JDK Case Study
Just because their last names might sound the same, does not mean that Michael Jager of JDK, a powerful marketing company, and Mic Jagar of the Rolling Stones are not just as powerful as one another. Michael Jager is one of the marketing industry’s favorite up and coming managers; someone that big companies are starting to turn to for his unique approach towards marketing. His company JDK, stands for Jager, Jager’s wife’s initials Giovanna Di Paola, and the marketing director and chief financial operator, David Kemp. The employee team of JDK is made up of a creative hit squad that helps clients zero in on their “psychographic id”. Their main focus and most prevalent concept yet has been the “Living Brand Concept.” This concept involves synchronizing the emotional, rational, and cultural ideas of a brand into a cross-fertilized form. This concept has pushed JDK to become one of the top leading marketing companies in the industry.
Michael grew up in Vermont where he started his career with childhood friend Jake Burton, of Burton Snowboards. Both Jake and Michael had a strong drive and were passionate about their work. They pushed each other to reach for their dreams and encouraged one another to never give up. Jake really appreciated and had confidence in Michael’s work. When Jake started Burton Snowboards, he hired Michael as his creative team leader. Michael had been a longtime fan of the sport of snowboarding, so when Jake approached him to head the creative department, it was not hard for Michael to come up with unique and creative ad campaigns for the new snowboarding company. One of Jager’s main contributions to Burton ads was that he never used the same logo twice. Jager consistently pushed his limitations to the max. He tried to create ads that had never been seen by the public. He wanted the ads to really capture the attention of his audience, so that they wouldn’t just skim over pages, rather they would become intrigued by the creative concepts and lay outs of the advertisements. Jager’s most memorable ads with Burton included the “lucky strike” ad, where a snowboarder is pictured lighting up a cigarette while running into a tree. A telephone number and the letter B in small print in the corner of the page was also displayed. If people were curious about this unknown “B” they would call the number and get a free catalog of Burton snowboarding gear.
You go pick one either because the picture is better or you saw the commercial the other day and you want it. During the length of this paper we will talk about two important writers, Kalle Lasn the writer of “The Cult You’re in” and Benoit Denizet-Lewis the writer of “ The Man Behind Abercrombie & Fitch”. They both talk about similar topics that go hand and hand with each other, they talk about the consumers “Dream”, how companies recruit the consumers, who cult members really are, how people are forced to wear something they don’t want, and about slackers. What is the dream we all have? Think about the main things that you strive for in life.
When you think of snowboarding, more often than not, Burton is the first brand that comes to mind. The most popular brand in the world was made that way by one man: Jake Burton. His vision to make what was once thought of as a passing fad into the most popular extreme sport in the world was really incredible. The odds he overcame, from ski resorts not allowing snowboarders to cancer, are a real testament to his dedication and passion to pushing this sport, and lifestyle, to what it is today. In this paper I will discuss how he turned a wooden plank into an almost $1 billion a year company.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
In 1997, Aker defined brand personality as “The set of human characteristics associated with a brand.” (Aker, 1997).
He has worked with numerous of the Fortune Global 500 companies as a brand building expert. He has truly mastered consumers’ deepest desires by exploit hot spots in the human brains to compel them to purchase blindly and willingly. As a result, Martin has successfully help launched new products and brands. Martin created this book during the worst economic crisis since the Great Depression. Martin’s main purpose of this book was not getting us to stop purchasing, as that is nearly impossible. “The purpose is to educate and empower you to make smarter, sounder, more informed decisions about what we’re buying and why” (Lindstorm 8). By exposing marketing companies tricks and tactics, consumers would be equipped to battle the war on impulse purchasing in a time of
Creative directors and their teams have multiple ways of advertising products. Each different way they could advertise is called an “angle” (Groome, *). Angles pertain to what type of person or group o...
One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated.
[1] Aaker, D.A. and Jacobson, R. (1996) Building Strong Brands. New York: The Free Press.
As individuals make personal decisions to distinguish themselves from others, whether it’s by having a quirky personality, a unique way of dressing, or being highly intelligent, these components are what others will be reminded of when thinking of them. Therefore, like the individual, organizations also are intentional to differentiate themselves from their competition by creating a corporate identity with distinct traits that becomes the signature of the organization and brand. Corporate identity is defined as strategic choices made, that reflects the values and ethos of the organization that builds the corporate brand, and are inclusive of visual elements such as the organization’s name, logos, colors and designs
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.
Ogilvy was one of the first in advertising agency saying how important it is to know your customer, talk with them in their language. As Ogilvy once said, “It seems to me you should use their language, the language they use every day, the language in which they think.” And promoting the concept of «branding». ideas behind creating distinctive features of products and services
Early on in the twentieth century, when mass marketing and production became commonplace, company branding allowed consumers to identify with a company. The consumer made a one sided personal relationship