HOW EFFECTIVE IS THECOMBINATION OF YOURMAIN PRODUCT ANDANCILLARY TASKS? Jayne Summers
WHAT IS BRANDING? A brand is a particular make of a product. Branding is the result of mass production. With more and more makes available to consumers, products had to be given a certain ‘personality’ to encourage buyers. Branding is about creating an image that people will link to a particular type of product.“Competitive branding became a necessity of the machineage - within a context of manufactured sameness, image-based difference had to be manufactured along with theproduct.” - Naomi Klein, ‘No Logo.’
The following two advertisements are examples of branding which I will discuss on the next slide…
EXAMPLES OF BRANDING “Advertising today is not merely about selling products; it is about selling a brand, a dream, a message.” - Katharine Viner. Coke Cola alsoCadburys continue theircontinue their brand imagebrand image through theirwith the colour logo (companypurple for their name) andproducts and colour scheme,their logo, which particularlyis ‘Cadbury’ in reds.the familiarwhite swirl. Although the Cadburys advert has minimal The brand image for Coca Cola is youth, fun and relevance to the actual product, it still conveys friendship. Again, the advert doesn’t seem the brand image. Because Cadburys is such an particularly related to the product, (though more established company, they can produce so than Cadburys), However, Coca Cola also adverts which do not contain the actual product humanise their product and allow people to relate but still trigger the emotional response the to it in a more personal way, which encourages audience link to the product, making them more their target audience to buy the drink – in this likely to buy it. For Cadburys this is a brand case young people, who, as you can see, the image of joy and fun – “a glass and a half full of advertisement targets. joy.”
MUSIC BRANDING Branding in the music industry is used to differentiate between similar music styles, by looking to the artist themselves. The way an artist is branded can affect how their audience feels about them, and is a way to attract a certain audience in the first place. A brand for an artist is created through their consistent image, style, mise-en-scene of music videos and artwork and their personality. This brand image may change slightly over time to reflect changes of the artist eg: them growing up. A successful brand image will be apparent in all of the artists work and will create a clear idea of that artist in the mind of the audience, so if they see the artists album, they will immediately know who it belongs to.An example of music branding… This is the album cover for the Marina And The Diamonds album ‘Radioactive’ and two stills from the video of the same name. As you can see, the branding of the artist is obvious through both products – through location, artists style/costume and colour scheme. If you looked at one product without the other, you would still be able to tell that the two go together.
MUSIC BRANDING RESEARCH When looking at the branding of music artists, I researched the band ‘One Republic.’ I looked at two of the bands music videos – ‘Stop and Stare’ and ‘All The Right Moves.’ I also analysed the two album covers ‘Dreaming Out Loud’ and ‘Waking Up.’Over the course of the two videos I noticed that theartists iconography was largely unchanging, as wastheir image. Although the music videos were verydifferent, the sound of the band and genre of musichas also remained constant, as had the colourscheme as you can see from the stills below. The two album covers also show how branding has remained basically the same. Both covers have quite abstract images on the front, which are not directly relating to any of the songs, reflected in the sometimes quite abstract meaning of the bands videos. The titles of the albums suggest the only change is that the band has grown up slightly and become more confident, as ‘Waking Up’ suggests a more definite sound that ‘Dreaming.’
OUR BRAND IMAGE Quirky, Timeless, UniqueThroughout our music video and albumartwork, the colour scheme is red, blackand white. Particularly the colour redstands out as being that which would bemost associated with the artist, shownthrough mise-en-scene. Red high heels Red capeRed clothing and accessories Red nail varnish Red text and logo Red face paint and lipstick Red clothing Red track listing
OUR BRAND IMAGEAnother way in which our video product andprint products show a continuous brand imageis the use of intertextuality, linking to fairytales.This is quite a unique idea, linking to the artistsbrand image. The video opens and closes with a fairytale like book. The main intertextuality is the use of the red cape from ‘Little Red Riding Hood’ and the presence of the unknown ‘wolf.’ When the protagonist looses her shoe in the forest we are referencing When thinking about borders for the back of the fairytale ‘Cinderella,’ who also the album, we kept this fairytale theme in looses a shoe. mind and think that the swirly pattern of the border we chose has a certain fairytale feel about it, linking back to the video. We also The final intertextual reference is ‘Snow White’ at the end of the thought that that the name of the song ‘Big video with the bite of an apple Black Horse and the Cherry Tree’ lent itself and the protagonist dropping to to a fairytale theme as it sounds mysterious the ground. and the lyrics are quite dark.
OUR BRAND IMAGEDuring the studio shoot, we used a spotlight so that the artiststood out against the black background and to createshadows and a slightly darker mood than low key lightingwould, largely in medium shots and close ups. The frontcover of the album has a vignette effect so that it alsoresembles a spotlight, linking to the music video.
OUR BRAND IMAGE The location we used for thenarrative of our video was a small forest. For our album advertisement and thank you page we used shots taken on-location, rather than in the studio. This spreads the brand image across both the video and artwork, as the setting is directly relatable and someone who has seen the video would instantly recognise the poster. A number of location shots were also used in our montage panel, with the poses suggesting the artists quirky nature.
OUR BRAND IMAGEIn the music video, our artist iswearing a blue dress, with a red capeand Doc Martins, (another ‘quirky’aspect, as these items wouldn’tusually go together). She is wearingthe same costume for the shots ofher which appear on the albumadvertisement and the inside panel.(below) We also used the prop of a guitar for both on location shots and studio shots to link back to the fact that she is an acoustic rock artist.
OUR BRAND IMAGE The artists logo (right) is simply her initials in a red font inside a black circle. The colour fits with the artists branding, as does the simple design and handwritten style. We used the logo in both our print and video products (left and below) by painting it on the artists face for the front cover and some montage shots, adding to her quirky branding style. We also used the logo at the beginning and end of our music video because it is on the front of the fairytale book. The logo is therefore the first and last thing you see and will hopefully stick in peoples minds.The artists ‘timeless’ brand image comeslargely from her makeup – red lips, with smokyeyes; which is reminiscent of the 1930s. Thisstyle is maintained both on the album cover andmontage and the music video as you can seefrom the close up above.
OUR BRAND IMAGE Romantic Fatal Serif’ is the font we used for the title text of the album. We chose this font because the smooth and slightly swirly style fits in with the fairytale theme of our video and artists branding. The sharper edges on the capitalised words and the elongation of certain letters such as ‘t’ when the text is made smaller looks almost spiky lends itself to the darker themes of the video. The fact that a close up is used as our album cover connects immediately to the audience, in the same way that close ups in the music video do. The close up also immediately conveys the artists brand image because of the unconventional idea of the logo across her face, which is quirky and unique. The long shot used on the back cover of the album shows the artists image as a whole, including her holding a guitar, demonstrating the kind of music she performs. These two images together on the front and back cover successfully convey the branding of the artist before the consumer has even heard any of the songs.