When our tutor Andrew placed a box full of promotional materials on the table I was very excited. It was his own collection that he started in 1990. Surprisingly it did not take me long to find something that I fell in love with. It was a cream folder. Very delicate with paper samples inside from G. F. Smith. You could tell just from the look of it that this folder is made for very high standards. Using the product we chose we had to go through some questions which helped us to understand what are the steps of a well developed research.
Firstly in our primary research we used our own knowledge and just by looking at the item we tried to understand as much as we can about the company that released that item. We had to familiarise ourselves with the product as much as we could, describe the object through drawing and words, guess who is it aimed for etc.
With the secondary research we were able to answer to the questions in more detail. We were asked to find out about the company’s heritage and compare our answers to the sheet on the primary research. The third sheet that we received helped us to understand the term ‘brand voice’ through writing a creative story about the object and brand. We had to think about our product as a person who can speak. And if the G. F. Smith folder could speak, what would it say? What tone of voice would it use to say it? To whom would it say? These are just some of the questions that we had consider.
It was very interesting to see how a good research determinate how much we could step into a brand shoes, speak in their language, tell their story.
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