Danielle D - Ideation 2

Monday, November 17, 2008

Gen Y

Generation Y Article

http://www.businessweek.com/1999/99_07/b3616001.htm

Tough Customers: How to Reach Gen Y

http://www.microsoft.com/smallbusiness/resources/marketing/market-research/tough-customers-how-to-reach-gen-y.aspx#ToughcustomershowtoreachGenY

Zune branding Statement

Individual
Independent
Friendly
Confident
True
Environmentally conscious
World conscious
Authentic
Respectful, tolerant
Celebrates differences
Welcoming
Community
Fun
Vibrant
Creative

Zune is about you. Zune is about the world. It celebrates your individuality, your unique and fantastic personality. It embraces the differences in this world, and invites us in. Zune is conscious of the fact that we are all connected.

Zune knows that an experience is not a 30 second sound-bite first impression, it is a whole package with a beginning, a middle and an end.

Thursday, November 13, 2008

Moodboards

Playing around with new logo ideas. I have since decided that going away from U and A would be the best thing for the re-design. It is still in the works.

Colour scheme and mood board for the new direction of Under Armour. Still keeping with reds but throwing in more blues and cool colours to make the palette less intense.

Previous Under Armour Touch Points

Redux

Under Armour has proven itself as the frontrunner in performance athletic apparel and has based their brand around innovation. However, as a consumer, I find Under Armour to be a little too agressive when it comes to their advertising and the way they are perceived as a brand.

I feel that Under Armour has the opportunity to stay loyal to their existing consumers while branching out to less 'extreme' atheletes. The company itself is an underdog story, so why not play with that idea a little further. I think losing the chains and battle-focused ads could help a different market relate to the brand better. Becoming more emotional and thoughtful could increase Under Armours sales once they've tapped in to a different target market.

Zune SWOT

Strengths

Allows users to share music with other Zune users

Simple controls and navigation

Built in FM radio and podcast support

You can personalize your background

Users can become part of a community with the Zune Marketplace

Colorful Advertising, Intriguing

Weaknesses

Mediocre sound and no EQ

Lack of sources of legal/popular video content

Wireless sync can be tricky to set up

Song sharing suffers with the lack of widespread adoption

Only compatible with Microsoft PCs, Mac seems to be viewed as the future

Up against the infamous ipod

Opportunities

I feel that since the ipod has become such a commodity, Zune could be a breath of fresh air. Many consumers seem to purchase ipods just to say 'I have an ipod'. For those who choose to stray from the crowd, this could be the MP3 player for them. Not to mention for all the PC users who just refuse to move on and become Mac users.

Threats

No surprise here, the Zune's biggest threat is Apple's ipod

Ridicule from celebs and tech experts comparing the Zune to the ipod will definitely hurt the Zune and it's opportunities to take off.