Week Four - The Blair which Project

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Another great week in the land of BIP, week 4 already and how the weeks are flying in. As its coming up to Halloween I have named week four at BIP the Blair Which Project

In Digital Marketing we learned about brand association, there was a great example of the Volkswagen Beatle, before the re-launch of the Beatle if you drove the old model, you could not pass one that was broken down without giving assistance. Then there was Levi's who were associated with the young & trendy, what happened was we all got older. We also kept wearing them so the jeans were no longer young & trendy. Now who would like to wear the same jeans as their parents when they were a teenager. They became even more out of fashion when the British prime Minister Tony Blair   decided to wear them to look cool. As a result of this & to Levi's detriment the jeans became no longer cool. We also found out that you have to be very careful when naming your brand, Naoimh gave a great examples  Fiat who named their car Nova, which translates to won't go in some languages. I loved the Irish Mist example for the Irish Cream Liqueur  drink, mist translates to "dung" in Germany.  Not that's very appetising is it.


We met the team from Harmonics for the first time. It was interesting to hear John speak of his own personal experiences in such an open manner. I am sure that like John we have been told something in the past, that we were no good at something &  we actually carry this belief with us for a long time. I found it intriguing in finding out what I actually enjoy doing on the skills matrix. I have had such a varied career that I was unsure as to what I wanted to do next. It certainly looks like I have ticked a lot of the boxes under "P" for people/interpersonal skills. It will be very interesting as to Which career path I will follow next & will I be using the P's.

I am engrossed with David in our  Project management lecture's, very entertaining, what knowledge & a fantastic sense of humour as well. Fail cheap & fail quickly, not forgetting to look at the background, opportunity & risk, as well as the scope of the project. Or the insight: plan & implementation of project management. I thought about if I had been as honest in telling my masters in the past that a programme would fail before we got it off the ground would I have still held my position?  I think there is logic in both. We also learned if you want to get a medal in the US Navy, all you have to do in loose a wrench on an Aircraft Carrier. (Tongue in Cheek!!)

In Marketing we learned about repositioning, who remembers that old Lucozade Bottle with the plastic around them, I think every patient that I visited in hospital seemed to have bottles of this around their bedsides. Lucozade repositioned their brand fantastically by having their target audience as perceiving them as a sports drink instead of being a drink for the sick.

 

Red Bull also repositioned their brand, they were known in the club / disco scene as giving a great lift. They introduced a new campaign that "Red Bull gives you wings". They now opened the same product to a different market similar to what Lucozade done.

Hyundai repositioned their brand, they had always been perceived as the economy brand, cheap price, cheap car. When they began to offer extended the warranty (ten years or 100k miles)  now became known as the reliable brand  or value for money.

There are several ways to reposition your brand

To give examples of this....

Guess who is presenting on repositioning on Tuesday.


Regards,

BIP/ SO'D