Study Task 03 - Reading and Understanding a Text

Today's session entailed identifying the tone of voice within a text relating to our selected essay question in preparation for next week's session. The question I have chosen to explore is “What is the relationship between branding and The Consumer Self?”

I chose this question as branding is something that has always interested me. I am fascinated by the effect branding has on consumers and what it is that establishes a successful relationship between identity and target. This is something I somewhat explored during my graphic design A-Level, however I wish to delve deeper into this subject, attain a greater subject knowledge, understanding and ability to communicate through branding.

The extract of text I read today was from "On Brand" by Olly Wallins. Detailed below are my findings from the text.

Tone of Voice:

The tone of voice used by Wallins in the extract is clearly informed. He communicates objectively, with the addition of some subjective view points. The text is delivered via conversational prose through Wallins first person, fluent, personally-written short paragraphs. The monologue, although sector specific and abundant with industry terminology and specialised language, doesn't feature jargon - it isn't obnoxious or pretentiously written - but is easily understood and clear in the communication of it's message. 

5 Key points the text is trying to deliver:

• Brands are controlled by the consumer.
• It is both the visually identity of a brand and what it stands for that make it powerful.
• Brands represent identity.
• The key to a successful brand is emotion and social content.
• Brands should provide reassurance. 

5 Key Quotes from the text:

• "Branding enables us to define ourselves in terms of a shorthand that is immediately comprehensible to the world around us." (Olins. 2003: 14, 27)

• "We like brands. If we didn't like them, we wouldn't buy them. It is we consumers who decide which brands will succeed and which will fail." (Olins. 2003: 15)

• "It's not just what they are, but also what they represent that makes them powerful."  (Olins. 2003: 18)

• "Each time you read the word "brand" replace it with 'image' or 'reputation'." (Olins. 2003: 22)

• "(brands are) everything that enables human beings to help define themselves. Brands represent identity."  (Olins. 2003: 27)