RESEARCH - NIKEID

With people in consumer society forever wanting to be individual and unique it's difficult for brands to give their customers something that will make them feel that way. The word brand itself implies that something is permanently marked and it's unchangeable so when we buy a branded product we'll be getting the same branded product as every other consumer.

NIKE have tackled this with their NIKEID brand. It's a sub brand to the overall NIKE brand that allows customers to go online or to their stores and customise their shoes. I've tried this myself on the NIKEstore website. http://www.nike.com/gb/en_gb/

So you can see that you can customise pretty much every part of the shoe besides the sole and tread of it. You can even remove the NIKE name and SWOOSH from the shoe entirely in some cases.

RESEARCH - the century of self

This is a link to the documentary thats been broken down into small chunks that can be viewed with great ease than the full length video.

http://www.youtube.com/watch?v=YC-FSZQgwdA&playnext=1&list=PL983A4502BAD80B3A&feature=results_main

A very long documentary which I probably wont be able to get through but I've been watching it and taking notes when I can. I've been picking up specifically on the consumer and brand related topics and quotes. Trying to select specific points that relate to my topic I hope to use the theories to build up my first chapter and reference to it in the second.

DISSERTATION - 1st tutorial

This was the first of my six half hour tutorials for my dissertation. I felt quite under prepared for it as I haven't done copious amounts of reading and I don't have any sort of structure planned out for my topic and content. Fortunately Richard and I managed to discuss quite a bit and it really helped to verbalise some ideas. As we picked apart the topic and asked some fundamental questions, it made the direction of my dissertation more clear.


These are the notes I took during the tutorial, some are brief but others I've tried to expand on.


When do I bring the case study into my dissertation? Does it come in straight away or do I make a few analytical points first?

At the end. Make general points on the methodologies to begin with then direct it towards the specific with you case study.



Look at the the first two chapters of Naomi Kliens 'No Logo' and read the chapter on the marketing of cool.

Analyse consumer culture and apply brand theory to the NIKE franchise - use  no logo chapter one and two and the documentary 'The Century of Self'


Plan of action

define methodologies
set up dyslexia tutorial sessions
use appropriate theories
speak to Lisa about Vans - similar topic for dissertation
watch century of self again and take notes - extract useful parts and quotes and ideas
look at the consumption reader

1st task - take the shell structure we discussed and add flesh to the bones of it in bullet points

2nd task - email it to Richard ASAP

3rd task - book second tutorial, roughly 2 weeks time



Richards feedback sheet