Evaluation Q2: "How effective is the combination of your main product and ancillary texts?"
Q2: How effective is thecombination of your main productand ancillary texts?I feel that the synergy between the main product and the ancillarytexts is responsible for an effective relationship between themedias,becausea brand was created.Lew Parker
Why is branding important?Branding is a way of clearly highlighting what makes your product orservice different to, and more attractive than, your competitors. Synergycan therefore be seen as a response to the need for effective branding.These are the four elements required for a successful branding project:• The big idea - The big idea is the starting point for any branding project. It is asummary of your business or products personality, and what makes it different. Thiswas developed during the planning and research stages.• Vision - An understanding of where your business is going, or where you want it togo, so you can plan your journey. Your vision may be large scale - such as switchingthe emphasis of your business from one core area to another - or simple, such asoffering an existing product in a completely new way.• Values – Clarifies what your business stands for. Your values are an important part ofhow people see your business, so this communication is important in the product.• Personality - When you start communicating your brand to consumers, you will alsobe expressing the personality of your company through the tone, language anddesign you use.
Recognition of existing Synergy within the Music Industry.When researching into the combination of existing music videos, the promotional photographyfeatured on posters and the artist’s website, I identified that there were often severalunderlying features used to maintain continuity across the medias. This was a convention thatI decided was necessary to include throughout all of the products so that the audience couldeasily group them under one brand image.Examples of this include:
‘House Style’During my research I came across the term ‘House Style’.What is it?A style guide is a set of standards for the writing and design of documents, either forgeneral use or for a specific publication. The style guide provides consistency in styleand formatting of a document. Many publication use style guides to demonstrate thepreferred layout and formatting of a published page. They often are extremelydetailed in specifying, for example, which fonts and colours to use. Such guides allowa large design team to produce visually consistent work for the organization.Why is it important?The quality of the corporate identity reflected in all printed matters and all onlinemarketing emphasizes the excellence of your products and your business attitude.The colours have to match and the design must be original. The house style mustreflect your branding strategy and the values of the brand.
Plan of SynergyMade during the construction stage of the product and ancillary texts.
Synergy of the main product and ancillary tasks.Music Video• The Music Video was a good basis to start generating forms of synergy that could be adapted across the 2ancillary tasks.• Use of the band’s logo drew attention to brand immediately within the opening seconds of the video.•By using the MTV Logo, this conformed to a ‘real life’ production company that would often host Britpop/rockbands on their TV channel, ‘MTV Rocks’.• The shot scene above is an example of a ‘notion of looking into the camera lens’ (1 of Andrew Goodwin’s 7characteristics when addressing music video theory.)
Poster • I then took the still shot from the Music Videoand used this as the main photograph for theposter.• I retained use of the band’s logo that had beenshown at the start of the Music Video.• I also featured the MTV Logoalong withaffiliated music/magazine companies andendorsements (shown at the bottom). This wasdone to credit the idea of creating an officialLondon Relentless Garage poster.•Therefore I used the official ‘Relentless’ logo; acompany that is associated with endorsing bandsas well as owning the London music venue.• I also used the name of a real RelentlessGarage promoter, ‘Silver Bullet Promotions’and their logo (shown in the top-right corner).• The front cover of the band’s album was alsoput in the top-left corner of the poster. This put anemphasis on the event as being an ‘albumrelease show’.
Wix WebsiteThe website then tookcontent from the MusicVideo and Poster, whichdrew attention to thesynergy of the products.•Band Logo– Use ofPhotoshop to put the logoonto the wall, thuscreated identity on thehomepage.• Featuring the MusicVideo in the top corneron autoplay, drewattention to anothermedia that the fanswould be acquaintedwith.• The poster was also included to draw attention to the album release show, as the band’s only currentshow. This was significant to the whole project because it brought all three products: the video, websiteand poster, together onto the homepage. The video had provided exposure of the band in co-ordation with the release of their album, which was promoted by the poster.• The main photograph was also taken down the same street as the Still from the Music Video (shownon the poster) and this therefore bears resemblance.•Across the website I used a similar colour scheme to the poster.
The ‘Releases’page featuredthe band’salbum cover,which hadbeen featuredon the posterthat promotedthe release ofit.The ‘Video’page drewattention to therecentlyreleased MusicVideo as wellas other musicvideos from theband’s backcatalogue.
The merchandise from the ‘Store’ page reflected further considerations of plannedsynergy.• Theband’slogo wasput ontothe T-shirt,Shirt andPolo.Research into Psychographics showed me that my target audience are often associatedwith wearing Oxford Shirts, Polo Shirts and, in some cases, Tie-Dye T-shirts as part of theBritpop Culture.In the store, my audience were able topurchase Tickets to the album releaseshow that had been the focus of theposter.The effectivephotography from thehomepage was availableto buy as an A2 Poster,(suitable size forbedroom walls).The mug was anice BritishGimmick, thatused acommonlycoined phrase.
The photography in theGallery was also taken inone of the same locationsthe music video was shot.This creating synergybetween these twoproducts. The stone wallsand floor were iconic mise-en-scene that wasdemonstrated in the musicvideo and poster.Across the differentproducts I maintainedusing Close ups and Mid-shots, which I found was apopular convention ofposters, websites andmusic videos during myresearch.The copyrighting on thebottom of each websitepage also linked with theGeffen logo on the poster.
Effectively establishing abrand.With all of the Synergy taken into account, I felt that a brand wasestablished and the combination of the main product and ancillary taskswas effective.I chose to adopt this particular aesthetic seen across the products,because of the various interlinks that could be made as the projectprogressed and I began working on the ancillary tasks. Brand awarenessand the construction of the band’s image was split across the three productsdown the many different avenues, for example: how the merchandise wascatered to this specific audience and how it increased awareness of thebrand.I also upheld a desired House Style across the website and poster whichfeature similar colour schemes to one another.