Questions to support my research are the following:
1. What kind of branding information is missing in the marketing and design books? How is this information important for marketing people and designers?
2. How do Guinness, Tango and The Economist succeed in business/branding?
3. What are the controversial issues that Guinness, Tango and The Economist face?
4. Are there any opportunities for them to be a global brand or a stronger global brand?
5. In case studies, what is the key point about marketing from a designers’ point of view and design from marketing people’s point of view?
As a research result, I discovered similarity in three products: They used emotional approaches on advertising:
humours, violence, and cleverness.
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