Week 2 EOC: More In America

"Tone comes through in both design and language and a brand’s tone can differentiate one brand from another when they’re in the same market."(Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing, Pg. 86) On the journey of trying to start up there denim line the guys decided to try and find a manufacture to produce their raw edge denim from Japan. They go to a few stores trying to get the information for the manufacture and they come across the store that the denim was supposed to go to. The man at the store sends them on a wild goose chase that has they in Brooklyn at a butcher shop. After, the random chase they go to their teacher and asked him for a little bit of help. They got the right information from the teacher and they started to put the networking that they are awesome at and they started to go in the right direction. They once again got invited to another party and they decided to go to the party and they leader in American fashion is John Varvatos. They party is for John and they got introduced to him and invited to come and drink with him. The best thing that they did was networked with him and they sat at the table with John most of the night and ready to go they decided to stand up and give a toast to John and the reply that John gave back was the “What can I help you with, to get a toast like this” they ask for just a little of his time. "Stories are created for their audience and this is what makes them powerful. The story – or narrative – behind a brand is its backbone." (Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing, Pg. 82) Cal's drive, got them this offer. They went to John’s studio the next day and they talked to the director of denim. The worst thing that they did this time was not having a plan, sample, or goal on how they want to have their denim line to go when they went into the meeting at John’s studio. "Brand building starts with a clear set of rules – a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience." (Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing, Pg. 73) They did not receive the best information from the meeting so they left decided to continue with their plan and more of anything they started to actually start on a plan. If they start on the business plan right now that it is the start of the plans to start on the plan the denim line. if they start on the plan right now that the moment it will start them on the move for the future .