Cohesive Marketing

What is Cohesive Marketing?

Cohesive marketing is a strategy employed by producers and publishers in order to ensure that all platforms that promote their product are cohesive; they all have the same brand identity.

This is communicated in many different ways:

One example of this would be the particular font or typography that the movie franchise might use. A prime example of this would be in the Harry Potter franchise. The font that those films use is instantly recognizable across the world. The metallic / jagged font stands out from other film franchises as it is very unique.

This particular franchise has been expanded into other mediums including Video Games, Magazines, and even Music.   

When applying this to our own, I think we should find our own unique typography and make sure we stay consistent with our decisions. If we do so, I think we'll be able to find a clear font style - just as we did in our AS production (bold and monochromatic) - that'll help contribute to our cohesive marketing.

Another example of Cohesive Marketing could be the certain layout of a poster. For example Stephen Spielberg directed the Indiana Jones franchise. All of the posters have the same layout in which they display the lead protagonist along side other side characters such as the antagonist.

In these posters we can see the clear colour scheme and layout that links the films together and makes them recognizable and differentiated from other films.

Conclusion:  

Once we fully plan the stories, characters, and visuals, I'll be a lot more comfortable selecting a method in which to make sure our brand identity is consistent across all platforms. However, as it is, I'm confident I can define not only what cohesive marketing is, but how to apply it to our own work at a later stage of development.