I AM A BRAND

Points  of  Difference  

Points  of  Parity

Brand  Elements

RED

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Cassie  Nordyke  

ADAPT. TRANSFORM. CREATE.

 

College Education The  New  York  Times  reported  that  33.5  percent  of  Americans  from  ages  25-­‐29  have  at  least  a  bachelor’s  degree.  This  means  that  more  than  one  out  of  every  three  adults  from  25-­‐29  have  a  college  degree  or  higher.    This  is  no  longer  a  factor  that  can  set  yourself  apart  form  other  job  applicants;  it  is  something  that  has  become  expected  when  applying.    More  important  factors  are  what  you  have  done  with  your  college  career,  meaning  clubs  you  were  active  in,  internships,  school  projects  and  

involvement  in  your  community.      

Though  many  students  I  will  be  competing  against  for  job  positions  will  have  college  degrees  they  might  not  have  the  same  concentrations  and  expertise.    My  dream  job  is  in  the  fashion  marketing  industry;  many  graduates  will  be  applying  with  fashion  merchandising  and  or  fashion  marketing  degrees.    Though  I  might  

POINTS OF PARITY

not  have  a  fashion  degree  I  chose  to  go  with  a  BS  in  Marketing  so  that  I  have  a  different  outlook  with  concentrations  in  Advertising  and  Sociology.    Where  I  lack  in  my  Fashion  Degree  I  make  up  for  by  having  worked  for  Hollister  CO.  and  a  high-­‐end  boutique  call  The  Pink  Hanger.  Dean’s List In  order  to  make  Dean’s  List  at  Johnson  and  Wales  University  a  student  must  maintain  a  GPA  of  3.4  or  higher  while  taking  12  credited  hours  that  quarter.    Though  this  is  an  honor  many  of  my  fellow  classmates  have  made  this  great  achievement.    Forbs.com  says  that  

most  employers  expect  to  see  a  GPA  usually  a  3.0  or  higher.    It  is  now  an  expectation  that  students  applying  for  jobs  can  maintain  strong  grades  while  in  school.    

Though  many  of  my  classmates  and  

competitors  maintain  a  high  GPA  I  can  say  I  am  able  to  do  it  while  working  multiple  jobs  

at  the  same  time.    This  year  alone  I  have  had  a  GPA  of  3.44  while  working  over  40  hours  a  week.    I  currently  work  at  a  high-­‐end  boutique  and  am  the  nanny  of  twins.    This  shows  that  I  am  able  to  balance  a  heavy  workload  and  maintain  a  high  GPA.      

ADAPT. My   ability   to   adapt  

to  any  environment  even  if  it’s  outside  my  comfort  zone   has   helped   me  learn   and   grow   as   a  person   and   within   my  career.     I   have   had   to  adapt   from  a  very  young  age,   starting   with  moving   from   California  to   New   Hampshire.    These   were   two  completely   different  cultures   and   lifestyles  that  have  made  me  who  I  am   today.   Growing   up  with  a  dad  who  owned  a  restaurant   and   a   mom  working   in   Corporate  America   as   well   as   a  

business   owner   helped  me   see   two   different  sides  of  business,   one  as  an   owner   and   the   other  being   an   employee.    Continuing   to   adapt  within  job  industries  has  also   given   me   a   one-­‐up  on   my   competition;  Hollister   Co.,   Lifeguard,  Waves   of   Gratitude,  Hilton,   Cowfish,   Nada’s  Italy,   The   Pink   Hanger,  and   Nanning.     All   of   the  jobs   are   in   different  industries,  most   of   them  I   had   no   prior  experience;   however   I  worked   hard   to  understand   the   business  so   I  was  able   to  do  what  was   needed   of   me   as  

POINTS OF DIFFERENCE

Brand Mantra ADAPT. TRANSFORM. CREATE.

well   as   go   above   and  beyond.  TRANSFORM.

I  have  always  been  able  to  transform  my  image  and  attitude  as  needed.    When  working  in  any  customer  service  industry  such  as  hospitality,  restaurant,  or  retail  it  is  important  to  always  put  on  a  positive  attitude  no  matter  the  situation.    I  have  always  had  repeat  customers  at  any  restaurant  I  have  worked  at  as  well  as  had  VIP  customers  at  the  clothing  boutique  ask  for  me  specifically  while  shopping.    I  am  able  to  transform  my  image  from  business  attire,  high-­‐end  fashion,  and  casual  

nanny  to  easily  relate  to  my  target  market.  CREATE.

After  I  have  adapted  myself  to  my  environment  then  have  transformed  my  image  and  attitude  I  am  always  able  to  create  impressive  results.    While  working  for  Hollister  CO.,  I  helped  develop  a  faster  process  of  tagging  and  folding  clothing  that  resulted  in  a  raise  within  the  first  4  

months  of  working  for  them.    Last  year  I  was  asked  to  create  an  advertising  plan  for  a  business  called  Nada’s  Italy,  my  group  members  and  I  came  up  with  alternative  ways  their  company  could  make  money  and  have  a  presence  on  social  media  websites.    Nada’s  Italy  was  so  impressed  by  our  efforts  that  we  were  offered  a  summer  internship.    During  my  internship  with  Nada’s  Italy  I  grew  their  Facebook  posts  on  an  average  of  15  shares,  created  a  blog,  made  

surveys,  emailed  customers,  and  teamed  up  with  vineyards  and  country  clubs  for  private  tours.    I  am  currently  working  for  The  Pink  Hanger  and  have  had  the  highest  sales  when  working  by  myself  within  the  6  years  of  them  being  open.    I  have  also  created  their  first  Holiday  Gift  Guide  magazine  and  continue  to  change  the  store  displays  to  increase  sales.    All  these  factors  set  me  apart  from  my  competition  and  help  me  have  an  edge.  

   

 

Behind the Slogan  

 “Redefining  you”  was  chosen  because  I  feel  as  if  I  am  always  redefining  myself.    When  I  learn  new  things  from  people,  jobs,  or  school  I  feel  I  add  onto  who  I  am  as  a  person.    My  core  values  and  personality  always  stay  the  same  but  I  am  always  looking  for  ways  to  better  myself;  whether  it’s  starting  a  new  work  out  program,  reading  a  new  book,  or  surrounding  myself  with  successful  people  I  am  always  looking  for  ways  to  become  the  best  me.  “Redefining  you”  reminds  people  that  there  is  always  something  new  to  learn  

and  helps  transform  them  through  each  stage  of  their  life.  Using  the  word  “you”  makes  the  slogan  understandable  to  its  target  market  and  prompts  them  to  reassess  who  they  are  constantly.  Behind the Logo

The  reasoning  for  the  sketch  as  a  logo  is  to  show  that  I  don’t  have  just  one  way  of  thinking.    It  shows  the  “little  black  dress”  as  me  (the  constant),  jacket  (as  change),  and  the  shoes  (as  style).      

The  Jacket  symbolizes  change.  Everyone  has  different  jackets  for  different  purposes.    When  deciding  what  jacket  to  

BRAND ELEMENTS

wear  it  usually  has  the  same  factors;  weather  it’s  occasion,  or  functionality.    The  jacket  remains  unknown  of  its  form  (meaning  if  it’s  a  leather  jacket,  blazer  etc.)  in  the  sketch  to  show  that  it  will  change  depending  on  the  situation.    The  reason  for  symbolizing  change  in  my  logo  is  that  I  understand  change  is  the  only  constant  in  life.    This  shows  that  my  logo  is  transferable  to  situations  and  jobs  with  adding  a  specific  jacket  to  fit  it.  

The  “little  black  dress”  is  a  constant  

staple  in  fashion,  almost  every  woman  has  one  and  that  hasn’t  changed  for  many  generations.    I  chose  the  “little  black  dress”  to  symbolize  me  because  I  am  a  staple,  my  work  and  personality  show  that  I  am  a  need  for  an  employer  and  

will  continue  to  grow  and  stay  the  constant  need  for  any  company.  

The  shoes  symbolize  my  own  personal  style.  In  the  sketch  they  remain  with  no  color  and  as  a  plain  pump  

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so  they  can  adapt  to  the  different  styles  I  have.    My  looks  change  depending  on  business  functions,  work  functions,  or  personal  outings.    They  stay  a  neutral  pump  in  order  to  

transfer  to  those  different  occasions.    Adaptability The  image  is  adaptable  because  the  idea  stays  the  same  but  changes  depending  on  occasion.  

     

RED

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RED

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RED

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Packaging    Wearing  my  own  

“little  black  dress”  fits  with  the  brand  Logo,  again  showing  that  the  constant  (me).    The  Tahari  Jacket  is  a  sophisticated  blazer  showing  that  I  have  style  with  the  pattern  on  it  yet  I  can  be  taken  seriously  because  I  am  in  business  professional  attire.  Lastly  my  Black  Mark  Jacob  pumps  add  to  my  business  professional  attire  and  show  that  I  invest  in  the  way  I  look,  therefore  I  will  invest  in  the  quality  of  work  I  do.      

Meaningfulness     “Redefining  you”  reminds  people  that  there  is  always  something  new  to  learn  and  helps  transform  them  through  each  stage  of  their  life.  This  ties  into  my  logo  being  a  sketch  because  each  job  that  I  do  has  a  different  jacket  (symbolizing  change  &  adaptability)  with  the  same  “little  black  dress”  (symbolizing  the  constant  me)  and  the  shoes  (symbolizing  my  personal  style  &  creativeness).      

Likeability Brand  image  is  a  relatable  spin  on  “the  little  black  dress”  which  has  remained  a  staple  in  the  fashion  industry  for  generations.