Brief one/six Primary research from studios

Following my reasonably failed attempt contacting studios for opinions I have finally gotten around to being a bit more prescriptive about this.  The research i have done since has started to focus the direction of both brief one and Brief Six.  I contacted several studios and on the whole targeted baord members/owners/directors as I felt that they would have a more 'strategic ' view of the business so this may be more of interest to them.

The general email was:

I understand you must get loads of emails from students and graduates however I don't want anything other than a few opinions for my FMP project which will be published as part of a book.  

The three questions:

1. In your experience, should Brands always have an authentic and true back story?  Please explain why you think this.  

2. Would your Agency ever turn down a brief from a Client for reasons other than capacity and if so why? 

3. How important is Social Media to you as an Agency and also within the context a brief? 

Background

 

I am in my third and final year studying BA (hons) Graphic Design at Leeds College of Art as a mature student.

I explored branding and authenticity in my dissertation 'Is the relationship of the brand Vans with wider culture, authentic or insidious?'  As part of my FMP I have been focusing on youth brands, lifestyle and culture.  I am intrigued by my teenage son's fascination with brands such as Vans and Hollister.  I was also quite alarmed when I researched Hollister, owned by Abercrombie and Fitch, and discovered their whole back story is fake. What makes this even more intriguing is the fact that there are lots of discussions in the Media about how Social Media is empowering people and Brands need to sit up and listen EG the withdrawal of Gap's rebrand following public pressure.  

I hope you are able to add some 'real world' insight into my research and look forward to hearing from you.

Best regards

Lisa Whitaker

PS If possible and not too presumptuous I would appreciate a response by Monday 6 May 2013

I did personalise it especially where I was able to reference a specific observation within their own company.