Before I start I should probably explain that a Marketing Communications project is slightly different to a Dissertation. I’m not *entirely* sure about the details but (from what I can understand) the main difference is that whereas a dissertation centres around the exploration of a concept or theory, a MarComms project centres around a particular brand through which you explore a concept.
So an advertising project focusing on the way a brand is advertised towards a specific group ie) Alcohol (WKD) towards young adults, might follow a simple structure of:
- Introduction (theme/trends/context etc)
- Market Analysis
- Brand Analysis (of WKD)
- Competitor Analysis (of similar brands)
- Consumer Analysis (of young adults and youth drinking culture)
- Target Market (specifying who are being targeted by the brand)
- Creative analysis (could focus on content analysis of a selection of different adverts)
- Analysis of trends within alcohol advertising (Using a PRESTCOM analysis etc)
Obviously there’s a lot of lee-way within this.
A focus on PR, a different market sector, a different brand, a different target market, even a different methodology or framework approach, can completely restructure a marketing communications project so that it looks completely different to this (outside of the Intro/Conclusion sections obviously).
So, onto my idea.
As you have probably gauged, I am super interested in Politics. That’s not to say I’m party-affiliated; I’m not. What I am, however, is passionate. One of the key things that I learnt growing up was to speak out if you feel something is wrong; never be afraid to stand up and be counted.
Showing this passion in a way that will be acceptable to many employers can be tricky. I know I always worry about whether my background in public speaking and debating contests (not to mention my now 6-year membership of my university’s Politics Society) might suggest that I’m confrontational or aggressive with my views – which (I like to think) I’m not.
Luckily for me, my initial concept of looking at personal branding (a much under-analysed topic of discussion in my view) was tightened down to looking at the personal brands of party leaders in the run-up to this year’s elections, and then further tightened to specialise in the personal brand and campaign strategy of one specific party leader – Nick Clegg.
As any Brit knows, Clegg’s 180 degree turn on tuition fees hugely upset a large number of his voting base who – as young people – had invested in him largely due to this policy above all else. Not only was he proposing to cut tuition fees though, he was also the fresh-faced ‘man of the people’ who finally seemed to care and have policies that directly benefited the young – We who had often been overlooked as a demographic due to the high percentage of voter apathy and disengagement within our age group.
By looking at the case of Nick Clegg’s personal brand, I intend to look at image/knowledge transfer the ways in which trust and personality impact on brand success within politics, and (on a larger basis) whether lack of trust in the personal brands of political leaders is indicative of the wider disengagement and voter apathy within politics.
Of course it is still early days and, as such, I’m still very early on in the planning process. However, based loosely on the initial research and reading I’ve managed to get done alongside my other assignments, I think I’ll most likely be tackling this subject using a combination of secondary research (into brand-building, reputation and trust (they’re different things); political marketing in general; the ways brands try to engage young people in terms of messages/creative/platforms; and voter apathy/disengagement and its causes) and media content analysis (perhaps through analysing Clegg and his followers’ use of Twitter as one example).
SUPER excited now that I’ve narrowed my subject down to something achievable and interesting and relevant – all important points that I raised in my last post on ‘Planning a postgraduate marketing communications project‘.
I can’t wait to get started!