Filtering by Category: Branding

Brand Extension

Added on by James Cronin.

Strong brand names are able to move into other areas once brand equity and recognition are established. 'Brand Extension' is the term used when referring to a successful brand name launching a new product. A good example of this is how Fairy extended from a washing up liquid household name to become a washing up powder brand too.


Lucozade have also managed to successfully extend their brand from a children's health drink to a sports and energy drink and now even bottled water.

Lucozade are able to achieve this extension because their brand name has become recognisable and trustworthy for consumers. From the point of view of retailers and consumers there is perceived less risk with the new product if it carries a familiar name. They associate the quality of the brand with the new product.

Branded Content

Added on by James Cronin.

Red Bull

After a recent trip to Monaco to watch the Formula One World Championship, I realised how strong the Red Bull brand is and how saturated the world of Formula One racing is with Red Bulls logo and brand identity.

The Red Bull driver, Mark Webber, led from the start and controlled the race before winning the Monaco GP for the second time in three years. A result that can only do good for the Red Bull brand.

The Product

Red Bull has become the worlds most recognisable and profitable energy drink and that is down to Dietrich Mateschitz's marketing and brand vision.

He said that while the brand is supporting sport culture it also works the other way around. The message through various forms of advertising, events and sponsorships is an 'invitation to be active'. Red Bull is supporting a way of life.


To promote their public image, the Red Bull marketing team have used related content such as viral videos of extreme sports which portray the companies philosophy while subtly increasing brand recognition.

By using content it's target audience would want to see, Red Bull can engage with the viewer and gain trust in the brand and the product. The branded content is not seen as an advert but rather a message from Red Bull telling consumers about their athletes, achievements and next projects.

Marketing is not just a department within Red Bull, its a part of the brand itself. Its part of Mateschitz' bigger vision.

Reference Book

Added on by James Cronin.

Potential Employers

Throughout the PD1 module I have researched into potential employers in my chosen specialism areas, advertising and branding. I've put together a reference book which contains evidence of research and a shortlist of agencies I aspire to work for. The list contains international/London based contacts as well as others outside London.

This book is also for personal use and runs alongside information captured in this blog detailing the application process and thoughts on how to approach these agencies.

Each page follows a designed format to aid navigation:

  • Name
  • About
  • Contact
  • Website
  • Personal Thoughts

Alongside this information I have included representation of their work, which I have collated. This research process has inspired me to one day collaborate and design for a top agency.

Howies - A Deconstruction

Added on by James Cronin.

Analysing and deconstructing a pre-existing brand or company is a useful tool for professional development, as it allows you to work out whats working and what might not be. Your findings can then be applied to your own professional practice and the work that you produce. Howies Howies are a small active clothing company based in Wales, they make men's and women's clothing for sport and everyday wear.


  • Originally set by Clare & David Hieatt in 1995
  • Based in Cardigan (West coast of Wales)
  • Named derived from Clare's maiden name, 'Howells'
  • Eco-friendly - abide by ethically correct practices
  • Sell sports clothing / equipment to men & women
  • Range of sports include: mountain-biking, surfing, skateboarding and hiking
  • Main competitors include: Bamboo Rider, Yew Clothing and Levi
  • Have their own printshop
  • Clothing is made in China
  • The company is now run by Timberland
  • Don't have their own in-hourse design team
  • They commission freelance writers, designers, photographers and illustrators
  • They also include customer contributions to their publications
  • Host competitions and sponsor sporting events / teams


  • Howies have a small printed publication and website
  • The identity is an outdoor, sporty and environmentally friendly company
  • The lifestyle they promote is active and ecological
  • The language they use throughout their site and publications is friendly and informal
  • The graphic language used is a nice balance between computer and hand generated imagery
  • They use a mix of illustrations and photography
  • The typeface used on both the site and publication is sans serif
  • In terms of stock and material choices they have favour good quality which they believe will last longer
  • The materials are ethically sourced, an example is their organic cotton
  • The editorial is portrayed as a 'personal message' from Howies
  • Its a collection of articles and used as a form of interaction with the audience and their clients


  • They exist to sell environmentally friendly clothing and sports equipment
  • "we believe that making a product that lasts longer is better for the environment" -
  • They are not the first to sell clothing to this target audience but there views on ethically sourcing the materials are original


  • The Howies 'model' continues to work as they re-enforce the brand by sponsoring sporting teams
  • They adapt: A vegan pro skater informed Howies he was cutting off their organic jeans leather label so they made an animal free one in his honour
  • They are listed as one of the UK's most ethical brands
  • They believe designers should show benefits of eco-design and sustainability
  • Howies themselves admit they are green but could be greener
  • Timberland have taken over Howies and now produce four catalogues a year
  • 1% of all their income is donated to eco projects

What's working / What's not working?

  • The logotype is simple and clear - it can be used on any coloured background (dark or light)
  • However the blue colour is used inconsistently throughout the website and publication
  • No one in the class had heard of Howies, this maybe be because:

- we are, as students, the wrong target audience

- they rely on their strong relationship with existing customers and focus their attention on these customers returning

- it may be because they want to appear smaller and more personal