Branding Discussion for New York City
Branding can be a difficult idea to tackle, but the beauty of it is, branding is different everywhere. Never a dull moment to be found!
Chinatown Branding
For Chinatown, we can use a lot of icons and photos that represent the community. Things like restaurants also help with creating that nostalgic effect of life in Chinatown. Restaurants, bubble tea shops, the traditional dimsum Chinese foods would represent the Chinatown brand very accurately and accomplish our goal of advertising. For Facebook ads especially, it is important to hone in on these aspects. Establishments and hallmarks of Chinatown include Canal St. Market (with shops like Joe’s Steamed Rice Rolls and bubble tea shop Lazy Sundaes), the Silk Road Cafe, Alimama Tea, and Sweet Moment.
Not to mention, Chinatown also has a sub-neighborhood of Little Italy, which has amazing desserts and authentic Italian dishes to have. Some of my favorite restaurants include Aunt Jake’s and Paesano. The Little Italy and Chinatown neighborhoods work closely together to create that New York City appeal and are here to stay. These places are truly icons of what it means to live in New York City and represents the Chinese population.
It also might be useful to include Chinese translations so that people are able to read it—in both Traditional Chinese and Simplified Chinese. Because these neighborhoods skew older when it comes to audience, it’s best to cover all the bases.
Suburbs
Cue the white pickett fences. When it comes to branding the suburbs, it is very different than branding Chinatown. The suburbs are more spread out so people only come together if it’s at the grocery stores or at the malls nearby. This is why icons like the Staten Island Mall, or the Trader Joe’s in Staten Island might remind people of Staten Island. Suburbs are harder to brand because people are not really centered in one place or another, but churches, community groups, dance classes, schools, malls, and even restaurants may be some places where you could build the brand and communicate to the audience the subtleties of life in the suburbs.
1%-ers
These are the higher-echelon group of people who might only pay attention to an exclusive amount of things, like designer sales, or white collar work opportunities. Although they may be well off, there are some things that would catch their attention.
People in the higher-echelons do not care so much about things on the lower end of the Maslow’s Hierarchy of Needs. Where they do care, however, is honing in on that feelings of belongingness, and feelings of self-actualization, which are reaching one’s fullest potential. In order to build a brand that reflects this, we need to appeal to these needs, this means adding more career opportunities, connections, links to powerful people in society. These people will pay for opportunities, so the monetary compensation for linking to the powerful people in society may not be as big of an issue.
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