BUSINESS STORYTELLING & BRAND DEVELOPMENT

BRAND NAMEAll Music TV (AMT)Name represents the focus of the brand, to

incorporate all genres of music into the channels programming.

Strengths- Universal appeal, simplistic & consumer has idea about programming based on brand name alone.

Concerns- AMT may be confused with CMT or MTV, consumers may think AMT is part of MTV Networks.

BRAND NAMEUSPTO.gov- One All Music Entertainment

Company, currently in use. No All Music TV or television companies that feature the entire title of brand.

Category; Descriptive- “Describes the product or some characteristic of the product”. (Pursuing Strong Brand)

LOGODescription- AMT logo will represent unity,

similar to that in the image below, but in black. Representing the diversity of the channel, that music unifies all of us & that we are all equals.

AMT letters will be placed over top the unity symbol in the middle, in bold red letterform.

The Logo will be encompassed in a horizontal dark blue box.

COMPETITOR LOGOS

OLYMPICS LOGO

CORPORATE CULTURECreating a professional, fun, positive family

like team of creative individuals, each bringing their own unique skills and attributes to the company, who all not only have a passion for music, but in turn will be able to convey their passion through All Music TV to other music lovers, the consumers.

CORPORATE CULTURE Carry out objectives through; During hiring process Teamwork Weekly-bi-weekly meetings Staying abreast of current trends & industry news Creating “family” environment Saying connected with consumers Maintaining positivity Rewarding staff for achievements

Company MantraMantra- Enriching the lives of others through

music

Mantra is a reminder to team members of why we do what we do, keep them focused & motivated. As well as, to let consumers know why we do what we do, that All Music TV is their music TV and always on for them when they want it.

Viacom’s Mantra Viacom- MTV Networks “Educate, Engage, Empower”Simple, creates clear vision of what brand

represents for employees and consumers.Difference- Conveying message about a multi-

diverse brand, where as All Music TV is a music content based brand only.

TAGLINEMusic with you in mindTagline is specific in that it conveys the message

of the brand to the customer, which is also what makes it effective.

Competitor tagline- MTV- “I want my MTV!” This tagline is from the consumers standpoint and sounds demanding, whereas the AMT tagline is directed to the consumer and is for the consumer.

REFERENCESViacom. (2010). Corporate Responsibility. Retrieved

on December 11, 2010. www.viacom.com/corpresponsibility/pages/default.aspx

United States Patent and Trademark Office. (2010). Retrieved on December 11,2010. http://tess2.uspto.gov/bin/showfield?f=doc&state=4010:4gptcs.3.4

Google Images. (2010).Shutterstock Images. Retrieved on December 11, 2010. www.shutterstock.com/pic-27519322/stock-vector-celtic-wedding-band-or-corporate-unity-symbol.html

REFERENCES Google Images. (2010).Techzene. Retrieved on

December 11, 2010. www.techzene.com/facebook/mtv-india-facebook-page/

Google Images.(2010.). Today’s Country Music Videos. Retrieved on December 11, 2010. http://todayscountrymusicvideos.com/tag/taylor-swift/page/2/

Google Images.(2010). Exposure. Retrieved on December 11, 2010. www.heather-williams.com/aboutme.html

RESOURCES Google Images.(2010). Visual Aids. Retrieved

on December 11, 2010. http://aseparattepeace.wikispaces.com/Visual+Aids