How To Make It In America

There are certain actions one must take when trying to create a successful brand. “Every part of a marketing communications mix impacts the brand: advertising, design, market research, public relations, investor relations and social responsibility” (More Than A Name, 9). The show “How To Make It In America”, shows how two men, Cam and Ben, try to create their own denim brand. It is through their actions that the audience learns some of the “do’s and don’ts” of brand creation. 

In this movie, one of the men works in a denim store selling jeans. "A company entering a crowded market place with a new product may rely on their existing brand to help it succeed" (More Than A Name, 17). This helps the entrepreneurs because they can rely on their experience they have from the denim store and have a better understanding of the local market. Risk taking, ambitiousness, and networking are utilized, all of which are invaluable in launching a successful brand. "It is this audience that has the power to change and influence the direction of branding" (More Than A Name, 32). If they network and create connections with people their brand is more likely to succeed. While they purchase leather jackets to make some money to invest in their business, Ben wants to buy a roll of unused high quality denim fabric that he thinks could be useful for the business. Ben is ambitious and is willing to take a risk.  Unfortunately, Cam says no.  Later they meet an old high school friend named David, who at Ben’s request, loans them $3,000 and Ben buys the denim.  By taking such risks, Ben shows that he believes in the brand and himself.  This also shows that he understands that investors can make or break a business.  

Unfortunately there are a few things that Ben and Cam didn’t do right in trying to get their brand created.  Their risk taking was not done in a responsible way because they obtained a loan without a repayment agreement.  They also purchased raw material without a plan as to how to use it and lacked any market research regarding products, pricing, design, and advertising.