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Building Author Brands. Turning Writers Into Rock Stars. David Crace. “Your brand is the reflection of everything that a consumer believes about the “something” you are marketing.”. Turning Writers Into Rock Stars. For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music .

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Presentation Transcript
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Building Author Brands

Turning Writers Into Rock Stars



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“Your brand is the reflection of everything that a consumer believes about the “something” you are marketing.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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“Consumers hold beliefs about the intrinsic (physical) and extrinsic (emotional) properties of a brand based on communication and experience.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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“Consumers hold beliefs about the intrinsic (physical) and extrinsic (emotional) properties of a brand based on communication and experience.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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“Brand builders work to create consumer beliefs about their brand that will result in a desired action.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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Brand Architecture Model their brand that will result in a desired action.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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Brand Architecture Model their brand that will result in a desired action.”

Developmental Tactics

Developmental Strategies

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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Assessment their brand that will result in a desired action.”

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Consumer based positioning l.jpg
Consumer Based Positioning their brand that will result in a desired action.”

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Overarching developmental objectives l.jpg
Overarching Developmental Objectives their brand that will result in a desired action.”

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Developmental strategies l.jpg
Developmental Strategies their brand that will result in a desired action.”

Developmental Strategies

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Strategically aligned tactics l.jpg
Strategically Aligned Tactics their brand that will result in a desired action.”

Developmental Tactics

Developmental Strategies

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Continuous evaluation l.jpg
Continuous Evaluation their brand that will result in a desired action.”

Monitor

& Adjust

Developmental Tactics

Developmental Strategies

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Positioning tools l.jpg

Positioning Tools their brand that will result in a desired action.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Consumer based positioning16 l.jpg
Consumer Based Positioning their brand that will result in a desired action.”

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Cause a great artist positioning is c redible a uthentic u nique s ingle minded e xciting l.jpg

“CAUSE: A great artist positioning is their brand that will result in a desired action.”Credible, Authentic, Unique, Single Minded, Exciting

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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Essence of the Artist their brand that will result in a desired action.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Essence of the artist19 l.jpg
Essence of the Artist their brand that will result in a desired action.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Essence of the artist20 l.jpg
Essence of the Artist their brand that will result in a desired action.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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Positioning Statement their brand that will result in a desired action.”

Expanded

For (target audience), (brand) is the (competitive set) that (benefit) because only (brand) provides (reason(s) to believe).

Sound Bite Test

(brand) is (benefit)

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Fanta positioning l.jpg
Fanta Positioning their brand that will result in a desired action.”

For tweens (ages 9-12), Fanta is the beverage that releases social fun with friends because only Fanta has a sweet fruit taste that all your friends find fun to drink.

--------------------------------

Fanta is Fun with Friends

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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Sample Positioning Statement their brand that will result in a desired action.”

Target

Sr High and College Students that are deeply committed to their faith and believe service should be a central part of a Christian lifestyle. These students see service as an extension of worship.

Positioning

Artist X is the next generation worship leader that ignites student worship because only Artist X invites students to sincere worship with their voices and through acts of service.

Sound Bite Test

Artist X is worship and service with students.

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Overarching developmental objectives24 l.jpg
Overarching Developmental Objectives their brand that will result in a desired action.”

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Developmental objectives l.jpg
Developmental Objectives their brand that will result in a desired action.”

  • Reinforce or establish the key elements of the positioning and essence work.

  • 2-3 year planning horizon, not tied to a single record.

  • For artists, typically includes: Music, Ministry Platform, Imaging, Touring/Performance, Spiritual Development, Gatekeeper relations, DTC communication path, etc.

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Sample developmental objectives l.jpg
Sample Developmental Objectives their brand that will result in a desired action.”

  • In all we do, position & develop Artist X as the next generation worship leader with a heart for worship and service with students. Artist X believes true worship prepares a heart for service and that true service is an act of worship. Artist X is not a worship leader as much as a fellow worshipper, joining students in worship and service. Service sets the context for his music.

  • Further define Artist X’s sound and style so that it is clearly distinct from the current generation of worship leaders (Tomlin, Redman, & Crowder).

  • Strike a strategic partnership with a service organization Artist X fully embraces that is relevant and credible at a local level to all student audiences (e.g., Food Bank, social justice in US, etc)

  • Establish credibility and support among major denominational and ministry leaders and gatekeepers.

  • Relentlessly focus on students. Humbly avoid association with “current generation” of worship leaders, worship music and older audiences. Avoid AC radio, focus on progressive CHR stations if any.

  • Build a d2c communication channel to students alleviating future need for radio.


Continuous evaluation27 l.jpg
Continuous Evaluation their brand that will result in a desired action.”

Monitor

& Adjust

Developmental Tactics

Developmental Strategies

Developmental Objectives

Brand Positioning

Target Audience

Consumer

Understanding

Competition

Market

Environment

Intrinsic

Capabilities

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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3 Year Vision Document their brand that will result in a desired action.”

  • Positioning: What will this artist stand for with consumers?

  • Target Audience: Who will buy this brand? This is a short paragraph that brings the audience to life demographically and psychographically.

  • Developmental Objectives: 4-5 prioritized objectives that, if achieved, should establish the positioning with the audience.

  • Developmental Strategies: Strategies designed to deliver the Developmental Objectives.

  • Key Assets Needed: Significant assets, currently missing, that will be needed to deploy the strategies above.

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Great visions make choices drive consistency and inspire focus patience l.jpg

“Great visions make choices, drive consistency, and inspire focus & patience.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


Questions l.jpg

“Questions?” inspire focus & patience.”

Turning Writers Into Rock Stars

For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music


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