1. Viral Fashion branding is a type of company branding that becomes successful by self-promotion, word of mouth, or by using electronic devices. This form of branding made Johnny Cupcakes a multimillion-dollar company. “By the ripe old age of 26, Johnny Cupcakes founder John Earle had launched a multimillion-dollar company that continues to grow through a type of branding referred to as viral fashion branding. No pricey marketing firm has helped this young entrepreneur. Johnny Cupcakes has created a loyal customers base on his own terms.” (Brand Story, Joseph Hancock, Pg.109) Johnny’s branding strategies have included the use of a blog where he shares his personal experiences and relates them to his brand. This way his fans can view his daily routine and feel like they are a part of the Johnny Cupcakes brand.
2. Zara is a company that has taken the idea of viral marketing and made it a huge success for their company. In a previous exercise I researched the company Zara to find out that they have just recently surpassed the Gap as the number one fashion retailer! They are an amazing Spanish company that does not advertise themselves at all! Just like Johnny Cupcakes, Zara is able to brand themselves to their customers without any means of advertising. They mainly use word of mouth marketing. They are an extremely successful company that uses viral marketing. This method of marketing is a good one because it is very inexpensive to the company and ads to the brand image of that company.
3. Johnny Cupcakes does many things to make their customers feel special. “The company added surprises to the boxes when filling internet orders. Customers would find items such as trading cars that were popular in the 1980’s and 1990’s featuring ninja turtles, Ghostbusters, and garbage pail kids, packed with their orders. These free trinkets were intended to make customers feel special and to help them remember the Johnny Cupcakes brand. As Johnny said, “It makes us stand out as a company and lets them know we care.” (Brand Story, Joseph Hancock, pg.113) Another thing the company does to make the guests feel special is add a vanilla scent to products that simulates the smell of baked goods. They use this scent throughout the Johnny Cupcakes stores as well.
4. I think that his brand is able to relate to older and more youthful customers. “The product line and marketing campaigns continue to reflect Johnny’s passion for popular culture. Many of his T-shirt designs mimic ideologies that are reflective of twentieth –century style and popular logo design; however, each features a special twist for the youthful customer, such as his Bon Appétit T-shirts.” (Brand Story, Joseph Hancock, Pg. 120) Because of his unique style and branding he is able to reach a very wide market of customers.
5. In my opinion Johnny Cupcakes is a very unique brand. I think his story is amazing. He is a very passionate individual that built his brand fast and smart. He made a lot of great decisions; one of those was to never put his clothing into chain retailers. I think that was a great idea! He made the brand exclusive and hard to find. I really like how he only produces a limited amount of his product. It is a great idea! I think the next thing he should venture into is shoes! He seems to have a large cult following of the skating community and creating skate shoes would be a great addition to his line.
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