Creative Brand Management Tasks

1.     As the world’s largest online retailer, Amazon affects millions around the globe. Identify the different user and influencer groups touched by the brand and speak to the kinds of marketing efforts that may be appropriate in connecting the brand with them. Please answer with an original infographic of your creation.

2.     Identify 5 advantages companies gain by building a strong brand.

3.     Research one of the following brands from yesterday and then develop a plan to revitalize and re-launch it.

Revitalize Steps: YahooMoxi

Medicinal marijuana is a highly debated subject. With over half the country in favor of legalizing marijuana, several states are considering the process of legalization, while other states have already done so. As this evolution is occurring, the evolution of Yahoo could find a new niche in the market. The new modern face of Yahoo, could be revitalized and relaunched into YahooMoxi. YahooMoxi’s platform would then serve as the internet headquarters for information related to the medicinal use of marijuana. The website would include the various state information portals, articles and videos on the medicinal marijuana benefits and the beneficial uses of Hemp(CBD). This revitalization initiative would give Yahoo a much needed facelift and a distinct purpose within the internet world.

• State Information Portals: Every state that has legalized medicinal marijuana will have its own portal. Users will be able to ascertain specific information related to each particular state, including relevant laws, updates, and new articles.

• Medicinal Marijuana Portal: This portal will include the health benefits and curative effects associated with over 700 strains of medicinal marijuana, including charts and diagrams depicting the percentages of successes for the associated conditions.

• Hemp (CBD) Portal: In this portal users can learn about the differences between hemp and marijuana, while also understanding the many benefits that hemp offers. Unique boutiques and global brands that infuse hemp in its products will also be featured.

Work Cited

• http://www.governing.com/gov-data/safety-justice/state-marijuana-laws-map-medical-recreational.html

• http://www.drugpolicy.org/issues/marijuana-legalization-and-regulation

• https://ministryofhemp.com/hemp/not-marijuana/

Relaunch: YahooMoxi

• YahooMoxi will be advertised though social media promotions, television and radio commercials, and magazine spreads

• YahooMoxi will be featured in a commercial during Super Bowl LIII

• YahooMoxi will have MoxiAmbassadors speak at health conferences promoting the website

4.     Keep a journal for three days centered on the way different social media interact and influence your life.

Day One: December 10th 2018

Beginning on the first day of winter break, I was eager to start off on the right foot with something thought provoking. I logged into Facebook and watched the most recent Red Table Talk discussion about: ‘Interracial Marriage with Ellen Pompeo: Latest Episode’ was in the feature box. I learned that Ellen is married to a black man, Chris Ivery, and they have three biracial children. She shared her thoughts and stories about how their interracial marriage has impacted her life. It was so eye-opening to hear Ellen describe her outlook on life and how the black experience has positively effected her. During the episode, several key words and phrases stood out, like: authenticity, compassion, unconscious bias, and check yourself, not each other. As a pro-black supporter, Ellen is not anti-white. She is simply trying to start the conversation about exposing ones self to all races of people, to grow appreciation and respect for other races, and make friends from different backgrounds. After watching the episode, I realized the world needed to take progressive steps. All three points Ellen made were spot on and she has enlighten my perspective.

Day Two: January 2nd 2019

While looking through new year resolution posts, I realized that there were very few reflective posts. The majority of millennials have already written 2018 off as an old acquaintance. This made me wonder about my own 2018 experience and what transpired throughout the year. The only place I know that has an archive of my past events was Snapchat Memories. Fortunately, Snapchat had conveniently put together a ‘2018 Flashback’ story with all my 2018 pictures. As I watched the story, I was surprised at all the things I did through out the year. This year my new years resolution is to really be present for myself, continue to try new things and to continue a positive mindset.

Day Three: January 4th 2019

As I scrolled through the most recent ShadeRoom post, in big bold letters read: “Surviving R. Kelly,” with a comment from Jada Pinkett Smith. This post immediately grabbed my attention. My blood starting to boil as I read through the remarks. ‘Rapist’ ‘Pedophile’ ‘Young Girls’ ‘Monster’ were plastered in almost every comment. I was never a follower or fan of R. Kelly, the fact that he seem to be able to get away with such heinous acts shook me to my core. As I continued to read through the comment section, I was motivated to watch the docuseries. Previously, I might have accepted others thoughts at face value, but instead I evaluated the docuseries and developed my own opinions.

5.     List the many different ways consumers might experience one of the following three brands:

As one of the best active wear brands on the market, Nike has to remain innovative and influential. Shown below are the various ways Khadijah and Alex experienced Nike throughout their day.

NikePlus Membership: Benefits include: the ability to reserve shoes prior to launch day, one month of apple music, five free workout classes, 40% off membership fee

Nike Training Club App: With 185+ free workouts the Nike Training Club App can be anyones personal trainer and is flexible with anyones schedule

Nike Pro Hijab: This new breathable Hijab is made of a light, soft material perfect for competitions and workouts

Nike Yoga Collection (2019): In January 2019 Nike Training released a new yoga collection specifically designed for ease, versatility and support.

The Fenom Effect: This Nike Podcast allows users to listen and become inspired by athletes who don’t just stop at sports. Hear from athletes on equality, representation and leadership.

Nike Run Club App: The app allows users to track their runs, audio guided running workouts, customizable coaching plans and more

6.     Please explain the role the CBM track plays in branding and advertising and why you believe you will be successful in this track and this career.

A Creative Brand Manager must have a versatile skills, because they play a vital role within the advertising industry. As the main connection between the client and the advertising team, the CBM must possess great communication skills and the ability to make decisions. CBMs have to understand and determine what is best for the client without losing the clients original thought of execution. In the absences of the client, CBMs are the eyes and ears of the client. As the glue of the whole operation, the CBM must ensure the client’s needs are met, the process is executed in an efficient manner and the team stays on budget.

Communication, organization and creativity are at the foundation of my core work ethic. All three factors are also vital for any successful team. As a CBM, I would be able to successfully manage all the roles of this track. My goal is to prioritize and collaborate with other partners to ensure the project is being effectively executed. My determination and grit will be seen in this track and throughout my career. Even though the role of a CBM is intricate and difficult, I am prepared to execute in the role of a CBM.