avital bankay - acton 0936872 dissertation presentation 2010 ma design branding strategy build a...

AVITAL BANKAY - ACTON 0936872 Dissertation Presentation 2010

MA DESIGN BRANDING STRATEGY

Build a Strategic Design Framework for UKTV Channel’s for tomorrow’s new digital age

Television Channel Branding

Logo from Top Left Corner : ABC, NBC,MULTIMEDIOS, CNN, BBC, DISNEY, MTV, FIVE, CBC, ABC, FREESAT, Yes,

STARTING POINT KEY RESEARCH QUESTION

AVITAL BANKAY ACTON 0936872 MA DESIGN BRANDING STRATAGY

Design research 2

1. Why design a television channel identity?

2. What are the key elements for creating a successful channel, promoted in today’s competitive market ?

3. Is there a cultural difference in designing promotion strategy between the Israeli and the UK market?

4. How to assess television channel brand?

STARTING POINT - DR2KEY RESEARCH QUESTION


The Outcomes of DR2 was: The Star System

STARTING POINT & OUTCOMES DR2


Strategically Identify the BBC Brand Architecture use Design

Outcomes of DR2

STARTING POINT DISSERTATION KEY ISSUE & FRAMEWORK

1. How does a television channel promote itself in the new digital age ?

2. How can social media help promote television?


Brand Image & value

Market view Point

Literature review

Social media Workshop

New technology

Second focus group

Expert interviews

Acton, 2010


KEY QUESTIONHow to create a recognizable visual identity in the complex and competitive media

environment in the 21st century?

AIMHow to use design to create a strategic brand -led framework using social media, in order to

develop brand identity & provide viewers with an ‘emotional connection’

KEY QESTION & AIM PURPOSE OF THE STUDY


DESIGN RESEARCH TIMELINE METHODOLOGY

Acton, 2010

PECHA KUCHA DR2


MY DESIGN RESEARCH picture from my research process

Acton, 2010


UKTV is craft each channel to an individual audience (Hill, 2010)

Each channel its own strategy & visual identity (Lucas,2010)

Close work with creative team at every stage: brand strategy, naming, brand identity (Brown, 2010)

Re-Branding UKTVG2 into Dave at 2007 (Mawer, 2010)

Each one of the channels is an individual and has its own identity.(Bowen,2010)

UKTV win several awards in 2009 Marketing Design, DBA Design Effectiveness,, Promax UK

UKTV, 2010

UKTV Television, 10 channels identities


Kotler, 2005

LITERATURE REVIEWDesign marketing tools, strategy & analysis

Kotler's blue ocean strategy Porter's five forces industry competitive analysis

Social media

Porters, 1985

Interviews

primary

Secondary

Quantitative

Web/TV observation

Case study

Literature review

Focus group

qualitative

Podcasts

events


Identify the UKTV brand strategy and their comparatives

Evaluate the visual graphic identity from the competitive channel

Explore current and future media and technological developments in today's market

Formulate a strategic framework for developing the UKTV brand for tomorrow’s market.

RESEARCH OBJECTIVE

Color mapping the research objective

Objective 1

Objective 2

Objective 3

Objective 4


Identify the UKTV brand strategy and their competitors

Objective 1

Neumeier, 2006

understand the need of the company in all its elements and its customers

own by BBC Worldwide

& Virgin Media

gorilla branding for the “Good Food “channel

Red Bee Media is provided

creative solution


BBC One 1922 - Today

Yes stars Color code

DaveThe home of witty banter

Evaluate the visual graphic identity from the competitive channel

Objective 2

CASE STUDYMarketing mix - promotion


Social Media in the

New Age

“ If you build it, they will come!“

Social media is the new trend in today's market. much like television connect

everything together.

Explore current and future media and technological development in today's market

Objective 3


Explore current and future media and technological development in today's market

Objective 3

• the average person spends around 3.8 hours watching television every day

• people in the UK spend 7 hours a day watching TV, surfing the net & using their mobile phones. multi-tasking

• Viewers are also watching more on-demand television on catch-up services such as the BBC iPlayer and ITV Player

• 16 – 24 years old appeared to consume the least, spending just 6.35 hours a day on the phone, laptop, radio or television. sometime doing all at the same time

Annual Social Report - August 2010


Coordinate all the elements of the brand and unify the strategy across the media

Acton, 2010

Interviews with

1. Naftali Miron CEO Thee Israeli network

2. Simon Black board director Design Bridge

3. Matthew Litteford Controller at UKTV

4. Charlie Mawer controller REDBEE Media

5. Tom Lucas marketing & communication director UKTV

6. Simon Brown research audience & data UKTV

7. Jonathan Wise strategic planner REDBEE Media

8. Kevin Hill group creative director REDBEE Media

9. Ifat Raz creative director Promotheus, Israel

10. Giles Perry Digital Marketing Manager, BBC

11. Claire Wardle PHD researcher, BBC Journalism

12. Ian Grutchfield Doctor Who" brand manager " BBC

13. Matt McDermott director REDBEE Media

14. Shani lustgarten promo designer Promotheus, Israel

Formulate a strategic framework for developing the UKTV brand for tomorrow’s market.

Objective 4

Promoting event & contentDeliver the propel the right message, when they research BBC Contents will be on the top of the Page Perry, 2010

Message, when they research BBC Contents will be on the top of the Page Black, 2010

Threats volatility of the market business, invest with the company shareholders Lucas, 2010

Try to diffraction & evolved UKTV brand with the viewer in a new platform Brawn, 2010

The challenge for TV channels are creating a unified look & feel for linear and non linear, will provide extra value for the viewers. Hill, 2010

Weaknesses promoting a program on web or smart phone Video on demand,Brown, 2010


The framework for the development of the outcome.

DESIGNImprove company market position by

using design

MAINTAINGiving immediate

response Comments

EVOLVEPermit anyone to

reach & influence a brand globally

Open for each channel its own Facebook, twitter & YouTube account

Up date & manage the accounts Create conversation

Listen to your viewers, their opinions matters & influence on the brand

Build Customer relationship


UKTVFramework Outcomes.

(2004)

(2005)

)2003(

(2004)

(2006)


Framework using social mediaWhich I develop

Brand Image & value

Market view Point

Social media Workshop

New technology

Second focus group

Expert interviews

Acton, 2010Literature review

THANK YOU!

AVITAL BANKAY 0936872 Dissertation Presentation 2010

MA DESIGN BRANDING STRATEGY

avital bankay - acton 0936872 dissertation presentation 2010 ma design branding strategy build a...

Documents

ma design branding strategy

avital bankay acton

marketing design

design research picture

strategic design framework

study slide

research process acton

dba design effectiveness