How to Make it in America Analysis

Through out this series both Ben and Cam has done many good things for their brand, as well as bad things. One of the main things that they did great was networking; they used this strategy to connect with local designers that linked them with top-level companies. Networking allowed them to have another aspect of “Crisp” denim, now making t-shirts for a japan designer. “The expression of the brand through graphic design is one of its most powerful forms of communication. Graphic design makes the brand tangible and this makes the graphic designer’s role a fundamentally important part of branding. It is the graphic designer who ensures that what is presented to the brand’s audience is a genuine expression and communication of the brand. And the visual expression of the brand is a powerful means of communication.”(More Than a Name, Page 228). They also had ambition; they took any opportunity to make money for themselves and the company. Some of the errors they had was not having a financial plan, loan shark, and not a lot of product to display; they really struggled because of these things. Having a loan shark was on of the biggest downfall. They had to constantly make money to pay back the loan and still profit. The future for this brand looks like it will be successful if they keep their drive, and take the opportunities that come up. Ben’s old vintage shirt design had a huge effect on what their brand has become. “Branding is unavoidable. It is now no longer limited to products and commodities but to people and ideas. What was once viewed as an intangible, nebulous concept is now a real science. The extensive literature on every aspect of branding proves that it is a lucrative business, is fundamental to companies and fundamental to global and national economies.”(More Than a Name, Page 227). The shirt being added to their brand allows a more versatile look towards them as a company. “Yet despite a complex branding environment there are some strong trends and characteristics that are likely to affect the future of branding. A major influence is that of the individual and his or her demand of brands: that brands be more authentic and truthful in their engagement with us, and that life be simpler than it currently is.”(More Than a Name, Page 220).