Week 7: EOC Johnny Cupcakes

1.       What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well-known product line in the youth market?
Viral fashion branding is word of mouth and can spread incredibly fast once it hits the right market. “All of Johnny’s fashion branding has been implemented through self-promotion, word of mouth, or by using electronic methods such as e-mail and the internet.” – Brand Story Page 109
This form of branding made Johnny Cupcakes a well known brand because customers felt as though they could communicate directly with him and relate on a level you can’t through billboards. “This allows each person who visits the site to feel as if he or she is a part of his success.”

2.       Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using this process?
Viral fashion branding is a good method for promoting product because you can reach a large number of consumers for little or no cost. It seems that nearly everyone these days has jumped on the social media wagon to promote their products and reach a large number of customers, although many still resort to high priced marketing as well.

3.       How does Johnny Cupcakes allow customers to feel like they are special? Is this important and why?
Johnny Cupcakes makes customer feel special with his unique merchandising.
“The company added surprises to the boxes when filling internet orders. Customers would find items such as trading cards that were popular in the 1980’s and 1990’s featuring Ninja Turtles, Ghostbusters, and Garbage Pail Kids, packed with their orders.” – Brand Story Page 113
This is an important marketing tool because it creates a memory in the mind of the consumer which they will associate with the Johnny Cupcakes brand.

4.       Do you think the Johnny Cupcakes brand relates to older customers like baby boomers and generation Xers? Why or why not? How does his use of nostalgia and popular culture influence his ability to reach different audiences?
I think that the Johnny Cupcakes brand relates to generation Xers because the second half of that generation was still in a sense growing up with the pop culture elements he associates his brand with. I believe the baby boomers are out of his market however there will still be a select group who will still be able to associate with the memories from their children.

5.       In your opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?
I find Johnny Cupcakes to be a unique brand in his sense of creativity. His store concept, down to his merchandising is like nothing else I have ever seen. If I could expand the Johnny Cupcakes line, I would include accessories such as hair pieces and wallets.