S.W.O.T & T.O.W.S Analysis

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Strength, weakness, opportunity and threat?

SWOT analysis was an extremely useful exercise in order to break down and reflect on our field of study. Working in groups, we let our pinups speak for themselves – and let our other classmates judge and comment on our FoSR.

From what I understood from their conversation, I needed to unturn and research more elements to my project. Below are the notes alongside my analysis of them:

Recyclable Brands?

Have millennials become more accepting? I think this is right to say so; in a world now legalizing same sex marriage and cannabis – we’ve grown up to deal with changes differently to Generation X. Therefore have our susceptibility to new and unique brands followed the same trend?

I think it is almost fair to agree with this, from my opinion my generation has started to establish a very disposable outlook on life. I feel like they want a quick fix, items to be delivered the next day and immediate service. This could lead to not being loyal to a particular brand as they want something immediately.

Millennials keep changing

Are millennials fickle? Trends fling in and out of the social spectrum at a rate that almost I can’t keep up with. Ice bucket challenge and Pokémon Go! One week they are the most popular thing, top item trending on Twitter – and the week after it’s almost like it didn’t exist.

A perfect example of this; is a guy that I am employed as a designer for recently opened a new cocktail bar in Cardiff. He hired a freelance graffiti artist to spray paint a mural onto the back garden wall. The piece was of Pokémon Go, hitting the city of Cardiff. A couple of weeks past before he took us outside to see the rest of his new venue – and by that time Pokémon Go was out of the spotlight. There was less and less postings on social media, less people zombie walking down the streets glued to their phone. It was only at this point we knew that it was just a short phase, that wouldn’t last much longer. In the end it was painted over.

How much does this affect a brand and consumer relationship? Should a brand evolve with its audience? Should it keep up with all the latest ‘trends’, be vocal about them? I think not.

Culture

Brands constantly have to change their approach to advertisements, products and deliverables due to the change within different cultures all over the world.

“For example, in a pilot study, Anglo and Asian American students at a California university with an ethnically diverse population were asked to view advertisements for Welch’s grape juice. Some participants were instructed to give their immediate reactions to the advertisements, while others were told to think more carefully before evaluating the effectiveness of the ads.

Half of the ads were “promotional” in their appeal. That is, they focused on the benefits that could be gained by drinking the juice — e.g., “Welch’s grape juice can lead to higher energy levels, is great-tasting as well as energizing, and is fun to drink.” The other ads had “preventive” appeals: They highlighted problems that could be avoided by drinking Welch’s — e.g., “Welch’s grape juice can reduce the risk of some cancers and heart disease, helps keep arteries clear so that blood can flow freely, and is healthy to drink”.

The results were instructive. When participants gave their immediate reactions to the advertisements, Asian American participants heavily favored the preventive messages; Anglo Americans had the opposite reaction, rating the promotional messages as more effective. This tallied with the researchers’ theories that Americans, who value achievement, accomplishment, and independent thinking, would focus on the positive consequences of their purchasing decisions. On the other hand, Chinese subjects, who tend to value protection and security, and have more interdependent ways of viewing the world, were expected to concentrate on the negative consequences of their actions or decisions. All this bore out when subjects gave only a cursory glance at the ads.”

Alice LaPlante. (2005). When Does Culture Matter in Marketing?.Available: https://goo.gl/Ai9cm5. Last accessed 24th Oct 2016.

This is a perfect example into how and why culture could come under ‘threat’ and ‘opportunity’. From my own knowledge it’s come to my attention that media, advertising, branding and products sometimes need to be adapted slightly to relate to their audience.

T.O.W.S

This is a method of turning S.W.O.T around on itself, combining some of the categories in order to delve deeper into analysis. Partner up your: Strengths and Opportunities, strength and threats, weaknesses and opportunities and weaknesses and threats.

What is a brand?

What is it?! The question we will forever be asking over the next 14 months. For me, a brand is something that you feel, emotionally. Something that can’t be physically touched. An idea that only exist in peoples minds.

What is a consumer?

A consumer isn’t always the audience…this is something brought up from my TOWS – and made me start to think that perhaps my FoSR needs some more work into the language behind it, the theme and concept.

Summary

In conclusion, this has really helped me see my field of study proposal from another point of view. Its made me question things like the angle that I am approaching this project. I don’t think that I’ve been specific enough at what I want to research and how I am laying my research out to do so.

 

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