1. Brini Maxwell is a very unique character not only because she likes the retro style of everything, but because she is a man playing a women. “Unlike other male hosts of domestic programs such as Christopher Lowell, who only does interior design, or cooking with Emeril and even Queer eye for the Straight guy, Brini Maxwell’s show instructed viewers on fashion, manners, decorating, entertaining, cooking, and home repair. Like her female predecessors, Brini Maxwell was a full-service domestic diva, with one small difference: she was a he.” (Brand Story, Joseph Hancock, Pg.152)
2. Ben Sander took several steps to help him develop his character Brini Maxwell. “Sander’s collection of cookbooks, magazines, furnishings, and other mid-century delights would be used in every episode.” (Brand Story, Joseph Hancock , Pg.146) He went above and beyond to create his unique brand. “To create the perfect look, Sander turned to his expertise in design and garment sewing. The Maxwell visual milieu included fashions reminiscent of the 19050’s, 19060s, and early 19070s.” (Brand Story, Joseph Hancock, Pg. 146) He was very successful when creating a brand image for himself.
3. It all happened after The Brini Maxwell show aired on national televeison. After that the show kept getting upgraded to new networks. “The E! Network would reformat the old Brini Maxwell in a more structured and well-produced show called the Brini and Maxwell show. Each segment would feature specific segments to episodes, the new set was a mid-twentieth –century New York loft apartment. However, the new setting made it appear that Maxwell had moved uptown to a more stylish, uptown location. The Maxwell visual milieu had received and upgrade and the brand message was clear, concise, and definitively 19050s chic.” (Brand Story, Joseph Hancock, Pg,151)
4. I think that Brini is targeted to the younger baby boomers. I think she is targeting to housewives that have kids and possibly work from their home. I think they are drawn to watching her show because she is the new Martha Stewart. She is more trendy and lively. People love that she is not your conventional domestic diva. People are drawn to this and they watch her show.
5. By putting out the podcasts and making the videos available on iTunes they could market the company to a new generation of people. This would open up their target market allowing for new customers to fall in love with the Brini Maxwell Show. I don’t think I would have done anything differently they did a great job at rebranding the company.
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