target

Seven eleven caters to teenagers, up to atleast late 20’s as a majority. Besides that it’s just a place to get smokes or a magazine, not a quick lunch at your lunch break or a place to get a ridiculously sized slurpee just so can say you did (seriously who needs to drink a gallon of mountain dew flavoured ice shavings?)

Who i want this brand to cater to is virtually the same age wise and purchase wise, minus the laziness and suspected dim-wittedness. Not everyone who enters the store fall under the description of the brand itself.

Successful Brand

I’ve decided to do Tim Hortons for this because it is part of the identity of Canada. In my opinion if a brand is that big and is associated that much with a whole nation then it’s pretty successful.

Tim Hortons seems like a friendly brand, welcoming, average looking, and has the feeling of “warmth on a cold day”. They sell coffee and tea, and foods that go with those, like donuts, cookies, and their own Timbits (donut holes), also sandwiches, wraps, bagels and breakfast sandwiches. They’re not really a fast food chain, like McDonalds or Harveys.

Brand in use:

– Their coffee is sold in paper cups with a brown colour on the outside with their logo, and an unfancy brown plasic lid on top. In a way it matches the look of the store, with the colour scheme and basicness of it. The “for here” mugs are plain white with the tim hortons logo printed on the side in brown ink. 

– The commercials aired to advertise Tim Hortons usually involve families, and regular people doing things that can be considered Canadian – playing hockey on a homemade rink, ice fishing, just being out in the cold – which adds to the friendliness, and ordinariness of the brand while using the synonimity with Canada.

– In the stores they have screens behind the cash that play a loop of advertisments. While you’re standing in line you see these delicious looking sandwiches and pastries, and the steeming coffee being poured slowly into a mug. It makes you want to eat, and try their products. But the way they do this isn’t showy or fake looking…the food still looks edible and tasty even though its something as simple as a sandwich and coffee.

– The packages they put the donuts or cookies or bagels in are just plain paper bags with the logo printed on it. Again simple, and not some fancy box thats impossible to open. Unless it’s a dozen donuts, then you get a box.

– Tim Hortons has their own children’s foundation where money can be donated to send a kid to camp. This is a really big part of the brand being recognized, and giving back to the community. And agian it helps to establish an ordinariness because its something just as simple as camp, which to a kid can mean a lot.

The agency for Tim Hortons is J Walter Thompson:

It’s one of the largest advetisment agencies in the US. Some of their other clients range from Nokia and Nestle, to the US Marine Corps. They have more than 200 offices in 90 countries around the world, and serve up to 1200 clients.

distraction

couldnt log on until i remembered my password…

working well-ish on a brand to profile… apple maybe…… or too easy….. hmm