Study Task 03: Reading & Understanding a Text

In Study Task 03, we had to select a question from the module questions we got given that we had to explore for CoP1 this year. The task is to look at resources that we can find in estudio and read, collect information on our chosen question.  The question that I have chosen to research and investigate about is:

 Q) "What is the relationship between branding and The consumer self?"

The source that I used for this question was: 

'Olins, W (2003) Wally Olins: On Brand London: Thames and Hudsons'.

From this specific source we were told to find these 3 main features:

1. Tone of Voice: What can you assume about the authors manner of delivery in this subject of Graphic Design?
2. The Key points that the source creates 
3. The Key quotes from the source  

Tone of Voice in research source: 

I believe that in Wally Olins tone of voice in 'On Brand London: Thames and Hudsons' is quite colloquial, sarcastic and humorous. As at the beginning of the book he begins with 'Once a upon a time...' Implying how he's personality is like whilst discussing the matter of branding and the consumer. However he becomes more serious and debatable when reading on the text. He explains how and why brands are important to customers? Wally Olins explores and investigates the transformation within the age of advertising in the modern era. Wally Olins also seems to portray on both prospectives of the customers and the brand which are linked to Graphic Design in this modern
society and what relationship they have between them. It mostly emphasises how Graphic design is expanding due to brands advertising to customers and how it has effected the way we communicate, and interact with the brands we see in our everyday lifes.

• Wally Olins introduces in the beginning of the book, how branding has evolved so much that it has effected our lives. 'Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms".
• Then Olins elaborates on how brands were a symbol of consistency only, however, they have become something that represents each individualistic of each person. 'We mostly take a product's functional characteristics for granted and while brands are still all about image, it is no longer just their own image - it is also our image'.
• Next he explains how brands only succeed due to the customers choice of preference. 'The brand is controlled by us - the customers, make it successful or not'. 
• Olins then highlights how brand get stopped and noticeable, by the use of adverting in these ways. 'Mechanism of branding was designed for and defined by modern communication techiques' as well as 'To sell products by creating and projecting colourful but simple ideas clearly'.
• Then Olins demonstrates how branding can effect people in society in a emotional aspect as they can create a relationship with them, as branding becomes more humanised. ''They can compress and express simple, complex and subtle emotions. They can make those emotions immediately accessible, in many cases overriding mountainous barriers like ethnicity, religion, and language. They have an immense emotional content and inspire loyalty beyond reason.  

• "The brands was a symbol of consistency"
• "Brands were created by marketing people inside large companies to seduce customer"
• "To sell products by creating and projecting colourful but simple ideas clearly"
• Mechanism of branding was designed for and defined by modern communication techniques"
• "Today branding is ubiquitous"
• "Many great brands are like amoebae or plasticine"