1
2
CONTENTS
01
>>
INTRODUCTION
>> >>
METHODOLOGY PRIMARY RESEARCH SECONDARY RESEARCH
02
RATIONALE
AND
>>
MARKET
>>
CASE
>>
THE
>>
WHY
>>
THE
>>
PROMOTIONAL
03
DISCUSSION
PLACE
STUDY CONCEPT BRIAN CONSUMER
COMMERCIAL >>
SPONSORSHIP
>>
PRESS
CAMPAIGN OPPORTUNITIES
RELEASE
04
CONCLUSION
05
REFERENCES
06
APPENDIX
AND
3
BIBLIOGRAPHY
INT ROD UCTION THIS
MARKET
WILL
EXPLORE
RESEARCH, AND
REPORT THE
RATIONALE
COMMERCIAL
OPPORTUNITIES THE
BEHIND
INDEPENDENT
FANZINE, HAVE
BRIAN.
WE
IDENTIFIED
POTENTIAL
SPONSOR
THAT
IS
WITH
THE
WILL
ENHANCE
COMPATIBLE ZINE
AND BOTH
THE
PUBLICATION
AND
THE
CHOSEN
BRAND.
BRIAN
BE
AT
SOLD
ZINE HAVE A
FAIR ALSO
A
AND
WILL LOCAL SO
WE
DESIGNED
PROMOTIONAL
STRATEGY TO
A
THE
RUNNING
UP
EVENT.
4
FIG. 1
0
1
M
E
T
H
O
D
5
O
L
O
G
Y
>
>
M
IN
ORDER
E
TO
SUCCESSFUL OUR
FORMAT EACH
H
AND
AND
INTO
O
THE
L
O
G
MOST
ZINE
VARIOUS
WE
SPLIT
SECTIONS;
SITUATION,
CONTENT,
COMMUNICATION.
SECTION
WAS
COMPREHENSIVELY GROUP
D
TIMELY
MARKET
SOURCES
O
CREATE
RESEARCH
CURRENT
T
AND
USING
RESEARCHED
USING
SHARED AN
DIFFERENT
BETWEEN
ONLINE
THE
BLOG,
WWW. BRIANGNOME. TUMBLR. COM USING
DIFFERENT
ASPECTS VISUAL
OF
THE
AND
RESOURCES PUBLICATION
COMMUNICATIVE
CAREFULLY
CONSIDERED
TO
A
CREATE
STAND-ALONE THAT A
VIABLE NICHE
RESONATES
RESEARCH
WAS
CURRENT
POPULAR THE
BETWEEN
A
BEEN
ORDER ENGAGING
ON
OUR
HAVING
UNDERSTANDING
OUR
AND
HAVE
READERS.
FOCUSED
CULTURE,
FORMAT
WRITTEN,
PUBLICATION
MARKET;
UNDERSTANDING
IN
AND
WITH
WELL-INFORMED
THE
ALL
IDENTIFYING
TARGET
STUDENT
THE
OF AND
CONSUMER, CULTURE,
RELATIONSHIP
PUBLICATION
ONLINE
OFFLINE.
6
AND
Y
FIG. 2
7
PRIMARY
RESEARCH:
IN
ORDER
ANALYSE QUESTIONNAIRE:
AND
AN
WE
ONLINE
QUESTIONNAIRE
ON
AT
TO CONTENT
LANGUAGE LOOKED CELEBRITY
SURVEYMONKEY.COM
MAGAZINES
WAS
AS
NOW
WE
ALSO
COMPLETED
OVER TO
40
AND
MEN’S
INSIGHT
SUCH
OPINION. WANTED
KNOW OF
PEOPLE
INVESTIGATE
CURRENT WE
BY
THE
AND
TO
WITH,
HOW
THEY
HOW
AND
GQ,
FHM
TO
NOTE
ZOO
BRANDS
THEY
USED TRENT AND
NOTTINGHAM CENTRE
THEIR
THEY
LANGUAGE.
UNIVERSITY
PER
IN
AND
NOTTINGHAM
MUCH
SPEND
MONTH
WE
MANY
PUBLICATIONS BUY,
AS
ANALYSE ENGAGE
HEAT.
LOOKED
ADVERTISE
CONTENT
CONSUMERS
AND
MAGAZINES
WHICH
KIND
SUCH
TO
CITY FIND
PROMOTIONAL
PREFERENCES
POSTERS
TOWARDS
RECOGNISE
POPULAR
LOCATIONS.
WE
AESTHETICS (SEE FOR
ETC.
APPENDIX
ALSO
FULL
AT
QUESTIONNAIRE)
AND
LOOKED
THEIR
IDENTITY
VISUAL AND
TYPOGRAPHICAL HIERARCHY.
8
FIG. 3
CASE
STUDY:
INDIVIDUALLY
WE
INDEPENDENT
MAGAZINE
THE
FUTURE
WEBSITES WITH
MY
OF
SUCH
CONDUCTED
RESEARCH
MAGAZINE,
THAT
PUBLISHING, AS
A
CASE
WE I
STUDY
FEEL
USED
VARIOUS TO
AND
THE
HYPEBEAST.
9
AN
REPRESENTS
FASTCOMPANY.COM ANALYSIS
ON
OF
HELP ONLINE
FIG. 4
10
SECONDARY
RESEARCH:
ONLINE: WE
USED
SUCH
SEARCH
AS
GOOGLE.COM
BING.COM ACROSS THE
TO
THE
BLOGS
ENGINES
FIND
AND
ZINE
COUNTRY
FAIRS
AND
ARTICLES
SUCH
AS
HYPEBEAST. COM AND THE GUARDIAN . C O M GAVE US AN INFORMED
INSIGHT
THE
OF
PUBLISHING.
WE
USED
AS
NEWSPAPERCLUB.COM
WEBSITES
GFSMITH.COM
FOR
OPTIONS
STOCK
AND
ACADEMIC MINTEL
PROVIDED
BEHAVIOUR.
ON
FUTURE
SUCH AND
LAYOUT
REPORTS
STATISTICS
AS
COM
AND
ARE
POPULAR
THAT
TRUELAD.
BOOTHEDOG.NET
CREATE
CULTURE A
SITES
COMMUNITY
OF
FOLLOWERS.
WORLD.
ONLINE
SUCH
TYPES. SUCH
AS
RELIABLE
CONSUMER
SOCIAL SUCH
NETWORKING
AS
SITES
FACEBOOK.COM/
UNAYUNAY,
TWITTER.COM/
JOEYESSEX
BOTH
ENGAGE
WITH
CONSTANTLY
FOLLOWERS.
OFFLINE: WE
USED
BOOKS
THE
A-Z
OF
FOR
LAYOUT
CREATIVE
IDENTIFY MARKET
COMPLETED TO
GIVE
11
A
TO
KEY
SWOT
AN
ISSUES
AAKER A
IN
WE
ALSO
MODEL
STRONG
IDENTITY
IDENTIFY
FOR
PROPOSAL
PLACE.
BRIAN
POSITIONING HELP
AND
RESEARCH:
SPONSORSHIP
THE
IDEAS
INSPIRATION
COMPLETED
OUR TO
VISUAL
AS
SOLUTIONS.
STRATEGIC WE
SUCH
ITS
AND USP.
02
RATIONALE
AND
MARKET
WITH
TECHNOLOGY
PART
OF
OUR
DISAGREE OF
AND
SUCH
CULTURE
DIGITAL
PUBLISHING
PLACE
BECOMING
EVERYDAY
THAT
DISCUSSION
MEDIA
IS
IS A
AN
INTRINSIC
IT’S
HARD
THE
FUTURE
DYING
TO
MEDIUM.
‘MAINSTREAM MAGAZINES MIGHT BE STRUGGLING TO SURVIVE AGAINST DIGITAL MEDIA, BUT THEIR INDEPENDENT COUNTERPARTS ARE T H R I V I N G ’ (GUARDIAN.2012, ONLINE) HOWEVER
IT
SEEMS
THE
POPULAR
INDUSTRY
IS
THAT
SHOULDN’T
BE
DIFFERENT
MEDIUMS
DIFFERENT
PURPOSES.
STRUGGLED A
BEST TO
MECHANISM
MAGAZINES
CONSIDER
TO
BEING
THAT
BEING THE
WITHIN
DIGITAL
COMPARED,
DURING
FILTERING
OPINION
THEY
ARE
FOR
TWO
USED
THE
AND
THE
INDUSTRY
RECESSION
BUT
THAT
ALLOW
SURVIVE 100%
12
WILL AND
DIGITAL.
TWO
THE
IT
HAS IS
THE
OTHERS
PAUL
WILLOUGHBY,
INDEPENDENT
FILM
CREATIVE
DIRECTOR
MAGAZINE
LITTLE
OF
WHITE
LIES,
SAYS:
“I THINK MAGAZINES WILL ALWAYS HAVE A PLACE ON PEOPLE’S SHELVES.” (GUARDIAN.2012,
ONLINE)
13
FIG. 5
OVER
TIME
BECOME
ARE
FOCUS
RELIANT
CONTENT TRUTH
THE
IS
AND THAT
ON
OF
ADVERTISING
CREATING
A
PUBLISHERS
PRODUCING.’
MAGAZINES
(CREATIVE
LACK
AND
OF
HAVE
TRANSCENDED
PROFIT, FOCUS
2011,
TO
WEAKENING
DIFFERENTIATION,
LOST
REVIEW.
14
HAS
ON
ONLINE)
‘THE
WHAT
THEY
SOME ARE
PUBLICATIONS FORCED
DIGITAL THE
TWO
DEFINITELY AND
OVERLAP
ALTHOUGH
BEST
THE
INDEPENDENT
MAGAZINES SURVIVING FORM, IS
MOST
THE
THE
ARE IN
INTERNET
LARGEST
PLATFORM
FOR
DISTRIBUTION.
THEIR
OF
TO
GO
BECAUSE
THEIR
CONTENT,
ENCYCLOPEDIA BRITANNICA
FOR
EXAMPLE
HAVE
STOPPED
PRODUCTION
AND
BECOME
DIGITAL,
100%
‘THE
GENERATION
YOUNGER CONSUMES
DATA
DIFFERENTLY
NOW,
AND
TO
BE
WE
THERE.’
(MONEY.CNN. ONLINE)
2012,
SIMILARLY,
PUBLICATIONS BLOOMBERG WEEK
AND
LIKE
BUSINESS THE
YORKER
ARE
ON
IPAD.
FOR
THE
OUR
SURVIVE AS
FANZINE
TO
SUCCESSFULLY
BOTH
A
DIGITAL
THE
CONTENT KEPT
MEDIUM, MUST
AUTHENTIC
THROUGHOUT ADAPTED FORMAT
NEW
THRIVING
AND BE
WANT
TO AS
PLATFORMS.
15
AND EACH SEPARATE
>> >
CASE STUDY HYPEBEAST
BEGINNING PROJECT,
IN
2005
HYPEBEAST
CREATED
BY
CONFESSED
KEVIN
KNOWING
SUCH
AS
KEVIN
THERE
MORE
WAS HE
TELLING AND
WERE TO
STILL
VAST;
IS
SCOPE
TO
BEGAN
TALKING
AROUND
SUBJECTS
MAGAZINE
MARKET, WIDELY
A
OF
FASHION
SUBJECTS
SUCH
AS AND THE
HAVE
THE
FOR
MUSIC.
BOTH
LEADING
CUTTING-
FASHION,
ART, POSITIONING
SATURATED
REGARDED
TODAY’S
SOON
THERE
HYPEBEAST
CONTRIBUTOR
MUCH
KEVIN
BECOME
AND
THE
AND
SO
STAFF
ONLINE
IN
WAS
HIP-HOP
TO
DESIGN
RELEASED
ABOUT
GROWN
MEN’S
BLOG
THEM.
FROM
AND
SAID
WHAT
CRAZE
STREETWEAR.
ITSELF
HIS
DISCUSS
THE
LIKE
BE
WITH
SKATEBOARDING,
EDGE
TO
GET
CULTURE
AND
FELT
BEING
SNEAKER
SELF-
WEBSITES
BEGAN
WHERE
A
ADDICT.
CONSUMERS
SNEAKERS
SOLO
HUNTED
FRESHNESS, SO
MA,
OF
BEING
A WAS
SNEAKER
ONLY
AND
AS
AND
IS
AS
A
MAJOR
COMMENTATOR
LIFESTYLE
LANDSCAPE.
16
NOW
AND
THE A
WEBSITE
HONG
KONG
THE
TEAM
OUT
OF OF
WITH
50-60%
THE
2012,
THEIR
COMING THE
MAGAZINE
HAS
3
UNIQUE
20
YEAR
AND
MILLION
PAGE
VIEWS
MONTH
ESTABLISHING
HYPEBEAST OF
MOST ITS
AS
IS
ITS
BIGGEST ABILITY
CONSTANTLY
UPDATE
RELEVANT
WITH AND
INFORMATION
FIG. 6
OF
ITS
READERS
THE
ONE
INFLUENTIAL
KIND.
SUCCESS TO
AROUND
A
PER THE
FROM
COMPANY.
ONLINE).
VISITORS
THE
WORLD,
(FAST
MILLION
BUT
STAY
WITH
OF
READERSHIP
FROM
OFFICE
TOUCH
US
RUN
NEVER
REST
THE
IS
WORLD.
17
BRAND
NEW,
RELATABLE
FROM
ACROSS
FIG. 7
18
THE
WEBSITE
ALLOWING
IS
THE
MULTI-FACETED,
READER
WITH
INFORMATION
THAN
ONE
FEEDS
A
A
INSIGHT
UNIQUE
WITHIN
TO
A
A
ENTERTAINS
HBTV
INTO
THE
IS
A
ALLOWS
THEIR
SAY
COMMUNITY
CINEMATIC
WORLD
HYPEBEAST
INDUSTRY
FORUM
LIKE-MINDED
AND
BLOG
LATEST
INTO
HAVE
MORE
DAILY
BLOGROLL
TASTEMAKERS, READERS
A
THE
UPDATES,
ENGAGE
ACROSS
MEDIUM.
READERS
TO
THAT
INSIGHT
SURROUNDS
(HYPEBEAST.
2012,
ONLINE) THE
CONTENT
EVOLVED IT
OF
TOO,
SPOKE
THE
IN
ABOUT
ITS
BUT
STRONGER
FASHION
BELIEVE THE
LOOK
FROM
WORKING OF
THE
COOL
OR
RELATES
THE
COPY
WHAT’S
FOR THE
THEY
COMES SOMETHING
THAT
AUDIENCE. TRENDS
THEY AND
IS
CONTENT
FINDING
OR
BEING
START
HAVE
INFLUENTIAL
CONSUMERS,
INDUSTRY
AND
ORGANIC
SOLELY
ALREADY
ABOUT,
VASTLY
THE
FOLLOW
CONVERSATION A
THAT
HYPEBEAST
THEIR
DON’T
A
AUTHORITY
INTERESTING TO
HAS
TEAM’S
TEAM
THEY
TALKED
OF
WEBSITE
THE
IT
‘HYPED’
GOOD.
METHOD.
FROM
DAYS
MOST
PRODUCTS
SUCCESS
BORN
NOW
HAS
EARLY
THE
PRODUCTS DISCUSSES
SITE
THE
CREATED
PLATFORM
TASTEMAKERS
PROFESSIONALS
GLOBE.
19
AND
ACROSS
HYPEBEAST QUALITY
IS
OVER
CONSIDERED A
PARTICULAR QUANTITY,
CONTENT
PREDICTABLE
DAILY BOTH
QUOTAS.
STREETWEAR
BLOGS, BY AND
ITS
AUTHENTIC
SITE
HAS
DAY
ONE,
BEEN
A
TO
RISE
STAYS
CONTENT AND
IN AND
ON
TOP
ORIGINAL
ALTHOUGH
PROFITABLE
MONEY
OF
MEET
BRANDS
HYPEBEAST
KEEPING
PUBLISHING
INSTEAD
CHURN WITH
ABOUT
WAS
THE
FROM
NEVER
THEIR
PRIORITY.
FIG. 8
20
WITH
SUCH
CREATIVE THAT
HYPEBEAST
DEPTH THEY
THE
WEBSITE
CONTENT FINISH.
BEGUN
MULTI-FACETED
PRIME
IN
A
TO
ADVANTAGES
PROMOTIONAL
STRIVES
HELPS
TO
PUBLISH
PROMOTE
UNASSUMINGLY SUCCESS THE
AUTHENTIC
KEEPING
MAGAZINES
ITS
ENSURE
ARE
AS
THE
CONTENT,
MORE
WHAT
OR
INWHO
WORTHY.
AND
WHICH
OFFER
THAT
TO
UNDERSTAND
MAGAZINE
IS
INTENTIONS
A
CAN
FEATURES THINK
TEAM
CONSIDERATION
PROFESSIONALS
PLATFORM.
THE
PARTICULAR
A
AND IN
PLATFORM RIGHT
REPRESENTATION
DUE
MAGAZINES
FINGER
THE
IS
EACH
THAT THE
21
TO
COMMERCIAL
ITS
MOTIVES
CURRENT PIE,
LEADS
DIRECTION.
OF
WITHOUT
FROM THE
DEDICATED AND START SITE
OTHER
HYPEBEAST
FUTURE
OF
TO
IS
ONLINE IS
A
PUBLISHING.
THE CON CEPT BRIAN
IS
A
STUDENT TRENT ALSO A
FIRST
AT
HAPPENS
ON
SOCIAL
A
ONLINE BRIAN
FORM
OF
COMMENTARY
SHARING AND
BE
TWITTER, AS
TO
HIS
PRESENCE ACTS
WHO
GNOME.
BEGINNING
AN
NOTTINGHAM
UNIVERSITY
GARDEN
AND
YEAR
HIS
THOUGHTS
EXPERIENCES EVERYDAY
HIS
WIT
ARE
FRIENDS
STUDENT.
AND
USED
AS
SARCASM
TO
AND
ENTERTAIN FOLLOWERS
ALIKE. BRIAN INTO
IS
EXPANDING
AND
FEATURING FIRST WILL OF HIS
IN
EVER BE
A
HIS
ZINE
COLLECTION
HIGHLIGHTS FIRST
YEAR
NOTTINGHAM UNIVERSITY.
22
WHICH
FROM AT
TRENT
FIG. 9
23
WHY BRIAN? USING
BRIAN
REPRESENT LONGEVITY
THE
STUDENTS WITH
PROMOTIONAL NATWEST PIGS WAS
TO
AND
GAVE
OUR
THEIR OF
AS
FLAT
A
IN
POPULAR
RECENTLY
SEEN
CHURCHILL
BULL
DOG.
THE
PETER
AND
1981,
FAMILY
CONSUMERS; ERIC
US
MARKETING
INTRODUCED
MORE
TO
STRATEGY.
FULL
SUCH
GNOME
THE
OF 90’S
CHARACTERS
FOR
LEVI,
WE
HAVE
JET
DEAN
SETTING FROM
“IN SUCH A CROWDED, COMPETITIVE MARKET A CHARACTER CAN CREATE PURE BRAND S A L I E N C E . ” (MARKETING CHURCHILL
WEEK.
2012,
SAID
ONLINE)
24
FIG. 10
IN
EARLY
IN
2010
THAN HAS
2009,
THE
‘THE
COMPARE
THE
700,000
VISITORS
A
AROUND
FANS.’
COMPARE
32,000
(MARKETING
SUCCESSFULLY
IN
MEERKAT
MONTH,
TWITTER WEEK.
MARKET’S
WEBSITE
WHILE
FOLLOWERS
2012,
ONLINE)
2012.
25
CAMPAIGN
RECEIVES
ALEKSANDR AND AND
WAS THE
700,000 IS
STILL
LAUNCHED, MORE MEERKAT
FACEBOOK RUNNING
>> THE
FIRST
TRENT ALLOWS
WITH
EDITION
STUDENTS
LANGUAGE MORE
THE
THAT
THEM
SO
A
DECIDED
TO
60%
LEAN
WAS
AT AS
CULTURE IN
IF
HE
THE
PEAK
FHM
AND
WHICH
STYLE.’
IN
WITH
A
AND
ITS
MALE THE
AT
A
TO
LADDISH
MARKETING
WHICH
DAY
BASIS
PERSON.
OF
1990’S,
EXPRESS
CHARACTER
AUDIENCE
CONSUMER.
LAD
MOSTLY
BANTER
WE
AND
2009,
HAVE
WITH
A
CULTURE
IN
‘DEFINED
WINCHESTER.
26
TO
DAY
UNSELFCONSCIOUS
(JOURNALISM.
NOTTINGHAM
BRIAN
THE
REAL
TARGET
LOADED
WAS
ON
PRESENCE
OUR A
AIMED
USING
USE
WAS
ZINE
WEIGHT
IS
18-21.
EMPATHISE
TOWARDS
ITS
BRIAN
STUDENTS
CONSIDERABLE
THROUGHOUT
SUCH
OF
AGED
TO
THAN
CONSUMER
MAGAZINES A
‘LADDISH’
IRREVERENT ONLINE)
OVER THE
RECENT
YEARS
INTERNET
WITH
IT
PERVADED
INESCAPABLE SUCH
SITES
ALTHOUGH WILL
WE
‘THE
“LAD”
PHENOMENON,
IN
ENGAGING
BRIAN
IS
ENGAGING IS
THE
UNILAD.’
WITH
ZINE
WITH
ALSO
A
EXAMPLES
AND OF
LIFE
AS
FORM
A
THE
ONLY
IS
NEWLY TO
ONLINE)
AND
LANGUAGE AND
READER.
OF
TV
WHICH
THANKS
2012,
ATTITUDE
THE
ESCAPISM
LIFESTYLE AND
YEARS,
AND
STUDENTS
RELEVANT
FEMALE
A
WITH
IS
FOR
(GUARDIAN.
MALE
OVER
TRUELAD.COM
EVERYWHERE
BRIAN’S
STUDENT
ENTERTAINING
CHELSEA
LIFE
UNDERSTAND
TO
ALL
AS
CAMPUSES
EMPATHISE
APPROACH USED
AS
ITSELF
SUCH
UNIVERSITY
ON
FOUND
SITES
FACEBOOK/UNAYUNAY. HAS
HAS
OTHER
SHOWS WAY
IS
FOR THAN
SUCH ESSEX
AS
STUDENTS, THEIR MADE
ARE
OWN IN
PRIME
THIS,
‘IT WOULD APPEAR THAT THE NATION ENJOYS THE MILD ESCAPISM TO BE HAD FROM WATCHING OTHER PEOPLE’S LIVES’ (EPIGRAM.ORG.
2012,
ONLINE)
27
BRIAN’S BY
GIRL
NIGHT.
WHEN
PSYCHOLOGY OFTEN VAN
WEARS
HANGS
CONVERSE
SHE’S
SHE OUT
NOT
WORKS AT
DAY
STUDYING
PART
THE
BY TIME
LOCAL
IN
AND
FOR
28
HER
TOPSHOP
STUDENT
DYKES.
HEELS
BAR,
BA
IN
AND SPANKY
FIG. 11
BRIAN’S AS THE
GUY
IS
STUDYING RUBGY
COURSE OCEAN.
BNOC,
AKA
CRIMINOLOGY
SOCIETY,
MATES HE
A
ON
WORKS
A
HE
BIG
HE’S
ENJOYS
WEDNESDAY
HARD
BUT
NAME
A
ON
CAMPUS.
COMMITTED
JOINING FOR
PARTIES
29
TEAM
THE
MEMBER
WELL
OF
MEMBERS
WEEKLY
HARDER.
AS
AND
SOCIAL
AT
FIG. 12
FIG. 13
30
>>PROMOTIONAL
TO
MAXIMISE
INTEGRATED CAMPAIGN
CAMPAIGN
BRIAN’S OUR
WITH
PRESENCE
DIRECT A
WE
MARKETING
SOCIAL
MEDIA
STRATEGY. SOCIAL THE
STUDENT
WITH
OVER
USING KEEP ON
NETWORKS HALF
A
OF
AND
OUR
SOCIAL
PLAN
IN
MEDIA
WE
APPEARED
HIS
OWN
WERE
A
A
FOR AT
UNIVERSITY.
WHICH BRIAN’S
A
PERSON
BE
INITIALLY AS
AND
IF
TRENT
CONTINUED SUCH
AND
AS
TV
MEMBER.
31
TO
ADD
LIKING
PAGES
CREATED
ADVERTISING JUST
HE
ADDED
AUTOMATICALLY
TO
ENSURE
NOTTINGHAM
MUSIC
PAGE,
CLOSE
TO
BRIAN
WE
BEHAVIOURAL
ONLINE)
CHARACTERISTICS POPULAR
A
LEISURE
NEEDED
AS
PERSON
STUDENTS
THEIR
TO
STUDENTS,
RIGHT.
CREATED
ACCOUNT
THEM
2010,
WITH
TO
GOING
USING
THREE-DIMENSIONAL BRIAN
COMMUNITY,
DEVELOP
RELATIONSHIP
IN
STUDENTS
(MINTEL.
TO
CRUCIAL
WHAT’S
THIRD
ACTIVITIES.
ORDER
OF
LIKE
TRACK
ORGANISE
IN
LEISURE
SITES
AND
ARE
LIKE
ON ANY
OTHER
FIG. 14
32
AFTER AND BE
BUILDING
TWITTER, PUT
UP
WE
AROUND
A
FOLLOWING
MADE
POSTERS
NOTTINGHAM
ENCOURAGE
SOCIAL
AWARENESS
OF
BRIAN.
VIDEO
AN
INFAMOUS
WITH
MEDIA WE
ACTIVITY MADE
STUDENTS
A
THE BE THE
PHOTOS
HAD
AVAILABLE ZINE
PROMOTING
ON
BEEN
FILM
STUDENTS
ON
THE
26THMAY.
WITH THE
BRIAN’S
ZINE
KEY
AND
TO
SHORT
VIRAL
SONG
(PLAYER.
PHOTOS THEY
TO THIS
TO
INCREASE
CAMERA;
DEVELOPED
THE
FLYERS
UNIVERSITY
TOOK
FOR
FAIR
INTERACTION
BRIAN
A
STUDENT WE
AND
TRENT
VIMEO.COM/VIDEO/42034530) WITH
ON
OF
ONCE
WOULD
PICK
UP
AT
ENCOURAGED
DEMOGRAPHIC
WHILST
FAIR.
FIG. 15
33
FIG. 16
FIG. 17
34
BRIAN’S
FIRST
HAVE
LOW-FI
BE
A
PRINTED
THIS US
TO
SELL
COST
AND
IT
PROFITABLE
AND
NEWSPRINT.
THE
LOW
WILL
AESTHETIC
ON
KEEPS
PRINTING
EDITION
OF
ENABLES
FOR
A
£2.
82% OF PEOPLE ASKED SAID THEY WOULD PREFER TO BY AN AESTHETICALLY PLEASING PUBLICATION TO KEEP. (SEE
APPENDIX
THE
NEWSPRINT
NOSTALGIC GIVING
ALSO
DESIGNED
THAT
THE
FOR WE
KEEP.
APART –
THE
HAVE ZINE
AND
SO
CAN
USED
BE
AS
BENEFIT
STUDENTS. HAVE
AND
CREATED
HAVE
FOR
ALSO
THE
TABLETS
AN
WEBSITE
ENGAGEMENT
MAKING ON
WE
ANOTHER
PLATFORM
WE
THAT
NEWSPAPER
ACCESSIBLE A
A
DOCUMENT
CAN
POSTERS
HAS
READER
THEY
TAKEN
RESULTS)
CONNOTATIONS,
THE
TANGIBLE
FOR
SUCH
35
IS
INTERACTION WITH
BRIAN.
CONSIDERED
ZINE
IPAD.
THAT
AVAILABLE AS
THE
03>> COMM ERCIAL OPPOR TUNI TIES
36
FIG. 18
OUR
IDEAL
LOCAL
NOTTINGHAM UNION. UNION
EMBRACE
STUDENT
AS
A
REAL
ASSUMING MOST BY
TRENT’S
TOGETHER
OF
SPONSOR
STUDENT
BRIAN
ALL
LIFE.
AND
BRIAN
SPEAKS
NOT
REPRESENTATIVE
UNIVERSITIES.
37
THE
ASPECTS
STUDENT,
PROMOTIONAL
IS
TOOLS
AS
AN
LIKE USED
FIG. 19
OUR
CHOSEN
SPONSOR
IS
NATIONAL BRANSTON
BEANS.
BRIAN’S
SOCIAL
MEDIA
PLATFORM LAUNCH AND
STUDENT
WILL
BECOME
NATIONAL
FOR
A
STUDENTS
HELP ALL
TO
THE
WHILE
BRANSTON
ARE
GREAT
PRESENCE
WITH
MARKET.
AND
A
BRANSTON
ONLINE
RE-ENGAGE
BE
BEANS
TRADITIONAL
ENGAGING
WILL
FOR
ITS
BAKED
A
A
STAPLE
FOOD
PARTICULARLY
FOOD
NOTTINGHAM ‘STUDENTS
ARE
IN
SPEND
MORE
BEANS
EVERY
FOR
BRIAN’S
EDITION
AS
NOTTINGHAM ON
BAKED
YEAR
BRIAN
ANYWHERE
ELSE
MASCOT
COUNTRY’.
(TELEGRAPH.
OVER
THE
ONLINE)
UK.
38
IN
THAN THE 2009,
BRANSTON BEEN THE
HAVE
COMPETING MARKETS
COMPETITOR. DOMINATED THE
BAKED 2009.
HEINZ
WITH
TOTAL BEANS
(MINTEL.
HOWEVER
THE
WATCHDOG
120
TO
AN
BEANS
BAKED
BEANS
A
SHARE
59%
£365
MILLION
MARKET 2010,
IN
ONLINE)
CONSUMER
WHICH?
SURVEYED TASTE
WITH
LEADING
THE
CATEGORY OF
FOREVER
WHILST
PEOPLE ARRAY
OF
BLINDFOLDED
BAKED BEANS MADE BY BRANSTON CAME TOP WITH 73 PER CENT, WITH HEINZ TAKING JOINT FOURTH POSITION, BEHIND ASDA’S AND MORRISONS’ OWN BRANDS.’ AND
‘
(SCOTSMAN.
2010,
ALTHOUGH POPULAR
BEANS FOOD
GENERATIONS CREATED BEANS A
A
MORE
HELP
IT
CONSUMERS 30
AGE
2010,
IN
ONLINE)
DEMOGRAPHIC
ONLINE)
OF
39
18-21
CREATE AND
ON
COMPANY’S THE
TO 18-
(MINTEL.
THIS
YOUNG
OVERLAPS
TARGET YEAR
FOR
FEEL
APPEAL
GROUP.’
BRIAN’S
TO
OUT
‘THE TO
MANY
LABEL
PASTA
STAND
WAS
A
BRANSTON
PREMIUM
SHELVES. AIM
FOR
NEW
AND
ARE
WITH
CONSUMER OLDS.
PREMIER SPEND
FOOD’S
IN
CANNED
2008
JUST
OVER
ABOUT BRIAN ON
£1,000
IS
A
TO
BEANS.
FOR
2007.
CUT
SPEND, THEIR WHILST
THEM
THEY AD
STUDENTS
THE
OF
CARDBOARD BRIAN
THE
COMPETITION AND
AND
ENTRY
EACH
LIFETIME
COMPETING
A
BEANS.
ONLINE
WILL
AND
BRANSTON
RUN
BE
TOUCH.
A
INNOVATIVE
OF
THEIR LOSING
THEMSELVES
MOST
WITH
TO
CAN WILL
PRESENCE
FROM
ASK
CUT-OUT
BRANSTON
DEMOGRAPHIC
STUDENT
COMPETITION
WAY
OF
TARGETING
THE
DIRECTED
THE
IN
INCREASING ONLINE
THROUGH
PHOTOGRAPHIC
PHOTOGRAPH
‘LIKES’
THEIR
WILL
DEMOGRAPHIC.
THAN
ALTHOUGH
LAUNCHED
AT
FRIENDS HAS
COLLABORATION
COMPETITION
FROM
IN
ALREADY
BENEFIT
HELP
PASTA
ONLINE)
KEY
BE
CURRENTLY
MORE
HAVE
THE
DECREASED
2010,
BRANSTON SO
THE
AND
£800,000
(MINTEL. HAS
IN
BEANS
CATEGORY
AD
VIA
TWITTER WILL
FOR
SUPPLY
BRANSTON
BEANS.
ENTRANTS
WILL
A
OF TWITTER
BE
ASKED
#BRIANS BRANSTON COMPETITION, TO
A
UNIQUE
THAT THE
WILL
KEYWORD
INCREASE
SEARCH
OPTIMISATION
40
ENGINE ON
TWITTER.
FIG. 20
THE
COMPETITION
AMONGST IDENTITY IT’S
THE OF
ENCOURAGES
STUDENT
BRIAN,
LAUNCHED
COMMUNITY.
BRANSTON
ONLINE
CREATIVITY
AND
WHILST
BEANS
INTO
41
A
AND
WILL
EXCITEMENT
MAINTAINING BE
YOUNGER
THE
REJUVENATED DEMOGRAPHIC.
AS
PRES S REL EASE
42
B R IA N F A NZ IN E 2 1 A RTH UR S T RE E T CITY : N OTT I NG H A M COUNTR Y : UNITE D K I NG DO M P H ONE : 0 2 0 3 3 7 2 3 0 0 0 EMA IL : GE N E RA L E NQUIRIE S @ B R IA NZINE .C O . UK
T O: VICE MAGAZINE, ALEX MILLE R, E X E CUTIV E E DITOR
BRIAN T HE G NOM E M EETS BRA NS TO N B E A NS B RI A N AND BRANSTON BEANS H A V E FUS E D TOGE THE R TO CRE A T E A N I NT ERACT IVE PHOTOGRAPHIC COM P E TITION, R E - E NGA GING S TU DE NT S A ND T HEIR CREATIVITY. F OR REL EASE: [VICE MAGAZINE ] / E MB A RGOE D FOR: ONE M ONTH P RI O R. NAME: BRIAN’ S BRANSTON COMP E TITION A DD RESS: VICE MAGAZINE REL EASE DATE: SEPTEMBER 20 TH 2 0 1 2 ( N A TIONA L S TUDE NT W E L CO M E WEEK) OF F ERING : T HI S CAMPAIGN IS DESIGNED TO S UP P ORT B ET W EEN BRIAN AND BRANSTON B E A NS .
TH E
NEW
S P ONS O RS H IP
A COMPET ITION RELEASED THROUGH B RIA N ’ S ONL INE P RE S E NCE E NCOU RA G E S S T UDENTS TO PHOTOGRAPH THE M S E L V E S IN TH E MOS T CR E A TIV E WA Y P O SSIBL E. EA CH IMAGE MUST IN CL UDE A CA RD B OA RD C UT- OU T OF B R I A N A ND A CAN OF BRANSTON BE A NS . TH E C OMP E TITION W IL L RUN O NL I NE V I A F ACEBO OK AND TWITTER A ND E A CH E NTR Y W IL L B E COM P E TING F O R A L IF ETIME SUPPLY OF BRANSTON B E A NS T HE CO MPETITION SEEKS TO E NCOU RA GE CRE A TIV ITY A N D E X CIT E M E NT A M ONG ST T HE STUDENT COMM U NITY . W H IL S T MA INTA ININ G THE IDE NT I T Y OF BRIAN, BRANSTON BEANS W IL L B E R E J UV E N A TE D A S IT’ S L A UNC HE D ONL INE AND EMERGED INTO A Y OUNGE R DE M OGRA P HIC. E ND S B RI A N/BRANSTON BEANS GRAPHICS A V A IL A B L E ON RE QUE S T. WEBSITE: W WW.BRIANZINE.COM F A CEBO O KPAGE: HTTP://WWW.FA CE B OOK .COM/B R IA NGNOM E T WI T TER ACCOUNT: @BRIANGNOME
43
06 CONCLUSION THE
ZINE
IS
A
REFLECTION
PERSONALITIES
AND
CULTURE
WE
BORN
THAT
FROM
A
THE
ACROSS
SUCCESS
DEPENDS
ON
CONTENT, AN
LIVE
STANDS
OF
IN
TO
THE
TODAY.
MOTIVE,
THE
ENGAGE
WITH
COUNTRY.
BRIAN
THE
OUR
STUDENT
PERSONAL
COMMENTARY STUDENTS
THE
OF
AS
A
ZINE
AUTHENTICITY
STRATEGIC
UNDERSTANDING
SOCIAL OF
THE
OF
THE
MEDIA
AND
MARKET
SITUATION. THERE
IS
FOR
STUDENT
A
LOCALLY TELLS
A AND
THE
STUDENT OFF
HIS
ENGAGE AND
NATIONALLY
THE
PLAYER
BRANSTON THE
INCREASE
PUTTING
IT
AGAINST
ITS
IN
ITS A
ONLINE
TO
BRIAN RE-
COMMUNITY PRESENCE,
POSITION
HEINZ.
44
TO
BRIAN
TURN
BEANS
BETTER
THE
THE
OF
STUDENT
RIVALS
AS
HELP
AWARENESS IN
ABOUT
REELING
IN
WILL
ADVENTURES. WITH
TRUTH
OFFERS.
BRANSTON
BOTH
THAT
WITHOUT
LARGEST
HELP
MARKET
NEWSPAPER
ACTIVITY
INCREASE
THE
HUMOROUS
INDUSTRY,
WILL
IN
PROMOTIONAL
SECOND
AND
GAP
FIG. 21
45
05
REFERENCES
AND
BIBLIOGRAPHY
REFERENCES: (GUARDIAN.2012, (CREATIVE
REVIEW.
(MONEY.CNN. (FAST
ONLINE) 2011,
2012,
COMPANY.
ONLINE)
ONLINE)
2012,
ONLINE)
(HYPEBEAST.
2012,
(MARKETING
WEEK.
2012,
ONLINE)
(MARKETING
WEEK.
2012,
ONLINE)
(JOURNALISM.
ONLINE)
WINCHESTER.
(EPIGRAM.ORG.
2012,
(MINTEL.
ONLINE)
2010,
(TELEGRAPH. (MINTEL.
(SCOTSMAN.
ONLINE)
ONLINE)
2009,
2010,
2009,
ONLINE)
ONLINE)
2010,
ONLINE)
(MINTEL.
2010,
ONLINE)
(MINTEL.
2010,
ONLINE)
ILLUSTRATIONS: FIG.
1
BRIAN
UP
FIG.
2
BRIAN
GNOME
FIG.
3
MAGAZINE
FIG.
4
BRIAN
IN
A
FIG.
5
BRIAN
IN
THE
FIG.
6
HYPEBEAST
IMAGES,
HYPEBEAST.COM,
2012
FIG.
7
HYPEBEAST
IMAGES,
HYPEBEAST.COM,
2012
FIG.
8
HYPEBEAST
IMAGES,
HYPEBEAST.COM,
2012
FIG.
9
BRIAN
FIG.
10
COMPARE
FIG.
11
CONSUMER
PROFILES,
FIG.
12
BRIAN
MINUSCULE,
A
TREE,
TUMBLR,
LOGOS,
ON
OWN
A
THE
IMAGE,
2012
THEATRE,
OWN
LIBRARY,
POLICE
2012
BRIANGNOME.TUMBLR.COM,
OWN
LECTURE
IMAGE,
OWN
CAR,
MEERKAT,
IMAGE
OWN
2012
IMAGES,
IMAGE,
MINUSCULE,
2012
2012
IMAGE,
OWN
IMAGE,
2012
2012
2012
FACEBOOK.COM/BRIAN-
2012
FIG.
13
BRIAN.GNOME,
FIG.
14
PROMOTIONAL
FIG.
15
BRIAN
POSTERS
FIG.
16
BRIAN
THE
FIG.
17
BRIAN
ON
TABLET,
FIG.
18
NTU
UNION
LOGO,
IMAGES,
2012
FIG
19.
BRANSTON
BEANS,
IMAGES,
2012
FIG
20.
COMPETITION
FIG
21.
BRIAN
THE
TWITTER/BRIAN.GNOME,
POSTER, AND
WEBSITE,
OWN
IMAGE,
2012
FLYERS,
OWN
IMAGE,
OWN
OWN
ENTRY,
ZINE,
OWN
IMAGE,
IMAGE,
OWN
2012
IMAGE,
IMAGE, 46
2012
2012
2012
2012
2012
BIBLIOGRAPHY: BOOKS: INGLEDEW, RENCE
2011.
KING
TRIGGS,
2010.
J.
ADDITIONAL
ANON.
A-Z
OF
VISUAL
LONDON:
MAGCULTURE:NEW KING
IDEAS.
LONDON:
LAU-
LTD.
FANZINES.
2003.
LAURENCE
ONLINE
THE
PUBLISHING
T.
LESLIE, DON:
J.
THAMES
MAGAZINE
PUBLISHING
AND
HUDSON.
DESIGN.
LON-
LTD.
SOURCES:
WEBSITES 2010.
AND
STUDENT
ARTICLES: LEISURE
UK.
MINTEL
GROUP.
AVAILABLE
AT: ACADEMIC.MINTEL.COM/SINATRA/OXYGEN_ACADEMIC/SEARCH_RESULTS/SHOW&/DISPLAY/ID=480753 ANON, TEL
2010.
COMPLETE
CANNED
GROUP.
AVAILABLE
AT:
MEALS
AND
MEATS
UK.
MIN-
WWW.ACADEMIC.MINTEL.COM/SINATRA/OXYGEN_ACADEMIC/ SEARCH_RESULTS/SHOW&/DISPLAY/ID=497062 CROWE, VIEW.
D.
2011.
AVAILABLE
PORT
MAGAZINE
LAUNCHES.
CREATIVE
RE-
AT:
WWW.CREATIVEREVIEW.CO.UK/CR-BLOG/2011/MARCH/PORT-MAGAZINE GARBUTT, GUILTY
J.
2012.
PLEASURE?.
REALITY
TELEVISION:
EPIGRAM.
AVAILABLE
OUR
NATION’S
AT:
HTTP://WWW.EPIGRAM.ORG.UK/2012/02/REALITY-TELEVISION-OURNATIONS-GUILTY-PLEASURE/ ZAX,
D.
MAJOR
2012.
FAST
ONLINE
TALK:
HOW
THIS
‘SNEAKERHEAD’
MAGAZINE.
FAST
COMPANY.
AVAILABLE
BUILT
A
AT:
HTTP://WWW.FASTCOMPANY.COM/1819814/FAST-TALK-HOW-THISSNEAKERHEAD-BUILT-A-MAJOR-LIFESTYLE-MAGAZINE AROESTI, RIOUSLY
R.
2012.
UNFUNY?.
UNILAD
CULTURE
GUARDIAN.
–
ONE
AVAILABLE
BIG
JOKE
OR
SE-
AT:
HTTP://WWW.GUARDIAN.CO.UK/LIFEANDSTYLE/THE-WOMENS-BLOGWITH-JANE-MARTINSON/2012/FEB/06/UNILAD-CULTURE-JOKE-SERIOUSLY-UNFUNNY
47
LAMONT,
T.
PEOPLE’S
2012.
MAGAZINES
SHELVES.
WILL
GUARDIAN.
ALWAYS
AVAILABLE
HAVE
A
PLACE
ON
AT:
WWW.GUARDIAN.CO.UK/MEDIA/2012/APR/15/MAGAZINE-PRINT-LOVERSPRINTOUT-STACK WILLOUGHBY, PEOPLE’S
P.
2012.
SHELVES.
MAGAZINES
GUARDIAN.
WILL
ALWAYS
AVAILABLE
HAVE
A
PLACE
ON
AT:
WWW.GUARDIAN.CO.UK/MEDIA/2012/APR/15/MAGAZINE-PRINT-LOVERSPRINTOUT-STACK ANON.
2012.
ABOUT.
HYPEBEAST.
AVAILABLE
AT:
HTTP://HYPEBEAST.COM/ABOUT/ WOODS,
P.
CHESTER.
2009.
MAGAZINE
AVAILABLE
JOURNALISM:
FHM.
JOURNALISM
WIN-
AT:
HTTP://JOURNALISM.WINCHESTER.AC.UK/?PAGE=249 PEPITONE, BOOKS.
J.
2012.
MONEY.CNN.
ENCYCLOPEDIA AVAILABLE
BRITANNICA
TO
STOP
PRINTING
AT:
WWW.MONEY.CNN.COM/2012/03/13/TECHNOLOGY/ENCYCLOPEDIA-BRITANNICA-BOOKS/INDEX.HTM
DEAN, CON.
P.
2010.
BRAND
MARKETING
CHARACTERS
WEEK.
AVAILABLE
CAN
BRING
HOME
THE
BA-
AT:
HTTP://WWW.MARKETINGWEEK.CO.UK/BRAND-CHARACTERS-CAN-BRINGHOME-THE-BACON/3020330.ARTICLE COSTA, CON.
M.
2012.BRAND
MARKETING
CHARACTERS
WEEK.
AVAILABLE
CAN
BRING
HOME
THE
BA-
AT:
HTTP://WWW.MARKETINGWEEK.CO.UK/BRAND-CHARACTERS-CAN-BRINGHOME-THE-BACON/3020330.ARTICLE ANON,
2010.
SCOTSMAN.
BEANS
NO
AVAILABLE
LONGER
MEANZ
HEINZ:
IT’S
BRANSTON.
AT:
WWW.SCOTSMAN.COM/NEWS/UK/BEANZ_NO_LONGER_MEANZ_HEINZ_ IT_S_BRANSTON_1_788768 ANON, BEANS.
2009.
NOTTINGHAM
TELEGRAPH.
STUDENTS
AVAILABLE
EAT
THE
MOST
BAKED
AT:
WWW.TELEGRAPH.CO.UK/EDUCATION/UNIVERSITYEDUCATION/6252319/ NOTTINGHAM-STUDENTS-EAT-MOST-BAKED-BEANS.HTML 48
WWW . AL TERNAT IV EPRESS.ORG.UK WWW . AMPERSAND MAGAZINE.COM.AU WWW . APARTAMENTOMAGAZINE.COM/C URR E NT.P H P WWW . ARTICL EMAGAZINE.CO.UK WWW . BEING HUNTED.DE/?PAGE_ID=578 WWW . BL ANKETMAGAZINE.COM/ WWW . CARL S- CARS.COM WWW . CHARL O TT E RIVERS.COM/_/MEN U.HTML WWW . CO L L EG EHU MOR.COM/ WWW . CREATIVEREVIEW.CO.UK/CR-BL OG/2 0 0 8 /DE CE M B E R/NE V E R- K N OW INGLY -UN DE RS T O O D WWW . CREATIVEREVIEW.CO.UK/CR-BL OG/2 0 1 2 /M A R CH/CR - A P RIL - 2 0 1 2 - IS S U E WWW . DG Q UARTERLY.COM WWW . DUKEPRESS .CO.UK WWW . EL UPTO N.COM/ WWW . ENG L ISH.MA SHKULTURE.NET/20 0 9 /0 5 /0 1 /B E HIND - THE - B L OG- P A R T- 5 - K E V I N-M A / WWW . EPHEMERA-SOCIETY.ORG.UK/ WWW . F ACEBO O K.COM/EVENTS/278602 7 6 5 5 1 0 3 6 4 WWW . F ACEBO O K.COM/SLAMXHYPEFA N S WWW . F ANT ASTICMAN.COM WWW . F O URT EEN-NINETEEN.COM/PROJ E CTS WWW . F O URT HANDMAIN.COM WWW . F RESHNESSMAG.COM WWW . G RAINANDGRAM.COM WWW . G REENW ICH LETTERPRESS.COM WWW . G UARDIAN.C O.UK/MEDIA/2012/A P R /1 5 /TW E NTY - FOUR - MA GA ZIN E - 2 4 - HO URS WWW . G YMCL ASSM AGAZINE.COM WWW . HANDMADE ANDBOUND.COM WWW . HARDW O RK ERSCLUB.COM/ WWW . HIG HSNO BIETY.COM/ WWW . HO L YG HO S TZINE.COM/ABOUT WWW . HYPEBEAST.COM/2012/05/HYPE B E A S T- OP - E D- RE DE FININ G- P RIN T/ WWW . KINFO L KMAG.COM/ WWW . L ITT L EW HITELIES.CO.UK/ WWW . L O NDO NBOOKFAIR.CO.UK WWW . L O NG READS .COM/ WWW . MAG CUL TURE.COM/BLOG/?CAT = 5 0 & P A GE D =2 WWW . MAG FO RUM.COM/INDEPENDENT_ MA GA ZIN E S .HTM WWW . MARMAL ADEWORLD.COM/PAGE S /DIGITA L .HTM L WWW . MO TT O DISTRIBUTION.COM/SITE /? P A GE _ ID=1 0 2 0 WWW . MRPO RTER.COM/ WWW.NOW-HERE-THIS.TIMEOUT.COM/2012/02/25/TOOTING-FANZINE-FAIR-CONSTRUCTION-GALLERY WWW.PIGEONSANDPEACOCKS.COM/ WWW.PORT-MAGAZINE.COM/ WWW.PRESENTJOYS.COM/NEWS/ANNOUNCEMENT WWW.RAPHA.CC/ WWW.SHOESTRING.WEB.OFFICELIVE.COM/DEFAULT.ASPX WWW.SMITHJOURNAL.COM.AU/ WWW.SNAPME.CA/ WWW.SPITALFIELDSLIFE.COM
49
WWW.STOLENSHARPIEREVOLUTION.ORG WWW.STREETHING.COM/ABOUT WWW.STUDIOAHIRA.COM/ESSAY WWW.THECOVETEUR.COM/ WWW.THEFACEARCHIVE.TUMBLR.COM/#13816649080 WWW.THEGENTLEWOMAN.COM/ WWW.THEGREENSOCCERJOURNAL.COM WWW.THEIDEALIST.CO.UK WWW.THEMANZINE.COM/ WWW.THEPLANTJOURNAL.INFO/ WWW.THERIDEJOURNAL.COM/ WWW.THEWHITEREVIEW.ORG/ WWW.THEWRAPPAPER.COM WWW.TOURIS.MS/ WWW.TRAVEL-ALMANAC.COM/ WWW.UNDERCURRENTMAGAZINE.COM WWW.UPPERCASEGALLERY.CA/ WWW.USEDMAGAZINE.CO.UK/USED_MAGAZINE/WELCOME_TO_USED.HTML WWW.USURPZINES.TUMBLR.COM WWW.VIMEO.COM/38276968 WWW.WEARETBC.COM/ABOUT WWW.YOUTUBE.COM/WATCH?V=3AF9KKMI0AU&FEATURE=PLAYER_EMBEDDED#! WWW.YOUTUBE.COM/WATCH?V=PIMBWUWBTBO&FEATURE=PLAYER_EMBEDDED WWW.YOUTUBE.COM/WATCH?V=YIFXLWCEJC0
50
APPENDIX >>
51
06
APPENDIX
AAKER AS
A
MODEL PRODUCT
-
NEWSPRINT
-
LOW
-
FOLDS
-
TANGIBLE
-
ONLINE/OFFLINE
AS
AS
ZINE
PRICE
AN
OUT
INTO
POSTERS
FUN
-
QUICK
-
SYMBOL
-
BRIAN
GNOME
-
GREEN/BROWN
-
CAPITAL
-
BOLD
FONT
PRESENCE
EXPERIENCE
-
A
AS
AN
ORGANIZATION
-
INNOVATIVE
-
STUDENT
ACCESSIBLE
-
CREATIVE
MULTI-FUNCTIONAL
-
CURRENT
AS
A
READ
PERSON
-
WITTY
-
COOL
-
FRIENDLY
-
POPULAR
-
CHEEKY
-
OUTGOING
52
ORIENTATED
SWOT STRENGTHS: ONLINE
PRESENCE
DIRECTLY BRITISH CHEAP
LINKS
BRAND
OF
TO
BRANSTON
STUDENT
ACCENTUATES
ADVERTISING
FOR
WILL
BE
IMPROVED
DEMOGRAPHIC BRIAN’S
BRANSTON
AUTHENTICITY
AND
BRIAN
WEAKNESSES: NOT
ALL
STUDENTS
EAT
BAKED
BEANS
OPPORTUNITIES: RE-ENGAGE
WITH
STUDENT
DEMOGRAPHIC
INCREASE
AWARENESS
AND
INCREASE
AWARENESS
OF
PROVIDES
BRIAN
NATIONAL
PLATFORM
FOR
STUDENT
WITH LOCAL
SALES
OF
BRANSTON
TO
STUDENTS
BRIAN
STUDENT
RECOGNITION ATTRACTIONS
NEWSPAPER
THREATS: HEINZ
ARE
INCREASED BRANDED
MARKET FEE,
LEADERS
LESS
DISPOSABLE
GOODS
OVERSATURATED
MARKET
53
INCOME
TO
SPEND
ON
QUESTIONNAIRE:
>
WHICH 17
CATEGORY
OR
BELOW
INCLUDES
YOUR
AGE?
YOUNGER
18-20 21-29 30-39 40-49 50-59 60 >ARE
OR
OLDER
YOU
MALE
OR
FEMALE?
MALE FEMALE >WHAT
KIND
OF
CONTENT
DO
YOU
PREFER
TO
READ?
NEWS GOSSIP/CELEBRITY SPORTS NOVELTY/HUMOUR >DO
YOU
BUY
DEPENDING
ON
PURCHASE SWTICH >WOULD DECISION
ONE
PUBLICATION
THEIR ONE
TO
SWITCH
CONTENT? ON
REPUTATION BUY
OR
PUBLICATION
DEPENDING
THE
REGULARLY
THEIR OF
A
CONTENT
PUBLICATION
IT?
YES NO
54
AFFECT
YOUR
>WOULD
YOU
PURCHASE
RECOMMENDED BUY
A
COPY
BORROW IGNORE >WHICH TO
TO
A
PUBLICATION
IF
IT
HAS
BEN
YOU?
FOR
YOURSELF
THEIRS THEIR
OF
THE
BUY
AN
BUY
A
RECOMMENDATION
FOLLOWING
WOULD
AESTHEITCALLY
YOUR
PLEASING
PREFER PUBLICATION
TO
KEEP TO FOR
A
>HOW ONE
QUICK MUCH
LESS
AESTHETICALLY
PUBLICATION
READ DO
YOU
USUALLY
SPEND
MONTH BELOW
PLEASING
£5
£5-10 £10-15 15+
55
ON
PUBLICATIONS
IN