Introduction to Branding

Aims

• Understand the importance of colour.

• Using creativity when designing.

• Know what different opportunities there are to advertise and brand a company.

Objectives

• Correct completion of Task 2 & 3.

• Effective bag design (Task 4).

• Discussion about Ambient and Stunt Media.

TASK 1

You have 5 minutesName all the brands on the sheet.

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Choose the right colours

• Colour increases brand recognition by up to 80%.

• Colour ads are read up to 42% more than similar ads in black and white.

• Colour can be up to 85% of the reason people decide to buy.

Colours

RGB• RGB stands for red, green and blue, which are the base colours

in the RGB colour model. This colour model is based on light.

CMYK• CMYK stands for cyan, magenta, yellow and black. The base for

CMYK is white (like most paper). CMYK can create a wide array of colours (though not as many as RGB).

PMS• The colour system created by Pantone Inc.

TASK 2

You have 5 minutesName the brands on the sheet that use the colour

schemes as part of their identity.

CLUE: Make a house a home.

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CLUE: Helps you…

In past surveys the AA’s black and yellow was the best colour scheme for recall (98%) closely followed by Easyjet’s orange (93%) and Cadbury’s purple (88%)

* BrandCurve

TASK 3a

You have 3 minutes

Using the sheet colour the first logo to make the brand appear expensive.

TASK 3b

You have 3 minutes

Using the sheet colour the second logo to make the brand appear budget.

TASK 3c

You have 3 minutes

Using the sheet colour the third logo to make the brand appear natural.

TASK 3d

You have 3 minutes

Using the sheet colour the fourth logo to make the brand appear fun.

WHAT IS AMBIENT MEDIA?

• Ambient Media started to appear in British media jargon around 1999. It is the name given to Non-Traditional or Alternative Media.

• The following are some reasons for the growth of ambient media:– A decline in the power of traditional media. – Its ability to offer precise audience targeting.

Examples of Ambient Media

TASK 4

You have 7 minutesSketch a bag design for:

• A gym

THE PROFESSIONAL DESIGNS

Stunt Media/Guerrilla Marketing

• By going on eBay to offer his forehead as advertising space, Fischer has earned himself an astonishing $30,100 (pounds 16,085) for a month's work. In return, he will wear a non-permanent logo tattooed above his eyebrows while he works, rests and plays. FHM were one of the companies who used this trend.

• Possibly the most well known and recent Guerrilla stunt is the Dance by T mobile.