The document discusses business models, vision, and branding. It provides an example of Spotify's business model canvas and how their vision aligned with different elements of the canvas. It then discusses using a vision canvas to articulate a company's vision. Finally, it walks through developing a brand strategy using a brand compass as a framework, providing Spotify as an example. Key elements of the brand compass include personality, purpose and values, customer self-image, relationship, and brand artefacts.
74. Give people access to all
the music they want all time
in a legal and accessible way
Go to the US market
Get subscribers to pay 220.000
Connect with local artists
You do not
need to pay
to listen to
music
Anytime and any place
Quicker than Itunes
Portability is our main driver
You wonāt be
charged
All over the world
Where does this show
up?
Young and old
Music is social
Vision
Theme
Every
where
Every
one
Legal
FREE
90. Thereās work and thereās your lifeās work.
The kind of work that has your ļ¬ngerprints all over it. The kind of
work that youād never compromise on. That youād sacriļ¬ce a
weekend for. You can do that kind of work here. People donāt come
here to play it safe. They come here to swim in the deep end.
They want their work to add up to something.
Something big. Something that couldnāt happen anywhere else.
Welcome to Apple.
91. and how you explain your concept
to investors or shareholders
92. āTo bring inspiration and innovation
to every athlete* in the worldā
* āIf you have a body, youāre an athleteā āØ
~ Nike co-founder Bill Bowerman
105. not WHAT you do. WHY
you do it.
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
106. Why do you exist?
What role do you play in
customersā lives?
What do you stand for?
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
107. Values will guide a brand
towards delivering on its
Purpose
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
108. Give people access to all the music they
want all the time - āØ
in a completely free, legal āØ
and accessible way
PERSONALITY
PURPOSE
& VALUES
ARTEFACTS
120. PERSONALITY
PURPOSE & VALUES
ARTEFACTS
THINK
FEEL DO
RELATIONSHIP
SELF-IMAGE
BRANDCUSTOMER Soundtrack
for life
Music forāØ
everyāØ
moment
easy
personal
fun
green
anywhere
sharing
play
discover
love
share
young
free
connected
music
anytime,
anywhere
127. PATRICK
VAN DER PIJL
CEO Business Models Inc.
Producer Business Model
Generation
Patrick helps corporates
and start-ups to design
better business. He has
worked with more than
300 companies on
business model innovation.
patrick@businessmodelsinc.com