This document discusses branding considerations for artists, creatives, and cultural enterprises. It defines what branding and a brand experience are, explaining that a brand represents a set of unique values and social contract with audiences. Branding is important because it conveys meaning and ignites passion. The document also discusses how artists and celebrities can be considered brands themselves and the concept of brand extension. It provides examples of crossover artists and entertainment franchises. The document outlines additional branding concepts like developing a brand identity, audience-based brand equity, discovering a brand's personality, brand positioning strategies, trademarks as part of brand identity, and building social brands.
Our Experience Culture: Arts and Entertainment Experience (Un)marketingKelly Page
In this presentation I introduce the concept and nature of our experience culture. In this I discuss why and how we see the arts and entertainment as experiences, which differs from approaching them as products and/or services. How we reflect on and learn about our experience culture, be it as an artist or enterprise through the ongoing reflective practice of a situation analysis.
Understanding Audiences & Communities: Arts and Entertainment Experience (Un)...Kelly Page
Our work as artists and creatives does not exist in a vacuum. The communities within which we work, our peers and partners, as well as the audience who experience and participate in our work are important. This presentation we discuss different ideas and was for identifying, interacting with and learning from audiences and communities. We'll also discuss the different approaches to audiences in the arts and creative sectors including fan subcultures.
Introduction & the Artists Role: Arts and Entertainment Experience (Un)marketingKelly Page
In these slides I discuss the important role of the artist in creative and cultural experiences, enterprises and society and explore the notion of creative genius. Before we can communicate about anything we need to understand its role, purpose, value and genius. I also introduce the important role technology plays in how we consider, experience and communicate with others about creative and cultural life and work.
Succesvol storytelling begint met één belangrijke vraag: waarom doe je wat je doet en waar geloof je in? Pride PR organiseerde op 23 mei jongstleden een evenement waar werd uitgelegd hoe je tot betere PR- en communicatie en dus betere verhalen komt. Rob Westerik partner bij Pride PR en Patrick de Nekker van Earth Concepts, bekend van Earth Water vertelden hun inspirerende verhaal.
Our Experience Culture: Arts and Entertainment Experience (Un)marketingKelly Page
In this presentation I introduce the concept and nature of our experience culture. In this I discuss why and how we see the arts and entertainment as experiences, which differs from approaching them as products and/or services. How we reflect on and learn about our experience culture, be it as an artist or enterprise through the ongoing reflective practice of a situation analysis.
Understanding Audiences & Communities: Arts and Entertainment Experience (Un)...Kelly Page
Our work as artists and creatives does not exist in a vacuum. The communities within which we work, our peers and partners, as well as the audience who experience and participate in our work are important. This presentation we discuss different ideas and was for identifying, interacting with and learning from audiences and communities. We'll also discuss the different approaches to audiences in the arts and creative sectors including fan subcultures.
Introduction & the Artists Role: Arts and Entertainment Experience (Un)marketingKelly Page
In these slides I discuss the important role of the artist in creative and cultural experiences, enterprises and society and explore the notion of creative genius. Before we can communicate about anything we need to understand its role, purpose, value and genius. I also introduce the important role technology plays in how we consider, experience and communicate with others about creative and cultural life and work.
Succesvol storytelling begint met één belangrijke vraag: waarom doe je wat je doet en waar geloof je in? Pride PR organiseerde op 23 mei jongstleden een evenement waar werd uitgelegd hoe je tot betere PR- en communicatie en dus betere verhalen komt. Rob Westerik partner bij Pride PR en Patrick de Nekker van Earth Concepts, bekend van Earth Water vertelden hun inspirerende verhaal.
Ed Hardy A Social Media Competitive AnalysisRT Herwig
Hello there my Slide Share friend. This is a deck that I put together that peaks into the fashion brand Ed Hardy and the social media ecosystem they currently find themselves in. I take an analysis of the brand, its competition and make some recommendations. Enjoy. Thanks.
We will then turn our attention to the design, review and implementation of social content design, how it differs from the popular view of content marketing and the different types and formats people create, share and interact with.
In these slides social business and social ways of working are presented; and the emerging trends of social enterprises and the mediated practices out of which they have grown.
Introduction class for 'Exploring Socially Mediated Practices with Social Design Thinking.' The class is developed in association with the IEMBA program in St. Gallen (Switzerland).
This slide deck is an introduction to the impact social digital practices are having on the music industry. The slides consider how artists create, perform and engage about their music and social issues with fans. Social music for social change is also considered.
A presentation on the stages and considerations for developing a social media strategy. Examples of social media campaigns across the creative and cultural industries.
Ticketing & Pricing in the Arts & EntertainmentKelly Page
In these slide I draw on work by TRG Arts & Active Network to consider the different ways arts and entertainment organizations generate revenue to sustain their art, work and life. I also discuss ticketing policies
Developing Audience Insight: Arts and Entertainment Experience (Un)marketingKelly Page
In this presentation I introduce the methods for developing research insight about how people experience arts and entertainment events, and cultural experiences. How do we collect the data and information to inform our communications and marketing activities. The main two approaches discussed include qualitative (observation, interviews and focus groups) and quantitative (surveys or questionnaires. digital tracking) data collection methods.
The Experience of Place and Space: Arts and Entertainment Experience (Un)mark...Kelly Page
Where art and creative work is situated is important to its experience. In this presentation I discuss the experience of place and space, its design and management. I reflect on 1) site specific work wherein the site is part of the narrative/story of the work; 2) place/space as a container through which we experience the work; 3) the fluidity of working in multiple spaces such as touring work. I draw on ideas and theory from both services management and venue design and management from the performing arts.
Web 2.0, Social Media and the Creative Consumer.Kelly Page
These slides were delivered to an MBA class about rise of the creative consumer. The slides are beaded on research work by leading scholars: Pierre Berthon (Bentely), Ian Mcarthy (SFU), Leyland Pitt (SFU), Colin Campbel (Monash), Steve Kates (SFU), Hope Schau (Arizona), Albert Muntz (DePaul) and Clay Shirky in his book - Cognitive Surplus.
The Gendering of Digital Media KnowledgeKelly Page
These slides are from a talk I gave in September 2010 for 'Cardiff Girl Geek Dinners' in which we discussed the gendered norms, stereotypes and social systems that coexist within professions such as digital design; and in wider society around digital knowledge, learning and use. Key message: Digital design - knowledge, learning and use is highly gendered. To alter it, we have to change the gendered frameworks within which it is embedded - the norms, stereotypes and social systems.
These are the slides from one of my presentations on "Building Social Brands Online". It includes case insights from: Skittles, Rage Against the X-Factor, Patients Like Me, Compare the Meer Kat and National Theatre Wales. Key message: Social Brands are about people, conversations, dialogue, listening, and being 'part' of a community. Not promoting or communicating to it!
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
2. Branding Considerations …
What
does
it
mean
for
the
ar6st
and/or
the
crea6ve?
Why
is
branding
important?
Date: 9/17/13!
What
does
it
mean
for
the
crea6ve
and/or
cultural
enterprise?
What
is
a
brand
and
branding
experience?
What
does
it
mean
for
the
crea6ve
and/or
cultural
experience?
/drkellypage!
@drkellypage!
3. What is Branding and the Brand Experience?
•
•
Branding is everywhere!
Branding is not:!
– A logo !
– Advertising!
– Corporate identity!
– Marketing!
•
A brand is a set of unique values, a
social contract:!
– Confidence!
– Passion!
– Belonging!
– Action!
– Security!
– Reliability!
– Risk taking!
•
A brand is not IN the culture, IT
IS the culture!
Date: 9/17/13!
•
Historically!
– Stamp of ownership!
– A guarantee of quality!
– Managers as brand custodians!
•
Today!
–
–
–
–
–
–
–
Brands are big business!
We use brands differently!
Audiences make brands!
Audiences unmake brands!
Brands are conversations!
They mean what YOU say they mean!
Brands are shared cultural property
where familiarity breeds ownership!
– A new ethos of brand participation!
– Managers as brand curators!
/drkellypage!
@drkellypage!
4. A brand = A promise, contract and reputation
• A
brand
is
more
than
a
name
or
logo,
it
is
a
promise
and
a
contract
with
every
customer
to
whom
you
are
dealing.
And
if
people
feel
the
offering
doesn’t
live
up
to
what
they
expect
from
the
brand
they
will
decide
to
stop
buying
[par>cipa>ng].
Richard
Branson,
Founder
of
Virgin.
• A
brand
for
a
company
is
like
a
reputa/on
for
a
person,
you
earn
a
reputa/on
by
trying
to
do
hard
things
well.
(Jeff
Bezoz,
Founder
of
Amazon.com).
Date: 9/17/13!
/drkellypage!
@drkellypage!
5. Why is branding important?
• Branding is vital to the success of artists, creative and cultural
enterprises because they represent trust, reliability, style, and
indicators of prices that are familiar to audiences!
• Brands convey meaning!
• A strong brand!
–
–
–
–
Ignites passion!
Echoes reliability!
Conveys meaning!
Arouses emotion!
Date: 9/17/13!
/drkellypage!
@drkellypage!
6. Art and Creative Work as Brand Experience
•
What is a brand experience? !
– A brand experience is how people “feel” about a
person, a product, a service, an enterprise, and
specific A&E experiences. !
•
E.g., Music: !
A brand experience is how people “feel” about: the
music artist [person], their music, lyrics, pricing
[product], download speed, access, [a service], the
label, intermediary, [an enterprise], and attending a
concert [a specific experience]. !
!
Effect of interaction with:!
Artist and/or creative!
Creative work or practices!
Venue or space!
Sporting teams!
Cultural Enterprise!
Creative or Cultural Experience!
Location and/or geography!
!
!
Date: 9/17/13!
Source: The Metropolitan Museum of Art!
/drkellypage!
@drkellypage!
7. The Rooftop Garden Commission
Imran Qureshi (2013) MMoA (NYC)
Source: The Metropolitan Museum of Art!
Date: 9/17/13!
/drkellypage!
@drkellypage!
8. Artists & Celebrities as Brands
• Artists and Celebrities recognize
that they are not just
performances, but they are also
“brands” that have monetary
value.!
– You recognize names such as
Madonna, Julia Roberts, Tiger
Woods, Bob Marley, Queen, !
• Brand extension is the
development and introduction of
new products that expand the
brand and take advantage of the
recognition and image of an
established “artist” brand. !
– “crossover artists”!
– “entertainment franchises”.!
Date: 9/17/13!
/drkellypage!
@drkellypage!
9. Searching for Sugarman (2012)
Date: 9/17/13!
hGps://www.youtube.com/watch?v=KKXewWDh1og
/drkellypage!
@drkellypage!
10. Brand Extension A: Crossover Artists
• Crossover is an expansion of the popular appeal of an artist or
work by achieving success in another market or style!
• Artists who already have a specific audience sometimes use their
talents to appeal to other market segments!
– e.g. Shania Twain began her career as a country singer, but was able to appeal
to the pop market and many non-country fans!
– e.g. No Doubt singer, Gwen Stefani transitioned into acting, drawing her music
fans into movie theatres!
– e.g. Basketball player Shaquille O’Neal has performed rap music and has acted
in film!
– e.g. Cindy Crawford was a model, who went into acting and now designs clothing!
– e.g. Madonna was a dancer, then music, then acting, then writing children’s
novels!
– Can you think of other crossover examples?!
• Celebrities continue to expand their markets as much as possible
to increase mainstream exposure and stay in the public eye!
Date: 9/17/13!
/drkellypage!
@drkellypage!
11. Brand Extension B: Entertainment Franchises
•
Entertainment franchise is a series of films,
programs, or character portrayals planned to
expand the character’s activities in a series !
–
!
•
•
e.g. Scream, Pirates of the Caribbean, The Mummy,
Triple X, Lara Croft: Tomb Raider, Hulk, Harry Potter,
Twilight!
Franchising is similar to making sequels, but
it is planned from the beginning of the series!
A sequel is a film made to take advantage of
the popularity of the first film and might not
be planned from the beginning !
– e.g. The Mummy, Jurassic Park, James Bond!
•
Television uses franchises as well!
– e.g. Star Trek paved the way for Star Trek: TNG,
Star Trek: DSN, Star Trek: Voyager, Star Trek
Enterprise!
– e.g. All in the Family led to the Jeffersons!
– e.g. Family Guy lead to Cleveland Show!
Date: 9/17/13!
/drkellypage!
@drkellypage!
12. Developing a Brand Identity
• Brand identity is a consistent feeling or image that
audiences/guests recognize when encountering the brand.!
!
• Brand identity is, however, defined by “people” not by
organizations!
– Your brand is not what “you say it is” it is what “they say it is.”!
!
• “When people use your brand as a verb, that is
remarkable” (Meg Whitman)!
•
•
•
•
!
Google It!!
Skype the family!
Hoover the carpet!
Photoshop the photograph!
• An important part of our identity is our personality!
Date: 9/17/13!
/drkellypage!
@drkellypage!
13. Audience-Based Brand Equity
• Brands gain their equity from audiences!
• The “customer-based brand equity model” (CBBE)!
• Power of the brand lies in what the audience: felt,
learnt, seen and heard about the brand as a result of
their experience over time.!
• Brand Awareness!
– Recall (unaided)!
– Recognition (aided)!
• Brand Image!
– Image grows from “brand benefits”: characteristics of value and
meaning to an audience and/or community!
– Points of parity and points of difference!
Date: 9/17/13!
/drkellypage!
@drkellypage!
14. Discovering your brands personality
• A brands personality is the set of human characteristics
associated with the name of a person, product or enterprise. !
• We use adjectives to describe a brand!
• People personify things. We assign human-like attributes to
essentially anything with a name --- people, places things and
experiences.!
• Individual Activity!
– If your organization/self was a car, what kind of car would you be?!
– If your organization/self was a celebrity, who would you be and why?!
– If your organization/self was an animal what kind of animal would you be and
why?!
– If you could choose anyone to be your spokesperson, who would you choose
and why?!
• Group Activity!
– Personification exercise --- Fashion brand as a person!
Date: 9/17/13!
/drkellypage!
@drkellypage!
15. Brand Positioning Strategies
Strategy
Base
Example
Specific
feature/s
Site
specific
performance,
theater’s
reclining
seats
Benefit
Excitement
of
visi6ng
a
foreign
des6na6on;
self-‐esteems
received
from
aGending
an
opening
night
performance
Usage
occasion
Summer
concerts
in
the
park
or
special
ma6nee
performance
Usage
Category
Family
nights
at
the
circus,
senior
and
single
cruises
Compe66ve
advantage
Against
another
brand
performance,
venue
or
des6na6on
As
number
one
An
asser6on
that
it
is
the
best
in
the
country
Exclusivity
A
spa
that
claims
strict
membership
Date: 9/17/13!
/drkellypage!
@drkellypage!
16. “Trademarks” as part of Brand Identity
• Brand mark is a brand name, symbol, design, color.!
• Soundmark is a trademark identified by a sound
associated with a brand or company !
– e.g. MGM Lion’s roar : http://www.mgm.com/ !
• Motionmark is a trademark identified by specific
movement associated with a brand or company!
– e.g. Winged horse that almost leaps off the movie screen at the
beginning of a Tri-Star Film?!
– e.g. Boy fishing on a crescent moon for Dreamworks Animation!
– e.g. The lamp moving in Pixar!
Date: 9/17/13!
/drkellypage!
@drkellypage!
17. Value of Trademarks: Disney
• Symbols that you see every day help
identify cultural enterprises and artists
from each other.!
• Disney suggest “wholesome family
entertainment and has developed a
reputation for G-rated, family style
entertainment” and this identity is
worth millions of dollars!
• Disney created other companies
owned by Disney Corporation but not
identified with the Disney name such
as Hollywood Pictures and Touchstone
Pictures!
• Why did they do this?!
Date: 9/17/13!
/drkellypage!
@drkellypage!
18. Communicating your
Values & Identity
A brand’s identity uses words,
images, and symbols to express
the brand in printed materials,
imagery, the website, and in
advertising. !
Date: 9/17/13!
/drkellypage!
@drkellypage!
19. Building Social Brands
•
Building Brands online is about participation and cocreation of meaning!
•
A brand is a brand irrespective of context. What
changes is the enactment of the brand >> What we do
with it and to it. !
•
The brand managers who used to be the custodian of
the brand has now become a host whose main role is
NOT to control but to facilitate7!
•
Social Brand Management: To facilitate sustainable
sharing and sociality through social bonds with/through
social web [media] 1.!
•
“Social Web
offers enterprises
an opportunity to
reconnect with
people”
Aim: To build a brand and/or individuals social capital!
Date: 9/17/13!
/drkellypage!
@drkellypage!
20. Rage Against the X-Factor (2009)
•
How could an online community use social
networks to oppose an international music
franchise and make British music history? !
•
In 2009, Jon and Tracey Morter from Essex
showed Simon Cowell they have much more
than the X-Factor.!
Having dominated the Christmas No. 1 Charts for
4-years, they started a campaign through a
Facebook Group, promoting for Christmas No. 1
a non-X-factor single.!
The single ‘Killing in the Name’ by artists Rage
Against the Machine (RATM), 15 years after it’s
release.!
•
•
•
‘Killing in the Name’, the single by RATM
released over 15 years ago, spent nothing on it’s
marketing.!
Date: 9/17/13!
/drkellypage!
@drkellypage!
21. Rage Against the X-Factor (2009)
•
•
The Aim:!
To overthrow conventional
marketing techniques by publicly
bringing down a major player’s
mass media campaign through
online social networks and
electronic word of mouth
(eWOM). !
•
•
The Method:!
Use Facebook, YouTube and
endless Twitter chatter - friends,
fans and follows encouraged
each other to download the
single by Saturday 19th
December (23:59pm).!
!
!
Date: 9/17/13!
/drkellypage!
@drkellypage!
22. Rage Against the X-Factor (2009)
¡ The Result:!
¡ Over 1 million Facebook fans, over 50,000
YouTube search results and endless Twitter chatter!
¡ In December 2009, in one week, sold over 502672
copies, making it the 2009 Christmas No.1. !
¡ Raising over £101,517.48 for the charity, Shelter. !
¡ It also set two new landmarks becoming: !
¡ the UK’s first download-only Christmas number
one!
¡ the biggest one-week download sales total in
British chart history. !
¡ HMV’s Gennaro Castaldo said “This is a truly
remarkable outcome and possibly the greatest
chart upset ever”. !
Date: 9/17/13!
/drkellypage!
@drkellypage!
23. Developing a Fashion Brand Identity
• What did we learn about the branding of fashion?!
• "How We Made Our Brand"
https://www.youtube.com/watch?v=W7r3VqFUaS4 !
• "How is Fashion Using Content to Change the Face of
Branding?" http://youtu.be/igD1bETKJjs !
!
Date: 9/17/13!
/drkellypage!
@drkellypage!