Week 9 - Collaborations, Endorsement & Sponsorship

Today we looked at collaborations, endorsement and sponsorship, brands more recently have been doing this to try to increase sales by reaching new audiences, markets and product categories. 

Collaborations can be with other designers, artists, celebrities, other brands and much more.

Some collaborations in 2013 included; 

Isabel Marant for H&M

Swarovski for Maison Martin Margiela

Rihanna for River Island

A statistic that shocked me which was mentioned in the lecture was that 90% of collaborations fail! This is due to unequal value, the strategy isn't understood by the consumer and the brand values sometimes don't match.

We also looked at endorsement which is clearly used a lot in the fashion world, almost every single fragrance is endorsed by a celebrity! I haven't seen so much fashion endorsement but you do see plenty of it when it comes to the red carpet or fashion events.

We finally looked at sponsorship, I don't tend to see this used so much by fashion, I didn't even know that H&M sponsored Coachella in 2012 until this lecture. 

Week 9 - Presentation Skills

As we have a presentation coming up, Angi did a lecture about presentation skills to help us for it and for future presentations.
The lecture outlined the main factors for a good presentation which includes;

• tone of voice
• set the theme
• provide the outline
• demonstrate enthusiasm
• sell an experience
• make it visual
• rehearse

Then in our IT seminar we worked in our presentation groups to continue researching our brands and creating our presentations. I was editing our powerpoint, selecting a colour scheme and also creating the Mulberry logo into a gold colour like it is on their web page as we couldn't get the image off the website. The rest of the group continued with research and creating moodboards and colour schemes.

Week 9 - Digital & Social Media

Today we looked at digital and social media, brands are now trying to be that bit more creative than the other by using different techniques with digital and social media. For example Diesel's latest advert was created just using the iPhone, Burberry also did a similar technique but filmed their catwalk show with the iPhone. Brands are also using Twitter and Facebook to launch campaigns, sell products and more.
The latest Dove advert was the most shared in 2013 with over 59million views, I'd already seen the advert before this lecture and I really liked it, it is pretty striking as it shows how lowly we think of our looks compared to our peers. We were also shown a shoppable video, I'd never seen anything like it before, whilst the video is playing any items that the company sell are shown in order below the advert so you can click on them and it takes you to where you can purchase it, I personally think it was a brilliant idea and surprised that still not many brands have done this.

Week 8 - Communication Channels

In this lecture we looked at communication channels, the main focus was on media which includes TV, radio, press, cinema, outdoor (billboards, buses, etc.) and digital. We also looked at integrated marketing which is simply about targeting the consumer at different stages of their journey, ensuring the correct information is given and utilising different media to communicate different messages. The we looked at the benefit and features of both TV and magazines.

In the seminar we continued looking at the other types of media including, outdoor, cinema, newspapers and digital which we then in pairs had to pick out the benefits and downsides of each of these.

Week 8 - Zines

In today's lecture we were introduced to independent magazines and publishing, Matt showed us the best places to find these and also a little bit of history being zines, they've been around since 1600's but only boomed in 1850's during the industrial revolution.

Then in our seminar on the tables lots of different types of zines were placed on them, including ones made by students, brands one and also technical books about them. We were able to go around the tables, look at them and photograph any that we may find useful when we create our own brandzine.

Week 8 - Photoshoot Cheats

In today's lecture Tim talked about photoshoot cheats, as students we can't afford to go on incredible location shoots, instead he showed us how we can still create effective images by using props, multi media, hair & makeup and much more. Since the lecture in my own time I have been making boards on Pinterest of photoshoot inspiration, so far I have done ones on backdrops, hair & makeup and props, there are links to the boards above each of these images below.

All About The Backdrop

All About The Hair & Makeup

All About The Props

Then in our seminar we had to identify the 2 brands we are looking at for our group work and our brandzine project, for me that consists of Mulberry and Ted Baker. 

Week 8 - Innovative Campaigns

In today's lecture we looked at innovative campaigns, from the past to the present. I hadn't seen any of the adverts that were shown as the iconic past campaigns so it was good to be introduced to them and also to see how campaigns have evolved from them.
The past adverts included the VW Beetle 'Think Small' from 1959, Levi's Laundrette which increased sales by 300%, Guinness surfer 'Good thinks come to those who wait' and the Honda Cogs advert which consisted of only 2 takes and no CGI.
Then we looked at present and recent adverts, we looked at the Skittles 'Touch the rainbow' advert, I was surprised when very few people put their hands up to say they'd seen it, as I'm a Youtube addict I had got really into the campaign as this was where it was mainly featured. This was one of the first few interactive campaigns I know of and now other companies and brands are doing similar things.

In our seminar we then got a bit Christmassy and watched the John Lewis Christmas advert for 2013.

After watching the advert and reading an article written about the advert we were given questions to answer to do with John Lewis and the advert. We also watched the video of the behind the scenes of making the advert, it had been made in the traditional way of having a hand made set and using drawings, it reminded me so much of a childhood programme called Watership Down. To me it gives the advert a much more personal touch and authentic. 

Week 7 - The Modern Consumer

In our lecture we looked at the modern consumer, at how they're more connected, active and demanding than ever.
Then in the seminar we continued with the theme of the modern consumer, we created consumer profiles for a female student, 21, product designer from nottingham, male lawyer, 35, from London and a female homemaker, 50, from Gloucestershire. Si had purposely given us bad and unspecific briefs to show how you could end up targeting and a much broader market instead of the specific one the company may want.

We then looked at emerging trends in retail, social networking and new technology which included; decline in Facebook, increase in online magazines, faster payments and online dressing rooms.  

Week 7 - Fashion Loves: Art

In today's lecture we looked at Fashion Loves: Art, we looked at how art has affected fashion from the 19th Century to just before present day. During A-levels I had looked at quite a lot of the movements mentioned for example Art Deco and saw how they affected graphic design and textiles so I already have quite good knowledge on this yet I still saw many designers work that I hadn't previously.
In our seminar we did a writing analyse task, we mainly looked at one article which was about digital publishing invasion. We were given different questions to answer about the article.


Main points being made

• Print vs. online technology

• Magazine industry incline / digital invasion

• Print industry decline

• How publishing has evolved?

• Reasons why they should target on older markets

• Key Theme

• Data

• Decline of print

• Digital invasion 

Who is it aimed at?

• People who enjoy books

• Well-educated

• Mature/old

What was it originally published for?

• The Times – broadsheet

• A dissertation

What do you think about it?

• Complex

• Well-informed

• Supported with facts

• Biased

• Opinions stated straight away and acknowledge their aims

What research methods?

• Secondary – stats: databases – Mintel/keynote

• Other published sources – books/journals/magazines/broadsheets

• Primary – first hand – interviews/face2face/email

• References – clockwork orange – book/film

Design and layout

• Little paragraphs easy to digest – grid structure

• Quite sophisticated

• Simple = minimalist

• Text heavy

• Flow quite confusing 

Tone of voice

• Formal

• Persuasive

• Intellectual

• Sophisticated

• Biased

• Convincing

• Arrogant

• Reference is male

• Straight to the point

At the end of the seminar we found out it was a dissertation from a past female student and got a 1st for it. Quite a lot of us were shocked as almost all of us thought it was going to be someone much older.

Week 7 - London Trip

Today we went to London to research our brands for our projects and also look exhibitions. After a not so smooth 4 hour journey to London my group started by going to the V&A museum, currently they have an exhibition on about Club to Catwalk, London Fashion in the 1980's which was £5 for students to go into. We weren't allowed to take photos in the exhibition, I wish we could have as there was lots of very interesting outfits! I particularly liked the Blitz Denim event that was in 1986, 22 designers customised denim jackets from Levi in each of their own unique styles. The exhibition also featured sections including; english eccentrics, evening wear, knitwear, new romantics, high camp, body map, body conscious, rare, goth, glam fetish, customised and hard times. Definitely an exhibition to see if you like all things wacky and eccentric!

Then in our group we went to Covent Garden, grabbed some lunch and then went to the independent Mulberry store to see how it was laid out, visual merchandise and to see what competitors were around.  Right next to the Mulberry store there was a Radley store and just down the street there was Lulu Guinness. Mulberry already had its christmas visual merchandise up featuring cute white nut crackers with some of the best sellers in between. In store it was pretty small, a very simplistic layout but it did also have a feature wall with some bags handing off of it. 

We then went to Selfridges to see what one of Mulberry's concession stores was like in comparison. Again the store was very simplistic, their best sellers were featured at the front of the store, they even had a swing tag or sign by them saying 'Great Gift' for Christmas. 

Week 7 - Lover's Guide to Brands

Today we watched a video called the Lover's Guide to Brands, it talked about briefing, focus on the idea and surviving execution. I noted down quotes that I thought were particularly helpful or that I thought just stood out.

In the section about briefing they said 'briefing is more important than the brief', I thought this was quite interesting, they basically were saying that sitting down with the people working on the brief and discussing it is more worth while than just having the brief put down nothing more said about it, which I would think is pretty true!
'People in agencies think by doing, not think by thinking' - I really liked this one, it's basically saying that you need to be doing something to end up of thinking of something useful towards project or just an idea, instead of just sitting down thinking whilst doing nothing. Sometimes the best ideas are thought up in the most random of times and places!

The next section was called 'Focus on the idea'. I really like this statement that one of the people said 'It's not just about the ingredients, you need to emotionally satisfy the customer about the brand or product.', probably my favourite quote from the video was 'Don't analyse it to death when it's just been born.', I think too often people get an idea, but before even giving it a chance they analyse it so much that the idea is completely ruined when there could have been potential.

Week 6 - Market Research

Today we were introduced to market research and trends.

Primary research is original data, this can be collected by experiments, field study, surveys, prototypes and interviews. It's more complex than secondary but you get one to one information and focus's on prospect companies.

Secondary research is existing data, this can be collected from literature or case studies. It's easier to conduct than primary research, there's a broad understanding and it can help for preparation for primary research.

'Fashion used to come from one source at a time, be it the street, the runways or the entertainment business. The interesting thing about today is that influences come from high and low, everything from couture to target.' - Michael Kors

I really like this quote which was mentioned in the lecture, it is so true and shows how much the fashion industry has changed!

Long term trends include;
Political
Economy
Sociocultural
Technology
Environment
Legal
Demographics

Dominant Megatrends 

• globalisation
• digital
• environmental
• health & wellbeing

Social

• ageless society
• body perfection
• networked society
• personalisation
• globalisation/homogenisation

Technology

• mobile payment
• e-commerce
• price comparison
• QR codes
• wearable technology
• augmented reality
• 3D printing
• personalisation
• live participation
• social media
• apps
• interactive retail
• click & collect

Environment

• environment/globalisation
• closer to markets
• faster/reduced lead times
• more flexible - customisation

Short term trends include;
Brand
Consumer - street, celebrity
Competition - catwalk, in store/visual merchandising, advertising
Media - print, film/tv, music, photography, art
Product - colour, materials, prints, patterns, design

Week 6 - Analysis Of Writing Styles

In our lecture today we just went over how to reference, the London trip itinerary and how to document what we collect in London.

In the seminar we analysed an article called 'Fast Love' from The Sunday Times, we weren't told where it came from until we had finished the task.

What are the main points being made in the article?
Fast beauty for busy women

What key themes, issues or questions are addressed?
What do most women want and need?, Beauty & Time

Who is it aimed at?
Working/busy women

What was it originally published for?
Magazine or Metro Paper

What do you think about it?
A very promotional piece of writing, could be controversial, I think it's weird!

What research methods do you think they have used?
Primary research from the company advertised through interview. There were no consumer views.

Week 6 - Brand Handwriting

Today's lecture I found really interesting, probably because I'm very visual and the power point was very visual!
A brands handwriting can include; colour, pattern, monogram, signature, letter form/font, media/material and product.
We started at looking at brands that use colour as their main feature;

Elsa schiaparelli - Pink - Inventive, Controversial & Playful.
Tiffany & Co. - Blue - Cool, Luxury & Romance.
Liberty - Purple - Privileged, Rich & Rare.
Hermès - Orange - Well Travelled, Equestrian Prestige & Exotic.

We also looked at brands that use print as their main feature;

Paul Smith - Stripes - Eccentric, Witty & Playful.

Missoni - Chevron - Electric, Decorative & Bold.

Emilio Pucci - Paisley - Groovy, Flirtatious & Zestful.

Burberry - Check - British, Heritage & Young Aristocracy.

To end the lecture we looked at brands which use monograms as their main feature including; Coach, Gucci, Dior & Louis Vitton.

In our seminar we created compositions using powerpoint, we had to generate 6 layouts using few elements starting off with an image from clipart and then include blocks of colour and text. Here are the 6 layouts I composed.

Week 6 - Understanding Brand Values

In the lecture we looked at Brand Essence and Values. Brands need to live in the minds of the consumer, the consumer has functional and emotional needs. Brands are all weighed by their value and cost, the functional values are the practical benefits the consumer will be offered by the product or service.
We then looked at a brand essence model, here you can question or create a brand.
We looked at Adidas as a case study, looking at an example of their brand essence model of their different collections including Adidas Performance, Adidas Orginals and Adidas style.

We also looked at Brand DNA, this refers to a brand's distinctiveness, novelty, and attributes as compared to those of the competition. 

In our seminar we looked at our day in the life diaries we had been asked to do over the weekend, I went to visit home that weekend so mine was slightly different to my normal day to day life.

10:30am - Wake up - Next
10:35am - Have breakfast - Nestle
10:45am - Check phone - Samsung
10:50am - Check laptop - Apple
11:15am - Get changed - H&M, Newlook, Primark, La Senza
11:25am - Brush teeth - Colgate
11:30am - Check phone - Samsung
11:35am - Makeup - No7, Benefit, Bourjois, Collection 2000, Rimmel
12:00pm - Go to town - Volvo
12:30pm - Cafe - unknown brands
1:30pm - Shopping - H&M, Topshop, Newlook, Vodaphone, EE, Countrywide
4:00pm - Check Phone - Samsung
4:05pm - Go to grandparents - Volvo
7:00pm  - Go home - Volvo
7:30pm  - Dinner - homemade dinner
8:00pm - TV & laptop - Adverts, Apple
11:00pm - Brush teeth & change - Colgate Simple, Topshop
11:10pm - Go to bed - Next

There were still many brands that I interacted with throughout the day, some came up several times including; Samsung, Volvo, Newlook, Colgate and Next. In groups we looked at each others days and what brands also came up most in theirs. Between our group Colgate, Samsung and Apple came up the most. Until doing this day in the life, I wasn't really aware of how many brands I was actually interacting with in a day to day basis, it's quite scary!

Week 5 - Final Presentation

This week wasn't as normal, on the monday we had a lecture on learning outcomes and then on the tuesday Angi looked out our current moodboard ideas and gave feedback to help us improve them for our final presentations on the friday.

The image below is my final moodboard for the brand Maharishi that I presented on the Friday. Before this brief I hadn't heard of the brand before so I had to do quite a bit of background research on the brand, the main words that stood out to me were urban, pacifist and military. I used a mix of images; Banksy artwork, images of Maharishi's brand, camouflage material, military images and other pieces of urban art. One of my favourite images is the grenade peace sign as I found it very striking and really represented the brand to me.
As well as talking about my own moodboard and the rest of my group talking about theirs we also had to talk about commonalities between them. The brands were Maharishi, Monsoon, Roberto Cavalli, Dianna Von Furstenberg and Matthew Williamson, we noticed that they all used prints and patterns from different cultures for example Monsoon using prints inspired from India.

Week 4 - Segmentation & Targeting

Today we looked at segmentation and targeting, market segmentation looks at the competitor landscape and consumer segmentation looks at consumer landscape.

In our seminar we were given a made up case study about a coffee shop called 'Hot Coffee, Cool Clothes'. We had to read through the case study and discuss how the company could improve and possible change their markets as they weren't being very successful. We made comments about how they had the coffee shop and clothes all in the same room and how that could make the clothes smell and also it would be difficult to relax if people are walking around you looking at the clothes, so we thought that it would be better if they had split the rooms into two. The company did a silly idea of doing very little market research as they only really spoke to friends who are likely to be biased which created most the problems the company had.

Week 4 - Converse & Visual Codes

Today we looked at a Converse, their latest campaign was quite interesting to look at, it's called 'Sneakers get loud', people made viral videos - example video is below - where people would make a viral video for a chance to win prizes. They also created a place where up and coming bands can go to record and perform music at Converse Rubber Tracks Studio in Brooklyn. Converse would then use that music in their adverts and the bands would gain free promotion and even prizes.
We also looked into a little bit of Converse's history, the shoe began as a basketball sneaker and didn't really become a trendy item until the 1950's when it was the 'birth of the teenager' where teenagers started to be individual instead of wearing what their parents did. Converse became even more successful in the 1970's punk era, they were very much worn as they would last a long time, they weren't too expensive and many people liked the worn look and the fact you could make them your own by drawing on them with permanent markers.
Eventually Nike bought converse, Rob Walker said 'Discovering that Nike had bought Converse was like hearing Elvis Costello had started writing jingles for Microsoft' and with Converse originally wanting to come across as individual there was a bit of controversy.

In our seminar  we discussed visual codes, we started off by being given a bunch of photos in our groups and having to group them up, our groups were; models, fashion icons, brands, interiors & architecture and non-fashion influences.

We then had to pick on of the photos that stood out to us the most, the image of Lily Cole stood out to me most, I think I was mainly drawn to the bold contrast between her ginger hair and the green dress she is wearing. I'm also a big lover of makeup and I loved the look she's wearing in the photography, I'm also a lover of fashion photography and she also looked quite fierce in the image which also made it stand out.

We then had to bring in an image of ourselves wearing an outfit we would normally wear and we had to describe our own style. 

I would describe my own style as relaxed and quite minimal, I don't tend to wear many accessories and if I do they tend to be neutral and not too much of a statement. Currently I really like wearing faux leather which is quite a big trend this A/W.

Then in pairs we had to describe each others style from the images we'd brought in without showing what we thought about our own style. We were also given questions to fill in to get to know each other for example 'What do you love?', 'What music do you like?' and more.

Week 4 - Visual Contrast

In today's lecture we looked at visual contrast, it's contrast as a useful visual approach and can perform various vital functions. 

• attract, delight and seduce - visual power
• inform, underpin and explain - visual communication
• revive, refresh and sustain - visual interest

Some examples of visual contrast include; 

• male V female
• fantasy V reality
• past V present
• abstract V accessible
• lux V grunge
• urban V rural

This image I found on pinterest shows lux V rural

In our seminar, using Photoshop we created played around with some different settings and tools to create different contrasts and style of images. The image below is the work that I did during this seminar.

Week 4 - Marketing Positioning

In our lecture we looked at Marks & Spencer as a case study to do with marketing positioning, in the last 3 years their women's wear sales were in decline so they wanted to reposition as they were failing to differentiate. They repositioned by trying to have exceptional quality and confident style, they want to appeal to cultured, cool and creative women but some say they are still unclear to what consumer demographic they are trying to target.
We then looked into positioning, segmentation and targeting in more detail including the different levels they can take place.

In our seminar in groups of 3 we filled in a table with columns including potential area of differentiation, tactics to achieve this, competitive advantage and value for consumers against the 7 P's for M&S.
Then we created a perceptual map with M&S against other competition, we created ours with quality and service as our factors.

Week 3 - Visual Codes

In this lecture we looked at the visual codes of luxury for 4 brands in different styles.

Heritage
Ancestry, legacy, tradition, lineage, progenitor, provenance
Example brand - Louis Vitton
- damous for luxury travel goods
- classic trunk
- not afraid to modernise

Wit
Playfulness, guile, adroitness, repartee, raillery, badinage
Example brand - Paul Smith
- instantly recognisable
- play with the logo
- modern twist on tailoring
- sense of fun continued in store
- eclectic mix

Purity
Simplicity, classical, artistic, graceful, elegant, immaculacy
Example brand - Calvin Klein
- minimalism
- instantly recognisable
- underwear
- use celebrities
- use a lot of contrast in photos

Sensuality 
Physically, seduction, passion, suggestiveness, indulgence, decadence
Example brand - Dolce & Gabbana
- instantly recognisable
- use celebrities
- lots of imagery in adverts
- recognisable palette of colour

Using visual codes brands create a visual identity.
Type - Headline/display font
Image - Photography/illustration
Colour - Colour palette/on trend/on brand
Icon - Motif/logo
Pattern - Texture/gradients

Continuing on with visual codes in our seminar we were given an image from a fashion related advert, we then had to pick out the key themes and what we could see within the image. 

The key themes we saw within our image were; seductive, animalistic, obsessive, sexual, fixated, dominatrix, feline, gold digger.

In the image we could see; a young woman, daylight, an office, a mans shoe, she had perfect hair and makeup, she was just wearing seductive, black, classy underwear, she had claw like nails.

Week 3 - Exploring Colour Theory

In today's lecture we looked at colour theory, the hue is the original colour, the value is the lightness or darkness of the hue, the chroma is the strength/dominance of the hue from saturation, a tint is the hue with white added and a shade is the hue with black added. We also looked at primary, secondary, tertiary, harmonious, contrasting and complimentary colours, you can see all these in the diagrams below.

In our seminar we created colour palettes using Photoshop, I used an urban artwork image which I found during research for my moodboard about Maharishi. Using the colour picker tool, I picked out the main colours that stood out to me in the image and placed them alongside each other in different orders.

Week 3 - The Visual Critic/Creative Writing Techniques

Our lecture was quite interesting today, started off my watching a clip from Ice Age which related to obsession, I thought it was a pretty good example! To obsess means to be continually preoccupied.
The lecture also involved a bit of psychology about visual awareness which was something I hadn't really looked at before.
Then they went on about how to become a visual critic and I noted down the points they mentioned which include;

• use your voice
• have an opinion
• have a view or make a judgement
• comment on the quality or worth
• this can be based on ideas, experience, intuition, knowledge, enthusiasms.
• share your ideas
• discuss & debate
• choose a topic - participate
• look - switched on
• receptive - receive something
• receptor
• record - always carry a camera/notebook
• read - know your subject
• Routine - make it habitual

Later on in our seminar we did some creative writing techniques, I was a little nervous about this at first as in the past I haven't been the best at writing, however once the task was over I felt much more confident and I think that is also due to having my own blog for the past year which has given me the chance to improve my writing. 

Our first task was to write about 'Who I am?' and we had 2 minutes to write. As you can see I had a rather odd ending!

Then we had to write about 'The Death of the High Street.' and 'The Death of Print.', for these two pieces we had 3 minutes to write.

 
Then we were asked to look at an article from a magazine we brought in, I chose the article called 'Trolls are so last season' in Company. From the article we had to pick out the tone of voice, style of writing and core demographic that the article was aimed at.

Then in a group of 3, between us we had to pick one magazine and write another 3 minute piece about either 'The Death of the High Street.' or 'The Death of Print.' and write it in the style of the chosen magazine. I chose to write about 'The Death of the High Street.'

Week 2

07/10/13 - Roles in Fashion Marketing
As Chris was on paternity leave, Matt took the lecture for him. It was on Roles in Fashion Marketing, In the first week we were given a survey to fill in about which jobs to do with Fashion Communication we would want to go into and the results came out as;

1. Buyer
2. Journalist
3. Stylist
4. Advertising
5. PR
6. Marketing
7. Art Director
8. Visual Merchandiser
9. Trend Forecaster

Then the lecture continued to talk about what jobs are in each sector of the fashion industry including media, retail, creative/art director and marketing communications. There were some jobs mentioned that I had never really considered or known that much about

08/10/13 - Introduction to Adobe Photoshop
On the Tuesday morning we had a lecture introducing us to Adobe photoshop, we went over the basic tools, from my graphics A-level this was just a recap to me but was still helpful as it has been a little while since I last used it.
Then in our seminar we played around with different images with the theme Ornate on photoshop, resizing, changing the shape & changing the colours of the images.

10/10/13 - Semiotics
We watched a documentary called 'The Eye Has To Travel' which is about Diana Vreeland who was a noted columnist and editor in the field of fashion. She worked for fashion magazine Harper's Bazaar and Vogue and as a special consultant at the Costume Institute of the Metropoliton Museum of Art.
It was really interesting in how she got into the world of fashion, it's a shame that it isn't possible for that to still happen now! I love the quote from the daily mail which is 'The original devil wears Prada' because after watching the documentary I would have to agree!

In the seminar later on we finished watching the last 20mins of the film and then we got into our seminar task which was about semiotics. We were asked to bring an image that was related to the brand we had been given, my brand is Maharishi so I had an image of urban artwork. We had a few different exercises to do, the main words I brought out from this image were urban, graffiti, busy, complex, urban lifestyle, city landscape and architecture. 

11/10/13 - What is a brand?

In our lecture Si talked about what is a brand? I liked the quote featured in the lecture which says; 

'Products are made in the factory, brands are made in the mind'

He talked about the purpose of branding, good branding, consumers first look priorities and the 6 W's which are what, who, why, when, where, (w) how.

Then in our seminar we had a pub quiz on brands, our group came 3rd overall. It was interesting as he got us to guess brands from colours they use, music in their adverts, quotes and more! It showed how well some brands advertise and how others don't do it as successfully.