#marketing a brand

[solvedesigncreate]

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[nicollekidman]

Why are people mad at the barbie promo?

it's not a standard promotional cycle for a film that happens to involve mattel's famous toy. it is a massive brand push to revitalize a product for a new age, and the movie is the commercial. it is not normal to have promotion that includes collaborations with: airbnb, hair tools, many makeup companies, rollerskates, forever21, canned lemonade, ruggable, toothburshes, skincare, shoe lines, gap, pacsun, OPI etc etc etc............... like i'm going to go see the movie! it will in all likelihood be fun and enjoyable. but this rollout is explicitly mattel's first phase in what they hope is a HUGE endeavor to make "cinema" out of every one of their products, as a way to get more people to buy these products. regardless of how the barbie movie turns out, it is not actually good for anyone to have a failing film industry turn to self-cannibalizing commercial products for story. i hope everyone has a good time! i don't give a fuck if you want to buy a hot pink dress and go with your girlfriends and revel in your #womanhood or whatever. but the degree to which mattel has already had input in the actual movie + made people think that their massive push of product is some sort of cool innovative trendy Promotion (while having plans to do this to. 45 other producuts) is like. lol oh boy.

[carsthatnevermadeitetc]

Holden Torana GTR-X, 1970. Created by Holden's Fisherman’s Bend design and engineering department based on the LC Torana with a 160hp triple carburettor version of Holden's 186ci "Red" straight six engine. They used Opel-sourced 4 speed manual gearboxes and differentials. Three prototypes were made with ladder frame chassis (similar in concept to the Chevrolet Corvette) and fibreglass bodywork. The project was meant for series production, brochures were printed (see above) and the car was displayed at the Melbourne Motor Show but the programme was cancelled before production began. One of the prototypes was destroyed in testing, the white car above is in a museum and the 3rd (unfinished) car in in the hands of a collector

[bakuhatsufallinlove]

Let's talk about Jump GIGA

Jump GIGA covers, 2016-2024. Volumes are published (left to right per row) as Winter, Spring, Summer, and Autumn releases, with 2018 and 2019 briefly breaking the pattern by having three Winter and three Summer volumes each. 2023 has an Early Spring volume in addition to the standard four.

So, people have pointed out that the 2024 Spring cover is, uh, not like other covers.

But I've only seen comparisons to other MHA GIGA covers and MHA Weekly Shonen Jump covers. Out of curiosity for what GIGA's typical marketing aesthetics might be, I put together a comparison between all of Jump GIGA's covers to date.

And, um. Some things stand out, to say the least.

First, let me clarify what Jump GIGA even is: it is a seasonal magazine from Shonen Jump, published separate from Weekly Shonen Jump. SJ is an absolutely massive brand and they have a number of magazines serialized outside of the most well-known weekly magazine.

The content of Jump GIGA is primarily made up of one-shots and spin-offs. From the beginning, a lot of the appeal has been the cool cover illustrations which showcase special merchandise that comes with the purchase of GIGA. Usually the cover also promotes big things going on related to the WSJ series, like movie events, new games, or special figurines for sale.

The marketing aesthetic has been clear from the start: the cover consists of one core illustration and a number of ads surrounding it. Most often you get a cover illustration of a protagonist, and then ads and merch for other series, e.g. Food Wars protagonist cover with One Piece film promotion and Haikyuu!! merch.

The purpose of this marketing direction is pretty obvious. Spin-offs and one-shots are not likely to generate a ton of interest consistently, so they lure people in with the cool covers and tempting limited edition merchandise of the series they already know and love. In this way, highlighting one series with the cover and different series with the merch makes sense, because maybe somebody doesn't care about Food Wars, but they definitely want those Haikyuu!! stickers, stuff like that.

Starting from 2020's Autumn volume, you can see a shift. For the first time, basically all of the merchandise is for the cover series. The Demon Slayer manga had already ended five months earlier in May, but a two-chapter spin-off was scheduled for release in WSJ during October. This GIGA was released exactly one day before the second chapter was published and it capitalizes on the hype.

After this point, only MHA and Jujutsu Kaisen dominate the cover and the merch in quite this way, with Black Clover getting attention last volume as a way to highlight the fact that it actually switched syndication from WSJ to GIGA.

Anyway, most commonly the cover illustration is a solo shot of a core cast member (usually but not always the protagonist), and if it's not a solo, it's a big cast illustration.

Only a few covers focus on two characters, and usually it's a crossover as opposed to characters from same series sharing the limelight.

Here we've got Food Wars' protagonist with the main characters from Dr. Stone and Act-Age.

The two covers most similar to the Izuku & Kacchan cover are 2022 Winter and 2023 Autumn.

Winter depicts the main trio of Blue Box in a seasonally-appropriate aesthetic. Not gonna lie, this one kinda makes me laugh--Blue Box is a romance and sports manga, and even though Christmas has a romantic air to it in Japan, instead of depicting any sort of like, hesitant but hopeful romantic energy between the heterosexual couple that actually get together later in the series, they focus primarily on the two girls being cute with the guy is a wee footnote? I mean, all right.

Meanwhile, Autumn depicts one of the protagonists with the series antagonist with a typical cool action style. I'm not very familiar with JJK, but I hear these two have got Some Drama going on, so, there's that.

The merch itself has also evolved over the years. Stickers and posters were present early on, but they have since expanded to decorative folders and now acrylic stands and coasters. 2021 Summer sees the first time the cover illustration is marketed as merch, with the Jujutsu Kaisen cover included as a decorative folder.

Right after that, the Kacchan cover of 2021 Autumn is included as a poster alongside earlier covers featuring Todoroki and Izuku.

2023 Summer's cover is a huge, wrap-around MHA cast illustration and it was published three days after chapter 396 came out, strategically timed to highlight the big shift in the final battle as Ochako vs Toga ends and All Might vs. AFO begins. Merch includes a decorative folder of the wrap-around cover and character motif stickers.

And then we get this!?

A duo cover illustration where the cover art itself has been merchandised to hell and back!?!?

Acrylic stand and pin set!?

Double-sided coaster showing bkdk greatest hits!? With volume 29's river scene cover!?

There's also a double-sided poster featuring the Spring cover with the ninth popularity poll art and a decorative bag with the anniversary art. The cover art itself is plastered all over the volume, front, back, and spine, apparently a total of 19 times.

I honestly don't know what to say about this. It feels wild that this is actually what the cover is. Obviously it is a huge marketing push in anticipation of season 7, and Izuku and Katsuki are the most popular characters, but. it just feels... unique.

In the course of Jump GIGA's publication, this direction is kind of unprecedented. Genuinely no one could have expected this. This seems to be the first time there's been this much merch for a cover. And it was a solid fucking move, marketing-wise--it's sold out basically everywhere, everyone is talking about it. And even people who don't follow the series or ship these two can't help but comment on how strikingly romantic it looks!?

I don't know how much say Horikoshi had in what the cover was, but damn it sure feels like he drew this with immense affection. I kind of wonder if he personally pushed for it to be these two, rather than the typical solo shot, cast shot, or even a protagonist vs. antagonist shot.

I'm KO'd, man. idek if this post is useful to anybody I'm just on my hands and knees here.

Everybody knows what we're all here for, and it's these cute boys finally getting their happy ending.

EDIT NOTE: I gathered much of the information and many, many of the images in this post from a fan-made Jump Database. I neglected to say it properly when I first posted this, but special thanks to the very dedicated people who maintain that website!

[on-a-lucky-tide]

You just know Nikolai buys Price a box of those Behike 54s for Christmas every year and hands it to him like it's nothing, just a small token of his appreciation. International Arms Dealer sugar daddy Nikolai making Captain John Price of Bravo Six fame his sugar baby one £3,500 box of cigars at a time.

[theambitiouswoman]

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[fuckyeahchinesefashion]

chinese fashion by 离奇街地下批发市场

[edwinisms]

i get such a sense of primal envy when looking at edwin’s clothes up close because god you can just tell his coat is real wool and made to last and not cheap flimsy mass produced garbage and auggagghhhh that was just STANDARD in his time. by no means am i saying i was #borninthewronggeneration because i like having vaccines and household appliances but. man. to have a personally-tailored coat like that that’d last for years and years……. and fabrics of fine thread-dense quality………. if only

[colebabey888]

[marzipanandminutiae]

explaining modern brand names to a Victorian

me: so just like. a word, usually.

Victorian: a word related to the product, or-

me: no just a random word

Victorian: huh. because I'd have thought

me: yeah

Victorian: a word related to the product's alleged best qualities

me: no no it's just any word really. the founder might have some reason behind it, but it only makes sense to them most of the time

Victorian: interesting

me:

Victorian:

Victorian: but definitely misspelled right

me: oh EXTREMELY misspelled

[cappurrccino]

started thinking something along the lines of "aw, what's wrong with me that i feel bad for unsubscribing from company emails" but then i remembered sitting in on a marketing meeting during my internship and listening to them proudly talk about how they use like. behavioral psychology to figure out how best to manipulate people into using their services and i feel much less like there's something wrong with me now

[todayontumblr]

Thursday, August 3.

vintage ads.

Capitalism: bad. Vintage ads: good.

Or so dictates the paradoxical logic that we have decided for ourselves, and when the question is this awkward, the answer is obvious: to stick our collective heads in the sand and simply enjoy the pretty things. And goodness, they are pretty. The problems with advertising, and its seductive evils, are laid bare by this selection of ads handpicked from the dashboard. The common thread between all of these ads is that they have been produced by corporations whose end goal and very purpose is to convince you (against your better judgment, or circumstances) to spend your money (money which you need) on their products (products which you don't—and possibly can't really afford.) 

Similarly demonstrated, however, is the irresistible nostalgic glamour. Perhaps when contemporary advertising tries so hard to be a meme, or be funny, or be quirky and off-beat (or perhaps more simply put, tries too hard) there is a genuine allure in classic adverts that, even now, feel so effortlessly stylish. This effortlessness is also paradoxical because, like the products they often advertise, they are the result of hard work, time, dedication, from those at the peak of their craft. Like these products, they were made for leisurely, long-term use and enjoyment, and not to be so quickly consumed and discarded. What we're really saying, I suppose, is when #advertising is this slick, and pleasing to the eye, we must simply ask that you be quiet, promptly, and accept our money.   

And remember, folks, one eye on the pretty ads, the other guarding your piggy banks x

[carsthatnevermadeitetc]

Rambler American Super Station Wagon, 1960. The first generation Rambler American was something of a breakthrough model for AMC with sales helping AMC achieve 7.5% of the U.S. market and total Rambler sales of 485,745 placing it in third place among domestic US brands.

[thesophistiicate]

maybe an unpopular opinion but despite my passion for self development, i honestly dislike most typical 'self development' books and really believe you get a lot more self-expansion out of reading creative non-fiction, essays, philosophy, and literature. engagement with these types of works will expand your intellect and teach you how to grapple with big ideas for yourself, rather than following the rules set out by some girl boss or hustle bro in their glorified marketing pamphlet 'book'.