I am going to use the band 30 Seconds To Mars, for my example of 'Branding'.
30 Seconds to Mars is an American rock band from Los Angeles, formed in 1998. Since 2007, the band has been composed of actor Jared Leto (lead vocals, rhythm guitar, songwriter), Shannon Leto (drums, percussion) and Tomo Miličević (lead guitar, keyboards).
- The album cover, like the rest of their albums, is quite
simple. With just one, maybe symbolic thing in the
background.
- The name of the band, and also the title of the album,
is also very simple font and color.
-The band may have slightly changed their Image overthe years, but they have always kept with the same
color scheme of red, white and black (as you can see
from the writing).
- Even thought they have constantly slightly changed
image, they usually stick with something simple,
and nothing too over the top.
The music video:
The meaning of the video:
This song is Jared Leto's (the lead singer) adaption of Aldous Huxleys "Brave new world". The title, and the quote from this song come from William Shakespeares "The Tempest", being, "O, brave new world, which has such people in it". The novel is about a dystopian future where people are brainwashed and drugged into thinking the way which they live (which would apear immoral by most people today, with things such as drug use), is right.
Leto is saying, that we must 'go to war', against such a future, where people have no freedoms or free thought. If one looks at the way society is heading these days, one can see what we are actually going in that direction. Leto, with the song, is in a way, warning us of the future to come.
By the time Leto gets to the bridge of the song, the tone, is showing hope, that we will see the error of our ways, when he says 'I do believe in the light, raise your hands towards the sun'.
The actual meaning behind the song, is a really serious matter, so obviously, the video for the song, would have to be very thought provoking.
The video for the song, stars all members of the band, as what looks like soilders, in the middle of a war. The video also starts with a quick quote, by G.Wells; "If we don't end war, war will end us", which links in well with the song AND video, very well, and prepares us for the video we are going to see.
Throughtout the song, also, there are alot of thought provoking pictures and historical clips used, linked with lyrics used in the song as. Examples of this:
- A clip of soliders in battle, links with the lyric 'To the soilders'.
- A clip of Martin Luther King, is shown at the same time as the lyric 'The moment of truth'
- A clip of George Bush giving a speech is shown at the same time as the lyric 'Its the moment to lie' is played.
- It also shows clips from space shuttle launches and clips of graves, linking in with the lyrics 'The moment to live and the moment to die'
Their brand image:
The band, and their image itself, have changed over time and after each album. This particular album, their newest, is a rather serious, mature album. For example, all of their songs inclucing 'this is war', are very thought provoking.
I think the band has chosen this kind of mature, anti-war, and quite, powerful image, because they may want to use their fame, money, popularity and very large fan basem to spread their views and what is important to them themeselves, and what they think is important for people to know.
After having this image, ands creating such powerful songs and videos, and a band image overall, the band can be recognised for not just being a regular rock band like all the rest (that might not even write their own songs, and do what their record company tells them to), but something important, and something remembered for their unique image and songs.
As in the types of things they wear, you could say its quite simple. They usually stick to simple colors like black and white and grey, not very bright colors (which obviously emphasises how serious and into it they are).
Their band image have definitely changed over the years, but its never been too drastic like some of the artists of today (madona and lady gaga for example). It is always wise and important, for a band to make even the slightest changes over time.It doesn't even have to be too drastic, but changing their image slightly, or alot, is important, as even if the band have a loyal fan base, that fan base, and people that maybe don't like them too much, always want to see something different, and always need to be 'entertained' and interested in listening/seeing them. If the band, or any band, through their career didn't adjust their band image at all, after album and album, everything would get a bit manotinous, and their would be less need and want, to listen to them.
30 Seconds to Mars, from the time they formed in 1998, till now (they have recently this year, gone for a short break), their image hasn't changed too drasticly. Things have changed, as in how they dress, and things such a hairstyles and such, but only slightly.
The lead single, Jared, has changed his image the most, in the band. He has had famously hads many different hair cuts and colours. Because of his fame of being not just in the band, but being an accomplished actor, and also being quite a beautiful man, he can easily use that fame and change in his own image, as a kind of advertisment and image change for the band (since he is the lead singer).
How the band has changed:
Jared's image change:
Perhaps at the start you could try and sum up what you think their brand image is - this then sets the scene for the rest of this being an exploration of how this is built up. You need to comment on the link between the video and the album cover - do they both illustrate the same theme. You could also comment on whether they always sue the same font for their name/ title, as this can be part of the branding too. At the end, try to sum up the key things that contribute to the brand image e.g. colours, clothing, hairstyle expectations....
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