Reflective Journal FCP

Wednesday, 14 May 2014

Brand Tactics

"Brand Ambition" and "Market Opportunity" are both tactics brands look for when selling theres brand and products. These are broken down into three groups.

Signature Products:
Ugg Boots, Converse Allstar, Levis, Dr Martens.

Design Language:
Apple, Audi.

Lifestyle:
Abercrombie + Fitch, Fat Face, Hollister.

These are the stages new business and rebranding companies go through to gain the consumers trust and making sure repeative purchase happens.

Evolution of a Brand:

Sales Focused

Product Focused

Brand Focused

Brand Laddering:

Functional Benefits

Emotional Benefits

Wednesday, 7 May 2014

Prefume brief- Idea Generation

A main key word for fragrance is Indulgence, perfume and scents are not really need, its is a luxury a added on extra, but yet we are made to believe in advertising and such things that we need it in our everyday life. With this we can take the tone of voice of indulgence and go from dominant to emergent of the way Indulging should be.

From Dominant

Feminine/ Me time.
Internal/ Consumed.
Physiological/ Carnal.
Individual/ Solo.
Isolated/ Separate.
Generic/ Universal.

To Emergent

Genderless/ Us time.
External/ Experienced.
Psychological/ Mental.
Group/ Shared.
Integral/ Connected.
Unique/ Special.

Brand DNA and Postioning

We had a guest lecturer, with marketing and specialist consultancy Tastebillion that, give semiotic strategies to various food, beauty and lifestyle brands. Within this lecture he gave us very useful idea's of a brand is, could become and what it should become. These were explained to us through a semiotic evaluation of evolving codes of masculinity.

Residual- Yesterday, dated

The Intrepid explorer- wanderlust, pioneer.
The Sophisticate- sleekness, luxury.
The Purist- ruler, minimalism.

James Franco

Gandi

Dominant- Todays mainstream

The Iconislist- iconic, emotive.
The Pimp dandy- peacock, clever, self assured.
The post modern rebel- indie, hipster, irony humour, beards.

Will. I. Am

Ricki Hall

Emerging- New thinking ahead of the curve.

The Generational man- unity, knowledge, family.

The male ingénue- expressive, sensitive, feminine.

The Existentialist- philosophical, alternative, cutting edge.

Valter Torsleff

Archie Griffths

Perfume Brief

When first got told about the perfume brief, I was very excited. the chance to make and design our own perfume seemed pretty crazy at the time, but now have researched a lot more into the industry, it still is something that's a hard art to master.

The UK fragrance industry is worth £1.25bn and has a lipstick effect to it so people will always buy it. Most woman putting on perfume is just apart of their daily routine; wash, teeth, get dressed, make up and lastly a few sprits of perfume. From celebrity perfume, to high end designer, niche smells, to 99p canned body sprays, perfume and scent is everywhere.

Keywords for perfume, taken from guest lecturer, Taste Billion.