Icebrush79 4th Gear January 6, 2012 Share January 6, 2012 Dear folks, Am building a brand campaign with a proposed tagline riding on Street Cred.... Just wanna hear some of your opinions (if any) as general readers of print media... Do you guys think there's a negative view on the use of "Street Cred" for branding purpose (towards publications). Feedback from my team is that yes, while it has elements of bold, hip and sassiness, it also conjures a sense of lawlessness and anti-estab, and has some connotations and associations with gangsterism. It is likely to alienate mainstream readers who are not "street cred".... There is a full suite of execution if this theme materialises, of which viral marketing would be one of the platforms of course, the last I wanna have is to have my campaign fail and the term Street Cred being ridiculed as Street Crap !!! Any inputs would be appreciated !!! and ooh, Happy New Year and have a roaring success in the year of the Dragon!! ↡ Advertisement Link to post Share on other sites More sharing options...
Unidentified 1st Gear January 6, 2012 Share January 6, 2012 sad to say,it's really sounds like crap. Link to post Share on other sites More sharing options...
Porker Turbocharged January 6, 2012 Share January 6, 2012 sad to say,it's really sounds like crap. Link to post Share on other sites More sharing options...
Moredhel 2nd Gear January 6, 2012 Share January 6, 2012 Dear folks, Am building a brand campaign with a proposed tagline riding on Street Cred.... Just wanna hear some of your opinions (if any) as general readers of print media... Do you guys think there's a negative view on the use of "Street Cred" for branding purpose (towards publications). Feedback from my team is that yes, while it has elements of bold, hip and sassiness, it also conjures a sense of lawlessness and anti-estab, and has some connotations and associations with gangsterism. It is likely to alienate mainstream readers who are not "street cred".... There is a full suite of execution if this theme materialises, of which viral marketing would be one of the platforms of course, the last I wanna have is to have my campaign fail and the term Street Cred being ridiculed as Street Crap !!! Any inputs would be appreciated !!! and ooh, Happy New Year and have a roaring success in the year of the Dragon!! Bro..... Just 1 question: Who is your brand targeting? Link to post Share on other sites More sharing options...
Icebrush79 4th Gear January 6, 2012 Author Share January 6, 2012 sad to say,it's really sounds like crap. Thks man The agancy came out with the tag... So yeah..... Link to post Share on other sites More sharing options...
Icebrush79 4th Gear January 6, 2012 Author Share January 6, 2012 Bro..... Just 1 question: Who is your brand targeting? Median age of 35.... Link to post Share on other sites More sharing options...
Darryn Turbocharged January 6, 2012 Share January 6, 2012 Dear folks, Am building a brand campaign with a proposed tagline riding on Street Cred.... Just wanna hear some of your opinions (if any) as general readers of print media... Do you guys think there's a negative view on the use of "Street Cred" for branding purpose (towards publications). Feedback from my team is that yes, while it has elements of bold, hip and sassiness, it also conjures a sense of lawlessness and anti-estab, and has some connotations and associations with gangsterism. It is likely to alienate mainstream readers who are not "street cred".... There is a full suite of execution if this theme materialises, of which viral marketing would be one of the platforms of course, the last I wanna have is to have my campaign fail and the term Street Cred being ridiculed as Street Crap !!! Any inputs would be appreciated !!! and ooh, Happy New Year and have a roaring success in the year of the Dragon!! Street Cred is in pretty common usage - particularly in an automotive environment that there is no marked assosciation in my mind with gangsterism. If it is a lifestyle product - you will need to be a littel bit more careful that street cred is quality / status / whatever rather than merely image. The biggest danger in my mind would not be the "gangsterism" of the term - but rather, does the product measure up. If it doesn't then you'll be laughed at.....and the campaign will be turned around to mock you. Link to post Share on other sites More sharing options...
Icebrush79 4th Gear January 6, 2012 Author Share January 6, 2012 Street Cred is in pretty common usage - particularly in an automotive environment that there is no marked assosciation in my mind with gangsterism. If it is a lifestyle product - you will need to be a littel bit more careful that street cred is quality / status / whatever rather than merely image. The biggest danger in my mind would not be the "gangsterism" of the term - but rather, does the product measure up. If it doesn't then you'll be laughed at.....and the campaign will be turned around to mock you. Yes, that is my fear too... because all it takes to kill the campaign is one opinion leader to start something negative via viral platforms. Whether my product matches up is very subjective.... Its more straightfoward for the automotive environment where street cred relates to the reliability of a particular brand in general... Thanks for your useful inputs !! cheers Link to post Share on other sites More sharing options...
Moredhel 2nd Gear January 6, 2012 Share January 6, 2012 Median age of 35.... Hmmm.... any opinion polls carried out on this target group? Demographics, pay scale, societal level? 'Street Cred' does not resonate with me, i'm in my early 30s. It sounds too kiddish and wannabe. Perhaps in the USA and Canada, street cred might mean something to a select group of people, but in the local context(with materials from the region), honestly no, it has zero appeal to me unless you can link it up to something prestigious(think porsche, LV, Dunhill) that can impart the idea of quality. Link to post Share on other sites More sharing options...
Mockngbrd Supersonic January 6, 2012 Share January 6, 2012 (edited) thing is, Street Cred is something not for marketers to define otherwise i kinda backfires no? i dun think it gives ideas of gangsterism becos nowadays ppl are smart enough to not think that way, it just doesn't FEEL "street cred" when you have advertising telling you something has it. It's like the hipster paradox. Hipsters flock to something that is anti-establishment but because of them it becomes "hip", which means it cannot be "hip" anymore since it became popular. + no, dun think it'll work for 35s, maybe 20s Edited January 6, 2012 by Mockngbrd Link to post Share on other sites More sharing options...
Icebrush79 4th Gear January 6, 2012 Author Share January 6, 2012 Hmmm.... any opinion polls carried out on this target group? Demographics, pay scale, societal level? 'Street Cred' does not resonate with me, i'm in my early 30s. It sounds too kiddish and wannabe. Perhaps in the USA and Canada, street cred might mean something to a select group of people, but in the local context(with materials from the region), honestly no, it has zero appeal to me unless you can link it up to something prestigious(think porsche, LV, Dunhill) that can impart the idea of quality. Nope, i might be planning some forcus group sessions soon. ..It doesn't appeal to me too, i'm prolly around your age group bro.... Ooh no, the product was never aimed at the high level profile types comparable to Porsche, LV and the likes. More towards the young, first jobbers and at most aspiritional. Pay scale wise, they are definately not he tier who earns the most, but they have sizable spending power and spend at relative ease. I get your illustrative intensions by comparing local perceptions against overseas perceptions. agree that we can't compare tags used within diff regions. Link to post Share on other sites More sharing options...
Icebrush79 4th Gear January 6, 2012 Author Share January 6, 2012 thing is, Street Cred is something not for marketers to define otherwise i kinda backfires no? i dun think it gives ideas of gangsterism becos nowadays ppl are smart enough to not think that way, it just doesn't FEEL "street cred" when you have advertising telling you something has it. It's like the hipster paradox. Hipsters flock to something that is anti-establishment but because of them it becomes "hip", which means it cannot be "hip" anymore since it became popular. + no, dun think it'll work for 35s, maybe 20s Yes, that's where my challenges lies.... the median age for target audience is 35, yet I have sizable age groups of early 20s i've to reach out to... Too wide a disparity.... Link to post Share on other sites More sharing options...
Watwheels Supersonic January 6, 2012 Share January 6, 2012 Give it a number or two like Street 28, Huat ah! Sounds better dan Street Cred. Link to post Share on other sites More sharing options...
Moredhel 2nd Gear January 6, 2012 Share January 6, 2012 Yes, that's where my challenges lies.... the median age for target audience is 35, yet I have sizable age groups of early 20s i've to reach out to... Too wide a disparity.... I think you might need something that would appeal to the 30s and throw in the idea that this is something to look forward to when 20s are that age. Acquiring or following this product in your 20s would be a 'mark of distinction and a taste for the finer things in life', or maybe having a rich dad. Or go for a 20s appeal that would attract the 30s who wants to feel 'in' with the younger crowd. Can't have the best of both worlds bro.. Link to post Share on other sites More sharing options...
Moredhel 2nd Gear January 6, 2012 Share January 6, 2012 Give it a number or two like Street 28, Huat ah! Sounds better dan Street Cred. Just don't call it S28 Link to post Share on other sites More sharing options...
Icebrush79 4th Gear January 6, 2012 Author Share January 6, 2012 Just don't call it S28 S28...haha...sounds like S11.... Link to post Share on other sites More sharing options...
Littleknown Clutched January 6, 2012 Share January 6, 2012 Dear folks, Am building a brand campaign with a proposed tagline riding on Street Cred.... Just wanna hear some of your opinions (if any) as general readers of print media... Do you guys think there's a negative view on the use of "Street Cred" for branding purpose (towards publications). Sorry street cred is for what product? Link to post Share on other sites More sharing options...
Dice 3rd Gear January 6, 2012 Share January 6, 2012 Nope, i might be planning some forcus group sessions soon. ..It doesn't appeal to me too, i'm prolly around your age group bro.... Ooh no, the product was never aimed at the high level profile types comparable to Porsche, LV and the likes. More towards the young, first jobbers and at most aspiritional. Pay scale wise, they are definately not he tier who earns the most, but they have sizable spending power and spend at relative ease. I get your illustrative intensions by comparing local perceptions against overseas perceptions. agree that we can't compare tags used within diff regions. Bro u wanna tgt 35yo but product is for "young, first jobbers"? Young first jobber mana street cred. Btw street cred jus sounds to Americanized. ↡ Advertisement Link to post Share on other sites More sharing options...
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