brand proposal
TRANSCRIPT
Brand Proposal Presentation
By: Alex Fiore, William Labenberg & Cadence DeCola
3 Proposed Brands:
Brand Backgrounds Mugshots Coffeehouse & Cafe
• Three Locations in Philly
(Fairmount, Manayunk,
Brewerytown).
• Use only fair-trade and
organic ingredients.
• Use products from local farms
& dairies.
• Large variety of lattes &
espressos.
• Serve breakfast foods, as well
as sandwiches and wraps.
Tristan Video
• Opened in October 2005 on
Liacouras Walk to provide
a unique service to Temple
students
• Since opening, Tristan has
serviced over 13,500
customers
• Stock has grown to include
11,300 movies (including
6,600+ unique titles)
• Also a large stock of video
games for Xbox 360,
Playstation 3, and Wii.
Men’s Warehouse
• Founded by George Zimmer
in 1973 in Houston, TX.
• Today, there are over 500
locations nationwide.
• “I guarantee it” became its
famous advertising slogan
since being introduced in
early commercials in the
1980s.
• Products for sale include
suits, tuxedos, dress shoes,
ties, coats, dress shirts, etc.
• Also have tailoring, cleaning,
and rental services.
Current Situation Mugshots Coffeehouse & Café
• Voted “Best of Philly” in 2005
• Maintain a loyal local customer base (those who oppose large corporations)
• Very little self promotion or brand identity on site
• Make press releases available on website
• You can become a member of the site, but very little interactive activity
• Very little outdoor or web advertising
Tristan Video
• No telephone number • Featured links do not stand
out or draw attention of user in order to be clicked and explored
• Uninviting and far from stimulating. Logo is hand rendered and scanned to be paired with a very un-professionally designed page.
• The overall representation Tristan’s website does not correlate with their in-store experience and vibe
Men’s Warehouse
• Named one of the "100 Best Companies to Work for" in America for 9 of the last 10 years.
• Has recently opened chain of dry cleaning stores called MW Cleaners in the Houston area.
• Their website offers style advice such as what to look for when buying a suit, how to tie a tie, the do’s and don’ts of formalwear, etc.
• Mostly advertise on television and in print.
Missed Opportunities Mugshots Coffeehouse & Café
• Website provides few
opportunities for customer
engagement.
• Site is informative, but does
not have anything to keep
visitors on the site.
• They do very little to brand
themselves using the
“Mugshots” name.
o They do not identify
themselves with the
mugshot pun on the
website.
Tristan Video
• A well-designed website
could help brand Tristan and
create an unique user-
experience that coincided
both in-store and online
• A better designed website that
listed all titles in stock and
categorized them more
efficiently would increase
traffic on the site, and
subsequently lead to
increased sales and consumer
knowledge of the business.
Men’s Warehouse
• They allow you to mix and
match suits, but do not allow
you to see how they would
look together.
• The process of picking out
clothing on the website is
very basic and does not allow
you interact with the user’s
individual preferences.
• It could add a place for you to
plug in all your measurements
and preferences for price,
style, etc. and show which
brands would be best for you.
Brand Challenges Mugshots Coffeehouse & Café
• Mugshots wants to remain a
small, local favorite, so
advertising must be subtle
• Many Philadelphians already
have loyalty with a Dunkin’
Donuts or Starbucks
• Marketing must highlight
organic and free-trade
information
• Their menu is so extensive it
may make it difficult to
identify the brand with one
product (Ex.- Iced Coffee,
Espresso, Breakfast, etc.)
Tristan Video
• Does not set themselves apart
from other major businesses
on campus or apart from
video stores in general
• Faces competition from all
other businesses on Temple’s
campus
• Website does not represent
the store.
• The video rental industry may
be fading due to other
services such as ON Demand
and Netflix.
Men’s Warehouse
• Prices are not as inexpensive
as they are on other databases
such as eBay, Amazon, etc.
and some smaller other
retailers such as
MegaSuits.com.
• Must cater more to the fact
that people are trending to
shopping online more than in-
store by making the site more
interactive.
• Does not have anything that
sets really sets themselves
apart from other formalwear
dealers.
Competitive Analysis Mugshots Coffeehouse & Café
• Dunkin Donuts o Very active on Twitter &
Facebook o Lacks unique atmosphere
at each location o National media
campaigns on TV, radio, and Internet
• Starbucks o Very active on Twitter &
Facebook o Also like to advertise
organic and free-trade info
o Locations in West Philly and on Main Street Manayunk
o National media campaigns
• Local diners & coffee shops o Minimal advertising or
use of social media o Lack of consistent brand
identity within stores
Tristan Video
• BlockBuster • Enticing website inviting user to
explore content • Organized content that is easy to
navigate • Looks, and is, professionally
designed • Users can create profiles and
share and critique content • No links to any social media
networks • Netflix • Not very alluring homepage • Shows many concise links
enabling user to navigate easily • Able to create profile and create
custom settings • Provides descriptions of
services, fees, and methods of connecting to service.
• No links to any social media networks
Men’s Warehouse
• Jos. A. Bank o Has greater discount deals
running currently. o More details about the features
of every product on their individual pages
• MegaSuits.com o More subcategories of different
kinds of suits are provided to narrow the search.
o Website is not as professional. o No advice is provided. o Suit pieces are not sold
separately. • Men’s USA
• Website is very cluttered. • More subcategories to choose
from. • Size dimensions are more
specific. • Prices are generally cheaper
than Men’s Wearhouse.
Online and Offline Presence Mugshots Coffeehouse & Café
Online
• Website is very basic (not
primitive, but certainly not eye-
catching)
• No direct links to Twitter or
Facebook pages on website
Offline
• No outdoor advertising in
surrounding neighborhoods
• Not known about to all
Philadelphians, mostly only
locals.
Tristan Video
Online
• Monotone, far from exciting or
multidimensional
• Each section of content is
presented the same way so
content is blurred and does not
draw attention
Offline
• Store is colorful with unique
layout and shopping/browsing
experience (however, no
particular theme is noticeable)
• Friendly and knowledgeable first
hand customer service associates
• Lacks advertising
Men’s Warehouse
Online
• Multidimensional and promising,
but could be improved with more
interactive features.
• Does not allow you to put in
your information to make the
website more personal to your
preferences.
Offline
• Their brand is one of the best and
most popular in the market.
• More locations than any other
store that specializes in men’s
formalwear.
Possible Fixes Mugshots Coffeehouse & Café
• Website and coffeehouses should identify themselves with the Mugshot name o More actual mugshots on the
walls and on the site o Opportunity for social media
customers upload mugshots to website
o Customer submittals get hung on location in the restaurants
• Direct links to Facebook and Twitter on the homepage
• Neighborhood advertising (ie, small billboards or bus stop vestibules)
• Create an online environment where customers can join in on the discussion about organic and free trade ingredients
• Allow customers to submit photos/mugshots of themselves
to be hung on the walls of the café.
Tristan Video • Allow those who are members of
the website to write their own reviews on a section of the website
• Allow an integrated experience between store and online where customers could renew videos or merchandise online through their username and credit card information
• Improved design, navigation, and cohesion of website
• Surveys asking guests what they think of the store and their online presence
• Provide a list of movies that not only tells you if Tristan’s has a specific movie, but also tells you
if it is currently being rented out of not.
Men’s Warehouse • Provide a section where a user
can plug in his measurements and preferences in material, brand, price range, style, etc.
• After measurements are plugged in, an online avatar that is based on these dimensions can be used to mix and match different jackets and pants.
• Provide a section that offers suggestions of which brand and style would be best to where to a certain occasion.
• Provide a discussion section where users can post questions and comments regarding different brands of suits, styles, materials, etc.
Wrap-up
The three brands we have proposed are all missing tremendous opportunities to connect with their clients interactively. We believe a well designed, and well executed, social media campaign will
allow these brands to effectively communicate and engage with their existing customer base. New social media material will also help the brand extend its name to new demographics that haven’t
been reached. An intuitive website and enhanced use of social media sites will project the brand’s message to a new, larger market.