Brand Campaign: Introduction

Current Brand Challenge

As previously covered in Assignment 3, our alternative brand marketing campaign seeks to address the following challenges Denizen currently experiences. These issues need to be addressed immediately or there would not be a long-term strategy to even think about.

1.      Communicating the USP to the target group

2.      Integrating the marketing channels

3.      Building stronger brand association

However, before the real reworking of the marketing efforts can begin, Denizen needs to halt its current marketing promotions of discounts to retail price to increase trial rate. We believe that they should move on to building a favorable and unique image for their brand.

Campaign Introduction – “What’s your cut?”

Our campaign seeks to highlight Denizen’s USP, which is that they are a jeans specialty retailer and have a variety of cuts for jeans, to suit the Asian body type.

The mediums that we will use to solve the current tactical gaps are:

1.      Online (Facebook)

2.      Press (Magazine: 8 Days, I-Weekly)

3.      Event (What’s your cut?)

We aim to align the mediums to provide a consistent message for the campaign. Variable encoding hypothesis explains that any message we experience more than once in different contexts, and that the greater number of contexts, the better is the memory. Thus, we have decided to utilize these 3 different mediums to work together and forge our brand into the consumer’s mind.