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THE ARTIST AS A BRAND
by Dietrich Pflüger (2014)
2014 © Dietrich Pflüger | dietrichpflueger.com 2
THERE ARE MANY DIFFERENT TYPE OF BRANDS
2014 © Dietrich Pflüger | dietrichpflueger.com 3
WORD- AND FIGURATIVE TRADEMARKS
2014 © Dietrich Pflüger | dietrichpflueger.com 4
3D TRADEMARKS
2014 © Dietrich Pflüger | dietrichpflueger.com 5
SOUND TRADEMARKS
2014 © Dietrich Pflüger | dietrichpflueger.com 6
AND OF COURSE ARTIST BRANDS
2014 © Dietrich Pflüger | dietrichpflueger.com 7
BUT WHAT WAS THE ORIGINAL IDEA OF BRANDS
..?
2014 © Dietrich Pflüger | dietrichpflueger.com 8
THE FIRST BRANDS CAME UP IN ANCIENT TIMES
2014 © Dietrich Pflüger | dietrichpflueger.com 9
THE MIDDLE AGE KNEW BRANDS SIGNATURE BRANDS
2014 © Dietrich Pflüger | dietrichpflueger.com 10
THE BOOM CAME WITH THE INDUSTRIALISATION
2014 © Dietrich Pflüger | dietrichpflueger.com 11
SO WHAT DO BRANDS ACCOMPLISH
..?
2014 © Dietrich Pflüger | dietrichpflueger.com 12
BRANDS ARE GIVING YOU ORIENTATION
Distinction
Social relevance
Continuity
Quality level
Info of the originator
Genuineness
Brand
Property situation
Product claim
2014 © Dietrich Pflüger | dietrichpflueger.com 13
BUT WHAT IS THE MAIN CONCEPT OF A BRAND...
..?
2014 © Dietrich Pflüger | dietrichpflueger.com 14
A BRAND IS SIMILAR TO A PERSONALITY
Describes the
personality of
an artist
Identity
2014 © Dietrich Pflüger | dietrichpflueger.com 15
IT HAS TO BE UNIQUE
Describes the
personality of
an artist
Identity
Distinctness in
comparison to
other bands
Difference
2014 © Dietrich Pflüger | dietrichpflueger.com 16
Relevance
BUT THAT’S NOT ENOUGH - IT HAS TO BE RELEVANT
Describes the
personality of
an artist
Identity
Distinctness in
comparison to
other bands
Difference
Functional and
emotional
empathy of the
audience
2014 © Dietrich Pflüger | dietrichpflueger.com 17
Relevance
THE CORE BRAND IS WHERE THESE FIELDS OVERLAP
Describes the
personality of
an artist
Identity
Distinctness in
comparison to
other bands
Difference
Functional and
emotional
empathy of the
audience
Core
Brand
2014 © Dietrich Pflüger | dietrichpflueger.com 18
AN EXAMPLE IS BETTER THAN A THOUSAND WORDS
The Gossip
2014 © Dietrich Pflüger | dietrichpflueger.com 19
THE GOSSIP - IDENTITY
Power Handmade Bottom Up Fashion
Homo-
sexual
Party
2014 © Dietrich Pflüger | dietrichpflueger.com 20
THE GOSSIP - DIFFERENCE
vsNatural Handmade Alternative Sweet Made Pop
2014 © Dietrich Pflüger | dietrichpflueger.com 21
THE GOSSIP - RELEVANCE
Fan as
a friend
Authentic Identification
2014 © Dietrich Pflüger | dietrichpflueger.com 22
BUT WHY DO ARTISTS NEED TO ACT LIKE A BRAND
..?
2014 © Dietrich Pflüger | dietrichpflueger.com 23
WE HAVE A DIFFICULT MARKET SITUATION
2014 © Dietrich Pflüger | dietrichpflueger.com 24
WE ARE FLOODED WITH INFORMATION
2014 © Dietrich Pflüger | dietrichpflueger.com 25
OLD FASHIONED HABITS BECOME LESS IMPORTANT
2014 © Dietrich Pflüger | dietrichpflueger.com 26
WE USE PLATFORMS AND MOBILE DEVICES THESE DAYS
2014 © Dietrich Pflüger | dietrichpflueger.com 27
MEDIA ITSELF HAS CHANGED
one company
to
many customers
2014 © Dietrich Pflüger | dietrichpflueger.com 28
IT IS A SOCIAL THING NOW
companies
companies
companies
companies
2014 © Dietrich Pflüger | dietrichpflueger.com 29
WHAT DOES THAT ALL MEAN FOR BRANDS
..?
2014 © Dietrich Pflüger | dietrichpflueger.com 30
LESS VISIBILITY
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
2014 © Dietrich Pflüger | dietrichpflueger.com 31
TO GET NOTICED, YOU NEED TO BE 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 Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
A unique
artist brand
2014 © Dietrich Pflüger | dietrichpflueger.com 32
SOMETIMES IT CAN BE AN INCONSISTENT PERCEPTION
Bass Lawyer
Drummer
Manager
Singer
Companies
Frinds
Label
Media
Retail
Brand Reality
2014 © Dietrich Pflüger | dietrichpflueger.com 33
BUT THE GOAL IS CONSENUS
Brand Reality
Bassman
Anwalt
Drummer
ManagerSänger Firmen
Freunde Label
Medien
Handel
2014 © Dietrich Pflüger | dietrichpflueger.com 34
SUCH A BRAND HAS MANY ADVANTAGES
Creates a clear
self-concept
Creates a consistent
perception for all
stakeholders
Directs you the right path
Helps to find decisions
Visibility
Creates a unique selling
proposition
THANK YOU
Find more workshops on
www.dietrichplfueger.com

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2014 The Artist As A Brand

  • 1. THE ARTIST AS A BRAND by Dietrich Pflüger (2014)
  • 2. 2014 © Dietrich Pflüger | dietrichpflueger.com 2 THERE ARE MANY DIFFERENT TYPE OF BRANDS
  • 3. 2014 © Dietrich Pflüger | dietrichpflueger.com 3 WORD- AND FIGURATIVE TRADEMARKS
  • 4. 2014 © Dietrich Pflüger | dietrichpflueger.com 4 3D TRADEMARKS
  • 5. 2014 © Dietrich Pflüger | dietrichpflueger.com 5 SOUND TRADEMARKS
  • 6. 2014 © Dietrich Pflüger | dietrichpflueger.com 6 AND OF COURSE ARTIST BRANDS
  • 7. 2014 © Dietrich Pflüger | dietrichpflueger.com 7 BUT WHAT WAS THE ORIGINAL IDEA OF BRANDS ..?
  • 8. 2014 © Dietrich Pflüger | dietrichpflueger.com 8 THE FIRST BRANDS CAME UP IN ANCIENT TIMES
  • 9. 2014 © Dietrich Pflüger | dietrichpflueger.com 9 THE MIDDLE AGE KNEW BRANDS SIGNATURE BRANDS
  • 10. 2014 © Dietrich Pflüger | dietrichpflueger.com 10 THE BOOM CAME WITH THE INDUSTRIALISATION
  • 11. 2014 © Dietrich Pflüger | dietrichpflueger.com 11 SO WHAT DO BRANDS ACCOMPLISH ..?
  • 12. 2014 © Dietrich Pflüger | dietrichpflueger.com 12 BRANDS ARE GIVING YOU ORIENTATION Distinction Social relevance Continuity Quality level Info of the originator Genuineness Brand Property situation Product claim
  • 13. 2014 © Dietrich Pflüger | dietrichpflueger.com 13 BUT WHAT IS THE MAIN CONCEPT OF A BRAND... ..?
  • 14. 2014 © Dietrich Pflüger | dietrichpflueger.com 14 A BRAND IS SIMILAR TO A PERSONALITY Describes the personality of an artist Identity
  • 15. 2014 © Dietrich Pflüger | dietrichpflueger.com 15 IT HAS TO BE UNIQUE Describes the personality of an artist Identity Distinctness in comparison to other bands Difference
  • 16. 2014 © Dietrich Pflüger | dietrichpflueger.com 16 Relevance BUT THAT’S NOT ENOUGH - IT HAS TO BE RELEVANT Describes the personality of an artist Identity Distinctness in comparison to other bands Difference Functional and emotional empathy of the audience
  • 17. 2014 © Dietrich Pflüger | dietrichpflueger.com 17 Relevance THE CORE BRAND IS WHERE THESE FIELDS OVERLAP Describes the personality of an artist Identity Distinctness in comparison to other bands Difference Functional and emotional empathy of the audience Core Brand
  • 18. 2014 © Dietrich Pflüger | dietrichpflueger.com 18 AN EXAMPLE IS BETTER THAN A THOUSAND WORDS The Gossip
  • 19. 2014 © Dietrich Pflüger | dietrichpflueger.com 19 THE GOSSIP - IDENTITY Power Handmade Bottom Up Fashion Homo- sexual Party
  • 20. 2014 © Dietrich Pflüger | dietrichpflueger.com 20 THE GOSSIP - DIFFERENCE vsNatural Handmade Alternative Sweet Made Pop
  • 21. 2014 © Dietrich Pflüger | dietrichpflueger.com 21 THE GOSSIP - RELEVANCE Fan as a friend Authentic Identification
  • 22. 2014 © Dietrich Pflüger | dietrichpflueger.com 22 BUT WHY DO ARTISTS NEED TO ACT LIKE A BRAND ..?
  • 23. 2014 © Dietrich Pflüger | dietrichpflueger.com 23 WE HAVE A DIFFICULT MARKET SITUATION
  • 24. 2014 © Dietrich Pflüger | dietrichpflueger.com 24 WE ARE FLOODED WITH INFORMATION
  • 25. 2014 © Dietrich Pflüger | dietrichpflueger.com 25 OLD FASHIONED HABITS BECOME LESS IMPORTANT
  • 26. 2014 © Dietrich Pflüger | dietrichpflueger.com 26 WE USE PLATFORMS AND MOBILE DEVICES THESE DAYS
  • 27. 2014 © Dietrich Pflüger | dietrichpflueger.com 27 MEDIA ITSELF HAS CHANGED one company to many customers
  • 28. 2014 © Dietrich Pflüger | dietrichpflueger.com 28 IT IS A SOCIAL THING NOW companies companies companies companies
  • 29. 2014 © Dietrich Pflüger | dietrichpflueger.com 29 WHAT DOES THAT ALL MEAN FOR BRANDS ..?
  • 30. 2014 © Dietrich Pflüger | dietrichpflueger.com 30 LESS VISIBILITY 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
  • 31. 2014 © Dietrich Pflüger | dietrichpflueger.com 31 TO GET NOTICED, YOU NEED TO BE 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 Bands Bands Bands Bands Bands Bands Bands Bands Bands Bands Bands A unique artist brand
  • 32. 2014 © Dietrich Pflüger | dietrichpflueger.com 32 SOMETIMES IT CAN BE AN INCONSISTENT PERCEPTION Bass Lawyer Drummer Manager Singer Companies Frinds Label Media Retail Brand Reality
  • 33. 2014 © Dietrich Pflüger | dietrichpflueger.com 33 BUT THE GOAL IS CONSENUS Brand Reality Bassman Anwalt Drummer ManagerSänger Firmen Freunde Label Medien Handel
  • 34. 2014 © Dietrich Pflüger | dietrichpflueger.com 34 SUCH A BRAND HAS MANY ADVANTAGES Creates a clear self-concept Creates a consistent perception for all stakeholders Directs you the right path Helps to find decisions Visibility Creates a unique selling proposition
  • 35. THANK YOU Find more workshops on www.dietrichplfueger.com