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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
slide1
Building Author Brands

Turning Writers Into Rock Stars

slide3

“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

slide4
“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

slide5
“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

slide6

“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

brand architecture model

Brand Architecture Model

Turning Writers Into Rock Stars

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

brand architecture model8
Brand Architecture Model

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

assessment
Assessment

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
Consumer Based Positioning

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
Overarching Developmental Objectives

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
Developmental Strategies

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
Strategically Aligned Tactics

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
Continuous Evaluation

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

Positioning Tools

Turning Writers Into Rock Stars

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

consumer based positioning16
Consumer Based Positioning

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

“CAUSE: A great artist positioning is Credible, Authentic, Unique, Single Minded, Exciting

Turning Writers Into Rock Stars

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

essence of the artist
Essence of the Artist

Turning Writers Into Rock Stars

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

essence of the artist19
Essence of the Artist

Turning Writers Into Rock Stars

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

essence of the artist20
Essence of the Artist

Turning Writers Into Rock Stars

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

positioning statement
Positioning Statement

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
Fanta Positioning

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

sample positioning statement
Sample Positioning Statement

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
Overarching Developmental Objectives

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
Developmental Objectives
  • 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
Sample Developmental Objectives
  • 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
Continuous Evaluation

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

3 year vision document
3 Year Vision Document
  • 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

“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

“Questions?”

Turning Writers Into Rock Stars

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

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