Nostalgia Lives in San Francisco!

The San Francisco 49ers are one of the most storied franchises in all of professional football and have had years upon years of success. Since the National Football League started having their annual Super Bowl in 1967 the "Niners" have won 5 of them. That is tied for second with the Dallas Cowboys and 1 win behind the Pittsburgh Steelers, both storied franchises of their own, and since last year San Francisco has been a threat to get another one.

The 49ers have been wearing red and gold for their entire existence in the National Football League and even before that. Then in 1996 the team switched things up a little bit and started wearing a more burgundy-red uniform which they wore until the 2009 season.

Do you remember "The Catch"? Back in the 1981-82 season Joe Montana made history by completing that pass you just to Dwight Clark in the back of the end zone to beat the hated Dallas Cowboys on their way to ultimately winning the Super Bowl that season. Notice what that '81 team was wearing? Their traditional red and gold. Looks good, doesn't it? In 2009 the team brought back the old unis and a sense of nostalgia followed not long after.

Then, in 2011 the team hired new head coach Jim Harbaugh who brings an old-school, smash-mouth approach to the game of football. And wouldn't you know it, the success has soon after followed the uniform change. Now, I'm not saying that the team couldn't win in black and silver, no offense Oakland, but it is interesting that the team brings back the old uniforms and gradually get better each season thereafter. This season is yet to be determined but it seems as though they control their own destiny.

1. What are some of the major advantages and disadvantages of nostalgia marketing?

It toys with the emotions of the consumer. People tie image to their memories and the memories of the 49ers' success brings back the great memories of family, friends, and good times. However, the disadvantages can be related to the same characteristics. They can bring back bad memories, bad relationships, and even bad tastes.  

2. Are there some products or brands for which this strategy may not be successful? Why not?

I think that a brand that relies on the next best thing might not necessarily work with nostalgia marketing. For example, technology. Technology is always moving forward and people are always looking for the next best thing. Even though retro is always hot, people don't want to lose technological advances to be "cool".

Harley Davidson: A Lifestyle Based on an Attitude

Consumer behavior is the way a person reacts when they purchase an item and that item effects the way the represent themselves. For example, the famous motorcycle brand Harley- Davidson is the epitome of a "bad boy". The folks who ride around on their "Harleys" have a handlebar mustache, cut off t-shirts, leather jackets, smoke cigars and/or cigarettes, and drink Jack Daniels... straight.

Just off the record, this is my neighbor and family friend, Ron, and he is more than alright with me using these shots. In fact, he's flattered to know that I am showing how the product can effect the consumer.

 

Now, this might take away from the credibility of my claims, but this man was born in the back country and has spent the majority of his life on a Harley. However, the more interesting part about the effect Harley- Davidson has had on Ron is the man he is now is different than the man I met 12, or so, years ago. When I met Ron, he was a suave businessman who ran a very successful local company and drove a convertible Lexus coupe. 

Now, all the while he was still a hick-at-heart, but he appeared to me as this successful, clean cut man. This perception of Ron caused me to wonder if it made a difference to me for him to be both of these types of men at the same time. Ultimately, nah, not a big deal. But maybe that's just me. I know that with certain people that know him as Ron the business man, he is always professional and respectful. However, he is that tobacco-chewin', cigar-smokin', Jack D-drinkin', hillbilly from the back country of Central Oregon. So, you make your opinions and I'll keep mine. I know that Ron is a beloved family friend who can be a successful business man while being a Harley- Davidson prototype at the same time and all the while be one of the most generous and loving family men out there.

 Here are some questions that were posed to me:

1. Do you believe brand communities like Harley- Davidson result in greater involvement with this brand?

I do believe that people take on the brand and all that is associated with this brand, yes. Like the story I've previously shared, I see H-D having a huge effect on the greater involvement of itself.

2. What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?

I think that the status of the P.R. enhances the brand by peer pressure. "Are you going to the P.R.?" "Why yes, I am. Why? Cause I'm BAD!" It just seems as though they go hand in hand.

3. Should Harley- Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?

From what it seems, Harley- Davidson is playing it perfectly. If they get more involved, end up sponsoring the ride, and then something tragic happens during the ride, how does that reflect on the brand? The ride promotes a sense of unity amongst bikers that just happens through the individuals reaching out to ride together, not because of H-D directly.

4. In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?

They could simply continue to brand the bike in ways that they have been. In fact, they're currently running a little campaign showing all of the multiple types of people who tell they're stories of who they are even though they drive a Harley. If you look on Twitter, you can search #stereotypicalharley you'll see all of the different people providing diversity amongst the stereotypes.

Coke Zero: The Revolutionization of Diet Soda

While there were other diet soft drinks prior to Coca-Cola Zero, this drink more or less revolutionized the industry. Sure, there was "Tab", Diet Coke, Diet Pepsi, and just about a diet partner for every "regular" soft drink, but the "Zero" included in Coke Zero is what makes this drink a legend or sorts. I bring you a new addition to my blogging this week as I am required to answer a few questions from my dashing, brilliant, wonderful professor (like that, John?), so we'll see how this goes:

Question 1

The Coca Cola Company utilized different strategies in Europe and Australia compared to North America. In Europe Coke Zero was positioned as a “diet drink” and in North America it was positioned as a “low calorie drink”. Do you believe it was an appropriate strategy? Could Coke have used the same positioning strategy in both geographic areas? If so, which should they have used? If no, why?

I believe that labeling a product as a "low calorie drink" leaves the more health-minded Americans to believe that there is less "bad stuff" in the product. Now, I'm not sure what folks in Europe think about "zero calorie" products, but I know that most Americans would think to themselves, "Man, there must be some serious crap in there". That being said, I still think that both brands of the product would work in either market.

Question 2

This case discusses some aspects of the study of consumer behavior that have drawn criticism from observers. Coke Zero created a “fake blog” to generate interest in The Zero Movement. Was this unethical?

I don't know that having a fake account is necessarily unethical, but it definitely not what I expect from Coca-Cola. As I've learned Coke invented freakin' Santa Claus, more or less, and branded him as their own for the rest of eternity. So, on a side note, I guess there is Coca-Cola in heaven. I think that this looks more desperate than anything else, but I don't discredit them at all most likely because it doesn't really bother me.

Question 3

Find a similar product that has launched or promoted itself in a way, which has drawn criticism. Explain its success or failure from a consumer’s point of view.

The obvious candidate here is Pepsi! They have been doing all that they can to provide a zero calorie complement to "Coke Zero" besides their own "Diet Pepsi". Since the release of Coke Zero, Pepsi has introduced two new drinks that claim the "low- calorie beverage" title starting with "Pepsi Max" and more recently, "Pepsi Next". We'll see how these two take off in the near future, but I find that they are sort of competing with themselves. Maybe that is a good strategy though, after all. If you think about it, the more options, the better, right? Because someone can choose their beverage based on several factors:
 Zero calories, no caffeine- Caffeine Free Diet Pepsi
Zero calories, caffeine- Diet Pepsi
Zero calories, about twice the caffeine- Pepsi Max
Calories, sugar, caffeine- Pepsi
Calories, sugar, no caffeine-  Caffeine Free Pepsi
60% of the calories, 60% of the sugar, caffeine- Pepsi Next

So, whereas this might look like Pepsi is taking away from their own product, they're ultimately just putting more money into their own pockets by providing more options. After all, whether Diet or regular, or whatever, it all goes to the same place for Pepsi.

Redistribution of Wealth... Fair?

Well, well, well. As we are about 4 weeks away from the election, there have been plenty of commercials and propaganda for both candidates involved ranging from marijuana to abortion. This week I have the joy of writing my own political manifesto that strikes a cord with me and hopefully with you as well. If not, it's a free country, you don't need to agree nor do you need to disagree. Politics are a necessary evil that I believe are breeding greater animosity among Earth's inhabitants daily, unfortunately.

One of the biggest political topics that grabs me is the redistribution of wealth. Does it make sense in terms of equality? Perhaps. But does that mean it's fair? NO! We do not live in an utopian society nor will we ever and, therefore, should not redistribute wealth between the rich and poor. Here's a video example that I find quite accurate in university terms:

Redistribution of Grades

In a textual version, here's an article on the same topic:

GPA Equality at Carthage

Why does it seem fair for someone to work their rear off just to be taxed to give welfare to someone sitting at home claiming unemployment? I do think that there should be a way for the people of the lower class to gather aid when needed, but only for a set amount of time, like a month, until they can get back on their feet and find a new job. Disability benefits are a different story. I'm only talking about claiming unemployment and getting that money due to the higher taxing of the upper class.

A common misconception is that the upper class is all old, Republican males who are financially conservative and therefore do not want to be taxed more (i.e. the 1%), however this is most definitely not true. According to Forbes' "Richest People in America", the top three richest people are Bill Gates, Warren Buffett, and Larry Ellison. According to the "New American Gazette", those three men are all associated with the Democratic party. I understand that these three men don't make up the 1% all by themselves, but hopefully you understand where I am coming from with this point. The rich aren't just God-fearing, conservative, front-porch-sitting, old Republican men. And although Romney is worth $250 million, folks seem to fail to realize that our current President has a net worth of $11.8 million. Now I realize that $250 million is a far greater number than $11.8 million, but by no means at all is Barack Obama even remotely outside of the high upper class.

To sum all of this political mumbo-jumbo up into one point, I will refer back to two questions I asked previously: Does [the redistribution of wealth] make sense in terms of equality? Perhaps. But does that mean it's fair? You know my stance already.

Racial Stereotyping

In today's day in age, with how politically correct everything must be, it is quite uncommon that a person runs across an advertisement with racial stereotyping. Racial stereotyping can be made into a joke or can be used in a way to draw attention to a product, but it is mostly dead today.

Back in the "good 'ol days" this advertisement would not be offensive to the greater population of the world. As you can see here, an African- American gentleman is serving an older, likely rich, white gentleman a glass of his favorite whiskey. The look on the server's face almost looks as if he is attempting to entertain the well-dressed man while serving him his drink. The double chin on the older gentleman provides insight into the way he lives. Due to his large bank account, it's possible that this man is able to enjoy fine foods, and lots of it, that the common black servant would not be able to enjoy.

Last year Jeremy Lin, then point guard of the New York Knicks, is shown here driving the ball to the basket while surrounded by five players from the Lakers. Notice, none of the Lakers are of Asian descent and there are no other Knicks players in this shot. The title on the cover page reading "Against All Odds" provides multiple meanings for this picture once it is broken down. First off, what is against all odds-- an Asian basketball player? If not for Yao Ming, there would not be any real superstars in the NBA. Secondly, is it against all odds that this Asian basketball player is actually good? Or that an Asian person is in the limelight in the media capitol of the world, New York City?

Since we have seen two adds with all three major races, this one seems quite appropriate. This advertisement is for an agency that does heart research (I'm unsure which agency this is) and provides a very bold statement. Looking at the hearts , they look nearly identical in every way! As you can see, they are listed with the color of the person they belonged to, but if not for that, one would never know the difference. This advertisement could work equally as effectively for just about any agency promoting equality and fairness in this world. This ad serves as a strong statement that color does not matter.