Week 8 EOC: My Slogan

Before the Rain

Branboll

Brainflower

DS-Digital

Chopin Script

Civillian

Monotype Corsiva

Apple Chancery

Didot

Modern No. 20

Analysis of Project in Real World

The slogan is a play on many different ideas that time is priceless. Time is something that will never be regained, so you must act now. The concept is that everything is better with a Nixon, and do not wait to get it. Nixon is worth your time. The slogan adds value to the watch without mentioning cost. It defines Nixon’s beliefs of looking and exploring the little details in life, which relates to the intricate details focused on in these watches that make them so elite. I believe that my tag line fits well with the brand and also markets the company in a new and innovative way with a catchy twist. "Designers can employ problem finding, where the process of sketching or making marks allows visual thinking, allows for discovery and for staying open to possibilities during the visual-making process—this also is called problem seeking"(40). I found that Nixon does not market the brand to its fullest potential and relies on its band of athletes to market it with attractive photos. 

The tag line is simple, creative, cheeky, and memorable. It refers to the quality of the watch without directly saying it and uses the word "explore" fun.

"In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)" (49). Nixon is a strong player in the watch market that I believe needs a little more exposure in the form of commercials and campaigns in industry specific areas such and skate, snow, and surf. I also came up with a color concept and theme to go into the ad campaigns. I am going to do a play on the words “explore” and the phrase “every second counts.” Taking those two words I thought about what is the best way to utilize time in a fun way and I thought vacation! I came up with the concept of every second counts, never be late. Never be late for a vacation. The ad campaign and commercial will the focused on the idea of being late for your vacation. I am taking the approach of don’t be late for your vacation, get up now and just go. Do not waste your life dreaming about your perfect escape. Explore on Nixon’s time.

This campaign is very unique and will spring the Nixon brand into the market. Competitors of Nixon are Michael Kors, Marc by Marc Jacobs, Timeteller, and Fossil. Advertisements for these companies are mearly fashion shots. Nixon does fashion shots as well, shown below. "Images can directly refer to how things appear “Representational: a rendering attempting to replicate actual objects as seen in nature; the viewer recognizes the image; also called figurative” (137). Nixon adds a twist to the image by adding an element like shooting a watch called the Gunmetal with a bullet. Nixon always stays true to their current campaign "Athlete built". "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)."You can see the influence of athletes in their campaign with their commercial below. 

I chose to do my own commercial for Nixon featuring myself skating to California. It stays consistent with the idea of athletics prominent in their advertising

"Technology is an enabler, it makes stuff possible faster. That's all. Technology facilitates, it doesn't replace the human imagination."—Kevin Roberts, CEO Worldwide of Saatchi & Saatchi (49). 

Every Second Counts, Explore On Nixon's Time. That has a deeper meaning that can relate to a large population. In this fast paced world we live in I think we are starting to see the impact. The saying "every second counts" can relate to everyone. "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation. That consumer insight should be coupled with an insight into the brand," (68). The most common complaint of people is that there is not enough time in the day. Then "explore on Nixon's time" suggests that Nixon is worth your time. Nixon's high quality is still displayed in the campaign. "Drawing upon life experience may be one of the richest techniques for finding ideas. There is nothing funnier or more interesting than the actual way people do what they do," (82).  I liked the idea of every second counts so never be late and I thought wouldn't it be aweful if you are late for your vacation so the term "explore on Nixon's time" promotes the idea that you should always be on vacation. That theme is relevant in my commercial. The accessory market is changing at a fast pace. I have decided to create a campaign that is memorable but also relatable to the public. 

The brand idea is, "implicit in each construct must be the following markers, which are indicators for effective promotion and potential growth" (52). I will promote my brand through t.v. commercials and pictures of my ad campaign in magazines for skating, snowboarding, and surfing. "Online marketing goes viral when people are infected by it (like a viral infection), and they spread it to others. To become infected, people have to like the content enough to share it; they must be engaged by it and want to pass it on to friends and family. What type of content do people usually find engaging?"(246). The commercials get the attention of the viewer and it can be surprising.  "The content must be entertaining. If we find it humorous, uplifting, touching, zany, surprising—something that moves us—we will forward it to our friends"(246). This commercial is theatrical it adds a sense of excitement to a boring watch commercial..Nixon is everything but boring. 

My commercial is a short montage of a passage of time. "Montage also can be used to illustrate the passage of time, though many think it tends to fragment spatial unity" (127). The story line takes you from Las Vegas to California in one short commercial. You get to really explore with Nixon with this ad. The music even fits the theme of travel and talks about leaving to a new place. "An online ad campaign is usually short-lived; it either delivers a message, entertains, or informs. Online ad campaigns could be used to drive visitors to a platform, which is an online media destination that people integrate into their lives and come back to again and again." (227). The travel is an interacion with the customers as well. “Create interaction between our brand and our customers."(227). The act of getting up and skating to a different state is interesting and grabs the viewers attention. Every second counts, explore on Nixon’s time. 

Creative Content

My commercial is a short montage of a passage of time. "Montage also can be used to illustrate the passage of time, though many think it tends to fragment spatial unity" (127). The story line takes you from Las Vegas to California in one short commercial. You get to really explore with Nixon with this ad. The music even fits the theme of travel and talks about leaving to a new place. "An online ad campaign is usually short-lived; it either delivers a message, entertains, or informs. Online ad campaigns could be used to drive visitors to a platform, which is an online media destination that people integrate into their lives and come back to again and again." (227). The travel is an interacion with the customers as well. “Create interaction between our brand and our customers."(227). The act of getting up and skating to a different state is interesting and grabs the viewers attention. Every second counts, explore on Nixon’s time. 

Promotion

The brand idea is, "implicit in each construct must be the following markers, which are indicators for effective promotion and potential growth" (52). I will promote my brand through t.v. commercials and pictures of my ad campaign in magazines for skating, snowboarding, and surfing. "Online marketing goes viral when people are infected by it (like a viral infection), and they spread it to others. To become infected, people have to like the content enough to share it; they must be engaged by it and want to pass it on to friends and family. What type of content do people usually find engaging?"(246). The commercials get the attention of the viewer and it can be surprising.  "The content must be entertaining. If we find it humorous, uplifting, touching, zany, surprising—something that moves us—we will forward it to our friends"(246). This commercial is theatrical it adds a sence of excitement to a boring watch commercial..Nixon is everything but boring. 

The Big Idea

Every Second Counts, Explore On Nixon's Time. That has a deeper meaning that can relate to a large population. In this fast paced world we live in I think we are starting to see the impact. The saying "every second counts" can relate to everyone. "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation. That consumer insight should be coupled with an insight into the brand," (68). The most common complaint of people is that there is not enough time in the day. Then "explore on Nixon's time" suggests that Nixon is worth your time. Nixon's high quality is still displayed in the campaign. "Drawing upon life experience may be one of the richest techniques for finding ideas. There is nothing funnier or more interesting than the actual way people do what they do," (82).  I liked the idea of every second counts so never be late and I thought wouldn't it be aweful if you are late for your vacation so the term "explore on Nixon's time" promotes the idea that you should always be on vacation. That theme is relevant in my commercial. The accessory market is changing at a fast pace. I have decided to create a campaign that is memorable but also relatable to the public. 

Competitive Analyses

     This campaign is very unique and will spring the Nixon brand into the market. Competitors of Nixon are Michael Kors, Marc by Marc Jacobs, Timeteller, and Fossil. Advertisements for these companies are mearly fashion shots. Nixon does fashion shots as well, shown below. 

"Images can directly refer to how things appear “Representational: a rendering attempting to replicate actual objects as seen in nature; the viewer recognizes the image; also called figurative” (137). Nixon adds a twist to the image by adding an element like shooting a watch called the Gunmetal with a bullet. Nixon always stays true to their current campaign "Athlete built". "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)."You can see the influence of athletes in their campaign with their commercial below. 

I chose to do my own commercial for Nixon featuring myself skating to California. It stays consistent with the idea of athletics prominent in their advertising

"Technology is an enabler, it makes stuff possible faster. That's all. Technology facilitates, it doesn't replace the human imagination."—Kevin Roberts, CEO Worldwide of Saatchi & Saatchi (49). 

Week 8 BOC

When we left class on week 7 I had a solid idea of what to do for my final project. I picked Nixon watches because I already know and love them. My tag line is "Every second counts, explore on Nixon's time." When I left class I thought more about the process and what the Nixon company already stands for. I believe that my tag line fits well with the brand and also markets the company in a new and innovative way with a catchy twist. The tag line is simple, creative, cheeky, and memorable. It refers to the quality of the watch without directly saying it and uses the word "explore" to connect with the extreme sports tied into the brands couture. 

         During the week I asked a few friends what they thought about the tag line and they all loved it. They also thought it was well thought out and easy to remember. It leaves you hanging and wondering what is Nixon watches all about. I also came up with a color concept and theme to go into the ad campaigns. I am going to do a play on the words “explore” and the phrase “every second counts.” Taking those two words I thought about what is the best way to utilize time in a fun way and I thought vacation! I came up with the concept of every second counts, never be late. Never be late for a vacation. The ad campaign and commercial will the focused on the idea of being late for your vacation. I am taking the approach of don’t be late for your vacation, get up now and just go. Do not waste your life dreaming about your perfect escape. Explore on Nixon’s time.