Introduction
- Research intro
- Review of each section
- Incl. key theories and theorists
1 - Branding
- What is branding
- Origins v.s. how it has changed
- Consumers expect more now
- Address emotional not just functional needs
2 - Identity & Possessions
- Express yourself through possessions
- Multi-dimensional
- Unconscious/ subconscious
- Compare & Categorise to help understand self
- Material goods have meaning
3 - Brand Identification
- How does popularity and type of person affect consumption
- Mac vs PC = ideas of loyalty and exclusivity
- Exclusivity = reflects our narcissistic generation
- Drinking is a form of social status
4 - Brand psychology
- Consistency of quality is not enough
- Re-iterate how a brand needs to appeal emotionally
- Ideas of authenticity within the artisanal boom
- Cereal example
- Introduces ideas of tone of voice, breaking down barriers with the consumer
- Brand personality
5 - Support w/ Primary Research
- Blind testing and matching the taste and aesthetics of craft vs commercial
- How is commercial now spilling into the craft approach
- Carlsberg rebrand - very graphical, claims to be ‘premium option’
- Question the public?
- Question beer connoisseurs?
- Apply to article which talks to heavyweights in industry
- Is the design as important as the beer? / Played a bigger role in the actual rise of the industry?
- Reflect
Conclusion
- Review of research
- The role of design in the rise of craft beer?
(THROUGHOUT THE ESSAY
- keep reflecting points back to that of craft
- build back towards the final question to ensure a concise conclusion - what role does the branding of the beer play in the rise of the beer?)
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