Amanda Bynes Brand Strategy

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A brief speculating on how to get Brand Bynes back on track.

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Amanda Bynes Brand Strategy

  1. 1. Amanda Bynes Brand Strategy By Kevin Wang
  2. 2. Kevin Wang Padawan Strategist / Maker of Stuff / Bynes Fan Hej. Questions? Thoughts? Feedback? Free mattress? @Mister_Wang or kevinkmwang@gmail.com.
  3. 3. Quick shoutouts. Julian Cole + Kristian Henschel, for the inspiration online (Lohan Digital Strategy) and off (BBH Beautiful Minds.) Ezra Englebardt + Dan Pratt + Magic Mike Jacobson, for looking this over and telling me what sucked about it. The inventor of coffee, for inventing coffee.
  4. 4. Quick shoutouts. Julian Cole + Kristian Henschel, for the inspiration online (Lohan Digital Strategy) and off (BBH Beautiful Minds.) Ezra Englebardt + Dan Pratt + Magic Mike Jacobson, for looking this over and telling me what sucked about it. The inventor of coffee, for inventing coffee. ANYWAY...
  5. 5. LET’S TALK ABOUT AMANDA, PLEASE.
  6. 6. America’s teenage heartthrob during her Nickelodeon years,
  7. 7. Adult Amanda quickly went from being in magazines for acting...
  8. 8. ...to being in tabloids for acting out.
  9. 9. Aside from her run-ins with the law, she’s mostly known for needlessly posting provocative things online...
  10. 10. ...including calling just about anybody and everybody ugly on Twitter. (Even that one dude from American Pie. You can’t talk to Piper’s fiancé that way.)
  11. 11. BRAND BYNES:
  12. 12. Queen of controversy for controversy’s sake. BRAND BYNES:
  13. 13. CHALLENGE
  14. 14. Amanda’s quit acting, but has spoke often of starting a clothing line. And while anything she does won’t go unnoticed...
  15. 15. Her negative brand perception limits the ability for people to take her and her projects seriously. Which means:
  16. 16. Her negative brand perception limits the ability for people to take her and her projects seriously. Which means: Awareness Consideration
  17. 17. Her negative brand perception limits the ability for people to take her and her projects seriously. Which means: Awareness Consideration Known Loved
  18. 18. Her negative brand perception limits the ability for people to take her and her projects seriously. Which means: Awareness Consideration Known Loved Product Off the shelves
  19. 19. Boost public opinion of Amanda to raise credibility and sales of her line. GOAL:
  20. 20. : The Penelope Taynts.
  21. 21. AKA: the millennials who grew up watching Amanda. : The Penelope Taynts.
  22. 22. They’ve witnessed the ascent and fall of Brand Bynes. They’re dismayed, but rooting quietly for her comeback.
  23. 23. INSIGHTS
  24. 24. What do former child stars and millennials have in common?
  25. 25. What do former child stars and millennials have in common? (Quite a bit, actually.)
  26. 26. They grew up in bubbles.
  27. 27. They grew up in bubbles. Coddled from birth with words like “beautiful” and “special”, they were raised on a set of rules that left them unprepared for the harshness of adulthood - and the real world.
  28. 28. They grew up on stages.
  29. 29. Whether it was acting on TV or posting statuses online, they were all performers in the digital age, capable of reaching millions with their actions and words. They grew up on stages.
  30. 30. They grew up constantly graded.
  31. 31. From film reviews and red carpet ratings to Twitter favorites and Instagram likes, they were publicly scored and scrutinized for everything they did. They grew up constantly graded.
  32. 32. The Subsequent Damage:
  33. 33. The Subsequent Damage: ✓ Low self-esteem
  34. 34. The Subsequent Damage: ✓ Low self-esteem ✓ Desire to be the center of attention
  35. 35. The Subsequent Damage: ✓ Low self-esteem ✓ Desire to be the center of attention ✓ Craving for external validation
  36. 36. (Makes for a pretty lethal cocktail of social anxiety, with serious mental health implications.)
  37. 37. Those needs have led to pander culture, where every move is tailored primarily to pique an audience’s interest. Self is hardly part of the equation, paving the way for a future identity crisis. From HuffPo click bait to Facebook Like bait, it’s everywhere.
  38. 38. In Amanda’s case, it’s pandering to controversy, knowing that something shocking elicits attention - and a response.
  39. 39. AUDIENCE TRUTH:
  40. 40. Actions are for the reactions. AUDIENCE TRUTH:
  41. 41. Thankfully, the intellectual rebellion has already begun.
  42. 42. A movement of self-empowerment via dismissal of criticism.
  43. 43. Problem is, while “Fuck Haters” advocates for self, it still believes it needs to defend and justify itself to others. (Often quite vocally.)
  44. 44. Case in point:
  45. 45. OPPORTUNITY:
  46. 46. To help millennials overcome their greatest weakness by evolving “Fuck Haters” into a movement of true self-confidence. OPPORTUNITY:
  47. 47. IDEA!
  48. 48. DO YOU FOR YOU.
  49. 49. A simple but powerful movement helmed by Amanda, urging people to be themselves, for themselves. DO YOU FOR YOU.
  50. 50. How It’s Different:
  51. 51. • Pander Culture: “I’m going to wear this because other people like it.” How It’s Different:
  52. 52. • Pander Culture: “I’m going to wear this because other people like it.” • Fuck Haters: “I’m going to wear this because I like it, and if you don’t then you can eat a turd biscuit because you’re just trying to bring me down.” How It’s Different:
  53. 53. • Pander Culture: “I’m going to wear this because other people like it.” • Fuck Haters: “I’m going to wear this because I like it, and if you don’t then you can eat a turd biscuit because you’re just trying to bring me down.” • Do You for You: “I’m going to wear this because I like it.” How It’s Different:
  54. 54. As a millennial / former child star AND the problem’s poster child, Amanda’s the perfect spokesperson, able to draw from personal experiences to speak with knowledge and authority on the topic.
  55. 55. Additionally, many of Amanda’s on-screen characters are already known for embodying the spirit of “Do You For You.” Penny in Hairspray, for example, dated an African American man despite living in a period of racial segregation.
  56. 56. SAMPLE TACTICS
  57. 57. Inspirational Items Create a series of branded posters, desktop/mobile backgrounds, stickers, jewelry, and other items that serve as daily reminders to DYFY.
  58. 58. Encourage millennials to pursue their true passions by providing better access to the groups + communities they need, with exclusive events, freebies, and discounts. Resources
  59. 59. Everest App Integrate directly into the up-and- coming personal goal setting app, with suggested challenges and tips issued to users from Amanda herself.
  60. 60. Launch an initiative challenging millennials to give up social media for 30 days, while keeping a journal to document their detox from external dependence. 30 Days of Darkness
  61. 61. Dove Partnership Align with the brand’s “Real Beauty” campaign to produce a variety of advertising and branded content that continues to explore the notion that confidence is beauty.
  62. 62. Co-produce a variety of YouTube shorts that explore the pander culture problem + the stories of those who were able to successfully conquer it (including Amanda’s). VICE Series
  63. 63. All living on a digital hub (doyouforyou.com is available)
  64. 64. With owned / earned / paid support.
  65. 65. Amanda’s release from psych ward First product launches DYFY launch (hub, inspirational items, resources) Everest integration goes live Dove partnership goes live VICE series begins 6 months 1 year Quiet period 30 Days of Darkness launches Tentative Timeline
  66. 66. a): 50% positive rating (via social media/polling) b): Break-even sales of her first product Success Metrics
  67. 67. QUICK RECAP
  68. 68. Problem: Goal: Target: Audience Truth: Opportunity: Idea: Amanda’s reputation hurts her clothing line Boost Amanda’s likeability & future sales Penelope Taynts (Amanda’s millennials) All actions are done for reactions Help millennials find true self-confidence “Do You For You” movement
  69. 69. THANKS - BRING OUT THE DANCING LOBSTERS
  70. 70. Contact (no refunds): @Mister_Wang or kevinkmwang@gmail.com.

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