Promotional Plan

C A P T U R E PROMOTIOn PLAN

LUCINDA LEECH FASH10106

C A P T U R E Capture is a brand created to evoke memories, experiences and feelings through the sense of smell.

LUCINDA LEECH N0572209

Figure 1 Front Cover Interior 2015 Figure 2 Japanese World Map 2011

C O N T E N T S AIM & OBJECTIVES 06 C O N T E X T 07 SWOT & PEST 08 T H E B I G I D E A 11 PERCEPTUAL MAP 12 USER PROFILES 14 C R E A T I V E C O N C E P T 16 TONE OF VOICE 19 concept 20 BOTTLE INSPIRATION 22 brand model 24 e x c e c u t i o n a n d p l a n 26 TARGET AUDIENCE 28 COMMUNICATION 28 MEDIA CHANNELS 30 VISUALISATIONS 31 LOYALTY LOOP 32 SEQUENCE OF EVENTS 33 TIMELINE OF EVENTS 34 FINAL THOUGHTS 36 references 39

a i m /

o b j e c t i v e s

In order for the brand to succeed in the fragrance market, the next six months of promotion are crucial.

Brand success will be achieved through considering methods of promotion that will enhance and encourage the growth of the brand.

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C O N T E X T

The journey that led to the brand is one that focused largely on micro and macro trends affecting the fragrance market and potential target markets. Before arriving at the big idea, a process was undergone that allowed the team behind capture to recognise opportunities in the fragrance market that would create and encourage a gap in the market for the product. Studying the fragrance advertising world in detail gave insight to a vast spectrum of products and the way they had been marketed. Focusing on perfumes & aftershaves, the fragrance market can be split into categories consisting of sensuality and indulgence; trust and honesty; humour and kitsch and tradition and heritage. The extent to which existing companies have saturated the market with these marketing strategies meant that the capture team would have to find something alternative when entering the fragrance market but still consider the elements of the existing market that work effectively. Consideration of trends were vital as an ‘essential element of monitoring the market is keeping abreast of changing fashion trends’. (Posner, 2011) After exploring specific trends that affect the market such as feminism, personalisation and same sex brands we found opportunity in the idea of the ‘quantified’ self, this relates to the wellbeing of one’s self, calculating their welfare through different aspects of the way one lives. (Moschel, 2013)

Developing this idea led to the focus on the way fragrance can effect an individual’s mood. The team then explored a concept in which the fragrance could be purchased and worn for specific events in order for them to be memorable when worn again in the future, for example, a holiday or a same-sex marriage. Developing this idea led to the apparent issues with the concept that would mean the market would be extremely limited and not unique enough to be a success. However, the capture team were confident of the nostalgic elements that a fragrance can bring to an individual.

It had already been established that there are existing perfumes on the market that are named after moods, feelings and memories. In order to make the fragrance different the Capture team looked into successful brands that were able to be highly specific in naming their scents. The brand ‘I hate perfume’ is a luxury fragrance brand that is able to successfully sell scents named after abstract settings such as ‘Gathering Apples’ and ‘At The Beach 1966’. Owner, Christopher Brosius states on the website that the ‘sense of smell is our first and most immediate link to the world around us. It reminds us of what (and who) we love’. (Brosius, 2004) Another mid-market brand studied was the ‘Library of Fragrance’ with a vast spectrum of scents ranging from ‘Baby Powder’ to ‘Wet Garden’. These concepts were able to inspire Capture into becoming a room fragrance with specific scent focuses.

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WEAKNESSES

STRENGTHS ‘Capture’ prides itself on having a friendly reputation, it’s specific scents and direct link to personal memories gives the product a distinctive signature style. The creative and technical team work well to give ‘Capture’ a comforting and warm approach. The brand prides itself on being slight ‘rough around the edges’, and strong marketing has given the product a shabby chic quality. Strong market research has identified a strong gap in the fragance market.

As the brand is based on scents, ‘Capture’ has the opportunity to expand the range of scents and memories that have already been established. On top of this, the team behind ‘Capture’ could also consider expanding their product range through other fragrance based products such as candles and room sprays rather than diffusers. Specific marketing for each product is also something to be considered.

S W O T

Despite having a unique concept, the fragrance market is already heavily influenced by the mood and memory concept. In order, to stand out from competitors, ‘Capture’ must be innovative in methods of marketing in order to capture the attention of the ideal target market. The team must keep an eye on key trends and events that could affect sales whether this is in a positive or negative way.

THREATS

OPPOTUNITIES Figure 3 PEST analysis (Own Image) 2015

‘Capture’ is a product aimed at a young female user. However, the product has large potential to be a gift, with elements such as personalization to support this. In order to sell the product as a gift, the ‘Capture’ team need to be diverse whilst marketing but also confident in the brands image and values. As a new brand, ‘Capture’ also lacks the finances of already established brands, as well as expertise in the fragrance market.

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POLITICAL

‘Capture’ suits existing market in the UK in regards to stability, trade relations, employment laws and tax guidelines. View to possible development in other countries across Europe and international Western markets.

Expansion would be an option if there are successful sales figure after 6 months.

‘Capture’ has a young socially active consumer can easily and accessibly share information with others on their social spectrum. To receive a good reputation, the brand must be desirable and unique in its advertisement campaigns and bottle. The product must be executed tactfully through publications and online.

ECONOMIC

The unique concept will increase economic growth and will allow for the brand to raise the selling price due to a higher demand. Glass bottle could be encouraged to be a collectable, keepsake item enabling the brand to gain an element of exclusivity.

P e S T

SOCIO-CULTURAL Figure 4 SWAT analysis (Own Image) 2015

As all consumers and user are socially active, the majority of advertisement will be on the internet using the new online ‘word of mouth’ marketing strategy. Retweeting and reposts on Instagram and Twitter will promote the product at a low cost. The product will also be promoted on platforms including Tumblr and YouTube.

TECHNOLOGICAL

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Figure 5 Capture Bottle Edit (Own Image) 2015

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T H E

B I G

I D E A

After extensive research into the memory focused fragrance market, a gap was believed to be found and the fragrance was decided to be produced in the form of a reed style diffuser.

“Fragrance triggers memories, memories create emotions, emotions cause reactions”. (Karen Gilbert, 2013) With the quantified self in mind, it was decided that the memory route would connect effectively to the trend and be able to enhance the brand if marketing the product effectively with a modern and unique angle. The brand will project a personality that captures the imagination and provokes thoughts and feelings that will convince the buyer that they’re making an investment into something that is personal and unique to each consumer. Capture is able to create an emotional connection with the consumer that will make the transition into the new environment easier.

Each scent will have a relatable but personal meaning to each user, enhanced by the option of personalising the tag of each bottle. The scents include ‘Grandma’s Kitchen’, ‘Our First Date’ and ‘The Last Holiday’. The specific names ironically leave room for ambiguous interpretations from each consumer, making the concept and product more valuable to each individual.

When establishing the product and it’s potential, the team went on to research the products potential position in retailers in which it could be distributed and prices it could be sold at. As the product will marketed at individuals starting new experiences, the team exclusively asked mothers with daughters at university with the gift concept in mind. The optional personalisation of the attached tag will confirm the gift aspect and allow for marketing in this manner, the survey carried out found that 77% of mothers asked would buy their daughter a gift before departing to university for the first time.

When asked where a gift would generally be bought from, 54% of mothers asked chose John Lewis. Ideally, the product would be sold alongside competitors in John Lewis stores but difficulties in achieving this instantly were recognized. With this goal in mind, the team would initially aim to sell Capture in smaller independent stores, through the website and through gift marketed websites such as notonthehighstreet. com.

After asking potential consumers and previously carrying out market research, it was decided to start off by selling Capture for between £15 and £20, as chosen by 32% of the mothers, this would be a suitable price as buyers would be reassured of the brands quality but the product is also made affordable and suitable to purchase alongside the many other items bought when preparing for life at university.

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LUXURY

PERCEPTUAL MAP

SPECIFIC

KEY INSIGHTS

GENERAL

MASS

C A P T U R E

Figure 6 Perceptual Map (Own Image) 2015

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Many of the brands studied produce both personal and home fragrances including perfumes, soaps, candles and general fragrances that focus on mood changing and referencing memories. It is clear that the mass market are much less inclined to be specific about the product, examples include perfume from Next named ‘paradise’ and ‘midnight’ and ‘heavenly ginger lily’ owned by Molton Brown.

Higher end brands such as Yankee Candle and I Hate Perfume were much more innovative when it came to making and naming the fragrances.

TARGET CONSUMER The team were aware that the product must fulfil a customer need in order to succeed. Capture is marketed at people starting new experiences in which old memories will provide a comforting platform when starting a fresh journey.

The ideal user of the product is aged between 18-24, however the product will also be marketed at mother’s and older females that would feel inclined to buy the product for an individual starting a new experience, both target consumers have an interest in the way things look but also aspects of life that hold a sentimental value.

Both types of consumer have an interest in consumerist culture and are avid users of social media, embracing aspects of Pinterest and Tumblr that allow appreciation for aesthetically pleasing homeware and decoration. The target market have appreciation for lifestyle publications and make effort to decorate their own living spaces in a similar way.

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Figure 7 Urban Outfitters Bedroom 2014

U S E R

P R O F I L E S

NAME/ FERN BONIWELL AGE/21 OCCUPATION/ NEW HOME OWNER SHOPS AT/ LAURA ASHLEY, JOHN LEWIS, CATH KIDSTON READS/ ELLE HOME/ VOGUE FAVOURVITE SCENTS/ BAKING BREAD WOOD SHAVINGS, HAIR DYE, CUT GRASS NOSTALIGIC TRIGGERS/ ED SHEERAN, HOMETOWN WEYMOUTH, LOG BURNERS CAPTURE 14

Figure 8 User Profiles (Own Image) 2015

NAME/ RACHEL WISTON AGE/18 OCCUPATION/ NEW UNI STUDENT STUDYS/ FASHION DESIGN MOST ACTIVE SOCIAL MEDIA/ VLOGGING, TUMBLR, INSTAGRAM FAVOURVITE SCENTS/ WARM BREEZE FRESH LAUNDRY, COFFEE, SUN CREAM NOSTALIC TRIGGERS/ CATS, SUNDAYS ROAST DINNERS, BAKING COOKIES CAPTURE 15

C R E A T I V E

C O N C E P T

Before establishing the final brand’s personality and values, the Capture team had to consider different options and ways in which this could be achieved. In order to project Capture with friendly connotations, research was undertaken to visualise the way the brand could become the consumer’s ‘friend’ rather than a brand to look up to. Looking at platforms such as Tumblr and Pinterest the team were able to visualise creative ways in which the brand could be received by consumers. After considering many options it was discovered that products and publications that provided a ‘shabby chic’ look would be most suited to Capture as a brand. The team became aware that the ‘shabby chic’ trend is already an apparent and popular trend in the market. In order to set Capture apart from competition, the team would have to enhance and create ways of setting the brand aside from the rest.

When deciding this, an opportunity to work with Graphic Design students also studying at Nottingham Trent University arose, the team were able to brief them on the desired aesthetic through creating a booklet consisting of the general concept, ideal consumer, expected competitors and initial sketches of the bottle and packaging.

However, the outcome of the collaboration proved unrepresentative of the concept in mind and the Capture team continued to experiment with different ways of presenting the brand’s identity. Inspired by Pinterest and things associated with nostalgia, it was

decided that a ‘message in a bottle’ concept would be valuable to the brand. Sketches and mock-ups of the basic bottle design were then created and experimented with, and it was then decided that the bottle used for each scent would be clear glass in a small basic shape representative of a typical ‘message in a bottle’. The inspiration behind the ‘message’ factor in mind was a result of the current personalisation trend, the optional message would be incorporated onto the tag attached to the cork which would be removed before use. In order to compliment the nostalgic element of the brand, the font used for each personal tag would be a representation of an old typewriter print.

When considering the bottle aesthetics, the Capture team were also aware that in order for the room diffuser to be practical, then reeds and methods of enabling the user to smell the scent would have to be considered. In order to coincide the ‘shabby chic’ theme, the use of the sticks rather than the expected pine reed was decided.

The brand name Capture centred on the front of the bottle would be printed in black ink in a typical serif font ‘Hammer Keys’, also used on the brand’s print ad. Underneath the brand name is the tag line ‘that warm fuzzy feeling’ in a hand written style font ‘Never Let Me Go’, in order to contribute with personally connecting with the potential consumer.

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'Whatever you're creating, simplicity is the ultimate goal.

The power of reduction, as we say in advertising, means taking a complex thought & reducing it down to a simple, powerful message' Hegarty On Creativity: There Are No Rules

Figure 9 Print Ad Mood Board (Group Image) 2015

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TONE OF VOICE

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NOSTALGIC

SENTIMENTAL

Figure 10 Tone of Voice Mood Board (Own Image) 2015

MEMORIES

PERSONAL CAPTURE 19

CONCEPT FEMININE/WARM/EMOTIVE/SIMPLE/SUBTLE

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Figure 11 Concept Mood Board (Own Image) 2015

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BOTTLE INSPIRATION

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Figure 12 Bottle Inspiration (Group Image) 2015

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B R A N D

M O D E L

ACTION

VALUES

SOCIAL MEDIA VID CAMPAIGN PRINT AD BLOG

COMFORT SPECIFIC MEMORY EMOTIVE

CAPTURE WARM HOMELY FRIENDLY INDIVIDUAL

QUALITY HOME AWAY FROM HOME CONNECTIVIY

PERSONALITY

ESSENCE

Figure 13 Brand Model (Own Image adapted from Group Image) 2015

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KEY INSIGHTS

THE USP

The brand model gives a simple break down of Capture’s brand action, values, personality and essence. These basic words are the basis and secret to the success of the brand, if the team are able to keep to the original concept consistently over the following six months then a successful outcome will be inevitable.

Capture offers an escape to the past in experiences that can be new and daunting. Capture gives a the user a warm reminder of the memories they are bringing with them on their new journey. The product not only serves emotional needs but also looks aesthetically pleasing and suitable in a new environment.

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E X C E C U T I O N

A N D

In postmodern consumer culture, the brand personality has become central to how consumers express identities, invest in relationships and negotiate daily life.(Lonergan) In order for Capture to be a success, the way in which the brand will be executed into the modern fragrance market over the next six months is vital.

The majority of business is derived from intangibles, consisting of culture, meaning and emotion. In an attention economy, the main emotion in regards to successful marketing is desire.

(Lonergan) ‘In order for a brand to build relationships with consumers, the experience should reflect the needs and desires of the audience, be emotionally meaningful and add value to consumers' lives’ (Ullmark, 2013). If Capture can market their brand in a way that creates desire in the potential consumer whilst connecting to their emotional needs, the product and what it can represent will have the components to become highly successful.

Capturing the imagination of the target market is vital to achieve consumption, creating a story behind the brand will enhance goals of creating an emotional connection to each individual. This can be achieved through the execution of the brand image if able to capture the attention and draw the consumer into the portrayal of Capture as a concept. The way in which this is completed will affect the emotions of the individual and lead a purchase of the product.

P L A N

With this in mind, the Capture team have been able to plan the initial stages of executing the brand.

To begin to tell the story the team have been able to collaborate with an animation student to produce a stopmotion animation. The animation was hand drawn and consisted of a brief story behind each of the room fragrances.

The song played to coincide with video was ‘Hold On To The Memories’ by ‘Corey Tynan, this was able to compliment the brand and the overall elements of the animation were able to enhance the brands personality and create a connection with individuals watching. However, the selection of how to execute this video will depend on how it is received by the target audience.

Along with a video campaign the capture team were also able to create a print ad. The advertisement embraces the homemade feel, and features a hand drawn set design of each scent included within the concept. In order to communicate this to customers the images were made to look as if they were taken on Polaroid cameras, often associated with personal memories. Underneath each image is a hand written description, with the brand name and slogan underneath. All images and text are featured on a corkboard background in order to enable the Polaroid’s to appear as if they have been pinned on, embracing the shabby chic look.

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Figure 14 15 16 Capture Photoshoot (Group Image) 2015

Figure 17 Capture Print Ad (Group Image) 2015

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E X C E C U T I O N

A N D

P L A N

TARGET AUDIENCE

COMMUNICATION

‘Engage, Entertain, Educate’ (Sedge Beswick, 2015). Throughout the development of the brand, surveys were carried out and diagrams were made in order to fulfil an accurate idea of the target consumer and user.

Capture is a room diffuser fragrance rather than a perfume, and this must be made clear to potential customers, therefore the media in which the print advertisement will be executed must be carefully considered. John Lewis, Vogue Living, Elle Decoration, Next Home directories and several weekend newspaper supplements would be an ideal goal, with smaller magazines as the realistic aim. Sample scents are also a method to consider as this is not a common theme in the home fragrance market, meaning that Capture will be able to stand out from other brands.

When considering methods of promoting through social media, statistics were taken into consideration and it was found that mothers most frequently use Facebook with 100% of respondents claiming to use it more than other forms of social media. However, secondary research revealed that 83% of all 1829 year olds are ‘socially active’ and the average ‘20something checks their phone 150 times a day’ (Sedge Beswick, 2015).

With Social networking websites being the most popular on the internet, it’s important that Capture takes full advantage of making a valuable presence online, this form of advertisement is ideal, as in a modern world this is the platform younger generations are paying most attention to, and the content posted does not affect the brand’s finances.

As mentioned in the creative concept, social media will provide the opportunity to be the potential consumer’s ‘friend’, this is due to the ‘social’ element of the networking platforms.

Considering that Capture is a new concept and product, the brand will not be able to afford direct celebrity endorsement, despite the fact that this would allow the brand to become instantly associated with the culture and introduce a strong brand image and position in the marketplace (Posner, 2011).

Instead of doing this, Capture will send the product to certain influential individuals that would potentially talk or post about the product online, presences on social media that could do this include YouTube bloggers and successful home and fashion blogs.

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Figure 18 Capture Visual (Own Image) 2015

CAPTURE

Figure 19 Capture Visual (Own Image) 2015

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M E D I A

C H A N N E L S

In order to appeal to the actual users of the product, the Capture team created a mock up Instagram account in order to form an idea of how the brand would engage and capture the attention of younger generations who are most active on social media like Instagram and twitter. Instagram is an ideal form of media to feature short clips from the video campaign, this video can also be showcased on ‘YouTube’, not only through links on Facebook, but the video is also ideal to be shown as an advert on the website’s most popular videos depending on price and availability. A specific Capture website in which the product can be bought from will be set up, however in order to get initial attention, social media is a clear and reliable starting point, each presence on the online apps will have a link to the Capture website where the product can be purchased.

In addition to fast paced social media platforms, the Capture team have also decided to set up a blog on Tumblr. In this blog, the team will follow the lives of individual people starting new

experiences, this could be anyone from a couple moving into a new home to a group of young females starting university. The blog will focus on the transition into the new stage of life and emphasis will be made on the new scents made more familiar with the help of their new room diffuser.

In addition to social media and considering different content that can be posted on social media, the Capture team must tactically select other ways of executing the brand image.

In the general fragrance market, television remains the dominant media in terms of advertising spend, whilst outdoor campaigns have seen the most growth in the market, meaning that billboards are a growing trend (Mintel Fragrance Report August 2014). As Captures starting out finances will be limited it’s important that the specific methods chosen are effective.

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Figure 20 21 Capture Visual (Own Image) 2015

V I S U A L I S A T I O N S

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L O Y A L T Y

L O O P

1/Awareness: The consumer is aware of the product or service.

2/Consider: They begin to think about a purchase.

3 /Evaluate: They form a short-list or make a provisional decision and being to test it, asking friends, looking for reviews etc.

4/Buy‌ 5/Bond: If they have positive experiences of the thing they have pur-

chased, including any support with problems and after-care, they begin to bond with it‌

6/Advocate: If they have bonded with the brand and trust it they will

recommend to it their friends. At this point, if they decide to make a repeat purchase or a similar item or service they are likely not to go back out to look for alternatives.

(Mayfield 2012)

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Figure 22 Loyalty Loop (Own Image) 2015

S E Q U E N C E MEDIA Communicating with the fragrance market will ultimately involve both new and old methods of connecting with the target consumer. Marketing a subtle product in the modern advertising industry must involve innovative ways of thinking. Print advertising is more likely to entice the older target market whereas the main focus involving online methods is the most suitable choice in order to capture the attention of the young female market.

O F

E V E N T S

METHOD Social media is the main focus for advertising, the content will not only involve the capture product but also images and quotes with the intention of inspiring the target market. Both the physical and online media will always ensure that the user feels at ease whilst viewing the content represented by the brand. Capture as a brand will embrace the social media generation and continue to observe trends online that could lead to marketing opportunities.

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MESSAGE All content and advertising posted will be posted with intentions of provoking nostalgic thoughts and feelings towards the product. Over the next six months and beyond it is important that Capture gains a positive and friendly reputation in order to maintain the brand’s image.

T I M E L I N E

O F

K E Y

In order for any execution to be successful, timing and planning is vital, Capture must balance the spread of media used with the time-frames and cost of exposure. (Posner, 2011). As Capture are launching a new product, the team must be strategic in capturing the appropriate market’s attention. Although individuals are constantly starting new experiences, some can be predicted.

S P R I N G SOCIAL MEDIA LAUNCH Early spring will witness the launch of Capture’s social media accounts, these will include Instagram, Facebook, Twitter and Pinterest.

E V E N T S

When targeting the product as a gift for university students the Capture team can ensure to promote the gift at the end of summer whilst mothers and new students will be gathering together components for a new experience. Theoretically, spring is also renowned for new beginnings, and the Capture team will ensure to take advantage of this opportunity to promote the product as an aid for new beginnings.

2 0 1 6 VIDEO LAUNCH The stop motion animation will be played to the public mid spring on Facebook and YouTube advertisements.

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PRODUCT LAUNCH The product will be become available online and in small independent stores, the Capture team will also pitch the product to larger franchises.

A U T U M N PUBLICATIONS PRINT Capture will be printed in homeware, decoration and living publications, business cards and flyers will also be available in stores selling Capture.

BLOG LAUNCH As young girls are starting university, Capture will follow their progress along with the followers of the brand gained over the six months.

2 0 1 6 EVALUATE

The Capture team will review how successfully the product has launched, any adjustments will then be decided and put into practice.

Figure 23 Timeline (Own Image) 2015

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f i n a l

t h o u g h t s

Capture offers the user something that most products can’t, a piece of the past. The brand allows consumers to hold on to memories whilst making new ones, giving consumers an almost priceless experience.

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ILLUSTRATIONS Fig. 1 Front Cover Interior (http://41.media.tumblr. com/aafb77f1125cb7489b312516f39bcc2e/tumblr_ ne0uwl5FRw1r08lnpo1_1280.jpg) 2015 Fig. 2 Japanese World Map (https://jackhughesmsa. files.wordpress.com/2011/11/japan_world_ map_1914.jpg) 2011 Fig. 3 PEST analysis (Own Image) 2015 Fig. 4 SWAT analysis (Own Image) 2015 Fig. 5 Capture Bottle Edit (Own Image) 2015 Fig. 6 Perceptual Map (Own Image) 2015 Fig. 7 Urban Outfitters Bedroom (http:// urbanoutfitters.tumblr.com/#!/post/100535427646) 2014 Fig. 8 User Profiles (Own Image) 2015 Fig. 9 Print Ad Mood Board (Group Image) 2015 Fig. 10 Tone of Voice Mood Board (Own Image) 2015 Fig. 11 Concept Mood Board (Own Image) 2015 Fig. 12 Bottle Inspiration (Group Image) 2015 Fig. 13 Brand Model (Own Image adapted from Group Image) 2015 Fig. 14 Capture Photoshoot (Group Image) 2015 Fig. 15 Capture Photoshoot (Group Image) 2015 Fig. 16 Capture Photoshoot (Group Image) 2015

REFERENCES Beswick, S. (n.d) Social Media: The Guide ppt Brosius, C. (2004) About CB [online] at (http:// cbihateperfume.com/read/about-cb/) Accessed on 19.03.15

Arden, P (2006) Whatever You Think, Think The Opposite

Gilbert, K (2013) Discover Your Brand Essence [online] at http://www.karengilbert.co.uk/courses/ discover-your-brand-essence-intensive Accessed on 23.03.15

Brosius, C. (2004) About CB [online] at (http:// cbihateperfume.com/read/about-cb/)

Hegarty, J (2014) Hegarty on Creativity Page 31 Lonergan, P (n.d) Building Strong Brands ppt Mayfield, A (2012). Brilliant Model: the Loyalty Loop [online] at (http://brilliantnoise.com/ brilliant-model-the-loyalty-loop/) Accessed on 25.03.15 Mintel. (2014) Men’s and women’s fragrances – UK – August 2014 [online] at (http:// reports.mintel.com/sinatra/oxygen/list/ id=679740&type=RCItem#0_1___pageRCItem=0) Accessed on 20.03.15 Moschel, M. (2004) The Beginners Guide To Quantified Self [online] at (http://technori. com/2013/04/4281-the-beginners-guide-toquantified-self-plus-a-list-of-the-best-personaldata-tools-out-there/) Accessed on 19.03.15 Posner, H (2011) Marketing Fashion. London: Laurence King Publishing (Pages 88,, 161, 168).

Ullmark, L. (2013) Top Tips for Creating an Impactful Brand Experience [online] at (http:// www.theguardian.com/media-network/medianetwork-blog/2013/aug/28/tips-creating-impactfulbrand-experience) Accessed on 23.03.15

Fig. 17 Capture Print Ad (Group Image) 2015 Fig. 18 Capture Visual (Own Image) 2015 Fig. 19 Capture Visual (Own Image) 2015 Fig. 20 Capture Visual (Own Image) 2015 Fig. 21 Capture Visual (Own Image) 2015 Fig. 22 Loyalty Loop (Own Image) 2015 Fig. 23 Timeline (Own Image) 2015

BIBLIOGRAPHY

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Beswick, S. (n.d) Social Media: The Guide ppt

Gilbert, K (2013) Discover Your Brand Essence [online] at http://www.karengilbert.co.uk/courses/ discover-your-brand-essence-intensive Hegarty, J (2014) Hegarty on Creativity Lonergan, P (n.d) Building Strong Brands ppt Mayfield, A (2012). Brilliant Model: the Loyalty Loop [online] at (http://brilliantnoise.com/brilliantmodel-the-loyalty-loop/) Mintel. (2014) Men’s and women’s fragrances – UK – August 2014 [online] at (http:// reports.mintel.com/sinatra/oxygen/list/ id=679740&type=RCItem#0_1___pageRCItem=0) Moschel, M. (2004) The Beginners Guide To Quantified Self [online] at (http://technori. com/2013/04/4281-the-beginners-guide-toquantified-self-plus-a-list-of-the-best-personaldata-tools-out-there/) Posner, H (2011) Marketing Fashion. London: Laurence King Publishing Ullmark, L. (2013) Top Tips for Creating an Impactful Brand Experience [online] at (http:// www.theguardian.com/media-network/medianetwork-blog/2013/aug/28/tips-creating-impactfulbrand-experience)w

that warm, fuzzy feeling