Week 8 EOC

Cam and Ben are two young men living in New York City. Cam comes from a Dominican household and Ben is most likely from a traditional Caucasian household. The two are best friends and hang out around the city on their free time. Ben was an employee at Barney’s while Cam hustled his way to the money by doing side jobs. Cam and Ben had the idea to make a denim line called Crisp. They didn’t have a business plan, much money, a manufacturer or much of anything, really; just the idea. With their idea, they winged it. They networked, met a lot of connections, had a lot of friends who could get them into places and sometimes things even fell into their laps. They have not yet achieved a huge brand status. Their denim prototype was a bust but they were offered a T-shirt producing job. They were able to successfully create t-shirts and send them to a retailer but their denim line still hasn’t been produced. To get it off the ground, the two must create a business plan, have business cards and resumes ready to hand out, maybe even a portfolio would help. They would need to make another prototype and possibly set themselves up with the t-shirt retailer for some connections. Those will only be the first few steps. After that, they must worry about the manufacturing costs, distribution, branding, marketing, hiring, and so much more. Then they must keep the brand relevant and know their consumers. “We have entered a humanitarian stage of brand evolution, moving from the ‘experience’ phase (what you’ll feel) to that of ‘identification’ (who you are).”(Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing, pg 222.) They will need to know what the defining factor in their Crisp jeans are. What will make them different? “A major influence is that of the individual and his or her demand of brands: that brands be more authentic and truthful in their engagement with us, and that life be simpler than it currently is.” (Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing, pg 220.) This is how they will make their first steps to uphold brand status.  In 5 years, hopefully the two will get their act together. Cam and Ben will need to have stopped winging it and utilize their resources correctly. In 5 years, the brand could be successful but the other problems can occur because of the possibilities that surround them. “All of which leads to an important question: what will brands do next to survive? How will they evolve so that they become more infectious?” (Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing, pg 219.) 

But I see them getting it together and making this line a success.