bethan woodhams n0563078 form follows branding and ...€¦ · finally, guinness’ marketing...

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Bethan Woodhams

N0563078

Form Follows Branding and Marketing

Design Studies 2

Word Count: 3,294

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Abstract

Branding and Marketing are essential in being able to launch a profitable product. If a

product is associated with a brand with a poor reputation, even if the product is of a high standard

of quality, it is likely to be seen as unsuccessful. For a product to generate high returns, the bases

needs to be formed with the marketing strategy applied.

The aim of this essay is to analyse and critique how branding and marketing can affect a

product and its successes.

Case studies will be provided throughout as well as background information, therefore

when taking into consideration, the success of the campaign with be dependent on the marketing

strategies applied. The content of the essay will be influenced by a variety of sources including

books, article and websites.

The author is able to conclude that in order for a product to be truly successful you need

a variety of marketing and branding techniques tailored to your ideal consumer.

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Contents

Introduction 4

1. Branding 4

2. Branding Case Study: Ladbroke’s 4

3. Marketing 6

4. Marketing Case Study: Donnie Darko (2001) 7

5. Marketing Case Study: Guinness 10

Conclusion 12

References 13

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Form follows Branding and Marketing

Introduction

The word ‘form’ does not mean the aesthetics of a product, but the form of the product or

service as a whole; including functionality, safety, materials, ergonomics and anthropometrics, along

with all other aspects which are looked at when designing a product or service for the general public.

This essay discusses how a products form can be sold by marketing and branding strategies.

Firstly, Ladbroke’s will be assessed; how the psychology of certain colours and branding

changes an atmosphere and a consumer’s way of thinking.

Secondly, Donnie Darko’s marketing across the US and the UK will reflect how different

campaigns for the same product can be successful or fail due to numerous variables.

Finally, Guinness’ marketing strategy will be examined, as they are incredibly creative in their

marketing and are able to live up to prior expectations.

By looking at varying aspects of marketing and branding you will see how form follows

branding and marketing within the design industry.

1. Branding

Branding is the process where a company comes up with unique visual codes, which maintain

a consistency when launching a product or marketing strategy. Branding aims to market a product to

a niche consumer, which helps to attract and retain customers (www.businessdictionary.com). Branding

enables a company to have an identity, this identity makes connecting with the target consumer more

of a personal experience. By having a distinctive brand, a company is easily recognised by customers

and potential markets. Consumer tribes tend to associate themselves with businesses they trust,

based on previous positive experiences. Eventually a brand will gain a positive or negative reputation

in its chosen market sector. For a consumer this is important to distinguish good quality and bad

quality products and services. For expanding companies word-of-mouth marketing is the most sort

after type of promotion (http://www.strategynewmedia.com). On the other hand, this can also be what brings

down a company with a negative reputation.

2. Branding Case Study: Ladbroke’s

2.1. Ladbroke’s-Background

In 1963 betting became legal, major bookmarkers, such as Ladbroke’s, were forced into

revaluating how their business would be presented in this new market of possibility. This lead to

Ladbroke’s commissioning designers to refurbish all their premises; their insight was to economise in

scale therefore becoming more cost effective, thus creating uniformity across the entirety of the chain

(The beginner’s guide to Colour Psychology).

Designers felt they had improved the aesthetics of Ladbroke’s. Yet the chairman, Cyril Stein

(www.ladbrokesplc.com), wasn’t happy with the design recipe, especially the colour palettes being used.

Eventually, designer Angela Wright was briefed to provide a colour analysis and where appropriate

suggest new colour themes. The only restrictions was to be wary of blue as both of their competitors

had recently rebranded and heavily relied on dark blue. The newly established red branding needed

to be retained. (The beginner’s guide to Colour Psychology).

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2.2. Looking-at-the-Interiors

Firstly, Wright looked at 5 variations of the colour red already established in the premises; yet

the trade mark red wasn’t present. This made Wright think about the negative connotations of having

numerous variations of red in such a confined space; and how this reflects the professionalism of the

company. (The beginner’s guide to Colour Psychology)

A second problem arose when it was noted a high proportion of grey was present, the problem

with the colour selection of grey encourages us to hoard what we have, due to our evolutionary

instincts making us believe that we are in for a long winter. This frame of mind won’t encourage

customers to spend money in a bookmakers. The best colour to encourage us to spend our money is

green as there being a lot of superstition and luck around it; due to the nature of the business,

everything around gambling revolves around green, which made it seem strange that it was not

already considered. (The beginner’s guide to Colour Psychology).

2.3. Report

The report feedback, stated the above problems, therefore leading Angela Wright to present

two colour themes. One of these colour schemes consisted of the Ladbroke’s red, the other was

traditional and already established tone of red. The implications of the two choices were explained

and justified in the report. (The beginner’s guide to Colour Psychology)

Ladbroke’s made their logo an autumnal red, this meant all their shops had an autumnal

theme as the logo was their key influence. Wright explained this theme communicated values of

strength, tradition, reliability and warmth. (The beginner’s guide to Colour Psychology)

2.4. Solution

Ladbroke’s then decided to keep Wright on to work with their own designers to produce a

colour palette Ladbroke’s felt embodied their brand image. Together they came up with an autumnal

palette built around their Ladbroke’s red. With this new autumnal palette Ladbroke’s really felt they

could envision themselves. (The beginner’s guide to Colour Psychology).

When the first shop was refurbished the brand image changed dramatically. The autumnal

colour palette was in place and which lead to the dominant colour scheme featuring mainly red with

autumnal green with hints of blue, these replaced the excess grey seen in previous stores. This

resulted in the main competitors losing their business due to the lack of colour positive association for

the industry. It was hoped that the new colour scheme would provide a positive effect in the

company’s image for years to come.

“If the colours are right, they stand the test of time.” (The beginner’s guide to Colour Psychology)

2.5. Case-Study-Conclusion

From this you are able to see how branding influences the way that something is produced,

as without a logo, identity, colour scheme and an understanding other brands around you, it is difficult

to succeed; it forces the form of an interior design, product or service to conform to what is already

established. The brand needs to feel as though their qualities and visions are embodied in their

aesthetics.

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3. Marketing

3.1. What-is-marketing?

Marketing is the activity of a company selling a product or service. It includes advertising, selling

and delivering products to consumers. Marketing tries to get the attention of target audiences by

using techniques such as slogans, packaging design, celebrity endorsements and general media

exposure (www.investopedia.com). All marketing takes into consideration the 4Ps:

- Product (or service)

- Place

- Price

- Promotion. (www.mindtools.com)

In order for a campaign to be successful the 4Ps have to be utilised in every process of marketing. This

will help create a successful campaign.

3.2. Guerrilla-Marketing

Guerrilla Marketing aims to create unconventional marketing techniques, therefore yielding

maximum results for a low-cost. However, this tactic is not always strictly legal. It is often used by

small businesses to reach a large audience without exceeding budget. However, large companies on

occasion use this to complement their own mass campaigns. (www.creativeguerrillamarketing.com). Below is an

example of guerrilla marketing.

(http://www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-marketing-ideas-ive-ever-seen/)

Nestlé’s KitKat has been guerrilla marketed in a very simple yet visually stimulating way.

Benches are something which we sit on to take a break; Nestlé has created a play on words; with the

slogan being “take a break, take a KitKat”. By marketing this product in an unconventional and ironic

way this enables KitKat to gain the maximum amount of attention from passers-by, resulting in word-

of-mouth marketing.

3.3. Word-of-mouth

Word-of-mouth marketing is where consumers converse and reflect on their views of a

company whether that be positive or negative. This occurs when a customer experiences shock tactic

marketing, this is when the product, service or company display something unexpected. We as

consumers are prone to trusting those around us, therefore companies thrive to achieve positive

word-of-mouth marketing. By recommending a product, service or company to someone, the

customer gains nothing from the promotion but the satisfaction and the appreciation of others.

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Consumers talking negatively is often the result of a product, service or company not being up to high

levels of standard and quality which they insured the consumer would receive, therefore the

consumer feels a lack of trust towards said company, product or service (www.entrepreneur.com).

3.4. Marketing-Summary

Marketing is essential to the launch of products and the amount of success they achieve.

Any exposure that a product, company or service receives, positive or negative, will affect the selling

of the product in some way. This will be elaborated on in the following case studies.

4. Marketing Case Study: Donnie Darko (2001)

4.1. Why-Donnie-Darko?

Donnie Darko was marketed by two westernised countries in two opposing ways, one which

was successful, one was not. It’s a compelling and prime example of how variables can affect the

success of launching products.

4.2. US-Distribution-and-Exhibition

The US Distributors, New Market, were the first to market Donnie Darko. It was marketed

towards a ‘mainstream, teenage horror multiplex audience’ (WJEC Film Studies AS, 2004). The marketing was

unsuccessful, as US audiences expected a slash film like the Scream franchise. This misrepresentation

introduced negative word-of-mouth due to the false advertisement received by the Donnie Darko

audience. New Market decided to release the film for Halloween 2001; unfortunately a month prior

was the terrorist attacks on 9/11, and the film included a plane disaster which was likely to make the

audience feel uncomfortable. In total, the US lifetime grosses was $517,375, however, including the

director’s cut brings the total to $1,270,522 (boxofficemojo.com).

(https://correctopinion.files.wordpress.com/2008/05/donniedarko.jpg)

4.3. UK-Distribution

4.3.1. Background-Information

The UK distributor for Donnie Darko was Metrodome. Metrodome initially saw Donnie Darko

at the Los Angeles Film Festival in February 2002. At this point the asking price for UK distribution

rights had fallen from £1 million to £100,000 because of its failure in the US. Metrodome concluded

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that New Market had mishandled the marketing campaign and bought the rights. (WJEC Film Studies AS,

2004).

4.3.2. Advertising

Metrodome spent £80,000 on advertising Donnie Darko. Unlike the US campaign, they

positioned the film as a ‘twisted, clever genre-defying, late-night, cult, up-market, review-led movie’.

The primary audience for Donnie Darko were more likely to respond to reviews in broadsheets than

to cinema trailers and television advertisements; but a press campaign was still needed. (WJEC Film Studies

AS, 2004).

4.3.3. London-Underground-Campaign

£15,000 of the £80,000 budget was spent on the London Underground campaign. The poster

included endorsements from the press, magazine quotes and a strip at the bottom with the

information of the various cinemas exhibiting Donnie Darko in London. It also contained a warning

saying ‘contains strong language and psychological horror’; this warning was included as Metrodome

felt as though it was more likely to attract than to deter their primary audience. It also suggested that

it was not a main stream, blockbuster film, so the audience knew better what to expect; therefore

resulting in positive word-of-mouth. (WJEC Film Studies AS, 2004).

4.3.3. Main-Poster-Campaign

The main poster campaign changed the image from ‘scary cinema’ to ‘surreal cinema’ and

sported an image highlighting surrealism by two characters sat alongside an oversized rabbit figure in

a cinema. There was then a quote from Jonathon Ross giving a positive review, helping to reassure

potential viewers that Donnie Darko was not too much of an art-house film. (WJEC Film Studies AS, 2004).

(http://www.denofgeek.com/movies/donnie-darko/35762/donnie-darkos-perfect-study-of-teenage-isolation)

4.3.4 Guerrilla-Marketing

A distributor would never admit to guerrilla marketing as it is illegal. Guerrilla marketing is a

very cheap alternative, for example, having a blank billboard at Clapham Junction station could be

filled for a month with an unofficial design for the film, and it may only cost the distributors £100. This

is something that was done for Donnie Darko, especially with graffiti being an iconic moment within

the film. (WJEC Film Studies AS, 2004)

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(http://haybaybayhailey.blogspot.co.uk/2009/06/donnie-darko-esq.html)

4.3.5. Publicity

Jake Gyllenhaal was in London doing a play, therefore Metrodome would not need to pay for

him to come over to London or get him a place to stay. Gyllenhaal did press and photoshoots for

magazines, including Attitude, The Face, ID and Sleaze Nation. Due to these publications having niche

markets they were the perfect platforms to integrate Donnie Darko’s ideal consumer and the audience

of these publications. To target a wider audience they managed to get the front cover of The Sunday

Times Culture Magazine, this was important to get the word out about Donnie Darko, thus furthering

the film’s success. (WJEC Film Studies AS, 2004)

4.4. UK-Exhibition

4.4.1. Opening

Donnie Darko opened with 30 screens in the UK; a full year after the US on Halloween 2002.

A standard blockbuster would open with 400-500 screens; a standard art-house film would only be

shown on 4 or 5 screens. Half of the screenings for Donnie Darko were shown in London art-house

cinemas. Art-house cinemas are seen to create a better ‘buzz’ by independent distributors, meaning

that the audience are more likely to discuss a new film and influence others to see it too. (WJEC Film Studies

AS, 2004).

4.4.2. Screen-Average

The screen average is the number of tickets sold per screen. From the first Friday, distributors

tend to know if a film will succeed or fail. For Donnie Darko the screen averages were excellent because

of positive word-of-mouth. After 2 weeks an extra 25-30 showings of the film were to go to multiplex

screens. Donnie Darko’s screen average was second to XXX (2002), the major Hollywood blockbuster

starring Vin Diesel. There was then pressure for Metrodome to increase their screen number to 150;

however, this was rejected as they believed it was important to have less screens sold out than have

more screens and have them half empty. This way audiences would return to the cinema to see it the

following week and word-of-mouth would work more successfully. (WJEC Film Studies AS, 2004)

4.4.3. Video-and-DVD-Sales

Donnie Darko took a total of £1.6 million at the UK box office, this is over 3 times the amount

initially projected. This was important in giving the film a strong profile for the video/DVD release in

May 2003. This had a strong advertising campaign behind it; including full page advertisements in film

magazines; in which they emphasised the special features available on the DVD, with 20 deleted and

extended scenes, with optional director’s commentary; these were aimed at established fans of the

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film. There was then a promotional tie in with HMV where they designed a limited edition sleeve and

6 ‘art cards’. (WJEC Film Studies AS, 2004)

(http://www.fanpop.com/clubs/donnie-darko/images/815876/title/donnie-darko-poster-dvd-cover-photo)

(http://home.earthlink.net/~thechurch/other-media/movies/donnie-darko.html)

4.4.4. Total-Profit

The total profit received by Metrodome from Donnie Darko was just under $2 million. (WJEC

Film Studies AS, 2004).


After reading this case study it is clear to see marketing is the platform which decides a

products success. On this occasion the success was based on finding a niche consumer and enticing

the audience by demonstrating something out of the ordinary about this particular product. Every

product is subjective as to whether it is good or bad. Here the product is the film, the consumer either

likes it, or they don’t, but in two similar westernised societies the film managed to thrive in one and

fail in the other, solely due to the differences in the marketing of the film.

5. Marketing Case Study: Guinness

5.1. Why-Guinness?

Guinness is at the forefront of modern marketing. They understand what the public respond

and react to; whilst creating marketing strategies which everyone is able to relate to, understand, and

interpret individually.

5.2. Empty-Chair-Advertising-Campaign

5.2.1. What-is-the-narrative-behind-the-advert?

The “Empty Chair” campaign displays a bartender leaving a pint of Guinness at an empty table and

chair in the centre of a pub. No one ever sits at the table, if they try the bartender gives them a sour look.

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Every night the pint of beer remains. It serves as a symbolism of hope for the bartender; however we aren’t

sure who the beer is for until the end of the advert. Everything is explained when a soldier returns home

to have his Guinness. The whole advert is silent except for some gentle music, until the end when the

advert finishes with the tag line “the choices we make reveal the true nature of our character”. (www.youtube.com)

5.2.2. What-is-the-marketing-strategy-for-this-advert?

Guinness has succeed to tap into its audiences emotions, as the solider represents either a

direct link to war that a viewer will feel personally. Responses towards the advert were

overwhelmingly positive, creating word-of-mouth. The customers, and specifically the target market

is looking for meaningful stories and adverts rather than generic selling of a product. This is something

which is dominant within the “Empty Chair” campaign. (www.digitalsparkmarketing.com)

The commercial creates a feeling of community and coming together as they honour a soldier

who is out of sight, yet not out of mind. Guinness reminds us that a true test of character is what you

do when no-one’s looking; Guinness proudly raises a glass to those who are ‘#MadeOfMore’. (www.digitalsparkmarketing.com)

5.2.3 Branding

Branding within the ‘Empty Chair’ advert was thorough and symbolic, therefore creating a

concise advert with a large impact. The pint glass soon turns into a narrative in itself leading Guinness

to use this as a logo directly associated with the Guinness brand (www.digitalsparkmarketing.com).

5.3. Evolution-of-Guinness-Marketing

Word-of-mouth promotional strategies was originally what Guinness relied on to promote its

campaigns and launching of new products. Yet in the 1930’s when sales were slowly deteriorating

Guinness hired S. H. Benson advertising agency, who in turn created the tagline ‘Guinness is good for

you’ communicating medical benefits, this was the foundation that Guinness was built on for over 40

years. (www.businessinsider.com)

(www.businessinsider.com)

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As a marketing campaign in 1951, Sir Hugh Beaver, Director of Guinness, came up with the

idea to have 1,000 copies of a ‘book of records’. This book ended up being a profitable source within

the Guinness portfolio, we now see the modern edition in the Guinness Book of World Records.

(www.businessinsider.com).

Guinness started to analyse their consumer consumption habits, this caused their advertising

to be tailored to their target market, and further developed their success. (www.businessinsider.com)

Eventually, they decided to take a new twist on an old favourite, as new advertising laws were

enforced, so they could no longer say “Guinness is good for you”, so they made a play on words saying

“Guinnless isn’t good for you”, this had an 87% awareness among adults. (www.businessinsider.com)


This case study emphasises how Guinness has been at the forefront of marketing. In the 1930s

sales were declining, yet the gusiness brand was able to override its circumstances, rebrand and go on

to be one of the most recognised companies for its marketing sectors. This in turn made it not only a

profitable business but a company in which reaches its target consumer through various methods of

marketing techniques.

Conclusion

This essay discusses how branding and marketing can determine the reputation of a brand,

service or product. The result of successful marketing is ending a campaign or launch with a thriving

outcome, in turn lack of marketing or well researched branding will equally damage a reputation of a

company or product.

The Ladbroke’s case study demonstrates how changes within colour tones throughout

Ladbrokes interiors themes can create an atmosphere in which compliments its chosen target

consumer.

Donnie Darko reflects how a company may fail to represent a product correctly and therefore

it shows when compared to a successful campaign for the same product.

The Guinness case study is an example of how marketing techniques have developed and

progressed over time. It similarly exhibits how understanding your target consumer is key to a

successful campaign.

After reviewing these case studies, it is clear to see the amount of affect marketing and

branding has on the value of a company, service or product. The 3 case studies really emphasise the

importance of this through statistics, understanding and knowledge, and reliable references.

To conclude companies should market their product or service with a clear knowledge of their

consumer, an understanding of how certain marketing strategies would attract their primary

consumer and finally, how branding a product can make or break its success.

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References

1. Branding

Unknown Author. Branding. Available:

http://www.businessdictionary.com/definition/branding.html#ixzz3sKKVnevl Last accessed

23/11/2015

Willson, J. (2013). Why is branding important? Available: http://www.strategynewmedia.com/why-is-

branding-important. Last accessed 23/11/2015

2. Branding Case Study: Ladbroke’s

2.1. Ladbroke’s Background

Wright, A (1995). The Beginner's Guide to Colour Psychology. 2nd ed. London: Colour Affects Ltd. 172-

175

Ladbroke's. (Unknown). The Ladbroke's Story. Available: http://www.ladbrokesplc.com/about-us/a-

proud-history.aspx. Last accessed 05/12/2015

2.2. Looking at the Interiors


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2.3. Report


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2.4. Solution


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2.5. Case Study Conclusion

N/A

3. Marketing

3.1. What is marketing?

Unknown. (2015). Marketing. Available: http://www.investopedia.com/terms/m/marketing.asp. Last

accessed 24/11/2015

Mind Tools Editorial Team. (2015) The Marketing Mix and the 4Ps of Marketing. Available:

https://www.mindtools.com/pages/article/newSTR_94.htm. Last accessed 24/11/2015

3.2. Guerrilla Marketing

Creative Guerrilla Marketing. (2015). What is guerrilla marketing? Available:

http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/. Last accessed 24/11/2015

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Lum, R. (2010). The 80 Best Guerilla Marketing Ideas I’ve Ever Seen.Available:

http://www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-marketing-

ideas-ive-ever-seen/. Last accessed 24/11/2015

3.3. Word-of-Mouth

Entrepreneur Staff. (2015). Word-of-Mouth Advertising. Available:

http://www.entrepreneur.com/encyclopedia/word-of-mouth-advertising. Last accessed 24/11/2015

3.4. Marketing Summary

N/A

4. Marketing Case Study: Donnie Darko

4.1. Why Donnie Darko?

N/A

4.2. US Distribution and Exhibition

Jones, T & Dyson, T. (2004). Film Distribution and Exhibition. In: AS Film Studies WJEC Unit FS2:

Producers and Audiences. Oxfordshire: Philip Allan Updates.

Box Office Mojo. (2004). Donnie Darko. Available:

http://www.boxofficemojo.com/movies/?page=releases&id=donniedarko.htm. Last accessed

23/11/2015

(Image) Unknown. (2008). Death Means Nothing To Sequels. Available:

https://correctopinion.files.wordpress.com/2008/05/donniedarko.jpg. Last accessed 23/11/2015

4.3. UK Distribution



(Image) Ryan Lambie. (2015). Donnie Darko's Perfect Study of Teenage Isolation. Available:

http://www.denofgeek.com/movies/donnie-darko/35762/donnie-darkos-perfect-study-of-teenage-

isolation. Last accessed 23/11/2015

(Image) Paige, H. (2015). Stencil Graffiti Frenzy. Available:

http://haybaybayhailey.blogspot.co.uk/2009/06/donnie-darko-esq.html. Last accessed 23/11/2015.

4.4. UK Exhibition



Unknown. (Unknown). Donnie Darko Poster/DVD Cover. Available:

http://www.fanpop.com/clubs/donnie-darko/images/815876/title/donnie-darko-poster-dvd-cover-

photo. Last accessed 24/11/2015

Unknown. (Unknown). Donnie Darko (2001). Available: http://home.earthlink.net/~thechurch/other-

media/movies/donnie-darko.html. Last accessed 24/11/2015


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N/A

5. Marketing Case Study: Guinness

5.1. Why Guinness?

N/A

5.2. Empty Chair

Guinness. (2014). Guinness Commercial: Empty Chair. Available:

https://www.youtube.com/watch?v=rx0MRawkrj4. Last accessed 03/12/2015

Schoultz, M. (Unknown). Guinness Marketing Campaign Shows Their Creativity. Available:

http://www.digitalsparkmarketing.com/creative-marketing/marketing-strategy-creative-

marketing/guinness-marketing-campaign/. Last accessed 24/11/2015

5.3. Evolution of Guinness Marketing

Russell, M. (2012). 250 Years of Genius: A Look At The Evolution Of Guinness Advertising. Available:

http://www.businessinsider.com/an-evolution-of-guinness-advertising-2012-3?op=1&IR=T. Last

accessed 24/11/2015


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bethan woodhams n0563078 form follows branding and ...€¦ · finally, guinness’ marketing...

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