• Lasse Skovsmose Larsen
  • Jeppe Aslak Andreasen
4. term, Interactive Digital Media, Master (Master Programme)

The impact of brands tell us how soft drink giant Coca Cola outsell its competitors even though blind testing suggests that a majority of consumers prefer the taste of their main competitors, Pepsi, product. The importance of brands might help explain how football club Leeds utd. is able to fill the 40.000 seats at their station Elland Road weekend after weekend despite not playing in The Premier League for more than 10 years.

The idea of modern brands was conceived during the industrial era. The new mass-produced goods needed to stand out and connect emotionally to consumers in a new booming market. The relation between product, brand and customer is at the heart of our initial conjecturing. To eliminate some of the factors that make this field demanding to navigate we chose a specific brand and a specific case to study some of the dynamics between product, brand and customer. We wanted to understand music as a product, as this would eliminate factors like production, material and shipping cost, and allow us to study brands as an isolated entity. This led to collaboration with Danish hip-hop group Suspekt. Suspekt wanted to reach new demographics without making alterations to their core product or the values that goes with it – their music.
This paper demonstrates how consumer, technology and business domains can overlap to create an understanding of marketing as a whole. These domains and their mutual relations are visualized in a geometric figure developed by Ph.D Peter Vistisen as it is described in his 2011 master thesis: Strategisk Digital Designtænkning.

The different domains demand the inclusion of different types of empirical data and theories. The humanistic part of our research is based on Pierre Bourdieu’s thoughts on capital, field and habitus. These concepts are supported by a variety of neuromarketing theories that contribute to both the human and business part of our understanding. The 3rd and final domain is technology. In this case the technology is augmented reality. Our understanding is based on the work of Lic.Sc. (tech) Sanni Siltanen as written in her work Theory and applications of marker-based augmented reality. Performing a state of the art market analysis formed additional knowledge of the field.

The application of this theory and empirical data led to a design that seeks to reach new costumers by stimulating the costumers that already use and enjoy the product. The target audience for this design is dedicated fans who want to share their adoration for the group without getting physical rewards in return. Furthermore they want to embrace new technology sooner than most of their peers. These customers are referred to as brand advocates and early adopters respectively.

Publication date2 Jun 2014
External collaboratorSuspekt
Rune Rask runerask@taburecords.dk
ID: 198377809