Thinking ahead to the content of the body of practical work I considered what my essays core values are and it's key findings. From this I concluded my essay worked towards an understanding of the self and how brands utilise this in order to market their products and make them more successful. This set the tone of the practical body of work to be fairly logical and look at a form of branding/advertising as a direct link to my research essay.
Branding is a part of my practice I have actively been developing as part of my other level 5 modules and is becoming a distinct specialism within my practice. Analysing the psychology of branding through my research essay has helped to inform this development and extending this into the practical body of work will create a contextually informed resolution.
Analysing this further I considered the different areas of products I could brand, to make the most direct link to my essay I wanted a product that was as common and basic as possible to demonstrate how the branding and marketing can elevate a product from an everyday essential to a luxury commodity. Initially brainstorming products such as toilet roll and condiments (salt and pepper) concluded these products can still be made superior through their materials/ingredients, which then focused my practical direction towards water.
Water is a basic human right/ essential to live in developed countered such as Britain it is widely available for free from a tap/dispenser yet we often pay for bottled water. The great thing about branding water is that A) it can be sourced for free B) theres little you can do to it besides add minerals that elevates its quality therefore purchasing bottled water means the individual is mainly paying for the brand and the bottle. This created a contextual proposal for my practical body of work as branding a new bottled water would put the focus entirely on branding/advertising that could create a luxury brand that in theory is no better that what you can get for free out of the tap.
Initial research directions for this explored using recycled water as the concept as I felt this would create a strong satirical resolution creating a luxury brand that is based on selling purified sewer water however researching the logistics of this found recycled water cannot be used for drinking. I found that "Recycled water is wastewater that has been purified so it can be used again for new purposes. We treat wastewater from our sewage treatment plants to produce high quality recycled water that is suitable for a range of non-drinking purposes." - Melbourne Water
This then lead my research direction to focus on luxury water brands such as VOSS and FIJI water which Retail for significantly higher prices and come with extensive branding/marketing to sell the water beyond being water and as a lifestyle. I found these brands tapped into the core values of using the self to promote the brand as discussed in my essay and established this as a strong contextual link between theory and practice.
Initial research directions for this explored using recycled water as the concept as I felt this would create a strong satirical resolution creating a luxury brand that is based on selling purified sewer water however researching the logistics of this found recycled water cannot be used for drinking. I found that "Recycled water is wastewater that has been purified so it can be used again for new purposes. We treat wastewater from our sewage treatment plants to produce high quality recycled water that is suitable for a range of non-drinking purposes." - Melbourne Water
This then lead my research direction to focus on luxury water brands such as VOSS and FIJI water which Retail for significantly higher prices and come with extensive branding/marketing to sell the water beyond being water and as a lifestyle. I found these brands tapped into the core values of using the self to promote the brand as discussed in my essay and established this as a strong contextual link between theory and practice.
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