Artist As A Brand - 2010

3,855 views

Published on

This slides are part of the workshop digital selfmarketing. We will show it at the Sonic Vision Festival in Louxembourg (http://goo.gl/p0Vbx).

iI you like us to show it at your event, please contact me: https://www.xing.com/profile/Dietrich_Pflueger

0 Comments
10 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,855
On SlideShare
0
From Embeds
0
Number of Embeds
444
Actions
Shares
0
Downloads
0
Comments
0
Likes
10
Embeds 0
No embeds

No notes for slide

Artist As A Brand - 2010

  1. 27.11.2010 Referent:
Dietrich
Pflüger 1 THE
ARTIST
AS
A
BRAND
©
2010 Dipl.
Communica=on
Manager
‐
Dietrich
Pflüger
  2. 27.11.2010 Referent:
Dietrich
Pflüger 2 Work
experience: • Digital
Concept
Developer
at
Scholz
and
Friends
Interac=ve
 • Online
Marke=ng
Manager
at
Universal
Music • Digital
&
Partnership
Marke=ng
Manager
at
SonyBMG
Music Projects: • 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,
 About
me
  3. 27.11.2010 Referent:
Dietrich
Pflüger 3 On
my
Blog
(next
week):
 www.endeneu.net
 Or
on
Slideshare:

 www.slideshare.net/dicksen
 Where
to
find
this
presentaMon
  4. 27.11.2010 Referent:
Dietrich
Pflüger 4 • … Warm
up
  5. 27.11.2010 Referent:
Dietrich
Pflüger 5 • … Everyone
knows
some
brands
out
there...
  6. 27.11.2010 Referent:
Dietrich
Pflüger 6 Even
in
the
field
of
music
  7. 27.11.2010 Referent:
Dietrich
Pflüger 7 ? But
what
are
the
differences
between
these
brands…
  8. 27.11.2010 Referent:
Dietrich
Pflüger 8 different
types
 of
brands Let
me
show
you
the
…

  9. 27.11.2010 Referent:
Dietrich
Pflüger 9 Word
trademark
  10. 27.11.2010 Referent:
Dietrich
Pflüger 10 FiguraMve
trademark
(logo)
  11. 27.11.2010 Referent:
Dietrich
Pflüger 11 Word
and
figuraMve
trademark

  12. 27.11.2010 Referent:
Dietrich
Pflüger 12 3D
trademarks
  13. 27.11.2010 Referent:
Dietrich
Pflüger 13 Audio
Trademark
  14. 27.11.2010 Referent:
Dietrich
Pflüger 14 Color
Trademark
  15. 27.11.2010 Referent:
Dietrich
Pflüger 15 ? But
what
do
they
all
have
in
common?

  16. 27.11.2010 Referent:
Dietrich
Pflüger 16 Describes
the
 personality
of
a
 brand:
 consistency A
brand
is
similar
to
a
personality 


Iden=ty
  17. 27.11.2010 Referent:
Dietrich
Pflüger 17 Autonomy
&
 dis=nctness
in
 comparison
to

 compe=tors It
has
to
be
unique
in
the
market… Describes
the
 personality
of
a
 brand:
 consistency 


Iden=ty 


Difference



  18. 


Relevance


 27.11.2010 Referent:
Dietrich
Pflüger 18 Func=onal
and
 emo=onal
 empathy
of
the
 audience And
that’s

not
enough:
it
has
to
be
relevant. Autonomy
&
 dis=nctness
in
 comparison
to

 compe=tors Describes
the
 personality
of
a
 brand:
 consistency 


Iden=ty 


Difference



  19. 


Relevance


 27.11.2010 Referent:
Dietrich
Pflüger 19 Func=onal
and
 emo=onal
 empathy
of
the
 audience The
core
brand
is
where
these
fields
overlap
 Autonomy
&
 dis=nctness
in
 comparison
to

 compe=tors Describes
the
 personality
of
a
 brand:
 consistency 


Iden=ty 


Difference


Core Brand
  20. 27.11.2010 Referent:
Dietrich
Pflüger 20 What
does
this
mean
for
an
arMst/band. ?
  21. 27.11.2010 Referent:
Dietrich
Pflüger 21 Emo=onal
 empathy
of
the
 audience Dis=nctness
in
 comparison
to

 other
bands Describes
the
 personality
of
an
 ar=st The
same
as
before… 


Relevance


 


Iden=ty 


Difference


Core Brand
  22. 27.11.2010 Referent:
Dietrich
Pflüger 22 The
Gossip An
example
is
beer
than
a
thousand
words
  23. 27.11.2010 Referent:
Dietrich
Pflüger 2327.03.2008 Referent:
Dietrich
P6lüger The
Gossip:
idenMty 


 Power 


 Natural 


 Friends 


 Boom
Up 


 Homo‐sexual 


 Handmade
  24. 27.11.2010 Referent:
Dietrich
Pflüger 24 The
Gossip:
difference 


 Natural 


 Plump 


 Handmade 


 PlasMc 


 Skinny 


 Made vs
  25. 27.11.2010 Referent:
Dietrich
Pflüger 25 The
Gossip:
relevance 


 Near 


 AuthenMc 


 Friendly 


 Get
in
touch
  26. 27.11.2010 Referent:
Dietrich
Pflüger 26 But
why
do
we
need
a
core
brand
for
arMsts ?
  27. 27.11.2010 Referent:
Dietrich
Pflüger 27 We
have
a
difficult
market
situaMon
out
there
  28. 27.11.2010 Referent:
Dietrich
Pflüger 28 This
was
the
old
business
concept:

  29. 27.11.2010 Referent:
Dietrich
Pflüger 29 This
is
the
new
way Live
Entertainment Licensing Selling
Downloads
&
Streams Brand
Partnerships Merchandising Selling
Records
  30. 27.11.2010 Referent:
Dietrich
Pflüger 30 With
many
different
channels Consumer Loca=on
Based
Services
  31. 27.11.2010 Referent:
Dietrich
Pflüger 30 Records With
many
different
channels Consumer Loca=on
Based
Services
  32. 27.11.2010 Referent:
Dietrich
Pflüger 30 Records Print,
TV,
Radio With
many
different
channels Consumer Loca=on
Based
Services
  33. 27.11.2010 Referent:
Dietrich
Pflüger 30 Records Print,
TV,
Radio Publishing With
many
different
channels Consumer Loca=on
Based
Services
  34. 27.11.2010 Referent:
Dietrich
Pflüger 30 Records Print,
TV,
Radio Publishing Adver=sing With
many
different
channels Consumer Loca=on
Based
Services
  35. 27.11.2010 Referent:
Dietrich
Pflüger 30 Records Print,
TV,
Radio Publishing Adver=sing Events With
many
different
channels Consumer Loca=on
Based
Services
  36. 27.11.2010 Referent:
Dietrich
Pflüger 30 Records Print,
TV,
Radio Publishing Adver=sing Events Merch With
many
different
channels Consumer Loca=on
Based
Services
  37. 27.11.2010 Referent:
Dietrich
Pflüger 30 Internet Records Print,
TV,
Radio Publishing Adver=sing Events Merch With
many
different
channels Consumer Loca=on
Based
Services
  38. 27.11.2010 Referent:
Dietrich
Pflüger 30 Internet Mobile Records Print,
TV,
Radio Publishing Adver=sing Events Merch With
many
different
channels Consumer Loca=on
Based
Services
  39. 27.11.2010 Referent:
Dietrich
Pflüger 30 Internet Mobile Records Print,
TV,
Radio Publishing Adver=sing Events Merch With
many
different
channels Consumer Loca=on
Based
Services
  40. 27.11.2010 Referent:
Dietrich
Pflüger 31 a
fragmented
mulM
content
industry
 with
a
mulMchannel
distribuMon... What
we
have
now
is...
  41. 27.11.2010 Referent:
Dietrich
Pflüger 32 
 ...
and
a
strong
need
to
synchronize
 all
these
channels
and
stakeholders. What
we
have
now
is...
  42. 27.11.2010 Referent:
Dietrich
Pflüger 33 To
get
noMced,
you
need
to
be
unique
&
visible 
 with
a
clear
idea
of
you
 and
your
arMst
brand.
  43. 27.11.2010 Referent:
Dietrich
Pflüger 34 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 


 Bands
  44. 27.11.2010 Referent:
Dietrich
Pflüger 35 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 A
unique
arMst
brand 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands 


 Bands
  45. 27.11.2010 Referent:
Dietrich
Pflüger Nevertheless:
There
are
many
views Your
View
  46. 27.11.2010 Referent:
Dietrich
Pflüger 37 Nevertheless:
There
are
many
views Bassman
View Drummer
View Your
View Guitarplayer
 View
  47. 27.11.2010 Referent:
Dietrich
Pflüger 38 And
views... Bassman
View Drummer
View Your
View Guitarplayer
 View Friends View Fans View
  48. 27.11.2010 Referent:
Dietrich
Pflüger 39 And
views… Bassman
View Drummer
View Your
View Guitarplayer
 View Friends View Fans View Producer View Lawyer View Record
Label View
  49. 27.11.2010 Referent:
Dietrich
Pflüger 40 And
views
on
your
arMst
brand Bassman
View Drummer
View Your
View Guitarplayer
 View Friends View Fans View Enterprise
+
 Agencies
View Producer View Lawyer View Record
Label View Outlets View
  50. 27.11.2010 Referent:
Dietrich
Pflüger 41 But
the
reality
is
someMmes
different: Bassman
View Drummer
View Your
View Guitarplayer
 View Brand Reality Friends View Fans View Enterprise
+
 Agencies
View Producer View Lawyer View Record
Label View Outlets View
  51. Reality
=
Core
Brand 27.11.2010 Referent:
Dietrich
Pflüger 42 What
we
need

is
something
like
this: Outlets Enterprise Friends Fans Producer Lawyer Label Bands
 View
  52. 27.11.2010 Referent:
Dietrich
Pflüger 43 If
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
partners The
effect
is
a ✓Unique
selling
proposi=on
(USP) ✓You
are
the
original,
not
the
copy ✓It
is
easier
to
decide
things There
are
many
other
posiMve
aspects
  53. 27.11.2010 Referent:
Dietrich
Pflüger 44 Effect:
public,
economic
and
cultural
relevance Fashion Film Retailer Press etc...
  54. 27.11.2010 Referent:
Dietrich
Pflüger 45 
 what
does
this
all
mean
for
you right
now?
How
to
start? That’s

cool,

but…

  55. 27.11.2010 Referent:
Dietrich
Pflüger 46 DescripMon:
Your
brand
in
three
sentences Slogan:
The
leading
Idea
in
max.
5
words Tags:
Keywords
that
describe
you
in
a
unique
way Typography:
Which
style
match
your
approach Colors:
Which
colors
match
your
approach Signs:
Does
a
logo/icon
describe
you
really
well Sound(signature):
Is
there
a
musical
signature
you
can
use? Try
to
answer
this
quesMonnaire:
  56. 27.11.2010 Referent:
Dietrich
Pflüger 47 Then:
Start
slowly
and
learn
‐
step
by
step
  57. 27.11.2010 Referent:
Dietrich
Pflüger 48 And
dont
stop
if
it
doesn´t
work
directly

×