Your SlideShare is downloading. ×
0
July 31, 2013
Brand You - building A Road Map
Hashtag: #ArtistEngage
Check-in: Music Building
In partnership with
PURPOSE:
- Discuss five step strategies, and reveal #Fliptheswitch concept and roadmap
OUTCOME:
- Collaborators begin to b...
WEEK ONE: The Game Changed, How are You Changing Your Game?
● Flip The Switch is a different way of thinking, in order to ...
WHAT IS A BRand?
Exercise 1: 5 Mins
Can you describe
your brand in 15
words or less?
Brand You - 2006
In 2006 TIME Magazine named
“you”
person of the year.
Have you done your initial
research into how to bui...
Building BranD YOU
Brand Building is a process.
An Art and a Science.
Is it a five step process?
And then you find,
you’re ten years behind,
and no one told you when to run,
you missed the starting gun...
Brand Building...
5 Steps to Brand Building
PROCESS:
1. Dialogue / Feedback
2. Gather Insights
3. Build Strategy
4. Create Concept
5. Execut...
Step 1
Dialogue & Feedback
5 Steps to Brand Building
Step 1 | Dialogue & Feedback
A. Create small group of trusted advisors
B. Present your 15 word brand essence
C. Strengths,...
Step 1 | Dialogue & Feedback
Strength
- Experience in creating the
right vibe and environment
Weakness
- Speed to market
T...
Step 2
Gather Insights
5 Steps to Brand Building
Step 2 | Gather Insights
A. Audience - Who are you talking to?
B. What do need and want?
C. Primary & Secondary Research.
...
Step 2 | Gather Insights
A.
B.
C.
Artist like free events, that offer equal or greater value
in return for their time. The...
Step 3
Build A Strategy
5 Steps to Brand Building
Step 3 | Build a strategy
A. What is your AIM?
B. What is your situation?
C. What is your challenge?
D. What is your plan?...
Step 3 | Build a strategy
AIM:
● To develop a workshop for artists in order to create a strategy to break through the clut...
Team Exercise #1 - 20 Mins
#ArtistEngage
BreakOut in Pairs:
1. Dialogue & Feedback
- 15 Word Brand Essence
2. Gather insig...
1. Dialogue & Insights
1.B Present your 15 word brand essence
1.C Strengths, Weakness, Threats, Opportunities
1.D What do ...
AIM:
Situation:
Plan:
Step 4
Develop a Concept
5 Steps to Brand Building
Step 4 | Develop A Concept
A. What is your personality and voice?
B. What is your look and feel?
C. What message(s) are yo...
#ArtistEngage
July - August 2013
The story began with an idea - to start a dialogue with
other artists in order to uncover...
#ArtistEngage
Aughts - September 2013
Through weekly dialogue, we uncovered insights around what works,
what doesn't work,...
#ArtistEngage
October 2013
#fliptheSWITCH - Is a
different way of thinking, moving
from push to pull, in order to
create l...
#ArtistEngageSHOWCASE | NYC 2013
CBGB FESTIVAL OFFICIAL SHOW
New York City
Saturday October 12th, 2013
7pm - 2am
FILM | MU...
ACT 1 | FILM | #fliptheswitch presentation
● 5:30 PM - 6:45 PM
● Reception for partners, friends, VIPs, Media and influenc...
ACT 2 | Music | live Performance SHOWCASE
● 7:00 PM - 12:00 PM
● Public doors for ticket & Badge Holders
● Special Artist ...
ACT 3 | #MassivelyEpic Dance Party
● 12:00 PM - 2:00 PM
● Dance party collaboration between the
MassivelyEPic collective o...
Step 5
Execute & Measure
5 Steps to Brand Building
Step 5 | Execute & Measure
A. What are your goals and objectives?
B. What are your Key Performance Indicators
(or success ...
Team Exercise #2
#ArtistEngage
BreakOut in Teams:
1. Select one Brand
2. develop concept
3. Create execution plan
5 Steps to Brand Building
1. Dialogue / Feedback
2. Gather Insights
3. Build Strategy
4. Create Concept
5. Execute & Measu...
Upcoming SlideShare
Loading in...5
×

#ArtistEngage Lesson 4

132

Published on

#ArtistEngage is a workshop series that Educates Artists through collaborative dialogue in order to encourage participation, action and evolution in our creative community.

We are about helping independent artists through discovery and education. This workshop was presented in partnership with CBGB Festival and the Music Building. It was hosted by Roo Zine, DJ Journey and Ravin Dave.

Published in: Self Improvement, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
132
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "#ArtistEngage Lesson 4"

  1. 1. July 31, 2013 Brand You - building A Road Map Hashtag: #ArtistEngage Check-in: Music Building In partnership with
  2. 2. PURPOSE: - Discuss five step strategies, and reveal #Fliptheswitch concept and roadmap OUTCOME: - Collaborators begin to build and present their own roadmaps as a foundation for the next four weeks with mentors. STRUCTURE: 1. Introductions (5 mins) 2. Recap / Set-up (15 mins) a. Weeks 1-3 Recap 3. Brand You 5 Step Strategy a. Introduction - 5 min b. Group exercise - 10 min c. Brand You Steps 1-3 - 30 min i. Break out individual - 10 min d. Brand You Steps 4-5 - 20 min i. Break-out group - 20 min ii. Presentation - 20 min Workshop 04
  3. 3. WEEK ONE: The Game Changed, How are You Changing Your Game? ● Flip The Switch is a different way of thinking, in order to create less noise and more signal through a collaborative application of strategy, tactics, and measurement with digital tools, dialogue and action. WEEK TWO: Vision is the Key to Success! ● Fear and bias are barriers we need to overcome through insights, strategy and planning ● Use the Mind’s Eye, Vision Boards, Postulation and AIM to make your idea tangible. WEEK THREE: The Medium is the Message. ● AIM to create less noise and more signal. ● Use the right medium to deliver the right message to the right audience. ● Explore, Experiment, Measure, Amplify, and Organize your communication tools. WEEK FOUR: Brand You - Build Your Roadmap. RECAP - Key Takeaways
  4. 4. WHAT IS A BRand? Exercise 1: 5 Mins Can you describe your brand in 15 words or less?
  5. 5. Brand You - 2006 In 2006 TIME Magazine named “you” person of the year. Have you done your initial research into how to build your brand? How successful has your strategy and execution been?
  6. 6. Building BranD YOU Brand Building is a process. An Art and a Science. Is it a five step process?
  7. 7. And then you find, you’re ten years behind, and no one told you when to run, you missed the starting gun... Brand Building Inspiration
  8. 8. 5 Steps to Brand Building PROCESS: 1. Dialogue / Feedback 2. Gather Insights 3. Build Strategy 4. Create Concept 5. Execute & Measure WARNING: Like everything else (painting a picture, making a movie or writing a song) this process is not easy. It is however a process you can use across mediums and industries. 1 2 3 4 5 CORE BRAN DDNA
  9. 9. Step 1 Dialogue & Feedback 5 Steps to Brand Building
  10. 10. Step 1 | Dialogue & Feedback A. Create small group of trusted advisors B. Present your 15 word brand essence C. Strengths, Weakness, Threats, Opportunities D. What do you stand for and can you offer? E. One sentence to describe your proposition (single minded message) 1 2 3 4 5 CORE BRAN DDNA
  11. 11. Step 1 | Dialogue & Feedback Strength - Experience in creating the right vibe and environment Weakness - Speed to market Threat - AristEngage company already exists Opportunity - To create a replicable model A. B. C. SWOT Analysis #ArtistEngage - a deep dive into the current challenges artists face in the current digital culture. Roo Zine, Dj Journey, Roget Learner, David Pessah, Ted Franklin, Amanda Parkes, Aparna Mukhergee. D. #ArtistEngage offers Artists the opportunity to have safe dialogue around the use of digital tools in order to uncover insights and build a strategies that help collaborators create and distribute content with greater impact. E. #ArtistEngage helps artists shape culture through dialogue and digital tools.
  12. 12. Step 2 Gather Insights 5 Steps to Brand Building
  13. 13. Step 2 | Gather Insights A. Audience - Who are you talking to? B. What do need and want? C. Primary & Secondary Research. D. What is the challenge and barriers? E. What is the reason people will believe in your brand? 1 2 3 4 5 CORE BRAN DDNA
  14. 14. Step 2 | Gather Insights A. B. C. Artist like free events, that offer equal or greater value in return for their time. They seek out ways to solve challenges and gain additional skills to evolve their art. Primary: Full time artists and creative types Secondary: Part-time artists and creative types D. Artists are sometimes fearful of the speed of change in the digital landscape. DIY has become the necessary option for Indie Artists, which makes it difficult to stay focused. Does collaboration breed greater impact? E. “#ArtistEngage will help me become more comfortable with constant change and impactful with my messages.” Secondary research is based on information from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations.This type is usually low cost or free, but not customizable. Primary market research is tailored to a company's particular needs and is conducted either by you or by a company that you pay to conduct the research for you. Focus groups, surveys, field tests, interviews, and observation are examples of primary market research. The music industry loses out on over 500 Million of annual revenue due to lack of fan engagement. Consumers are still spending the same, but across more places. INSIGHT
  15. 15. Step 3 Build A Strategy 5 Steps to Brand Building
  16. 16. Step 3 | Build a strategy A. What is your AIM? B. What is your situation? C. What is your challenge? D. What is your plan? 1 2 3 4 5 CORE BRAN DDNA
  17. 17. Step 3 | Build a strategy AIM: ● To develop a workshop for artists in order to create a strategy to break through the clutter. Situation: ● The game has changed and a new digital culture is emerging. ● Independent artists today struggle within the current environment and are seeking strategies, tactics and tools to better navigate the environment. ● Challenge is creating an environment and finding artists to participate in this unproven model or experiment. Plan: ● Develop a community workshop series to initiate conversions and begin to build rapport between local artists by focusing on the local community that surrounds the Music Building. ● Through professionally led group conversations, uncover insights that artists can use to develop strategies for development and sharing of content. ● Provide tactics and tools for artists to use in their daily practices. ● Document the process and begin developing a collaborative platform to encourage the sharing of content. ● Measure the impact and report back to all involved.
  18. 18. Team Exercise #1 - 20 Mins #ArtistEngage BreakOut in Pairs: 1. Dialogue & Feedback - 15 Word Brand Essence 2. Gather insights - Ask Questions 3. Develop a strategy - Use AIM
  19. 19. 1. Dialogue & Insights 1.B Present your 15 word brand essence 1.C Strengths, Weakness, Threats, Opportunities 1.D What do you stand for and can you offer? 1.E One sentence to describe your proposition 2. Gather Insights 2.A Audience - Who are you talking to? 2.B What do they like? Why? 2.C Primary & Secondary Research? 2.D What do they do, when, how, where? 2.E What is your hypothesis on how your proposition fits their functional or emotional needs? Strength Weakness Threat Opportunity
  20. 20. AIM: Situation: Plan:
  21. 21. Step 4 Develop a Concept 5 Steps to Brand Building
  22. 22. Step 4 | Develop A Concept A. What is your personality and voice? B. What is your look and feel? C. What message(s) are you delivering? D. What tactics will you use? E. What is your rationale for this concept? 1 2 3 4 5 CORE BRAN DDNA
  23. 23. #ArtistEngage July - August 2013 The story began with an idea - to start a dialogue with other artists in order to uncover insights on how to break through the clutter and navigate the new digital landscape. #AristEngage is a series of weekly workshops that inspire dialogue between artists.
  24. 24. #ArtistEngage Aughts - September 2013 Through weekly dialogue, we uncovered insights around what works, what doesn't work, and what the challenges are in between. From these, we developed a strategy and then concept called #fliptheSWITCH.
  25. 25. #ArtistEngage October 2013 #fliptheSWITCH - Is a different way of thinking, moving from push to pull, in order to create less noise and more signal through, a collaborative application of strategy, tactics, and measurement with digital tools, dialogue and action. To put our strategy to the test, we created the #ArtistEngage Showcase at the CBGB Festival as a platform to introduce this concept to the greater community and showcase the artists who collaborated, while measuring our impact.
  26. 26. #ArtistEngageSHOWCASE | NYC 2013 CBGB FESTIVAL OFFICIAL SHOW New York City Saturday October 12th, 2013 7pm - 2am FILM | MUSIC | DANCE
  27. 27. ACT 1 | FILM | #fliptheswitch presentation ● 5:30 PM - 6:45 PM ● Reception for partners, friends, VIPs, Media and influencers. ● Introduction to the concept with a 20 min Preview from footage and interviews captured during the first #ARTISTENGAGE WORKSHOPS. ● PRESENTATION WILL END WITH INTRO to public fundraising campaign to create #fliptheswitch documentary in 2014. ● Activities will include Photo / Gif Booth, Cocktails / Tapas #ArtistEngageSHOWCASE | NYC 2013
  28. 28. ACT 2 | Music | live Performance SHOWCASE ● 7:00 PM - 12:00 PM ● Public doors for ticket & Badge Holders ● Special Artist Green Room for other CBGB Artists to Meet & Greet with Media, Celebs and demo equipment ● 2 Opening bands followed by 2 headliners all from the Music Building roster and collaborators in #ArtistEngage ● Between band ARtistic performances will curated by MassivelyEpic #ArtistEngageSHOWCASE | NYC 2013
  29. 29. ACT 3 | #MassivelyEpic Dance Party ● 12:00 PM - 2:00 PM ● Dance party collaboration between the MassivelyEPic collective of DJs, Producers & Artists ● Featuring live and Dj electronic music, projection visuals and artistic dance performance. ● DEsigned to take the vibe of the crowd to a new level of experiencing film, music and dance through collaboration. #ArtistEngageSHOWCASE | NYC 2013
  30. 30. Step 5 Execute & Measure 5 Steps to Brand Building
  31. 31. Step 5 | Execute & Measure A. What are your goals and objectives? B. What are your Key Performance Indicators (or success metrics) C. What is the timeline and calendar look like? D. What are the roles & responsibilities of the team? 1 2 3 4 5 CORE BRAN DDNA
  32. 32. Team Exercise #2 #ArtistEngage BreakOut in Teams: 1. Select one Brand 2. develop concept 3. Create execution plan
  33. 33. 5 Steps to Brand Building 1. Dialogue / Feedback 2. Gather Insights 3. Build Strategy 4. Create Concept 5. Execute & Measure Five Key Action Steps:
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×