Unme Jeans: Branding in Web 2.0

Better Essays
THOMAS STEENBURGH JILL AVERY

UnME Jeans: Branding in Web 2.0
Anyone . . . trying to make sense of the evolving Internet, might thus want to tread carefully. The Web trend you hop on early may be the next big thing. Or you may wake up one day to find yourself wearing the Internet equivalent of bell-bottoms and paisley shirts. — Lee Gomes, Wall Street Journal1 Brand manager of UnME Jeans, Margaret Foley, left the meeting with her advertising agency. Her head was filled with the new lingo of Web 2.0: P2P, blogs, wikis, Twitter, avatars, tag clouds, widgets, RSS, podcasts, mashups, long tails, and convergence. It was enough to make her head spin! Since her trip to the up-fronts—the kick-off event of the advertising buying season during which billions of television advertising media were sold—Foley had been struggling to justify the money she was spending to advertise her brand in traditional media outlets. Foley was amazed to hear that the prices to purchase television advertising were increasing year over year, despite declining television audiences, increased advertising clutter, and consumers’ desire and ability to skip or delete television ads. As a result of her trip, Foley had asked her advertising agency to investigate some of the emerging Web 2.0 social media options to explore if they could better help her achieve her advertising objectives. The agency had come back with a smorgasbord of social media options for her to consider. Foley knew her biggest challenge would be cutting through all of the hype surrounding Web 2.0 and analyzing its potential for her brand from a media perspective. Were any of these emerging social media channels appropriate for her brand and what were the benefits and risks of each? How could they substitute for or complement her existing media plan? What kind of results could she expect from Web 2.0? Communicating her brand story was certainly getting much more complicated in the ever-changing media environment.

UnME Jeans
UnME



Links: Gomes, “Some Traditional Sites Aiming to Be Hip, End Up the Opposite,” Wall Street Journal, March 21, 2007, p. B1. 2 3 4 1 Scott Davis, “Don’t Be Afraid to Plunge into Emerging Media,” Advertising Age, August 6, 2007, p Nilofer Merchant, “Rethink Your Web Strategy or Fail,” Advertising Age, July 9, 2007, p. 15. Elana Anderson and Shar VanBoskirk, “Topic Overview: Interactive Marketing,” Forrester Research, Inc., December 26, 2006. 5 6 7 8 Jon Fine, “Don’t Touch That Dial,” Business Week, June 2, 2008, p Alison Leigh Cowan, “Ad Clutter: Even in Restrooms Now,” New York Times, February 18, 1988. David Goetzl, “Product Placement Fueling TV Clutter, Brands Now Present More Than Half the Time,” MediaPost Publications, June 1, 2006. 9 10 11 12 Matthew Creamer, “Caught in the Clutter Crossfire: Your Brand,” Advertising Age, April 2, 2007, p Josh Quittner and Jessi Hempel, “The Battle for Your Social Circle,” Fortune, November 26, 2007, p. 29. Catherine Holahan, “So Many Ads, So Few Clicks,” Business Week, November 12, 2007, p. 38. 13 Matthew Creamer, “Think Different: Maybe the Web’s Not a Place to Stick Your Ads,” Advertising Age, March 17, 2008. 14 15 16 Carlos Grande, “Spending on Pop-up Adverts Online Declines,” Financial Times, October 4, 2006, p Aline Van Duyn, “Whose Space? Financial Times, May 24, 2006, p. 17. 17 Jessica E. Vascellaro and Emily Steel, “Application Companies Join the Ad Case: Firms to Compete with Social Sites That Host Them,” Wall Street Journal, June 5, 2008, p. B6. Tim O’Reilly, “What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software,” O’Reilly, September 30, 2005. Beth Snyder Bulik, “Trying to Define Web 2.0,” Advertising Age, July 10, 2006, p. 6. 22 23 21 Stephen Baker and Heather Green, “Beyond Blogs,” Business Week, June 2, 2008, p 24 Daniel Henninger, “Wonder Land: What’s YouTube? After $1.65 Billion, It’s Time to Learn,” Wall Street Journal, October 13, 2006, p. A12. Emily Steel, “Nielsen Online Takes a Look at How People Use Web Video,” Wall Street Journal, February 14, 2008, p. B7. Steve Hamm, “Children of the Web: How the Second-Generation Internet Is Spawning a Global Youth Culture, and What Business Can Do to Cash In,” Business Week, July 2, 2007, p. 50. B1. Juan Ferrer-Vidal, “New Media--Back to the Future?” The New Media Landscape, Marketing Science Institute Conference, Barcelona, Spain, 2008. 36 37 38 39 35 Maria Bartiromo, “Chris Dewolfe on MySpace’s Widening Web of Users,” Business Week, June 2, 2008, p 40 Emily Steel, “Giving Advertisers Avenues to Attract Fickle Young Crowd,” Wall Street Journal, September 26, 2007, p. B3A. 41 42 43 Emily Steel, “Young Surfers Spurn Banner Ads, Embrace ‘Widgets,’” Wall Street Journal, July 2, 2007, p

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Case: UnME Jeans: Branding Web 2.0 Solution #1 I think Margaret Foley is not spending enough on internet marketing as per her current media plan. According to Exhibit 1, UnME has projected the highest media budget is slotted for Television and the lowest for online banner and search marketing. I think that UnME should increase their expenditure for Online marketing due the emergence of Web 2.0 that has attracted a lot curiosity among marketers and the users. I suggest that Ms. Foley reduce…

    • 265 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    UnME Jeans: Branding in Web 2.0 - Midterm Exam ID: 20092039 Name: Bae, Yong-gook Date: Oct. 25, 2009 In general, Foley is in a problem which media plan she goes in a new environment called Web 2.0. Online media development results in new trends in customers' media habit and the new values. The case describes basic information about UnME Jeans, new trends and values in media and advertisement industry, then shows three possible media plan. 1. Which, if any, of the three social media plans should…

    • 2731 Words
    • 11 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Unme Jeans

    • 570 Words
    • 3 Pages

    What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs? o The benefit of being in the social media plan is that UnME would have a presence where their target market goes to socialize and communicate with each other. It would give them the opportunity to interact with their customers in their world and raise the level of involvement with their customers and potential…

    • 570 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Luxury Branding in Web 2.0

    • 2573 Words
    • 11 Pages

    MK543E Advanced Brand Management Patek Philippe Branding in Web2.0 Luxury Branding in Web 2.0 Introduction With the development of science and new technology, usage of Web 2.0 as a communication has become a very important concept in terms of the modern consumer behavior and marketing management. Nowadays, people has got used to obtain the…

    • 2573 Words
    • 11 Pages
    Powerful Essays
  • Good Essays

    Unme Jeans

    • 1683 Words
    • 7 Pages

    vehicle reaches the target consumer; (2) how well the plan delivers the brand image of UnMe and (3) whether it fits into UnMe’s marketing budget. (1) How efficient the marketing vehicle reaches the target consumer UnMe jeans targeted at teen girls who have their own unique taste in fashion. They are social and are trend leaders in their communities. The target group has grown up with the development of Web 2.0 as well as with the downturn of traditional media. Compare to YouTube and Facebook…

    • 1683 Words
    • 7 Pages
    Good Essays
  • Satisfactory Essays

    UnMe Jeans

    • 284 Words
    • 1 Page

    Group 4- UnMe Jeans : Case 5 Jonathan Vazquez, Cristina Garcia, Jose Abraham, Nestor Palacios, Alba Prieto 1- Outline which, if any, if any of the 3 media plans UnMe should Pursue. The company should pursue a media plan consisting of the implementation of Facebook. Currently with 1,310,000,000 members as of 2014, and an 85% growth, the website consists of deep immersion and direct engagement with users in a two-way traffic manner. Its unique functionalities such as wall posts, status updates, likes…

    • 284 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Unme Jeans

    • 763 Words
    • 4 Pages

    Why? Based on the information contained within the case study, I believe Foley should pursue the Zwinktopia social media plan. I believe this is her best choice for a number of reasons. First, Zwinktopia users fit the target demographic for the UnME Jeans brand. Its users span the age range she is marketing to—teenage girls. The Forrester Research Study of Interest in Marketer Profiles on Social Networking Sites reported the following: • 68% of young adults, age 18-21, visit social networking sites…

    • 763 Words
    • 4 Pages
    Good Essays
  • Good Essays

    UnME Jeans

    • 814 Words
    • 1 Page

    UnME Jeans ­ Team A1 What Benefits and risks are there in each of the three social media plans? Can the risks be mitigated? As a Brand Manager of UnMe jeans, Margaret Foley is aware of the change in trend of advertising from traditional mediums to the current dynamic internet advertising. By 2007, average consumers were devoting 23% of their media consumption to online channels. Online advertising was classified into banner or display advertisements, classified advertisements and search advertisements…

    • 814 Words
    • 1 Page
    Good Essays
  • Satisfactory Essays

    Unme Jeans

    • 329 Words
    • 2 Pages

    What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs? - The benefit of being in the social media plan is that UnME would have a presence where their target market goes to socialize and communicate with each other. It would give them the opportunity to interact with their customers in their world and raise the level of involvement with their customers and potential…

    • 329 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    UnME Jeans Case

    • 2794 Words
    • 12 Pages

    positive impact on sales? Zwinktopia: The main benefit of using the Zwinktopia plan is that its target market (13-24 year old girls) is very closely matched with that of UnME jeans. Similarly one of the site’s main focuses, fashion, makes it a seemingly perfect fit with the UnME Jeans brand. The site is also receptive to the UnME Jeans brand story in that in that a rejection of conformity and peer pressure is promoted in the virtual world as users may be encouraged to try new fashion products with their…

    • 2794 Words
    • 12 Pages
    Powerful Essays