Branding: Hubbard, Oprah and Me
It is said that Roycroft was a success because of the marketing genius of Hubbard and that he and his personality became the symbol of Roycroft. The term used for this today is "branding." Students will look at Hubbard’s marketing strategies and at those of Oprah Winfrey, seeking to discover the branding elements in each. They will take a commodity and collaboratively create a new branding strategy for the selected commodity.
Relevant National Standards:
Online Resources:The Branding of America. Library of Congress, n.d. Web. 10 Jan. 2010.
Driving Teen Egos—and Buying—through Branding. American Psychology Association, June 2004. Web. 10 Jan. 2010.
The Fundamentals About Branding. Branding.com, 3 Nov. 2003. Web. 10 Jan. 2010.
Graphic Organizers. Houghton Miflin, Harcourt, n.d. Web. 10 Jan. 2010.
"The Oprah Effect." CNBC. N.d. Web. 10 Jan. 2010.
Oprah.com. Harpo Productions, n.d. Web. 10 Jan. 2010.
Oprah Winfrey. Academy of Achievement, 2 Feb. 2005. Web. 10 Jan. 2010.
The Persuaders. PBS, 9 Nov. 2004. Web. 10 Jan. 2010.
The Roycroft Community. Arts & Crafts Society, n.d. Web. 10 Jan. 2010.
Walle, Alf H., and Marcella Brimo. "From Soap to Society: Elbert Hubbard and His Saga of Selling." Quinnipiac University. N.d. Web. 10 Jan. 2010.
Suggested Vocabulary: advertising, branding, commodity, communications plan, logo, marketing, mastermind, packaging, strategy, trademark, target markets
Supplemental Material:Cooper, Ilene. Oprah Winfrey: A Twentieth Century Life. New York: Viking, 2007. Print.
Frontline: The Merchants of Cool. PBS. 2001. Video
Frontline: The Persuaders. PBS. 2004. Video
Goldberg, Jan. Careers for Competitive Spirits and Other Peak Performers. New York: McGraw Hill, 2007. Print.
Goldberg, Jan. Careers for Persuasive Types and Others Who Won't Take No for an Answer. New York: McGraw Hill, 2007. Print.
Mierau, Christina. Accept No Substitutes! The History of American Advertising. Minneapolis: Lerner, 2000. Print.
Walker, Rob. Buying In: the Secret Dialogue between What We Buy and Who We Are. New York: Random House, 2008. Print.