More In America

When a person starts a brand they must understand the background of the product completely and become familiar with the steps taken in order for the brand to succeed. “Any successful brand needs to be part of a clearly defined set of objectives” ( More Than A Name, 41). In the second episode of the series “How To Make It In America”, Cam and Ben show both good and bad attributes they have while creating their brand. 

In this episode, Cam and Ben continue to show that they are willing to take risks. One night the two men go to their friends party so they can network. “Every product or service that operates in a competitive environment needs to be supported by branding and communication to explain to its audience why it exists or why it has changed” ( More Than A Name, 45). It is beneficial that Cam and Ben network so that people hear of their brand and become more familiar with it. While there, they notice a well-known designer. The men are introduced to the designer and are asked to join him for drinks. Soon enough, they realize that they are just two men along with many other people sitting at the table that has no importance. Ben tells Cam it is time for them to leave but Cam does something very surprising. He makes a toast to the designer which results in the designer having a meeting with them. This is an example of a good action the men take for their brand. 

When Cam and Ben go to the meeting the next day, they end up seeing the artistic director of denim. They ask him about the company’s manufacturer and the man then asks Cam and Ben who their pattern maker is. The men reply by saying they do not have one. This is when we realize they have done something wrong. “A lot of corporate identity projects fail because they are not set up properly” (Ralph Ardill, More Than A Name, 47). Cam and Ben do not know the process needed in order to create the jeans and this will set them back. They now have to make up for lost time and look for a pattern maker.