FORGET ME NOT Brand Promotion Plan by Brontey White
CONTENTS CONTENTS 1. Introduction. Aims. Objectives.
2. P.E.S.T S.W.O.T Key Insights.
3.
4.
The big idea. Perceptual map. Consumer profile.
Creative concept. Brand identity.
5.
6.
Execution and plan. Communication tools. Visualization. 6 month Timeline.
7. Appendix. Bibliography.
Aesthetic appeal.
Summary.
INTRO For the fragrance brand I created with my group; forget me not, I intend to create a promotional plan to explore the brand concept and identity as well as detail the launch and first six months of the brand. The aims are to create a promotional plan that will show and explore the big idea behind the brand and why and how it will be successful. I also intend to explore how our visual identity and brand personality will help achieve a successful brand and support our big idea and how we intend to do this using communication channels.
Figure 2, Forget Me Not team, 2015.
S
W
- The strengths behind the brand are the niche position in the market and having slim to none competitors - The ability to reach consumers without the illness for a bespoke experience that offers a relaxing and educational experience
- Having the difficulty of having a client and a buyer as it is two age groups to target and attract. - Making it appeal to those who might just want to take advantage of free NHS schemes.
- The opportunity to expand the brand as a bespoke experience to consumers through distribution and selling as a package in retail stores such as Selfridges - The opportunity to work alongside or collaborate with other health companies or charities.
- NHS free schemes and classes for Alzheimer’s patients
O
Figure 3, own work, 2015.
T
P
- Abides laws and tax regulations within working with a charity and NHS doctors - Follows Health and safety regulations within working with chemicals and allergens Doesn’t need to compete with other brands in RIFM database - The rise of films and TV series exploring Alzheimer’s and dementia such as ‘Still Alice’ (2014) and soaps - Providing a social environment for relaxing.
S
E
- Working alongside a charity and the NHS in the midst of cuts on funding - Deals on attending as a pair for affordability
- Easy & accessible website Making it accessible on different platforms for ease of use in a busy, modern world.
T
The key insights from our brand’s PEST and SWOT analysis (Harriet Posner, pages 65 and 66, 2011.) highlight the biggest issue to the brand Forget Me Not is the possibility of our targeted buyer turning to free NHS schemes and classes instead of our services. However our research tells us there is not a great deal of choice and our concept of offering a relaxing, positive experience to both the person with Alzheimer’s and the carer is something unique. We also feel that that the buyer would be more inclined to pay the price of £40 for two people because we are giving ten percent of that price to the Dementia Friends charity which would beneficial to others in their position and help further knowledge on the illness.
Figure 4, Forget Me Not team, 2015 Figure 5, unknown date & photographer.
THE THE BIG BIG IDEA IDEA The big idea behind Forget Me Not is to provide fragrance making classes for Alzheimer’s and dementia sufferers to help recollection and trigger memories. As well as this, in comparison to other classes out there for sufferers it provides the option to experience the class alongside the carer or a family member to provide a relaxing, comforting experience for both parties. Because the class is based upon making your own fragrance and scent surrounding your own memories any person can also take part and create a bespoke perfume- whether they have the health problem or not. (Alina Wheeler, page 16, 2012.) The need for Forget Me Not is apparent because every three minutes someone is diagnosed with Alzheimer’s yet there is no cure and in fact, little known about how to help it. From our research we have also found that scent is the most powerful of the five senses and can be a powerful memory stimulant. The product is unique because all other fragrance making classes come under two categories; either educational or social. We also aim to build up a personal relationship with each client so that they feel they are being fully supported.
‘‘Every three minutes someone is diagnosed with Alzheimer’s’’ Rather than a consumer profile, we are targeting more of a buyer. The difference is because we are mostly going to be promoted through the NHS and our partnership with the Dementia Friends charity we are focusing on more of a ‘business to business’ plan because of our alliance with others. Moreover, more than likely the person buying the class and experience will be the carer and not the person the class directly effects thus providing the difference between the buyer profile and consumer profile. Our buyer however, would be a middle aged woman whose focus is on her family and daily life. She is more likely to be over fifty and have children who are at least in their teenage years. She would have to fit in caring for her family member with Alzheimer’s around her job and family life and doesn’t find the experience easy to fit in. The big idea will benefit the buyer as well as the Alzheimer and Dementia sufferers because we are providing a relaxing (and interactive) experience for them too-something where they can still be involved but have fun doing it at the same time.
Figure 6, Unknown date and photographer.
Educational Karen Gilbert
Cotswold Perfumery Into the blue Perfume making holiday, France
Bespoke Perfume
UK girl thing The Perfume Studio
Jo Malone, Bespoke Wedding Perfume Mathilde Laurent
Guerlain, Paris
Scent Library, Beijing Mandy Aftel Figure 7, Forget Me Not team, 2015.
Memory
Physical Alzheimer’s disease Gardening classes Skittles and Indoor bowls classes
Plush Folly
Relaxing Environment Capture Life’s Journey
Music and Dance
Cafe Connect
Recollection
Figure 8, own work, 2015.
CONSUMER& BUYER PROFILE: Name: Elizabeth Fearne Age: 55 Occupation: Hairdresser Favourite food: Sunday Roast Hobbies: Painting, cooking and gardening Favourite Beauty product: Olay moisturiser Favourite clothing brands: Wallis or Dorothy Perkins Favourite fragrance brand: Chanel No 5 Archetype: Carer, Creator
CREATIVE CONCEPT The idea behind the creative concept for Forget Me Not is to show that the brand is about health, relaxation and comfort. It also aims to show we care about family and reconnecting which we show through our brand tagline ‘reminiscent experience’. Because the brand aims to appeal to both genders and a wide age range we wanted something simple and clear. (‘Alina Wheeler, page 24, 2012.) Forget Me Not has created an attractive creative concept to our buyer because through our visual aesthetic and tagline you can tell the brand’s essence is family values, reconnecting and giving a positive experience. To show this through our logo, bottle design, and advertising campaigns we chose a colour scheme of greys, nudes and a pastel blue. The logo incorporated the Forget Me Not flower to keep in with our health and botanical themed appearance and also keeps in direct link with the charity ‘Dementia friends’. We designed a floral garland with a cursive F on the inside to keep the design minimal, clean and clear. We adapted the designs from our collaboration with the graphic design team after we found their designs to be a bit too dated for us and not matching the types of colours we wanted to use.
Figures 9 and 10, Forget Me Not team, 2015
Figures 11 and 12, Forget Me Not team, 2015.
Figure 13, Alicia Buszczak, unknown date
All of the ‘Forget Me Not’ references were from our collaboration with the graphic design team. It is due to the fact the ‘Dementia friends’ charity uses a forget me not flower as their logo. It connects well with our brand values of memory, connectivity and our caring and supportive brand personality. ‘The right name is timeless, tireless, easy to say and remember; it stands for something, and facilitates brand extensions.’ (Alina Wheeler, page 20, 2012.) All of the designs and references instil our visual identity and personality into our advertising campaigns as well. It shows Forget Me Not’s brand identity and personality by showing the support of family values and our focus on memories. We applied the same theory to our photo shoot. The only difference was incorporating the design of people.The execution was styled as a Polaroid on a page in a magazine inspired the minimalistic Celine ad campaigns. We felt this was a gender and age neutral concept.
BRAND VISION: Our main aim is to create an enjoyable, comforting experience for both of our consumers that have health,social and personal benefits.
BRAND The personality of the brand is caring, supportive, understanding. We use personal, emotive language to connect with the consumer and have a very minimal, personal appearance. Figure 14, own work, 2015.
LOOK, BEHAVE, TALK:
BRAND ESSENCE: We stand for health, family, memories and reconnection which we hope to utilise as part of our experience. The tag line for our brand ‘reminiscent experiences’ embodies our brand essence.
MODEL Aimed at a niche market, our brand is the first therapeutic class to focus on scent. It is also niche in the fact that there isn’t many classes for Alzheimer’s in general.
BRAND POSITION:
EXECUTION & PLAN By using and accessing existing charities and taking advantage of public services like the NHS we will connect with our audience by promoting ourselves in places where carers of those with Alzheimer’s would be likely to know about and already look at for any info they might need. Although we plan to also promote the individuality of the brand, our main focus and personality is about appealing in a friendly voice to emphasize the fact as a company, we plan on a building a regular relationship with our buyers and consumers. Because we are a company giving ten percent of proceeds to the ‘Dementia friends’ charity, we will be advertised through them as well as through local doctors surgeries. We will use leaflets, magazine advertising campaigns and our video to do so (which will be featured on our own and Dementia friend’s websites).
Figure 15, Unknown date and photographer
COMMUNICATION CHANNELS; MAGAZINES
Figure 16, Own work x Graphic Burger, 2015.
‘‘THE PRESENCE OF AN OLDER MODEL IN A COSMETICS AD IS INCOMPATIBLE WITH CERTAIN WESTERN CULTURES BELIEFS CONCERNING AGE AND BEAUTY’’
We plan on advertising through magazines like Country Living, Health and Well being, and Good Housekeeping who aim at predominantly middle aged females which is our buyer profile. This is because not only are magazines an effective way to catch a buyers eye with a creative advertising campaign, but also because flicking through a magazine is a popular activity when relaxing and something someone in our age range and buyer profile would be likely to do. ‘One of the most prevalent channels for fashion, accessory, perfume and cosmetic advertising is the printed adverts featured in a vast array of internationally and nationally published monthly fashion magazines.’ (Harriet Posner, Page 165, 2011.)Our advertising campaign itself was inspired by a fusion of different things. We fused the ideas of traditional old lockets with photographs in with being inspired by recent Celine campaigns. We came up with the silhouette concept of people made up of old photographs because we thought it would appeal to both our buyers and concept as it is traditional and influenced by vintage looks that are often recreated and romanticized in today’s fashion world. We paired this with a minimalistic white background, border and our logo. The concept is simple and the message is meant to convey the idea of memories indirectly. Because of the unusual illustrative look instead of fashion photography, it stops you in your tracks when you turn the page and makes the reader interested. (Harriet Posner, page 164, 2011.) We didn’t want to use older people as models as we felt this wouldn’t have worked. ‘The presence of an older model in a cosmetics ad is incompatible with certain western cultures beliefs and values concerning age and beauty...’ (Malcolm Barnard, page 97, 2005.)
COMMUNICATION CHANNELS; LEAFLETS Harrier Posner says ‘The principle objectives of advertising are to raise awareness, inform and persuade.’ (Harriet Posner, page 161, 2011.)This is why attracting buyers and consumers through informative leaflets is the optimum way of promoting the brands health benefits. We would place the leaflets in places like Doctors surgeries and hospitals in direct conjunction with medical practice and as an alternative to existing classes for Alzheimer’s (like the gardening classes featured in our perceptual map). The leaflets could be given directly by doctors as a suggestion or directly placed on notice boards. They would also be advertised through community centres to reach consumers and buyers through any hobbies or weekly groups they may attend. The Forget Me Not leaflet is in fitting with the colour palette and design scheme we have always used and details the main features on what the brand and the classes we offer are about. The design is simplistic, reflecting Barthes Theory ‘The advertisement should be concise, saying what it has to say in the fewest words...’ ( David Crow, page 72, 2003.)
Figure 17, Own work, 2015.
The main way of advertising would be through our own website. The website is imperative because it is also our booking system. It is important the website would convey our personality and show our unique perspective on creating a relaxing, social environment for someone with Alzheimer’s. To do so I have designed a website with accessible view on both Ipads and Smartphone’s because as identified earlier, our buyer is always on the go and would most likely be using quick and effective apps and data via these portable pieces of technology. The intent of the design is to be clear and easy to understand. With designing for someone often in a rush in mind, I created clear links at the top of the page to everything the buyer would need to know such as contact details, frequently asked questions and how to book a class. The website features some of the supporting images taken at the photo shoot in which we shot our ad campaign. They support Forget Me Not’s message of recollection and treasuring memories whilst being simple enough so as not to detract from the information necessary and what our brand does.
COMMUNICATION CHANNELS; WEBSITE
Figure 18, own work x Graphic burger, 2015.
STEP 1: Need recognition & problem awareness
STEP 2: Information Search
STEP 3: Evaluation of Alternatives
STEP 4: Purchase
STEP 5: Evaluation of Purchase
CONSUMER DECISION PROCESS Using a website, informative design like a leaflet and magazine campaigns are the most proactive form of communicating with our audience because they fit in well with the consumer’s lifestyle, age range, hobbies and overall personality. They are also an effective means because they interact with each other. For example, the leaflet and the magazine ad would lead to the buyer wanting to know more and this is when they would turn to the website for more info or to book a class. The communication tools also coincide with the consumer decision process. With the first step of the decision making process being ‘need recognition’, Forget Me Not is already in the buyers mind because the illness and the problem is already there. The second step is ‘Information search’ which interacts with the idea of the informative leaflet which would be placed in the first areas you would look at for help (i.e. the doctors). We have already established in our primary research and through our perceptual map that we have little to no competitors so the third step ‘evaluation of alternatives’ is easy for our brand to overcome because we have identified our buyer’s needs. Steps four and five allow our consumer and buyer to decide whether they would like to build up the regular relationship ‘Forget Me Not’ is trying to achieve with its customers, As our Big Idea is backup with primary research and statistics from research on the illness, we are positive we will succeed as a brand. Left: Figure 19, Own work, 2015, Right: Figure 20, Ion Anthos photography, unknown date
EVENTS LAUNCH WITH ‘DEMENTIA FRIENDS’ A combination of working alongside ‘Dementia friends’ and using the Forget Me Not communication tools will allow the brand to successfully launch itself and expand over the brands first six months. To do so, Forget Me Not will explore several different techniques and event launches that will help to secure it as both a bespoke experience and a beneficial class. In the initial launch it would be hugely beneficial to the Forget Me Not brand to open with a collaborative charity event with ‘Dementia Friends’. The event would be a way of showing the buyer and potential consumer how the theory behind scent triggering memories is supported by the charity and by coming along to the celebratory event; Forget Me Not would appeal to the buyer by introducing special onetime offers. Another opportune way of sales promotion would be by perhaps having an initial free taster class. By having the support of ‘Dementia Friends’ and offering a discounted price, Forget Me Not is targeting the end consumer. ‘They can increase consumer traffic and boost sales and generally cost less than high-profile advertising’ is Harriet Posner’s theory (Harriet Posner, page 182, 2011.) A taster class also allows the brand to start building the relationship with the consumer so they would start to want to attend regularly when seeing the health and social benefits. The release of print campaigns, both in newspapers and magazines would also allow Forget Me Not to start to build up a reputation of becoming a bespoke experience and work as an individual brand as well as in collaboration with ‘Dementia Friends.’ Our biggest aim however, would be to achieve in also selling ‘Forget Me Not’ as a bespoke gift package in department stores across the country such as Selfridges.
Figure 21, Forget Me Not, 2015.
The timing with releasing the campaigns should be towards the latter of the six month timeline. This allows word of mouth from Doctors, and the charity and existing buyers to build up and emphasize on the health benefits before instilling the values of becoming a bespoke experience. Even though that is part of the brand identity, instilling it too soon would give off the look of being more about creativity and an educational experience rather than providing social and health benefits for those with Alzheimer’s and Dementia. The ideal business plan would be to achieve both but as our big idea is focusing on Alzheimer’s that is our primary and foremost focus.
Figure 22, Forget Me Not team, 2015
JANUARY ‘16
Events launch with Dementia Friends offering free taster day and launch of website.
JUNE EVENT PR LAUNCH WITH SELFRIDGES & GIFT PACKAGE LAUNCH. The introduction of Forget Me Not as a gift experience for none Alzheimer’s sufferer’s starts initial launch in department stores such as M&S Figure 23, Forget Me Not team, 2015.
FEBRUARY
After the first taster day, the distribution of the informative leaflets and promotion through doctors will begin. The leaflets will also be put in community centres and private health clinics.
MARCH FIRST MAGAZINE AD CAMPAIGN LAUNCHES
APRIL
MAY
VIDEO campaign launches via the Forget Me Not brand website as well as ‘Dementia friends’ and via YOUTUBE ads.
SUMMARY To summarize, Forget Me Not will become a successful fragrance brand and have a well recognised brand identity due to the fact it caters to the needs of a wide consumer and buyer, as well fitting in a niche market. The brand will also be promoted effectively by using the appropriate communication channels for the age range and targeted buyer in accordance with collaborating with the ‘Dementia friends’ charity and also being promoted through the NHS service- backing up the big idea. Forget Me Not appeals to a range of different consumers by also instilling the idea of a bespoke experience; also opening the brand up to consumers without Alzheimer’s or Dementia (or any other illness). All of this paired with Forget Me Not’s relaxing, friendly and supportive brand personality (As well as the gender and age neutral aesthetic) gives a new and much needed service, experience and event that will not only provide health benefits for an illness that affects approximately 850,000 people in the united kingdom but also welcomes anyone to a relaxing, social and educational class.
Figure 24, Forget Me Not team, 2015
APPENDIX
FINAL ADVERT
THE PROCESS Figures 25-31, Forget Me Not team, 2015
VIDEO STOP MOTION PROCESS
FINAL AESTHETIC Figures 32-37 Forget Me Not team, 2015. Figure 38, Own work, 2015
List of illustrations: Front cover/back cover: Unknown photographer and date. Retrieved from: https:// uk.pinterest.com/pin/404198135280494327/ Figure 2: Advertising Campaign supporting image, post production,Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figure 3: SWOT and PEST table,Own work (Brontey White, May 2015.) using Forget Me Not supporting images (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg) May 2015. Figure 4: Advertising Campaign supporting image,Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figure 5: Supporting Image, Unknown Photographer & date. Retrieved from: https://uk.pinterest.com/pin/352195633336391330/ Figure 6: Supporting Image, Uknown Photographer & date. Retrieved from: http://frame.bloglovin.com/?post=2427345539&blog=1320535&group=0&frame_ type=b Figure 7: Perceptual Map from Brand Launch presentation. Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg) May 2015. Figure 8: Buyer and Consumer profile mood board, Own work (Brontey White, May 2015.) Figure 9-12: Graphic design briefing, Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) April 2015. Figure 13: Supporting image, Alicia Buszczak photography, unknown date. Retrieved from: http://www.aliciabuszczak.com/photographs/cl17jb3k2rmsjj5z6o8r8m0wpgmuq0
Figure 14: Brand model image, own work, June 2015. Figure 15: Supporting image, Unknown photographer & date. Retrieved from: http://www. buzzfeed.com/lilis2/lavender-wedding-details#.dnpw25ax85 Figure 16: Magazine mockup, Own work using Graphic burger template, May 2015. Retrieved from: http://graphicburger.com/photorealistic-magazine-mockup-2/ Figure 17: Informative leaflet, own work, May 2015. Figure 18: Website mockup, own work using Graphic burger template, May 2015. Retrieved from: http://graphicburger.com/white-ipad-mockup/ Figure 19: Consumer decision process chart, own work, May 2015. Figure 20: Supporting image, Ion Anthos photography retrieved from: https://uk.pinterest.com/pin/246290673345432440/ Figure 21: Supporting advertising campaign image, post production, Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figure 22: Supporting advertising image, Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figure 23: Promotional timeline, Own work, June 2015. Figure 24: Supporting advertising campaign image, Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figure 25: Final advertising campaign, post production, Forget Me Not Team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figures 26- 31: Images showing the process of the photoshoot, Forget Me Not team (Brontey White, Ella Higham, Katie Hamilton, Philippa Wragg.) May 2015. Figures 32-37: Stop motion video stills, Forget Me Not team (Brontey White, Ella Higham. Katie Hamilton, Philippa Wragg.) May 2015. Figure 38: Brand Launch mood board, own work, May 2015.
References: Articles: Anon, unknown date. ‘Facts for the media’ Retrieved from: http://www.alzheimers.org. uk/site/scripts/documents_info.php?documentID=535&pageNumber=2 Anon, unknown date. ‘Alzheimer’s Statistics.’ Retrieved from: http://www.alzheimers.org. uk/statistics Anon, unknown date. ‘2015 Alzheimer’s disease facts and figures.’ Retrieved from: http:// www.alz.org/facts/overview.asp Bridges, Betty. 2002. ‘Fragrance: emerging health and environmental concerns’ Published on: http://onlinelibrary.wiley.com/ journal/10.1002/(ISSN)1099-1026;jsessionid=71F6FB9C7A1B334CF7763B7C0965C81B.f02t04 Retrieved from: http://burningissues.org/car-www/latest_news/FragranceReview.htm Bridges Betty, 2002. Pages 361-371‘Fragrance: emerging health and environmental concerns’ Flavour and Fragrance Journal, Volume 17, Issue 5. John Wiley & Sons. Retrieved from: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-1026;jsessionid=71F6FB9C7A1B334CF7763B7C0965C81B.f02t04 Lombardo, Jennifer, unknown date. ‘Understanding the consumer decision making process: A marketing must’ chapter 5 lesson 1. Retrieved from: http://study.com/academy/lesson/understanding-the-consumer-decision-making-process-a-marketing-must.html Sivac, Pierre. November 2010. ‘THE SOCIO-ECONOMIC IMPORTANCE OF THE FRAGRANCE INDUSTRY AND INSIGHTS INTO THE GLOBAL REGULATORY SYSTEM’ Retrieved from: http://www.ifeat.org/wp-content/uploads/2012/12/Sivac-IFRA-Fragrances.pdf
Books: Barnard, Malcolm (2005) ‘The presence of an older model in a cosmetics ad is incompatible with certain western cultures beliefs and values concerning age and beauty...’ Page 97. Graphic Design as Communication; Routledge. Bridges, Betty. 2002. ‘Fragrance: emerging health and environmental concerns’ Published on: http://onlinelibrary.wiley.com/ journal/10.1002/(ISSN)1099-1026;jsessionid=71F6FB9C7A1B334CF7763B7C0965C81B.f02t04 Retrieved from: http://burningissues.org/car-www/latest_news/FragranceReview.htm Bridges Betty, 2002. Pages 361-371‘Fragrance: emerging health and environmental concerns’ Flavour and Fragrance Journal, Volume 17, Issue 5. John Wiley & Sons. Retrieved from: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-1026;jsessionid=71F6FB9C7A1B334CF7763B7C0965C81B.f02t04 Crow, David (2003) ‘The advertisement should be concise, saying what it has to say in the fewest words...’ Page 72. Visible Signs; AVA publishing. Posner, Harriet (2011) ‘The principle objectives of advertising are to raise awareness, inform and persuade.’ Page 161. Marketing Fashion; Laurence King. Posner Harriet (2011) ‘One of the most prevalent channels for fashion, accessory, perfume and cosmetic advertising is the printed adverts featured in a vast array of internationally and nationally published monthly fashion magazines.’ Page 165. Marketing Fashion; Laurence King. Posner, Harriet (2011) ‘They can increase consumer traffic and boost sales and generally cost less than high-profile advertising’ Page 182. Marketing Fashion; Laurence King. Posner Harriet (2011) pages 65,66 and 164. Marketing Fashion; Laurence King. Wheeler, Alina (2012) Pages 16, 20 and 24. ) Designing brand identity: An essential guide for the whole branding team; John Wiley & Sons.
Film, Documentry and TV: BBC perfume documentry. Episode 1 retrieved from: https://www.youtube.com/ watch?v=annRzLYrRwM published Jan 2013. BBC perfume documentry. Episode 2 retrieved from: https://www.youtube.com/ watch?v=Cz3_tY6Ld5I published Jan 2013. BBC perfume documentry. Episode 3 retrieved from: https://www.youtube.com/ watch?v=f3A9g5Eoz2Y published Jan 2013. ‘Still Alice’ (2014.) Richard Glatzer and Wash Westmoreland. Killer films.
Bibliography: Barnard, Malcolm (2005) Graphic design as communication; Routledge. BBC Perfume documentry: all episodes. Bridges, Betty (2002) Fragrance: emerging health and environmental concerns; John Wiley & sons. Crow, David (2003) Visible signs; AVA publishing. http://burningissues.org/car-www/latest_news/FragranceReview.htm http://graphicburger.com/ https://www.dementiafriends.org.uk/ Lombardo, Jennifer. Unknown date. http://study.com/academy/lesson/understanding-the-consumer-decision-making-process-a-marketing-must.html Posner, Harriet (2011) Marketing Fashion; Laurence King. Sivac, Pierre (2010) THE SOCIO-ECONOMIC IMPORTANCE OF THE FRAGRANCE INDUSTRY AND INSIGHTS INTO THE GLOBAL REGULATORY SYSTEM; http://www.ifeat.org/wp-content/uploads/2012/12/Sivac-IFRA-Fragrances.pdf Still Alice (2014) Richard Glatzer and Wash Westmoreland. Killer films. Wheeler, Alina (2012) Designing brand identity: An essential guide for the whole branding team; John Wiley & Sons. www.alzheimers.org.uk/statistics www.youtube.com
BRONTEY WHITE FASH10106 N0515045 CREATIVE NETWORKS
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