make it stronger by changing the style and production of his videos. Learn more about his new journey and why the reason behind it all.

Source: https://pmcvariety.files.wordpress.com/2016/11/casey-neistat-cnn.jpg?w=670&h=377&crop=1

 

Like many other college/university students, I spend a majority of my free time watching videos on YouTube.  Watching Casey Neistat’s daily vlogs became a part of my daily routine, until he announced that he would no longer be vlogging daily.

Many of his viewers were left unhappy and questioned why he would be stopping when his YouTube channel was only growing. Casey gained 5.8 million subscribers in just 18 months of daily vlogging, with over 1 billion views on his channel. He is one of the most famous YouTubers because of his creative take on vlogging, showing how adventurous and authentic they were. As pictured on the right, Casey is seen snowboarding in the middle of Times Square.

On the other hand, a few of his viewers, like myself, understand why he is doing this. I already sensed this coming a few months back, as his vlogs were becoming quite repetitive and he was no longer being creative with them. Casey’s personal brand portrays himself as a passionate filmmaker that seeks out challenges and daily vlogs were no longer giving him that challenge. His personal brand is already well recognized by many companies and people worldwide, but he is still looking for opportunities to grow. In order to keep his personal brand relevant, he must change as he mentions that when YouTubers find a degree of success, they stop innovating creatively because they don’t want to change and jeopardize that success.

 

He mentions in his last vlog, that in order for him to grow, he must fully let go of daily vlogging. He will still be making high quality videos, but ones that will take more than just a day to produce. Casey saw this as an opportunity to reinvent the Casey Neistat brand and challenge himself to grab onto the next vine. He wants to use his personal brand to teach his audience more about the world and how they can make it better, as well as help their voices through technology. I look forward to his new videos, and if you’ve not already watched his latest one about Vietnam you should, it was really good!

 

Casey’s Vietnam Video: https://www.youtube.com/watch?v=hQa4GouJYA4&t=169s

 

By: Petrina Huang

 

Article Source: http://www.adweek.com/news/technology/heres-why-casey-neistat-ending-his-wildly-popular-daily-vlog-youtube-174748

Picture Source: https://i.ytimg.com/vi/csD7BPEGAfA/hqdefault.jpg

 

The Revival of Barbie

Barbie has gone through a major makeover over the last couple of years, see how they repositioned themselves to make a comeback in the 21st century. Will this be the end of Barbie, or will the new campaigns succeed in the revival?

 

The Revival of Barbie

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Like many of you, I grew up in the Barbie era, where everyone knew what Barbie was even if they hadn’t owned one themselves. I owned a few Barbie’s myself and like any other girl, I loved changing my Barbie dolls into new outfits, allowing my imagination to spur. It really fit the purpose of giving young girls an outlet to think about their future aspirations.

Over the years, Barbie’s figure was being criticized for being an unrealistic stereotypical stick-figure, with an empty-headed reputation. Parents and young girls were tired of the way Barbie was portraying how girls should grow up to look like, resulting in Mattel’s stocks to decline by 40 % after experiencing 10 quarters of sales declines.

The revival of Barbie in the 21st century occurred just over a year ago, when they launched the “You Can Be Anything” campaign, which can be seen in the video below. Barbie’s makeover helped the brand increase the sales of Barbie’s by 23% and 16% in the second and third quarter of 2016 respectively.

Barbie has been progressing by trying to include more diverse and inclusive dolls. There are now picture4multicultural Barbie’s that reflect similar features as Gabby Douglas and Zendaya. Barbie’s makeover also included measurement changes to her body to reflect real-world body types.

The brand also has a plan in development to target boys, to reduce the gender stereotype in the toy industry. They are working on changing the perception of Barbie by reiterating to its consumers that “the power of Barbie does not lie in the shape of her body, but the imagination of the one who plays with her.”

Can Barbie make a full recovery or will it the Barbie era finally come to an end?

Video Ad: https://www.youtube.com/watch?v=l1vnsqbnAkk

Source: http://www.earthlingorgeous.com/public_ftp/www/earthlingorgeous.com/wp-content/uploads/2009/2016/03/Barbie-You-Can-Be-Anthing-1023×440.jpg

Source: http://www.adweek.com/news/advertising-branding/how-barbies-makeover-brought-brand-21st-century-174206

 

By: Petrina Huang

Starbucks’ Infamous Pumpkin Spice Latte

The season of fall does not seem quite right until you’ve had a sip of Starbucks’ classic pumpkin spice latte. The Starbucks brand has created a cult like culture that their consumers follow closely, creating a lot of social media buzz around their seasonal and limited products

The month of September means that school has officially started and the wait for Starbucks’ infamous pumpkin spice latte (PSL), which launched on September 6th, has come to an end. Starbucks released this drink for the 13th year in a row, while it’s competitors, like Tim Hortons and McDonald’s, have been recently trying to push pumpkin spice products to their consumers as well.

 

Tim Hortons and McDonald’s tried to get into the game early this season by releasing their pumpkin spice flavoured drinks at the end of August, but Starbucks’ loyal consumers know that it is not official until Starbucks themselves release it.

 

It is no secret that many of us believe that Starbucks is like a cult, but we all still send up trying their drinks at some point in our lives and fall into the trap. This is why Starbucks is a great example for marketers to study the social media buzz created about their products, with the #PSL being the most buzzworthy.

 Source: http://www.popsugar.com/food/How-Order-Starbucks-Purple-Drink-41751697

Source: http://www.popsugar.com/food/How-Order-Starbucks-Purple-Drink-41751697

Spredfast, a social media analytics company found that the phrase “pumpkin spice latte” and the hashtag #PSL had a total of 56.8 million tweets in the week just leading up to the launch, seen in the image below. Similar to Starbucks’ pink and purple drinks which went viral on social media in the summer, I’m sure my social media platform feeds will soon be filled with the pumpkin spice latte, as the leaves start to change colours.

 

Overall, Starbucks’ pumpkin spice lattes received 493% more likes per photo than shots tagged with #Starbucks. Starbucks has even gone a step further and created a Facebook Messenger bot for its Real Pumpkin Spice character, allowing users to ask the drink questions and access GIFs and photos. The Starbucks brand has created something more than just coffee for its consumers, they have created a lifestyle.

 

Source: http://www.adweek.com/news/technology/starbucks-pumpkin-spice-lattes-are-killing-it-instagram-173351

Source: http://www.adweek.com/news/technology/starbucks-pumpkin-spice-lattes-are-killing-it-instagram-173351

Featured image source: https://twitter.com/Starbucksnews/status/768026277894688768/photo/1?ref_src=twsrc%5Etfw

Nike Struggles at the Olympic Games

By: Petrina Huang
The month of August heavily revolved around the Olympic games in Rio, bringing everyone around the globe together. Many athletes made personal achievements, while Nike struggled to get the worldwide audience to recognize their brand as an official sponsor. Read more about how Nike did against their increasing competition.

The 2016 summer Olympics have come to an end this year in Rio (with Canadians having plenty of successful moments to be proud of). Although Canada did not rank in the top 10 countries with the most number of medals, Canadian athletes have broken multiple records for our country. Similar to Canada, Nike competed with their rival brands, Adidas and Under Armour, at the 2016 Olympic games.

With the 2012 Olympics being the most-watched event in television history, the 2016 Olympics was a perfect opportunity for sports brands to connect with a global audience by having their product appear onscreen via commercial or on an athlete. Airtime for brands and their logos is the biggest payoff of the games, which is why brands leverage their deals with teams and athletes to make sure their logos are the most visible.

Nike’s History with the Olympic Committee

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Nike’s relationship with the Olympic Committee began back in 1996, when they were not an official sponsor of the Olympic games. Instead of having to pay around $100 to $200 million to become an official sponsor, Nike found a loophole in the rules and regulations. Nike decided they could get their brand into the games by Rightproviding U.S athlete, Michael Johnson a pair of gold Nike’s to wear during his 400m event, which he then won a gold medal in (as shown on the left).

The same pair of shoes was then seen slung around the athlete’s neck on the cover of Time in America (as shown on the right). To further get their brand recognized by consumers, Nike opened a “Nike Centre” right beside the athletes’ village, as well as handed out flags with their logo on it to fans. Many viewers identified the Nike brand as the Olympic games sponsor, while forgetting about Reebok, who paid $50 million to be an actual official sponsor.

Competition Increases

Over the years Nike has become an official sponsor of the Olympic games and no longer needs to rely on tactics that would leave the Olympic officials infuriated. This relationship between Nike and the Olympic Committee was working out well, helping Nike’s shares, until the last two summer Olympic games. With just a week into the 2016 games, Nike’s stocks were seen losing to their rivals, Adidas and Under Armour. Although Nike’s stocks rose by 1%, Adidas and Under Armour’s stocks have risen by 5.9% and 2.3% respectively. The most surprising thing is that Adidas and Under Armour aren’t even official sponsors of the game. They followed similar tactics Nike used in 1996, by endorsing top athletes and teams. The competition for Nike is increasing, challenging them to think of new and creative ways to market their brand so that it is relevant to their consumers.

The Future of Nike’s Brand Management

Should Nike be worried? Will they decide to sponsor more top athletes, instead of just the U.S team to get their brand recognized in the Olympics yet again? I guess we will all have to wait four more years to see how Nike will react, and if they will take action in the 2020 Olympic games.

Gallery

Take a look at the pictures below to see the different brands that the top athletes and teams were wearing at this years Olympics in Rio.
Phelps is seen sporting an Under Armour sweater at the 2016 Rio games, although the U.S team is sponsored by Nike.

gallery 1
Source: http://www.cbssports.com/olympics/news/2016-rio-olympics-michael-phelps-wins-100m-butterfly-at-u-s-trials/

Gallery 2

The U.S.A men’s 4x100m relay swim team wearing jackets sponsored by Nike.
Source: http://www.cosmopolitan.com/lifestyle/news/a62469/ryan-held-weeped-after-winning-swimming-gold/

Gallery 3

Simone Biles is seen wearing an Under Armour leotard during the 2016 Olympic games.
Source: http://www.w3livenews.com/2016/07/11/2016-Rio-Olympics-Biles-among-five-selected-to-US-women-s-gymnastics-team/3121839

Gallery 4
Team Great Britain’s uniforms are sponsored by Adidas.
Source: http://footwearnews.com/2016/focus/athletic-outdoor/team-usa-great-britain-summer-olympics-2016-rio-de-janeiro-ralph-lauren-adidas-stella-mccartney-215625/

The Importance of Managing Your Personal Brand

By: Meryem Aksahan

Individuals take managing their personal brand lightly, especially when it’s a work or connection/network opportunity atmosphere. Your personal brand is a major component of how people recognize you and your personal capital. This, as a result, has a huge impact on your success, and potential experiences. In short, it will build your career journey, for the good or for the bad.
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How Hennessy and Marc Jacobs are Related

By: Linda Bo

As management students, many know that companies such as Unilever encompass a slew of brands, 400 to be exact. From Dove and Sunsilk to Ben & Jerry’s and Q-tips, people often do not realize how much they are under the wrath of these multinational companies. The same concept resonates in the company LVMH. This European multinational luxury goods conglomerate is a merge of the infamous French fashion house Louis Vuitton and the wine company Moët Hennessy. You may mistakenly think that world class brands such as Marc Jacobs, Givenchy, Dior and TAG Heuer are completely separate entities, but they are in fact all part of the LVMH collection of houses.
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Introduction to Brand Management

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By: Marina Lin
Brand management can help cut losses, increase profits, and get your brand out there. Nike, a well-known and respected brand in the athletic industry takes their brand management skills to the next level. Ask yourself if you’ve ever paid for a shirt with a nike logo. If yes, you know Nike is doing it right.
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