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27.11.2010 Referent:
Dietrich
Pflüger 1
THE
ARTIST
AS
A
BRAND
©
2010
Dipl.
Communica=on
Manager
‐
Dietrich
Pflüger
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
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
27.11.2010 Referent:
Dietrich
Pflüger 4
• …
Warm
up
27.11.2010 Referent:
Dietrich
Pflüger 5
• …
Everyone
knows
some
brands
out
there...
27.11.2010 Referent:
Dietrich
Pflüger 6
Even
in
the
field
of
music
27.11.2010 Referent:
Dietrich
Pflüger 7
?
But
what
are
the
differences
between
these
brands…
27.11.2010 Referent:
Dietrich
Pflüger 8
different
types

of
brands
Let
me
show
you
the
…

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

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

27.11.2010 Referent:
Dietrich
Pflüger 16
Describes
the

personality
of
a

brand:

consistency
A
brand
is
similar
to
a
personality



Iden=ty
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






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






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
27.11.2010 Referent:
Dietrich
Pflüger 20
What
does
this
mean
for
an
arMst/band.
?
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
27.11.2010 Referent:
Dietrich
Pflüger 22
The
Gossip
An
example
is
beer
than
a
thousand
words
27.11.2010 Referent:
Dietrich
Pflüger 2327.03.2008 Referent:
Dietrich
P6lüger
The
Gossip:
idenMty




Power




Natural




Friends




Boom
Up




Homo‐sexual




Handmade
27.11.2010 Referent:
Dietrich
Pflüger 24
The
Gossip:
difference




Natural




Plump




Handmade




PlasMc




Skinny




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




Near




AuthenMc




Friendly




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

27.11.2010 Referent:
Dietrich
Pflüger 29
This
is
the
new
way
Live
Entertainment
Licensing
Selling
Downloads
&
Streams
Brand
Partnerships
Merchandising
Selling
Records
27.11.2010 Referent:
Dietrich
Pflüger 30
With
many
different
channels
Consumer
Loca=on
Based
Services
27.11.2010 Referent:
Dietrich
Pflüger 30
Records
With
many
different
channels
Consumer
Loca=on
Based
Services
27.11.2010 Referent:
Dietrich
Pflüger 30
Records
Print,
TV,
Radio
With
many
different
channels
Consumer
Loca=on
Based
Services
27.11.2010 Referent:
Dietrich
Pflüger 30
Records
Print,
TV,
Radio
Publishing
With
many
different
channels
Consumer
Loca=on
Based
Services
27.11.2010 Referent:
Dietrich
Pflüger 30
Records
Print,
TV,
Radio
Publishing
Adver=sing
With
many
different
channels
Consumer
Loca=on
Based
Services
27.11.2010 Referent:
Dietrich
Pflüger 30
Records
Print,
TV,
Radio
Publishing
Adver=sing
Events
With
many
different
channels
Consumer
Loca=on
Based
Services
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
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
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
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
27.11.2010 Referent:
Dietrich
Pflüger 31
a
fragmented
mulM
content
industry

with
a
mulMchannel
distribuMon...
What
we
have
now
is...
27.11.2010 Referent:
Dietrich
Pflüger 32


...
and
a
strong
need
to
synchronize

all
these
channels
and
stakeholders.
What
we
have
now
is...
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.
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
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
27.11.2010 Referent:
Dietrich
Pflüger
Nevertheless:
There
are
many
views
Your
View
27.11.2010 Referent:
Dietrich
Pflüger 37
Nevertheless:
There
are
many
views
Bassman
View
Drummer
View
Your
View
Guitarplayer

View
27.11.2010 Referent:
Dietrich
Pflüger 38
And
views...
Bassman
View
Drummer
View
Your
View
Guitarplayer

View
Friends
View
Fans
View
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
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
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
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
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
27.11.2010 Referent:
Dietrich
Pflüger 44
Effect:
public,
economic
and
cultural
relevance
Fashion Film Retailer Press etc...
27.11.2010 Referent:
Dietrich
Pflüger 45


what
does
this
all
mean
for
you
right
now?
How
to
start?
That’s

cool,

but…

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:
27.11.2010 Referent:
Dietrich
Pflüger 47
Then:
Start
slowly
and
learn
‐
step
by
step
27.11.2010 Referent:
Dietrich
Pflüger 48
And
dont
stop
if
it
doesn´t
work
directly

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