Business Commons^™

Goliath Sized Campaign: Promoting Leadership Principles To The Millennial Generation Utilizing A Guerrilla Design Campaign, Ryan Smith

Masters Theses

We are nearing a critical juncture with the retirement of the Baby Boomer generation. The growing demand to replace this workforce with the millennial generation causes us to consider if millennials are up to the challenge. Although this next generation is tech-savvy, resourceful and innovative, many millennials have shared shortcomings including a sense of entitlement, demand for attention and praise and a poor work ethic. Lack of experience and no sense of direction, causes other generations to patiently wait to see what will come of millennials. But through strong leadership development there is hope. By instilling leadership characteristics and encouraging …

How To Make It As A Maker: Maximizing Customer Experience To Increase Brand Value In The Saturated Marketplace Of Paper Goods And Gifts, Hannah K. Lynch

Masters Theses

The following thesis investigates the saturated conditions of the paper goods and gift industry, while addressing how the problem of competition discourages start-up brands. Targeted towards rising creative entrepreneurs with ambition to enter the marketplace, the thesis affirms opportunity for breakthrough created by the Maker Movement and identifies strategies for success through attention to customer experience. Based on the trending demand for experience, suggested strategies highlight the primary areas with opportunity for visual application, including brand, product, packaging, social media, and point of purchase. Scholarly research employs primary and secondary resources, along with case studies of successful brands in a …

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …

Building A Brand For A New Generation, Joel Schlaudt

Senior Honors Theses

In a segment of the market as highly competitive as is the coffee industry, it can be difficult to forge a new brand strong enough to stand on its own and unique enough to stand above the competition. However, by choosing the millennial generation as a target audience and strategically constructing a creative strategy to reach them on an emotional level, a brand concept emerges with the ability to connect with consumers in a new way, transforming a daily necessity into an emotional experience unlike that offered by any other competitor. A Harry Potter-inspired brand built upon a delivery …

Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell

Senior Honors Theses

Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.

The Role Of Music In The Enhancement Of Marketing, Kaitlyn V. Neese

Senior Honors Theses

Marketers use thousands of techniques in order to create the ideal brand image for products and services. There is no detail left unconsidered at the end of a marketing proposal. Everything from the font on a package to the actor used in commercials is extremely thought-out because marketers are not trying to sell a product; they are trying to sell a brand. Because of this, music is becoming increasingly important in marketing decisions. The types of music playing in a store, on a commercial, on a website, or at a worksite can all effect the image of a product, and …

Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo

Senior Honors Theses

The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out …

Building A Successful Publishing Company, Joshua M. Buechner

Senior Honors Theses

Abstract

In the present book publishing industry, it is becoming increasingly difficult for traditional book publishing companies to compete and adapt due to the changing structure of the industry. By examining the history and industry of book publishing and lessons from Disney, TOMS Shoes, and the film industry, a feasible business strategy will be formulated for a book publishing company. Trends such as the rise in self-publishers and the balance between print books and eBooks are dramatically changing the industry environment, shifting the power towards authors more than ever before. Where once the only way to publish was through a …

Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman

Masters Theses

Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …