Looking at branding Campaigns

For this project, I looked at two successful brands (one local and one global). I chose to look at Penguin and Pixar, both of which are very successful brands.

Penguin is a book publishing company based in the UK.

They started up as a publisher supplying good quality books at an affordable price.

The brand does a lot to engage with their audience. They have a strong online social media presence and ask for audience input which they take on board. They also have formed a relationship with 'Popjam' which is an online community where children can create and share their art, photo's and creations.

To celebrate their 80th birthday, they partnered with Transport for London and Virgin Media and supplied books for people to download and read on their commute.

Penguin also publishes under the names: Dorling Kindersley, Frederick Warne, Ladybird and Puffin.

Pixar is the other brand I looked at. They are an animation studio which have been creating feature and short films for over 25 years.

Pixar has been through quite a change over the years. As digital technology has changed, this has had a massive impact on them - definitely for the better.

They are well known for their perfectionism. Toy Story 2 was returned to the drawing board with less than a year until it's release date and was almost completely rewritten. The same goes for Ratatouille. Their moto is 'If something isn't working - get rid of it'

Pixar engages with their audience by doing market testing on all their films. They also made slight changes to some of the scenes in 'Inside Out' There is a scene where the child 'Riley' doesn't like broccoli, this was changed to green bell peppers for the release of the film in Japan because broccoli isn't really disliked. Another scene shows Riley's dad day-dreaming of hockey, this was changed to soccer for America. This shows that Pixar understands the need to resonate with their audience.

Both Penguin and Pixar are incredibly successful brands and have build a huge reputation within their industries.