MU308 Multimedia Marketing

1
MU308 Multimedia Marketing

• Brands

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Overview

• Module guide reminder for assignment
• Formative practical work on brands/tag
  lines/slogans
• CoolBrands Ranking game
• Wot supermarket?
• Reading!
• Brands criteria for success
• Marketing portfolio for COMX08

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Brands criteria for success 1
Apply to poster

• Visibility
• Will people notice it in a crowded environment?
• Application
• Can it be used on a variety of artefacts -
  letterhead, business cards, vehicle, hoarding etc
• Distinctive
• Is it different from the competition - notice the
  apple logo Cautionary tale about Cheltenham's
  Netscafe!
• Simplicity/Universality
• know when to stop embellishing - avoid the
  playschool sludge effect
• Retention
• Viewers like a sense of discovery - Hmmm?

4
Brands criteria for success 2

• Colour
• It is good practice to design only in black and
  white to begin with as a good design must work in
  poor quality newsprint/web images as well as in
  glossy brochures/DVDs
• Descriptiveness
• Does the symbol reveal the company or product -
  many corporate brands have given up and merely
  have the name.
• Timeliness
• Once a good trademark/logo lasted for 20 years -
  now organisations seem to change every 5 years -
  depending on brand equity.
• Modularity
• All elements of the brand must fit together -
  typography, layout, format - "a single voice"
• Equity
• The age, provenance, recognition value are
  important considerations in deciding what exactly
  to redesign.

Apply to poster
5
Assessment

• Marketing Portfolio
• Logo
• Poster
• Scaleable banner (audio)
• Website design
• Developed each week
• Prac session self-directed time
• Designs integrated into a Brand
• Week 10 Portfolio Peer Review
• Portfolio items should be nearly complete by this
  date
• Final submission has to say how you responded to
  peer feedback pretty difficult if there wasnt
  much for your peer to look at hmmmm!