Artist As A Brand - 2010

Dipl. Communica=on Manager ‐ Dietrich PﬂügerTHE ARTIST AS A BRAND © 201027.11.2010 Referent: Dietrich Pﬂüger 1

About meWork experience:• Digital Concept Developer at Scholz and Friends Interac=ve • Online Marke=ng Manager at Universal Music• Digital & Partnership Marke=ng Manager at SonyBMG MusicProjects:• MGMT, The Gossip, Goose, Modest Mouse, The Killers, Mando  Diao, Deichkind, Die Ärzte, Tokio Hotel, …• Mercedes‐Benz, Boston Consul=ng Group, Saturn, The German  An=‐Cancer‐Society, Loewe, Vodafone, 27.11.2010 Referent: Dietrich Pﬂüger 2

Where to ﬁnd this presentaMonOn my Blog (next week): www.endeneu.net Or on Slideshare:  www.slideshare.net/dicksen 27.11.2010 Referent: Dietrich Pﬂüger 3

Warm up• …27.11.2010 Referent: Dietrich Pﬂüger 4

Everyone knows some brands out there...• …27.11.2010 Referent: Dietrich Pﬂüger 5

Even in the ﬁeld of music27.11.2010 Referent: Dietrich Pﬂüger 6

But what are the diﬀerences between these brands… ?27.11.2010 Referent: Dietrich Pﬂüger 7

Let me show you the … diﬀerent types of brands27.11.2010 Referent: Dietrich Pﬂüger 8

Word trademark27.11.2010 Referent: Dietrich Pﬂüger 9

FiguraMve trademark (logo)27.11.2010 Referent: Dietrich Pﬂüger 10

Word and ﬁguraMve trademark 27.11.2010 Referent: Dietrich Pﬂüger 11

3D trademarks27.11.2010 Referent: Dietrich Pﬂüger 12

Audio Trademark27.11.2010 Referent: Dietrich Pﬂüger 13

Color Trademark27.11.2010 Referent: Dietrich Pﬂüger 14

But what do they all have in common?  ?27.11.2010 Referent: Dietrich Pﬂüger 15

A brand is similar to a personalityDescribes the personality of a brand: consistency    Iden=ty27.11.2010 Referent: Dietrich Pﬂüger 16

It has to be unique in the market…Describes the  Autonomy & personality of a  dis=nctness in brand:  comparison to  consistency compe=tors    Iden=ty    Diﬀerence   27.11.2010 Referent: Dietrich Pﬂüger 17

And that’s  not enough: it has to be relevant.Describes the  Autonomy & personality of a  dis=nctness in brand:  comparison to  consistency compe=tors    Iden=ty    Diﬀerence    Func=onal and  emo=onal  empathy of the  audience    Relevance  27.11.2010 Referent: Dietrich Pﬂüger 18

The core brand is where these fields overlap Describes the  Autonomy & personality of a  dis=nctness in brand:  comparison to  consistency compe=tors    Iden=ty Core    Difference    Brand Func=onal and  emo=onal  empathy of the  audience    Relevance  27.11.2010 Referent: Dietrich Pflüger 19

What does this mean for an arMst/band. ?27.11.2010 Referent: Dietrich Pﬂüger 20

The same as before…Describes the  Dis=nctness in personality of an  comparison to  ar=st other bands    Iden=ty Core    Diﬀerence    Brand Emo=onal  empathy of the  audience    Relevance  27.11.2010 Referent: Dietrich Pﬂüger 21

An example is beer than a thousand words The Gossip27.11.2010 Referent: Dietrich Pﬂüger 22

The Gossip: idenMty                               Power Natural Friends Boom Up Homo‐sexual Handmade27.11.201027.03.2008 Referent: Dietrich Pﬂüger Referent: Dietrich P6lüger 23

The Gossip: diﬀerence                               Natural Plump Handmade vs PlasMc Skinny Made27.11.2010 Referent: Dietrich Pﬂüger 24

The Gossip: relevance                     Near AuthenMc Friendly Get in touch27.11.2010 Referent: Dietrich Pﬂüger 25

But why do we need a core brand for arMsts ?27.11.2010 Referent: Dietrich Pﬂüger 26

We have a diﬃcult market situaMon out there27.11.2010 Referent: Dietrich Pﬂüger 27

This was the old business concept: 27.11.2010 Referent: Dietrich Pﬂüger 28

This is the new wayLive EntertainmentLicensingSelling Downloads & StreamsBrand PartnershipsMerchandisingSelling Records27.11.2010 Referent: Dietrich Pﬂüger 29

With many diﬀerent channels Consumer Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecords Consumer Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, Radio Consumer Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, RadioPublishing Consumer Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, RadioPublishing ConsumerAdver=sing Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, RadioPublishing ConsumerAdver=singEvents Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, RadioPublishing ConsumerAdver=singEventsMerch Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, RadioPublishing Internet ConsumerAdver=singEventsMerch Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

With many diﬀerent channelsRecordsPrint, TV, RadioPublishing Internet Mobile ConsumerAdver=singEventsMerch Loca=on Based Services27.11.2010 Referent: Dietrich Pﬂüger 30

What we have now is...a fragmented mulM content industry with a mulMchannel distribuMon...27.11.2010 Referent: Dietrich Pﬂüger 31

What we have now is... ... and a strong need to synchronize all these channels and stakeholders.27.11.2010 Referent: Dietrich Pﬂüger 32

To get noMced, you need to be unique & visible with a clear idea of you and your arMst brand.27.11.2010 Referent: Dietrich Pﬂüger 33

Without a clear idea of your brand, you are just one of many:                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands27.11.2010 Referent: Dietrich Pﬂüger 34

But with an core brand you are unique & visible…                                               Bands Bands Bands Bands Bands Bands Bands Bands Bands                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands                                    Bands Bands Bands Bands Bands Bands Bands A unique arMst brand                                    Bands Bands Bands Bands Bands Bands Bands                                              Bands Bands Bands Bands Bands Bands Bands Bands Bands27.11.2010 Referent: Dietrich Pﬂüger 35

Nevertheless: There are many views Your View27.11.2010 Referent: Dietrich Pﬂüger

Nevertheless: There are many views Bassman View Drummer View Your View Guitarplayer  View27.11.2010 Referent: Dietrich Pﬂüger 37

And views... Bassman View Drummer View Your View Guitarplayer  View Fans Friends View View27.11.2010 Referent: Dietrich Pﬂüger 38

And views… Lawyer Bassman View View Record Label Drummer View View Your View Producer View Guitarplayer  View Fans Friends View View27.11.2010 Referent: Dietrich Pﬂüger 39

And views on your arMst brand Lawyer Outlets View Bassman View View Record Label Drummer View View Your View Enterprise +  Agencies View Producer View Guitarplayer  View Fans Friends View View27.11.2010 Referent: Dietrich Pﬂüger 40

But the reality is someMmes diﬀerent: Lawyer Outlets View Bassman View View Record Label Drummer View View Brand Enterprise +  Your View Reality Agencies View Producer View Guitarplayer  View Fans Friends View View27.11.2010 Referent: Dietrich Pﬂüger 41

What we need  is something like this: Reality = Core Brand Label Outlets Lawyer Bands  View Enterprise Producer Friends Fans27.11.2010 Referent: Dietrich Pﬂüger 42

There are many other posiMve aspectsIf you have core brand that is easy to understand✓   You will have a clear idea of yourself✓   Your stakeholders will have it too✓   It will be easier to find partnersThe effect is a✓Unique selling proposi=on (USP)✓You are the original, not the copy✓It is easier to decide things27.11.2010 Referent: Dietrich Pflüger 43

Eﬀect: public, economic and cultural relevance Fashion Film Retailer Press etc...27.11.2010 Referent: Dietrich Pﬂüger 44

That’s  cool,  but…  what does this all mean for youright now? How to start?27.11.2010 Referent: Dietrich Pﬂüger 45

Try to answer this quesMonnaire:DescripMon: Your brand in three sentencesSlogan: The leading Idea in max. 5 wordsTags: Keywords that describe you in a unique wayTypography: Which style match your approachColors: Which colors match your approachSigns: Does a logo/icon describe you really wellSound(signature): Is there a musical signature you can use?27.11.2010 Referent: Dietrich Pﬂüger 46

Then: Start slowly and learn ‐ step by step27.11.2010 Referent: Dietrich Pﬂüger 47

And dont stop if it doesn´t work directly27.11.2010 Referent: Dietrich Pﬂüger 48

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Artist As A Brand - 2010

by Dietrich Pflüger on Nov 25, 2010

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Artist As A Brand - 2010 — Presentation Transcript