J460. A Culture of Apps.

For my final project I created this short video that shows what apps people love and hate, why they download apps and how they feel about brand's apps. I produced this to show people's reactions to brand's apps (and apps in general) in the hope that brands will design and create apps that are useful (and beautiful) for their consumers. Enjoy!

23. University of Oregon's Brand Story Changed

Today I was presented with a list of the 7 Things We Should Know. The 'we' in question, refers to the advertising students in University of Oregon's Creative Strategist class, taught by Deborah Morrison (akin to our God). We spent the majority of our two hour class talking about the first point, not necessarily because it was the best or the most important, but because it is the most relevant to our school's current situation; the firing of our President, Richard Lariviere.


1. Brand thinking is relationships, actions, purpose, living in the world, good business + growing opportunity.
Scott Bedbury, "A brand is a story that is always being told."


The University of Oregon is a brand, as much as some faculty and students may deny it. President Lariviere was selected two and a half years ago to come to the University as a change agent. The school wanted someone who would help break the old pattern of doing things and someone who would help the school grow in all senses. When the President began changing the long standing system of rules by giving raises to some professors and lobbying for independent funding and governing of the University, Oregon's governor, John Kitzhaber, lost confidence in him.

What does this say about our school's brand story? What does this say about our true willingness to change? As our professor expressed her frustration with the decision, she began to cry (and she's not a crier). Deb explained, clearly emotionally exhausted, that it doesn't make sense for Oregon's seven different schools, located in seven separate and very distinct towns, to be operated under the same government. Every university would function better with individual governments. From a branding perspective, this would allow schools to have control of their own brand statement, control of who they want to be, what they want to identify with, and who their target audience is.

A great brand is constantly evolving; adapting to its cultural environment and its consumers' needs. It is impossible to grow seven university brands, located in different environments and targeted at different consumers, using the same strategy for each. 

Until today, I had never cried in a classroom, but listening to Deb talk with such passion and conviction drove me to tears. Deb is herself a change agent and worked hard to build Texas Creative at UT Austin, one of the best university-based portfolio programs in the country. Since then, she has moved to the University of Oregon to help build a similar model around advertising. She has inspired thousands us to be better then we ever thought we could be and to work harder, not for the grade, but for ourselves. Lariviere was one of our only presidents that worked towards that same goal.

8. Why Nordstrom Makes Me Smile

     Nordstrom has always been a brand that I've trusted and it will continue to be due to the company's dedicated customer service and dependable and beautiful product. It's not rocket science. A brand like Comcast, who is generally viewed with tiny red ears and a giant pitchfork around my college campus of roughly 22,000 people, needs only to turn to it's customer service department and product to find out why. The brand gave us a reason to hate it. Their internet is constantly going down and the customer service is nearly non-existent or incompetent, depending on which campus student you speak with.

     The students disrespect Comcast because Comcast disrespects them but they don't disrespect everybody. Growing up in a nice neighborhood, close to downtown Portland, with relatively successful parents, I never heard a peep from them about our years of Comcast use. 


If a brand wants respect, DON'T discriminate among your customers.
                                             DO produce quality, innovative, and beautiful 
                                             product.
                                             DO hire based on friendliness and knowledge of 
                                             product.
                                             
     I'm a loyal Nordstrom consumer because they have never discriminated against me, my family, or any of my friends, no matter what we were wearing when we entered the store or how stylish we looked. I have witnessed women dressed in sweats and a jogging top walk in and drop serious coin in multiple departments. You see my point.


The company, based out of Seattle, has participated in many community events, including an upcoming national Bra-Fitting event, Oct. 20-22, where complimentary bra fittings will be held, and for every bra sold during the event, Nordstrom will donate $2 to the Susan G. Komen for the Cure. 


Here is a great videos from a previous bra event.

They also hosted a flash-mob event with the Seattle Symphony last year! 

What a blast! Great PR.
     
       However, their kick-ass return policy is what has kept me coming back. I've purchased shoes months prior and returned to the store where an employee can search through their database, find my purchase without a receipt, and offer an exchange for a new pair or a full return and refund.


     On more thing; I've received HAND WRITTEN letters from employees after they've spent the afternoon working with me, thanking me for my time in the store and wishing me luck with my new purchase. What? I've never received a letter from Victoria's Secret or Gap. The shopping process is personal, I'm spending my own money on products that I will use to show the world a little about me. I'm glad that Nordstrom is there to help me along the way. For me, it's worth the extra money.


Aparently, others agree. Since 2008, the brand has grown shareholder value by 36%,while Macy's has only grown 6%. 


Follow Nordstrom:
@Nordstrom
@NordstromSEA (flagship store)