As I mentioned in the last post I decided to base my research report on branding and more specifically the process, planning and methodology of creating a brand. Essentially I want to come up with a perfect, detailed plan of the process of designing a brand. I know this doesn’t make much sense yet… not even to me, and that’s why I started to look at books and articles today (no, not because it was a task :P).

The books I concentrated on today were not only purely branding books as I wanted to find some background information. I was reassured that NAOMI KLEIN in her “NO LOGO” was in fact wrong, well, what I mean to say is that I agree with many a designer like Wally Olins in the matter that the brands would not exist if the customers didn’t want and love them. The designers and brands simply have not got the power to physically force people to buy things, what they do have though is the knowledge and a way of creating a brand that will fulfil the consumers needs. And knowing these needs of the specific, chosen target market they can create an image, which will subconsciously appeal to their potential customers.

The subconscious mind and the scientific way in which our brains work was another piece of background information, which I have researched today. Although there is more than one theory, the bottom line is that there is a way to receive information, where it is emotionally developed and therefore creating a reaction, but skipping the association cortex, which ultimately means that the feelings and the reactions are subconscious. This process only occurs in the instance when the information received by our sight, smell, taste or hearing is VERY strong. This is why it is essential to know the exact likes and dislikes of the target market. And that leads me to the research part of designing a brand and understanding the market which are absolutely essential to start…

Ha! So I know what the first step is…Unfortunatelly this is all I know so far, and as of yet I am not sure exactly who I will interview or what design groups I want to base my research on…

Dziekuje

Marta Siolkowska