21. The things around us

Those of us that are students of the advertising program at the University of Oregon and elsewhere may think of brand identity and the commercial communication more than others, but in my case I rarely think of the items that I use on a frequent basis. So I decided to take a look at the brands that I surround myself with and see what their true message is compared to my interpretation.

Logitech (G9 gaming mouse, G15 gaming keyboard, x-230 multimedia speakers.)

• I chose these products because I know that Logitech produces devices that are precise, can take a beating, and last for ages. Both the mouse and keyboard are somewhat customizable so I can make them fit my computer using needs, regardless of the scenario.
• Logitech considers its focus to be on style, innovation and quality personal peripherals. It's exactly those factors that influenced my decision to purchase their products.

It's been like a friend to me all these years.

Levi's

• I've worn several different brands of jean through the years, but really, none of them fit as well, or last as long, as a pair of Levi's. They're the perfect combination of quality construction and design that fit, plus they don't cost a ridiculous amount.
• Levi's values empathy, originality, integrity and courage. It's these values that result in new products that satisfy customers and allow for the company to remain a leader in the field. Having great employees and methods of running a brand result in a great product everyone can love.

Vans 

• The Vans that I wear never last that long, but honestly I don't mind. They're always comfortable, just as cheap as their competitors, and do a great job on a longboard or skateboard. Yes, they might normally have holes in them after a single year, but I know that trashing them is inevitable and that I'll always be able to find a new pair I like.
• Vans promotes uniqueness and involvement with the action sports lifestyle. It's their desire to provide what customers desired that made them so successful. Whatever unique qualities someone desires from a shoe, they're sure to find it.