Tag Archives: VCU Brandcenter

The Most Important Brand You Never Think Of

I admit I have not given this blog the attention it needed over the past year.  Needless to say school has kept me very busy. Plus, I’ve got some very exciting projects I’m working on outside the world of academia that I’ve been focusing on.  Either way, as we reach the end of the semester I’m reminded that my time here is growing short.  Soon enough I will be back in the thick of finishing my final semester and trying to get a job.  I thought I would share an article I wrote last year about this time that was published on IHAVEANIDEA.  You can link to the online article here or read it below.  Its never too early to start polishing up the personal brand!

There is no escaping it.  This tech-ed up world we’re living in has made dodging the marketer’s message nearly impossible.  So much so, that as consumers we are all growing increasingly complacent to the onslaught of branded messaging we confront on a daily basis.  As a student of the VCU Brandcenter, a microcosm of self-proclaimed brand junkies, the experience may be slightly different.

We love this stuff.  Probably too much.

I remember well the first assignment I received in a course on brand engagement.  At the professor’s instruction, I was to record in a journal every brand that I consciously engaged with during one single day.  Simple, right?  My mind was fried by the time I polished off my Cheerio’s.  There I sat, on my Ikea couch, watching a TV series on Netflix, streamed via Roku, on my Panasonic television, while checking email on my iPhone and devouring a bowl of Big G cereal.  All before 8 AM.  And while I thought I was being particularly clever recognizing all this hardcore brand engagement, I was amazed to see my list of brands dwarfed by many of my fanatical peers.  I think the winning list included nearly 200 brands.  In one day.

While the Brandcenter may represent somewhat of an anomaly in that regard, it’s in the context of this observation that I can’t help but express some surprise at how infrequently people consider themselves among the most important brands in their life.

Whether we like it or not, we all act as our own personal brand.  And much like the popular brands we all love (and love to hate), the things we do and say are often trumped by how others perceive us.  It may seem unfair but that’s the way it works.  Don’t think you’re that petty?  Well, examine your own purchasing behavior and you may see similar patterns.  How many times have you been torn between products and chosen the one wrapped in sexier packaging?  Are you more willing to take a risk on a new product because of its cool logo or recognizable brand?  Of course you are.  We all are.

Managing a brand is hard work and requires a high level of commitment.  One advantage that we, as individuals, have over corporate brands is agility.  If you’re unhappy with your current brand, simply change it.  It can be as simple as minding your wardrobe, tweaking your vocabulary or reinvigorating that limp handshake.  Obviously these small transformations represent the most basic of personal branding tactics.  However, implementing a more strategic branding initiative doesn’t have to be as complex as it seems.  Look at world famous brands like Coca-Cola, Nike, and Levi’s – sure they have brand values.  A brand voice.  An essence.  And while all of this may feel very intangible on the surface, each of these brands are rooted in something very real.  A passion and dedication to their respective craft that transcends the product itself.

This same concept can be applied with equal magnitude to shaping your own brand.  Find your passions, what you want to stand for and inject them with your own personality.  Be fluid.  Be flexible.  These things change over time and your brand should evolve in parallel.  Just keep in mind that there is no right answer and no real risk.  No ROI to track.  No shareholders to please. Just you: an army of one.

I recently had the opportunity to attend the annual recruiting event for graduating Brandcenter students.  It is attended by hundreds of the world’s top ad agencies on the hunt for the industry’s hottest young talent.  It was truly something to behold.  For two days, the school was transformed into a gallery of brilliant personal branding.  I didn’t see a thing that wasn’t astonishingly unique and creative.  The Brandcenter Class of 2012 set the bar high – not only for future graduates of the Brandcenter, but for personal brands everywhere.

So whether you count yourself among the graduates plunging into the workforce for the first time this May, or those simply trying to ignite and propel a prosperous career, know that the secret to success may be more manageable than you thought.  I’ve found that the best way to be treated like a junior is to act like one.  If you want to be perceived as a professional you can just as easily be one of those, too.  But that’s the beauty of being your own brand manager; you call the shots.

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Bad Ad Redesign

Life at the Brandcenter is officially full throttle.  I will do a post sometime soon about how awesome it is and some of the really cool things we have been doing.  In the meantime I wanted to share an assignment I created for a creative thinking class.  The idea is to find an ad that misses the mark or is in some way bad, then redesign it.

The ad I chose was from Lego.  In all fairness I don’t think this ever actually ran.

I’m a fan of Lego so I was disappointed to see them do something like this. I don’t think it was done in bad taste but this just isn’t a topic for Lego to tackle. I’m just glad they didn’t actually go for an image of the Twin Towers built as multi-colored Legos.

That would have been worse!

I get that they are trying to impress upon consumers that you can literally build anything with Legos. I agree. Thats a really attractive selling feature and something that a very broad demographic can associate with. This ad missed the mark and went after a very sensitive subject. There are a lot of very iconic structures that they could have done this with. Choosing a different landmark will get the same point across and will give Lego the freedom to add more personality to their advertisement.

I redesigned this print ad and came up with this…

Considering I am not an art director and have little visual design training I think it came out pretty well.  I tried to keep it true to the brand values, keep it light and fun, but still appeal to the older “lego architect”.

To be clear, these are built out of Legos.

The Chicago Dept. of Tourism may not be a fan but I think it is an improvement to Lego’s original ad.

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I know I may have lost a few followers by taking a crippling break from the blogosphere but I am happy to report that I am officially settled into the new place and getting ready to start school this week.  For those that may be checking out adified for the first time I have included a little background on the topic:

Mar 2011 – After some serious self reflection, networking, and chats on the subject with as many people as I could get in touch with I decided to abandon my plans to pursue an MBA and go for a Masters program more suited to my personality, interests, and strengths.  Finished prepping for GMAT so I could get started on a pretty intense application to my new target program.

Apr 2011 – Completed my application to the Creative Brand Management track at VCU’s Brandcenter, the top advertising school in the Western Hemisphere.

May 2011 – Flew out to Richmond, VA to interview for a position in the class of 2013 and submit my application.  2 weeks later received my acceptance letter.  Elation.

Aug 2011 – Completed my last day as a Buyer for General Mills, packed everything I own (including a wife & offspring) into a truck and drove 1,200 miles to Richmond, vA (RVA).  Saw new parts of the country, beautiful and hideous.  Moved into an apartment we had not previously stepped foot in.  Were rescued by 3 saints from Arizona.  Overcame sickness.  Spent a lot of money getting ready for school.  Spent a lot more money paying for school.  Feel adequately (maybe…) prepared to start school.  Positive I have no idea what I got myself into.

With all that has taken place over the last few months I am somewhat surprised to be here.  It felt in some ways like the day would never come.  I’m glad it has.

In an attempt to bring things full circle and start off on the right foot, the reason I started this blog was to document my experience at the Brandcenter.  Hopefully it can provide some insight to what I think will be a very interesting 2 years for me.  I would love to be able to help inspire future advertising students considering applying in the same way I was inspired by the blogs of Brandcenter students in previous classes.  On top of that, I’m hoping to fill adified with cool ad, branding, and design stuff that I find noteworthy.

Below are some pictures I have taken over the past 2 weeks in RVA.  Considering I’m getting around exclusively on 2 wheels now I am hoping to keep snapping photos of what I am finding to be a very cool city.

I apologize for the extended silence but keep checking back and I’ll try to keep things updated.

Robert E. Lee School - An old school turned apartment building & our new pad

view coming into the new apartment

Home base - I'll be spending a lot of time here

the new ride

My neighbor - Virginia Historical Society

Stonewall Jackson Monument

my new barbershop...places like this are hard to come by

Here’s to the next 2 years!

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Cramer-Krasselt’s NYC Digs

I love the new Agency Digs series on Ad Age where they take outsiders into advertising agencies around the country.  Not only is it very cool to get a chance to see the different layouts and personalities of various agencies but it has been getting me really excited to start school again at the Brandcenter in a few weeks.

In this segment, Agency Digs takes us into Cramer-Krasselt’s new office in Manhattan.  CK is a fantastic agency and has offices in a number of cities, including my hometown of Phoenix. 

Tell me this doesn’t look like an awesome place to work…


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