Week 9 EOC: Discussion Questions Chapter 9

1.  What makes the Brini Maxwell television personality unique?  How does her personality benefit the brand?

“I am a mactress, a man who plays a female role on a television show; not a drag queen.”  Brand Story by Joseph Hancock page 147  Brini is a character that captures the audience’s attention.  Many cannot even tell that this character is actually a man.  Her retro image brings back the iconic housewife persona that is rare in today’s world.

2.  What were the steps taken by Ben Sander to develop his character, Brini Maxwell?  Was he successful?  Why or why not?

Ben Sander created Brini Maxwell after he purchased a set of Pyrex bowls at Salvation Army.  “Then he had an idea!  He would create a cooking show.  With the help of his parents…they designed a show…”  Brand Story by Joseph Hancock page145  The banding came next.  “What we wanted to show is that gracious is a state of mind.  It is not what you own or where you live.  It is how you treat other people and how you care about your environment.”  Brand Story by Joseph Hancock page145

3.  Why do you think Brini Maxwell made it into the national spotlight on television?  What was her brand’s message?

Brini Maxwell was completely different than anything out there.  She brought back the warm and classy feeling of the 50’s.  The ideal housewife was within reach to the women who watched her show.

4.  What do you think Brini Maxwell’s target market is today?  Why would baby boomers be drawn to watching Brini Maxwell?

“My target market is primarily young and urban.  There is also a little crossover into forward (or nostalgic) baby boomers.”  Brand Story by Joseph Hancock page 148  This brand brings back the traditional 50’s housewife, thus appealing to the generation who grew up with those types of mothers.  The younger crowd may be drawn to Brini Maxwell because she is different, out of the ordinary, and slightly comical in the sense that newer generations are unfamiliar with her behavior.

5.  Why were the iTunes podcast and the reproduction of her old shows as vidcast a smart step toward rebranding Brini Maxwell?  Would you have done anything differently?

The world is ever progressing in technology.  Many people today watch TV shows online, add videos to their iPods to watch at a later date, etc.  I think it is very smart that Brini Maxwell was rebranded toward the media route.