2014 The Artist As A Brand

THE ARTIST AS A BRANDby Dietrich Pflüger (2014)

2014 © Dietrich Pflüger | dietrichpflueger.com 2

THERE ARE MANY DIFFERENT TYPE OF BRANDS

http://www.digimedial.udk-berlin.de


WORD- AND FIGURATIVE TRADEMARKS



3D TRADEMARKS



SOUND TRADEMARKS



AND OF COURSE ARTIST BRANDS



BUT WHAT WAS THE ORIGINAL IDEA OF BRANDS

..?



THE FIRST BRANDS CAME UP IN ANCIENT TIMES



THE MIDDLE AGE KNEW BRANDS SIGNATURE BRANDS



THE BOOM CAME WITH THE INDUSTRIALISATION



SO WHAT DO BRANDS ACCOMPLISH

..?



BRANDS ARE GIVING YOU ORIENTATION

Distinction

Social relevance

Continuity

Quality level

Info of the originator

Genuineness

Brand

Property situation

Product claim



BUT WHAT IS THE MAIN CONCEPT OF A BRAND...

..?



A BRAND IS SIMILAR TO A PERSONALITY

Describes the personality of an artist

Identity



IT HAS TO BE UNIQUE


Identity

Distinctness in comparison to

other bands

Difference



Relevance

BUT THAT’S NOT ENOUGH - IT HAS TO BE RELEVANT


Identity


other bands

Difference

Functional and emotional

empathy of the audience



Relevance

THE CORE BRAND IS WHERE THESE FIELDS OVERLAP


Identity


other bands

Difference

Functional and emotional

empathy of the audience

Core Brand



AN EXAMPLE IS BETTER THAN A THOUSAND WORDS

The Gossip



THE GOSSIP - IDENTITY

Power Handmade Bottom Up FashionHomo-sexual

Party



THE GOSSIP - DIFFERENCE

vsNatural Handmade Alternative Sweet Made Pop



THE GOSSIP - RELEVANCE

Fan as a friend

Authentic Identification



BUT WHY DO ARTISTS NEED TO ACT LIKE A BRAND

..?



WE HAVE A DIFFICULT MARKET SITUATION



WE ARE FLOODED WITH INFORMATION



OLD FASHIONED HABITS BECOME LESS IMPORTANT



WE USE PLATFORMS AND MOBILE DEVICES THESE DAYS



MEDIA ITSELF HAS CHANGED

one company

to

many customers



IT IS A SOCIAL THING NOW

companiescompanies

companies

companies



WHAT DOES THAT ALL MEAN FOR BRANDS

..?



LESS VISIBILITY

Bands Bands Bands Bands Bands Bands Bands Bands







TO GET NOTICED, YOU NEED TO BE UNIQUE & VISIBLE



Bands Bands Bands Bands Bands Bands

Bands Bands Bands Bands Bands Bands


A unique artist brand



SOMETIMES IT CAN BE AN INCONSISTENT PERCEPTION

Bass Lawyer

Drummer

ManagerSinger

Companies

FrindsLabel

Media

Retail

Brand Reality



BUT THE GOAL IS CONSENUS

Brand Reality

Bassman

Anwalt

Drummer

ManagerSänger Firmen

Freunde Label

Medien

Handel



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 YOUFind more workshops on

www.dietrichplfueger.com

http://www.dietrichplfueger.com

Marketing

2014 The Artist As A Brand