Bitter Girls Case Study
Case #3 Bitter Girls
1. What is the image you first think of when you hear the brand name Bitter Girls? What are both the strengths and weaknesses of selecting this brand name as to the goal of empowering young girls?
When I first hear the brand name Bitter Girls I image a product that focuses around females who are unhappy, upset, need a place to vent, a way to express anger or resentment, or a product made by bitter women. I would not have assumed that the brand was supposed to be uplifting, inspirational, or something that was meant to help women better themselves and be happier. After watching the Bitter Girls video I understand now that the company stated as a blog and then transformed into a women empowerment company through quotes and products with their quotes.
The brand name has some strengths and some weaknesses. As stated before, due to the fact that the name Bitter Girls misleads many people to believe that it has a negative connotation, it can be confusing to consumers and conflict with the brands ideals and goals. Many people may assume that this brand is based on ideals that it is actually trying to disprove or fight against. I think that the strengths to having such a powerful name include: easy brand recognition and recall, and that it stands out as a powerful, bold statement to attract the consumer base that they want to reach. A “bitter girl” may go to the site looking for a place to vent but instead find a whole community of women who struggle with the same issues and who can become a support group. This is how the brand can take a “bitter girl” and use its product to empower and connect with the young women who are their customer base.
2. Describe how AOI Marketing has helped Bitter Girls develop and promote their brand, products, comics, etc. How is social media being used to drive traffic to the Bitter Girls web site? Is their marketing strategy working? Explain.
AOI Marketing developed a way to reach the target market of tweens and
1. What is the image you first think of when you hear the brand name Bitter Girls? What are both the strengths and weaknesses of selecting this brand name as to the goal of empowering young girls?
When I first hear the brand name Bitter Girls I image a product that focuses around females who are unhappy, upset, need a place to vent, a way to express anger or resentment, or a product made by bitter women. I would not have assumed that the brand was supposed to be uplifting, inspirational, or something that was meant to help women better themselves and be happier. After watching the Bitter Girls video I understand now that the company stated as a blog and then transformed into a women empowerment company through quotes and products with their quotes.
The brand name has some strengths and some weaknesses. As stated before, due to the fact that the name Bitter Girls misleads many people to believe that it has a negative connotation, it can be confusing to consumers and conflict with the brands ideals and goals. Many people may assume that this brand is based on ideals that it is actually trying to disprove or fight against. I think that the strengths to having such a powerful name include: easy brand recognition and recall, and that it stands out as a powerful, bold statement to attract the consumer base that they want to reach. A “bitter girl” may go to the site looking for a place to vent but instead find a whole community of women who struggle with the same issues and who can become a support group. This is how the brand can take a “bitter girl” and use its product to empower and connect with the young women who are their customer base.
2. Describe how AOI Marketing has helped Bitter Girls develop and promote their brand, products, comics, etc. How is social media being used to drive traffic to the Bitter Girls web site? Is their marketing strategy working? Explain.
AOI Marketing developed a way to reach the target market of tweens and