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Spotify's Brand DNA
- 1. 1 Above AVG Anushka Kassim, Vikram Sangha, Geeta Keswani, Marwa Khalifeh
- 2. 2 Overview Above AVG 2 • Recap o Target Audience o Competitive Landscape o Main Benefits • Brand Personalities o Spotify o Competitive Set • Comparing DNA Elements o Personalities o Key Brand Equities o Spotify’s DNA • Q ‘n’ A
- 3. 3 Background
- 5. 5 Target Audience Urban* Dwelling Social Young Daily Users Digitally Savvy Stream Everything #FoundThemFirst ~ Spotify Brand Impact Study Above AVG 5
- 9. 9 Points of Parity Above AVG 9 Listen digitally across devices Huge database of songs Ability to discover new music
- 12. 12 Pandora Above AVG 12 The first algorithm based personalized digital-radio, rooted in the Music Genome Project
- 13. 13 iHeartRadio Above AVG 13 Traditional radio stations gone digital, easily available to you anywhere
- 14. 14 TIDAL HiFi The Highest quality streaming of exclusive content, direct from artist to fan Above AVG 14
- 15. 15 Apple Music Above AVG 15 Consolidation of the entire music experience, under one brand and in one place
- 17. 17 Spotify fulfills MY needs as a music fan Above AVG 17 Spotify is MY social community Spotify is always there for ME
- 18. 18 Key Strategic Benefit The ultimate personal social music experience, customized to fit every aspect of my lifestyle. Above AVG 18
- 21. 21 Brand Story Above AVG 21 - Setting - Relevant Characters - OppositionSymbolism - Mood - Plot -
- 22. 22 If Spotify was a person... Above AVG 22
- 23. 23 Doesn’t Explain Explains Very Well Above AVG 23 Sincerity Excitement Sophistication Competence Ruggedness Big 5 Personalities
- 24. 24 Doesn’t Explain Explains Very Well Above AVG 24 Sincerity Excitement Sophistication Competence Ruggedness Big 5 Personalities - Spotify
- 25. 25 Excitement because... Above AVG 25 ● Cool ● Young ● On Trend ● Unique ● Contemporary ● Up-to-Date
- 26. 26 Spotify Above AVG 26 Cool but authentic, humorous but wholesome, something for everybody
- 27. 27 Spotify Above AVG 27 Best friend. On Trend. Cool Techie. Supportive.
- 29. 29 Doesn’t Explain Explains Very Well Above AVG 29 Sincerity Excitement Sophistication Competence Ruggedness Big 5 Personalities - Pandora
- 30. 30 Pandora Above AVG 30 Most popular, Oldie but goldie. Staid, Not too geeky but not cool. Slightly nerdy.
- 31. 31 Doesn’t Explain Explains Very Well Above AVG 31 Sincerity Excitement Sophistication Competence Ruggedness Big 5 Personalities - iHeartRadio
- 32. 32 iHeartRadio Above AVG 32 Traditional, Classic, Audience is invested but laid back.
- 33. 33 Doesn’t Explain Explains Very Well Above AVG 33 Sincerity Excitement Sophistication Competence Ruggedness Big 5 Personalities - Tidal
- 34. 34 TIDAL HiFi Flashy High profile Exclusive. Strong, not afraid to prove her point, still trying her mark in the music industry. Above AVG 34
- 35. 35 Doesn’t Explain Explains Very Well Above AVG 35 Sincerity Excitement Sophistication Competence Ruggedness Big 5 Personalities - Apple Music
- 36. 36 Apple Music Above AVG 36 Glamorous. Influential Sophisticated. Invested in Brand Image.
- 37. 37 Comparing DNA
- 39. 39 Semantic differential rankings Above AVG 39 Private Old-Fashioned Pretentious Conformist Plain Social Contemporary Authentic Rebel Sexy
- 40. 40 If the service was a TV character... Above AVG 40 Leonard Big Bang Theory Ryan Seacrest American Idol Phil Dunphy Modern Family Cookie Lyon Empire Jessica Pearson Suits
- 41. 41 If the service was a music man... Above AVG 41 Michael Buble The Charm Nick Jonas The Prince Ed Sheeran The Poet Jay Z* The Mogul Drake* The G.O.A.T.
- 42. 42 If the service was a pop star... Above AVG 42 Adele The Voice Britney Spears The Original Lorde The Realest Rihanna The Rebel Taylor Swift The Leader
- 43. 43 5 streaming services walk into a bar... Above AVG 43 Red Wine Jello Shots Craft Beer Hennessey Champagne
- 44. 44 Who do you want to party with? Above AVG 44
- 46. 46 Brand Equities Logo - 3 bar circle Visual - Spotify green Design - Font & dual tone colors Above AVG 46
- 47. 47 Above AVG 47 To play only the music you'll love... because the next song matters. pandora.com/about Twitter @pandora_music All your favorite music. All your favorite stations. All free. Twitter @iheartradio Music for every moment Twitter @spotify Tidal for All Launch Campaign All the ways you love music. All in one place. Twitter @applemusic Look & feel
- 49. 49 Spotify’s DNA Above AVG 49
- 50. 50 Spotify’s DNA Above AVG 50 Spotify Green 3 Bar Logo Proxima Nova User Interface On-the- Go Digitally Savvy Young Urban Dwellers Community Setting Personal Customization Honest Your BFF On Trend/ In the Know Social Media Centric Who it’s for Equity Sets Apart Personality Key Benefit
- 51. 51 Questions?
- 52. 52 Thank You! Above AVG Anushka Kassim, Vikram Sangha, Geeta Keswani, Marwa Khalifeh
- 53. 53 Bibliography “Everything Marketers Need to Know About Apple Music and New Mobile Software | Adweek.” Accessed October 19, 2015. http://www.adweek.com/news/technology/everything-marketers-need-know-about-apple-music-and-new-mobile-software-165248. “Found Them First.” Accessed October 19, 2015. https://spotify-foundthemfirst.com/en-US. “Iheartradio.com Traffic and Demographic Statistics by Quantcast.” Accessed October 19, 2015. https://www.quantcast.com/iheartradio.com#demographicsCard. “Millennials Won’t Pay for Apple Music - The Daily Beast.” Accessed October 19, 2015. http://www.thedailybeast.com/articles/2015/06/30/millennials-won-t-pay-for-apple-music.html. “• Monthly Active Spotify Users Worldwide 2015 | Statistic.” Accessed October 19, 2015. http://www.statista.com/statistics/367739/spotify-global-mau/. “Music Streamers Love Brands. It’s Official. - Spotify | For Brands.” Accessed October 19, 2015. https://www.spotify.com/us/brands/insights/music-streamers/. “Pandora Maintains Strong Audience Lead Over Spotify - eMarketer.” Accessed October 19, 2015. http://www.emarketer.com/Article/Pandora-Maintains-Strong-Audience-Lead-Over-Spotify/1012476. “These Are the 50 Most-Watched TV Shows of the 2014-15 Season | TV Insider.” Accessed October 19, 2015. http://www.tvinsider.com/article/1989/top-50-tv-shows-2014-2015-highest-rated-winners-and-losers/. “We Want to Love ‘Luxury’ Hi-Fi Music Streaming. But There Are Problems - The Globe and Mail.” Accessed October 19, 2015. http://www.theglobeandmail.com/technology/digital-culture/we-want-to-love-luxury-hi-fi-music-streaming-but-theres-a- problem/article21972604/. Above AVG 53
Editor's Notes
- primary target audience main strategic benefit main competitors primary target audience main benefits Personality of chosen/competitors show/explain key brand equities of spotify (preserved and developed over time) Compare brand DNA elements from chosen brand with key competitiors note main elements that set brand apart summarize DNA of Spotify in one concise overview
- address: Upper west side girls Occupation: she is a junior ux designer at 360 Hangouts : Coffee shops and exploring new cuisines Shops: Anthropologie and Zara Hobby: fanatic about music festivals, concerts and visiting new galleries social media behavior: Though they are on all social media platforms, they are most active on Instagram and snapchat Dating Aspect: tinder and hinge but mostly advice on Bumble Behavior on Spotify: create playlists for all the events in their life: birthdays, graduations, etc. follows her friends lists and music influencers to know what’s trending in the music industry.
- Digital Music - I can hear music when I want to on a variety of devices. thanks internet! Database of Songs - millions of songs from my favorite tracks to ones i will never even listen to New Music Discovery - ability to hear internet radio stations and songs outside of what my usual library would include
- not considering google & amazon because their parent companies overshadow their personality/they are offshoots. they also dont really have brand communications or accessible user base to define a personality from.
- customized and my also speak to the personal so we’ve changed it to highlight the social The ultimate (social) personal music experience, customized to fit into every aspect of my lifestyle.
- Setting: Beside me. It’s always at my side. It supports my lifestyle. Relevant Characters: It helps me connect with people, and connect with artists. Opposition: Having access to a variety of music is too expensive. This gives me access to music at all times legally. Symbolism: The moment I turn on Spotify. Pressing the app button opens door to a new world of music to me. Mood: Fun & Connected, social. Plot: I turned on Spotify to liven up the party/my day.
- What’s my favorite food? Chipotle: because you can build your own food the way you want it, choosing what you like from all their options or going with a tried and true recipe of the usuals. What Spotify Enjoys doing? Running… Music Festivals I like to Collaborate. I am active on fb. I like to Connects people. I encourages sharing. I am active on fb & insta. I am Cool Laid back , ambitious but likeable Favorite Show: Mad Men. GOT. Modern Family. Project Runway. Favorite Drink : Craft Beer, Etc
- sincerity honest reliable intelligent
- Sincere - 4 Points, because not Down-To-Earth Sophisticated - Charming not Glamorous Competence - Reliable, Intelligent, but not most successful. Ruggedness - Outdoorsy not tough. - Spotify Run is outdoorsy. Excitement - Won across the board.
- spirited
- Cool, humorous, authentic , wholesome, for the family and friends. Phill: everyone best friend.
- Cool, humorous, authentic , wholesome, for the family and friends. Phill: everyone best friend.
- sincerity honest reliable intelligent
- http://www.tvinsider.com/article/1989/top-50-tv-shows-2014-2015-highest-rated-winners-and-losers/
- sincerity but exciting cheerful and spirited ( events) wholesome
- not very sincere or genuine excitement and up to date upper class and pretentious, sexy strong and no nonsense MeatPacking Disctrict
- Competent, Reliable, Influential, Intelligent Sophisticated, Glamorous, Good Looking
- Based on the Semantic differential scale Passive - Active (activity) Warm -- Cool Strong -- Weak Bad -- Good (evaluative) Loud -- Quiet (activity) Old -- Young Cheap -- Expensive (evaluative) Beautiful -- Ugly (evaluative) Happy -- Sad Delicate -- Rugged (potency) Calm -- Excited (activity) Feminine -- Masculine (potency) Hard -- Soft (potency) Fast -- Slow (activity) Relaxed -- Stiff (potency) Kind -- Unkind Honest -- Dishonest Serious-minded -- Light-hearted Bright -- Dim Stable -- Unstable Narcissistic -- Humble Flexible - Inflexible Authoritarian -- Liberal Value-driven - Non-value driven Extrovert -- Introvert Naive -- Cynical Excessive -- Moderate Conformist -- Rebel Energetic -- Unenergetic Violent - Gentle Complex -- Simple Pessimistic -- Optimistic
- You can see that the trio of people don’t look out of place together, you can imagine them to be friends and all be cool ordering the same thing from the bar.
- Pandora Equity - The first name in internet radio iHeartRadio - familiar to anyone who listens to the radio as they plug themselves all the time Spotify - the green Apple Music - apple design and UX equity, also relation with itunes Equities have to be preserved over time. Tidal celebrities - still equity or nah?
- Place based equities
- Summarize DNA of Spotify in one concise overview Whom the brand is for: On The Go, Digitally Savvy, Young, Urban Dwellers The main benefit the brand offers them: Social Media Centric The brand’s personality: On Trend, In the know, Honest, Your Best Friend. What sets the brand apart : Personalization + Community Key brand equities : Spotify Green, 3 Bar Logo, Proxima Nova Font, User Interface