Class Notes on Marketing and Branding:
What is marketing?
-Marketing is the process of promoting a product in order to gain recognition for it.
-The process by which a product is brought to market; how it is 'put out there' for a specific target audience.
What is branding?
-The process of a company marketing their product to such a large extent that the product itself becomes a brand.
-Developing the product into a concept (a series of usually aspirational ideas).
-From a business point of view, consistent and strategic branding leads to a strong equity; the added value your brand brings to the product that you are selling allows you to charge more.
-Consistent branding = customer trust = sales ££££
Features of a brand identity:
-Logo
-Typography
-Graphics
-Colour palette
-Imagery
Music/musician brands consist of:
-The artists' appearance.
-How the artist behaves in public.
-Where the artist is seen, e.g. which TV programmes, magazines, etc.
-The artist's tone in interviews.
-Which radio stations/online platforms the artist is heard on.
Case Study: James Bay
-James bay's USP is his focus on simple, 'back to basics' style which give way to thoughtful meaning. -Customers/fans buy into this type of lifestyle.
-In marketing images such as tour posters and album covers, James Bay is always wearing a hat and looking away from the camera which suggest that he is part of a different world which draws his customers/fans into this other world to be part of his lifestyle.
-The marketing images and album covers also have very similar typography with very similar fonts and font sizes being used.
-Also in these marketing images primary colours are used throughout which connects the graphics for his individual works.
-The colour palettes used in these images are also seen in his music videos which creates a strong colour palette.
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