Samenvatting

QUOTES “April77 does not really promote themselves commercially as they are an underground inspired denim brand, they do promote their knowledge of music etc. on their social media channels.” “Shoegaze is music that offers a much more profound way of trying to cope with a bad world. It is the opposite of hype, it‘s about genuine emotion, which suits The Rockmantics. It is for the kind of people that like to stare at the stars, instead of their shoes.” “Our jeans won’t fade : great songs never die, just like our jeans.” RESEARCH QUESTION How can April77 re-position themselves in the mind of the Rockmantics, and visually clarify its brand essence? SUB-QUESTIONS What are April77‘s past, and current brand identity? What are April77‘s current, and ideal competitors? Who are The Rockmantics, and what makes their hearts sound? What are music-related trends that speak to The Rockmantics? TABLE OF CONTENTS CONCEPTBOOK I: Brand. - II: Target Group. - III: Problem. - IV: Insights. - V: Solution. - VI: Creative Idea. - VII: Strategy. - VIII: Pay-Off. - IX: The Experience. - X: Experience-Flow. - XI: Mock-Up’s. - XII: Additional Details. - XIII: Audio Visual Package: Shoegaze / Dream Pop: Joey Debbie Black. - Alternative / Indie Rock: Joey Ronnie Ashbury. - Post Punk / New Wave: Joey Overdrive