2/03/09 Meeting Michael Ding after my visit to the Youth Group!

I informed Michael about what I had learnt from my visit to the youth group. I conducted word associations to find out what words they thought associated with the meaning of expressing their point of view. I then assembled a brief with the words for Michael to follow. This brief informed him about the aim of the channel, how it will be delivered and the branding Architecture.

The Brief:

The intension of this Internet Protocol Video channel is to empower young people to have a voice regardless of their social position in society. The channel is concerned about equal opportunity and encouraging young people to express there views whether that be through an open forum, through an art form such as graffiti, dance, writing or even open interviews and documentaries.

Brand Buzz Words:

• Young
• Edgy
• Controversial
• Exciting
• Empowering
• Equal opportunities
• Online Present

Words suggested by Concorde Centre Youth Centre

• Changing stereotype
• Imaginative
• Fogs (streets)
• Criminal
• Active
• Music
• Reality
• Understanding Ethic Minorities
• The people and where we grow up
• What am I going to do when I am older
• Art
• Campaign

Marketing Demographics

The brand needs to represent the young people and there views on current affairs whilst remaining professional and appealing to:

• Rave On Air.
• Broadcast Production company delegates.
• Mobile and New Media delegates.
• Advertising companies for the appropriate audience 14-18 years.
• Appealing to the target audience (encouraging them to be empowered).

Overall the brand needs to be unified to represent the young peoples views whilst having each subjection such as environmental programmes, credit crunch programmes built into the brand.




The brand needs to enable the channel to engage with the following:


• Exhibition area
• Rave On Air Event
• Signage/ Marketing
• Contingency of the branding to include animation (Stings/Motion Graphics) exhibition space, chat shows,


From the words suggested by the audience we played around trying to find meanings and connotations.

He taught me how to produce a branding brief and then we looked towards our next meeting.