Monday 14th March 2016
In the final session of the day, Tracey ran a seminar touching on the things that were missed out in the lecture previously, talking about the branding side of the advertising industry. And at the end of the session, Stephen gave the group some information about the dates and other respective feedback about our essays in general. But, bringing it back to the main topic of this post - the branding side of the lecture/seminar was interesting as it gave us an idea of how the major businesses and companies that have gone through the works have branded their products.
"The Tip of the Iceberg"
This section of the discussion began by saying that anything can be branded, this 'anything' meaning that the physical object does not have to be a product to be branded, instead it can be a person or even a place. One of the companies mentioned was the television channel BBC 2, the channel had a rough patch in terms of people tending to see it as a dull set of shows - which it was. But it received a large overhaul in design change, taking on new creative directors and redesigning various aspects of itself. This is something that is very apparent through the years, as you can definitely see visual change in their branding, as shown below. This drive to find a new meaning behind their channel is something that can be changed and adapted into several different cases, showing some form of motivation for future briefs for instance.
(http://tvforum.uk/tvhome/bbc-two-2015-90s-idents-40542/page-3)
And the final part of this presentation talked us through that of IKEA's change in branding prior to their move from being very successful in Europe to the UK - of which they remained as successful because of this branding move. In this branding campaign they promoted their furniture as something new and modern compared to that of the current times very traditional interior design. Focusing their efforts on the newly independent women of the UK (in certain ways), in doing this they aimed for those that had their own incomes. The suburban mentality of the householders meant that when someone got something new, the others would want to be involved in the new. Which obviously meant that IKEA struck with success in their move to the UK, and this success is still very apparent today as they continue to sell the pioneering flat-pack furniture.
(http://www.trendhunter.com/trends/vintage-ikea-catalogs)
