#6 Speaker notes – consumer motivation theory- standing out from the crowd = makes an effort to seek out new trends and ideas – moved our idea onto a more fashion conscious consumer
#7 SPEAKER NOTES
With this brand we aim to challenge traditional fragrance brands
theory - strong correlation between brand identity and consumer identity – consumers are likely to connect with brands that affirm their personal viewpoint
The brand is an extension of the consumer
#8 Switched on, creative and aware individual
Target consumer: age, interests, occupation, shops in urban outfitters
#10 ‘Consumers are more likely to engage with a brand when they respect or connect with its values’ – People don’t buy what you sell: They buy what you stand for, Martin Butler
#23 Break away from traditional styling of men’s fragrance advertising – express something much more raw, unique and expressive of street culture
#27 Dazed and confused notes:
not just a fashion magazine – covers art, music, film and literature
Aims to challenge its readers and create a “new generation of switched on, intelligent and aware individuals.” -
“Dazed has thrived by doing all the things that creative Britain is good at.” – Ekow Eshun, Broadcaster
