skills – do not simply restate the facts of the case. Draw on the insights you’ve learned from our readings and class discussions.
• You may use charts or graphs – or simply write straight narrative. Bullet points (with adequate descriptions) work nicely.
• Write from an “UnMe” staffer’s voice, writing directly to Margaret Foley.
• Cite all sources referenced in your memo
– use in text citations (Author Date) + include a List of References at end of paper
Case Overview
UnME Jeans: Branding in Web 2.0
by Thomas Steenburgh, Jill Avery

Brand manager Margaret Foley is facing an increasingly complex media environment in which her traditional media plan, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased advertising clutter, and consumers tuning out. She is exploring emerging Web 2.0 social media options to determine if they can better achieve her branding and advertising objectives. Her challenge is to cut through all of the hype surrounding Web 2.0 and to analyze the social media’s potential for her brand by delving into the consumer needs and behaviors underpinning Web 2.0 technologies.

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and explores the opportunities and risks they present for brands. The case allows readers to grapple with the strategic and tactical decisions that accompany marketing

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