Aim to create a branding solution for a new product.

1. CHALLENGING
MAINSTREAM
IDEOLOGIES
Stakeholder Brand Management
Difan Zhang, Weiwei Chen, Ose Ojeahere
Larissa Schuette, Tanya Redkozubova

2. Do you know Carl Jung?

3. Carl Jung

4. • Carl Jung is the founder of Analytical Psychology.
• Individuation – is the process of becoming more and more
of who you really are, distinct from others but yet in
relationship with others.
• The essential part of this process is that men become
conscious of their ANIMA and women become conscious of
their ANIMUS.
ANIMUS – the male soul/aspect of a woman.
ANIMA – the female soul/aspect of a man.
The Birth of Our Brand

5. The Birth of Our Brand
• The relationship with the animus/anima gives vitality,
creativity & flexibility.
• The purpose of Jung’s theory of animus and anima was to
enable people accept who they really are and not to just
conform to the rigid gender stereotypes of the society.

6. Animus Anima (A/A)
Our mission is to enable
YOU to truly live

8. Do you know your TRUE self?

9. Brand Symbolism
A/A running shoes operate in two directions of symbolism:
1) Inward in constructing the user’s self-identity (self symbolism).
2) Outward in constructing the social world (social symbolism).

10. Self Symbolism
• True living – being happy and in relation to the society.
• Companionship – you’re never alone.
• Health conscious – walking, running, shopping, eating, good
feeling etc.
• Balanced view to life – Psychologist believe best decision
involve both logical (Animus) and emotional (Anima) elements of
one’s personality.

11. Social Symbolism
• Red Colour – confident, go getter, stand out, speeding pulse,
courage, enthusiastic, vitality, etc.
• Adaptive – Traditional but with an open mind.
• Letter A - excellence, outstanding, proactive, victory, etc.
• Togetherness (size) – opposites being unified.
• Nostalgia & Motivator – from past successes and/or for
future ones.

12. Brand Personality
Imagine A/A to be human, what
characteristics will you assign to it?

13. Brand Personality
Sincerity Excitement Competence Sophistication Ruggedness
Down to earth
honest
wholesome
cheerful
Daring Spirited
Imaginative
Up- to- date
Reliable
Intelligent
Successful
Upper class
Charming
Outdoorsy
Tough

14. Animus/
Anima
Authentic
Stylish
Daring
Honest
Spirited
Trust
worthy
Wholesome
Sensual
Imaginative
Brand Personality

15.  Bringing innovation through athletic excellence (NIKE) –
Michael Jordan, Wayne Rooney, etc.
 Highly technologically oriented, with strong research and
development strategy.
 Fashion sport accessory, practical lifestyle brand (Adidas) –
David Beckham, Missy Elliot.
 Highly design creative.
A/A – Support YOU to express your ‘TRUE SELF’
Brand Positioning

16. • User profile - 16 – 34 years involved in fitness & style.
• Slogan – YOU truly live
• Soft sell approach for our advert - more visual imagery and more
subtle and ambiguous to focus on emotional benefits.
• Use of a lot visual imagery not a lot of information to allow
consumer interpretation based on who they are i.e. their beliefs.
Brand Communication

17. Brand Communication
• The advert rarely focused on the product itself, but on the person
wearing the product.
• The use of YOU appeals to the consumers’ sense of belonging and
“true living,” as we hope A/A will become self-fulfilling image
prophecy:
If YOU truly want to live, wear A/A
If YOU are truly living, you are probably wearing A/A

18. The advert is fun, humorous, appealing to the cynic in all of us,
while encouraging consumers to take charge of their mental,
physical, social, emotional and fashion fitness.
The campaign is easily identifiable with weight, relationships,
gender stereotypes, emotions, hence the display ‘ideal life’
scenarios.
Brand Communication

19. • Music – Chasing Cars by Snow Patrol
• British alternative rock band – reemphasising our
concept challenging mainstream ideologies.
• ‘Purest song’ written - became the most played song in the
last decade.
Brand Communication

21. YOU truly live

22. THANK YOU
FOR YOUR TIME