OUGD601 - Practical / Refined Concept

As a result of my initial research I am more informed about the target audience and subject of the brief, therefore feel justified in refining the original concept in order to ensure it is focused and creates a high level of contextual synthesis with the research essay. 

From this research I can establish the main element of the brief is to create a campaign that promote's this conceptual service to the target audience; the millennial demographic. This most succinctly articulates the elements of brand psychology as discussed within my dissertation such as  the audience positioning of this campaign generating brand equity and it's format will clearly articulates the brands personality. The informed research into this millennial demographic identifies consumer purchase motivation and generational preferences which can be exploited within the campaign to evoke a more profound consumer-brand relationship. Due to the service the concept provides is purely conceptual at this stage as it imagines the world of travel in a post Brexit society. I will need to create the outline of a brand that offers this service as opposed to creating a campaign for a pre-existing corporation. Within this I will create a specific brand identity including name, slogan, and logo that will also implement features of brand psychology into this design process creating further synthesis with the dissertation. The final element of the brief is to create a range of campaign collateral, the brief states this should include a poster campaign and point of sale leaflet which will help extend this brand personality and clearly identify the brand image, this also adds tangible outcomes to the project along with the main element of the written campaign proposal.

It should be further reinforced that  I have chosen to produce the campaign for a significantly different area of commerce different to my case studies in order to demonstrate the cancerous nature of this framework and how can be universally applied across brand theory in order to exploit a consumers relationship with any brand in order to create contextual synthesis with the research essay.