Crit 29/10/18

First Crit

Within my initial crit with Amber, we went through my question which I had decided on and began to discuss the direction that I wanted to take my essay in. It was agreed my topic should stick to something I was highly interested in (consumerism and branding) as it would build on my knowledge I already have and give me an insight for other practical projects I am doing alongside this one.

I discussed that I felt I needed to investigate how much a brand refresh is required for a brand to stay relevant, after my initial research providing evidence that this was one of the main starting points for brands to refresh.

Amber felt the question needed more of an argument, therefore in my initial research, I will begin looking for an angle within the same kind of line of questioning that I have already established to be able to think of something argumentative. 

Question change

After considering how I can do this shortly after the crit when reading further into the topic and research a few of the larger rebrands I have previously mentioned, I established a question which was certified by Amber. 

My new question is: 'Are brands being forced into refreshing by societies evolving conception of consumer culture?' 

This question allows space for an argument for the reasoning behind rebrands, as well as giving me a solid theoretical base to structure my further reading into the topic of consumer culture. The use of the wording evolved also allows me a basis to evaluate the way brands change themselves to keep in with the trends of their consumer.