When Pigs Fly - Positioning of Flat Earth Chips

I think that Flat Earth did quite a good job with its positioning of their chips, because they found some kind of 'niche' that they could position their product in without having any big competition from other chips companies. The target customers for chips usually are people that are not too health conscious. Additionally, the fewer customers who do buy chips but are in fact health conscious are not really attracted by promises like '0 trans fat' any more. This is why Flat Earth did a really good job by not putting so much emphasis on the fat and the calories part of their chips, but more on the 'real' health aspect about them - half a serving of fruit or vegetables in every ounce. With this promise, Flat Earth differentiates itself from other chips companies. I really liked the commercial, too, because it definitely sticks to the positioning that Flat Earth intended: a young, slender, stilish woman who lives in a nice, modern apartment eats Flat Earth chips, and, if one did not actually see the chips at the end of the commerical, one would probably not assume that the commercial is for an 'uncool' product like chips. The whole brand is really stylised and wants to attract people that are special and 'smarter than the mainstream', because they do want to eat chips, but in a different, healthier way. If the brand was to be positioned to a younger audience, like young women going to college, I would not change too much about the campaign. I think the website seems really young already because of its colorful layout and the game you can play there as well as the pig in the logo. The only thing that I would probably change is the age of the woman in the commercial, because she looks too much like a career woman/stylish mom. In order to attract younger women going to college, the commercial should show one of them, maybe telling their friends the secret of her attractiveness or something in this direction. Altogether, I really think that Flat Earth has done very well with the positioning of their brand, because they did not only create something unique but they also got rid of their potential competitors by looking for a target audience that deviates from the average.

Ethics in Advertising and Marketing - Manipulative Ads for Prescription Drugs

I think that the growing number of manipulative ads for prescription drugs shows a really dangerous trend in the US. Almost all of the ads list several symtomps that are applicable not only to the medical condition that the advertised drug promises to fight. Most of the symptoms are very generalized and they could apply to several other medical conditions or even be harmless. However, the way that for example some of the TV spots promoting prescription drugs are constructed, almost every one of us is able to apply at least one of the described symptoms to themselves. The voice of the speaker, which is always very serious and emphatic, as well as the music highly affect people's reactions to the TV commercials as well. As a result, people's inherent anxieties are intensified and they start to persuade themselves of being desperately ill. In my opinion it is very unethical to take advantage of people's natural anxieties in this way and it is especially wrong to support this kind of manipulative advertising by 'actual doctor's statements' or 'clinical studies' that sometimes are not even reliable. In Germany, it is forbidden by law to publish TV commericals or other ads that promote any kinds of drugs. I think this is a good thing, because being able to show advertisements for prescription drugs can lead to untruthful and deceptive advertising and an overreacting audience culminating in a society of hypochondriacs.

Brand Identity Analysis of Abercrombie and Fitch

CORE IDENTITY:

• Abercrombie and Fitch stands for beauty, youth and a sophisticated lifestyle. When people think about the brand, what first comes to their mind is the catchy logo, the moose, which represents the sporty outdoor part of the brand identity that has actually to some extent been lost over the years, because Abercrombie and Fitch started as an outdoor gear store and is now a brand that primarily adresses young, sophisticated people with high expactations of clothing who are willing to spend a lot of money on their appearance. However, the logo still stands for the body consciousness, fitness and naturalness of the brand's target group.

VALUE PROPOSITION:

• Abercrombie and Fitch wants people to think about the brand as lifestyle clothing that occupies a great attitude, really good quality and nice fits. They want to attract people that embody a natural, classic American style; people who are sporty, energetic and beautiful.

EXTENDED IDENTITY:

• To underline the simple, fresh and modern style of the brand, Abercrombie and Fitch stores always smell of the brand's scent that is spread in the store every hour. The music in the stores is played at a really high volume and the style of music is also supposed to attract the target group of hip and affluent teens to twens.
• Abercrombie and Fitch employees are trained to offer a friendly, fast and dependable service. They are supposed to greet and assist their customers at any time. Also, they have to correspond to their target group in style and appearance.
• Abercrombie and Fitch has one subbrand, abercrombie, that aims at a younger target group. However, the core identity of this subbrand corresponds to the one of the main brand.
• Black is the only color of clothing that Abercrombie and Fitch does not sell. The reason for this might be the emphasis on the clean, plain brand identity.