Brand Channels (Graded Blog Entry)

David’s Bridal Brand Channel

  • Video 1: Introducing Melissa Sweet for David’s Bridal– In this video David’s Bridal showcased the new wedding dresses that were to be sold at David’s Bridal for the spring 2013 collection.  The dresses were designed by a famous wedding dress designer called Melissa Sweet.  This video is definitely a video advertisement.  It was an effective marketing technique. When I watched it the video immediately captured my attention with the calming music and showcased the new collection elegantly all within two minutes.  The goal of this video was to inform David’s Bridal consumers that this very popular brand of dresses would be sold at David’s Bridal in a short and sweet way.  This video was intended to introduce the brand and hopefully increase consumer purchases.  Now that consumers are aware they get these dresses at their local David’s Bridal instead of a high end retailer they will be more inclined to make their dress purchase at David’s Bridal.  The good thing about this video is David’s Bridal is able to convey their message in this quick video advertisement.  The bad thing about this video is it may be too short to actually look at the dresses being offered.  Consumers only get a quick glance and it may not be enough time for them to make a purchase strictly from watching the advertisement. 

 

  • Video 2: Social Media Etiquette at Weddings– During this video a wedding consultant at David’s Bridal discussed how social media can actually ruin a person’s wedding when guest decide to post pictures of the wedding before the bride and groom get a chance.  This video gave tips on how to politely share pictures and videos from the wedding.  The video mentioned waiting until the bride and groom present a wedding hashtag that guest can use so the bride and groom can track the pictures and videos put on social media websites.  The video also mentioned turning off your phone during the wedding.  After watching this video I believe it is a video blog.  This video was very informative and presented the point very straightforwardly.  It was easy to understand, fewer than two minutes, and used on screen words to present the tips.  The purpose of this video was just to inform users of the brand some basic tips that can be useful for them at their next wedding they attend.  It goes along with the David’s Bridal brand, which are weddings.  The good thing about this video is the information is very relevant to the times and users can learn quick tips.  The bad thing about this video is the information was given in “reporter” format and the wedding consultant giving the information didn’t have much personality which is important to keep user’s attention.  But because it was a video on a good topic I think people will watch the whole video anyway.    

 

  • Video 3:  Behind the  Scenes: White by Vera Wang Fall 2013–  During this video a model showed various dresses from the new Vera Wang line for this season.  Although the video is a described as a behind the scenes look there was no one talking or providing information about the new line.  It was basically clips of the model posing in different dresses on a yacht in the middle of the water.  There was music in the video that made it very dramatic but it was definitely not a behind the scenes look.  In my opinion this video was another video advertisement labeled in a different way.  It was almost identical to the first video I watched and was actually very entertaining.  The sole purpose of this video was again to increase consumer purchases by displaying the new Vera Wang line in this short advertisement.  The good thing about this video was the scene in the background and the music made me want to keep watching. The bad thing is I expected to get the designers opinion on the line and receive more information than an advertisement.

Out of these three videos the best video was the last video.  It was a great advertisement, the quality of the video was amazing, and the dresses were displayed in beautiful way.  If customers are looking to purchase one of these dresses they will be enticed by this advertisement.  The overall objectives of the David’s Bridal brand channel are to provide promotional advertisements about the products they are selling in their stores or online.  The brand channel is a way to encourage consumers to further their steps in the buying process by showcasing their collection and offering information about their products.  By creating a brand channel millions of users have access to this content and it can increase consumer purchases. 

Men’s Wearhouse Brand Channel

  • Video 4: Men’s Wearhouse Story-Whatever Suits You– This video gave the story of what Men’s Wearhouse is all about.  They walked through the store and talked about all the products they offer at Men’s Wearhouse and why they offer them. The music included was light background music and the sales representative was still able to talk over it.   I would classify this video as tour.  They gave a complete tour of the various sections of the store and promoted the brand as well. The goal of this video was to reach out to users about what the Men’s Wearhouse store is all about.  Many consumers believe this store only sells suits but they actually sell a lot of casual clothes and shoes (this was mentioned in the video).  The video was designed to tell a story and encourage consumers to visit their stores.  The good thing about this video is it was very informative, and it debunked myths I had about the brand.  The bad thing about the video is they didn’t provide any background information on the actual brand history it just provided a story on the products they sell; this was a little misleading in the title. 

 

  • Video 5:  Men’s Wearhouse Commercial-The Walk of Fame- In this video there was a man walking down the street and as he walked down the street he changed into different men.  Each man was dressed differently and more mature each time.  At the end of the video the narrator said, “Men’s Wearhouse, helping men dress like gentlemen.” This was a video advertisement/ commercial.  The goal of this video was to promote their brand and define their brand within this short video.  This video told a simple story and it was entertaining.  The good thing about this video is it was engaging and had good content.  The target markets they are trying to reach are clearly demonstrated within this commercial.  I don’t think there was anything bad about this video, I enjoyed it.

 

  • Video 6: How to Tie a Tie– In this video it gave basic instructions on how to tie a tie properly.  The video gave three types of ways to tie the tie based on popularity.  It was a straightforward and simple video.  I would describe this video as screen cast video.  The purpose of this video was to provide a clear, quick, and simple how-to video on a very common topic.  The video is just a way for consumers to visit the channel and be informed on something they will need to learn someday.  I think the whole purpose was just to educate users.  The good thing about this video is it was very informative and provided relevant content.  The video was of good quality and went at a steady pace.  The bad thing about the video is it provided a little too much information. They provided three ways to tie a tie and it was a lot to interpret and understand within the length of the video.

The best video I watched was the video advertisement/commercial.   Within the length of the commercial I learned exactly who Men’s Wearhouse was targeting and it was very entertaining.  The objectives of the brand channel I believe is to promote the brand and give users good content they can keep returning to the channel for.  I think that this brand channel is more about attracting loyal customers than just making sales.  They really want customers to understand their brand and what it is all about.  

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