Burger King Rebrand: The Start of an Era

AUSLEEN ACOSTA | FEB. 26, 2021

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What are the first things that you think of when you hear the words “Burger King?” Whether it’s memories about food poisoning, the impossible whopper, or their greasy food, it’s time to throw those thoughts out of the window because Burger King just went through their first complete rebrand in 20 YEARS! 

American fast-food restaurant, Burger King, unveiled new logos, packaging, merchandise, menus, uniforms, and more! The master-minds behind this rebrand is a creative agency called Jones Knowles Ritchie, and they believe that “the new logo pays homage to the brand's heritage with a refined design that's confident, simple and fun... warmer colours bring vibrant, fresh ingredients and the brand’s trademark flame-grilling method to life in packaging, crew uniforms, and digital experiences." 

There’s no denying that their rebrand is beautiful and aesthetically pleasing, but the meaning behind their designs is what makes this rebrand even more special. They simplified the original logo in order to enforce the idea that their food is “real, simple, and delicious”, their brand font was inspired by their “rounded, bold, and yummy” food, and their selected bold colors were inspired by their “flame-grilling process and fresh ingredients”.  Their main focus was to use their design to get people to crave Burger King! They wanted to shift the customer’s perspective on fast food and capitalize on their fresh ingredients rather than the synthetic and artificial reputation that fast-food restaurants have. 

I truly believe that Burger King’s redesign is absolutely brilliant and I hope that other fast-food restaurants follow in their footsteps. What do you think about their new visual identity? Let us know!

REFERENCES:

https://www.dezeen.com/2021/01/09/burger-king-logo-rebrand-jones-knowles-ritchie/

https://www.printmag.com/post/burger-king-rebrands-design-fit-for-a-king

A Beginner's Guide to Marketing Concepts

AUSLEEN ACOSTA | FEB. 05, 2021

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Are you interested in marketing but can’t get a grasp on what it’s about? Going into college, I knew that I wanted to major in business marketing but I didn’t necessarily know where to begin in finding information. In today’s blog post, we’re going to go over five essential marketing concepts that you should know! 

According to the American Marketing Association, “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that here value for customers, clients, partners, and society at large.” There are many different ways to undergo the marketing process, and the world of marketing is always changing and adapting to different trends. However, either of the five marketing concepts of production, product, selling, marketing, and societal concepts can be found at the basis of every marketing campaign. 

THE PRODUCTION CONCEPT

The production concept focuses on the assumption that consumers will prefer products that are widely available and inexpensive. This concept is one of the oldest concepts in marketing and was founded during the production era of early Capitalism in the mid-1950s. At this time, companies were focused on achieving high production efficiency, low costs, and mass distribution. An example of the production concept is McDonald’s, where they sell fast food for an extremely low price and are available at any time of the day. The production concept focuses on the quantity, not the quality of the products. 

THE PRODUCT CONCEPT

The product concept is almost the opposite of the production concept. This concept focuses on products that are quality and innovative over low-cost products. It assumes that availability and price don’t have a role in consumer buying habits and believes that brand loyalty is closely tied to their products. A great example of this concept is Apple, where they concentrate on making innovative products and improve their products over time. Many people don’t care about the price of new Apple products and their company trusts that potential customers will buy them anyway. 

THE SELLING CONCEPT

The selling concept believes that consumers and businesses alone will not buy enough of the selling company’s products. This leads to the assumption that the company must convince a customer to buy their product through aggressive selling and promotion effort. This concept usually disregards the customer’s needs. An example of this is Coca Cola, where the consumer knows that it’s really bad for your health, but Coca Cola still pushes its product. 

THE MARKETING CONCEPT

The marketing concept focuses on competition and believes that knowing the target market, sensing its needs, and meeting them most effectively better values its customers than its competitors. This concept emphasizes that customers come first and will always return to buy more. A great example of this concept is Glossier, a make-up company, figured that women were unhappy with the toxins and negative effects that make-up had on their skin. As a result, Glossier introduced a line of skincare and make-up products that nourished their skin. 

THE SOCIETAL MARKETING CONCEPT

The societal marketing concept believes in giving back to society by producing products that benefit the consumer and society’s well-being. This concept focuses on the idea that marketers have a moral responsibility to market purposefully and promote what’s good for the people. An example of the societal marketing concept is The Body Shop, where they create natural cosmetics and skincare that are plant-based and cruelty-free.

These five essential marketing concepts are key components of any marketing campaign. Although some concepts are more beneficial than others, it’s important to know the basics of each concept. Knowing these concepts are not only important for marketing students, but for all business students, and we hope that you gained a little more insight into what marketing is about!

REFERENCES:

https://www.ama.org/topics/marketing-definition/#:~:text=Marketing%20is%20the%20activity%2C%20set,partners%2C%20and%20society%20at%20large.

https://avalaunchmedia.com/the-five-marketing-concepts/

https://www.disruptiveadvertising.com/marketing/marketing-concepts/

Survival Guide to Spring Semester in Your Childhood Home

AUSLEEN ACOSTA | JAN. 22, 2021

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The way that I’m starting my last semester at SDSU has been far from what I would have ever imagined. I’ve always looked forward to my last semester here at State - meticulously planning every semester of my college career in order to have an easy load during my last semester, living in an apartment filled with my best friends, studying abroad in a faraway country, being newly 21 years old... but here I am, having my “grand finale” in my childhood bedroom.

On behalf of every college student in America, no one was prepared for the mental and emotional toll that COVID-19 gave us. At the peak of the global pandemic, we were expected to pack our things, adjust to online learning, and perform at our highest like nothing ever happened. Though everyone’s “living at home” experience has been different, it always leads back to one question... how do we succeed in college when we are living at home?

TIP #1: KNOW YOUR BOUNDARIES WITH YOUR FAMILY
One major thing that I had to adjust to during quarantine was having a loud house and disruptive family members. It seemed that every time I had class or had an assignment due, all of a sudden, my house turned into a zoo and every family member needed my help! Although it’s hard to speak up against your family, it’s so important to remember that you are an adult that has boundaries and deserves respect. One of the main things that helped me with online school was setting boundaries with my family and having everyone understand my workload. I had my school schedule taped onto my refrigerator and “do not disturb” signs on my door to maintain separation between work life and family life.

TIP #2: GET OUT OF BED
How do we separate work from home when we are working from home? A simple answer but it’s something that none of us want to do; get out of bed! Working from your bed has proven a decrease in sleep quality, work productivity, and energy levels. According to Health Line, “When we use our bed for other activities, like working, reading, watching TV, etc., we create an association with wakefulness. We want the bed to be a cue for sleep, and working in bed weakens this association.” Considering the pandemic, civil unrest, and ongoing chaos, who could blame us for wanting to work from our bed! I am definitely a victim to it, along with the majority of college students, but doing your work on a desk has definitely been a game-changer in staying productive.

TIP #3: GET INVOLVED WITH EXTRACURRICULARS
One reason why I loved SDSU so much was because of the social life and networking opportunities. Although the way we connect with other students has been different during the pandemic, being involved with other students through a computer screen is better than having no interaction at all. Having a community that you are a part of is so important ESPECIALLY when we are dealing with times that are difficult for all college students. When I joined American Marketing Association this past semester, it gave me stability, people that I could talk to, and a distraction from my crazy home life!

TIP #4: BE GRATEFUL
As the world may seem like it is crumbling beneath us, it’s so important to remain grateful for the little things! We are lucky to have a roof over our heads, our health amidst a global pandemic, and people that support us. Living at home could feel like a total disaster at times, but there are so many benefits that come with it! Take advantage of the fact that you’re saving money from rent, that you have time to spend with your family, and going to Zoom University in your pajamas!

Online school and living at home have definitely been a challenge, but finding the little joys in hard situations makes these unprecedented times easier. We wish you the best in surviving the spring semester!

REFERENCES:
https://www.wsj.com/articles/SB10001424127887323551004578116922977737046