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THE ARTIST AS A BRANDby Dietrich Pflüger (2014)
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2014 © Dietrich Pflüger | dietrichpflueger.com 2
THERE ARE MANY DIFFERENT TYPE OF BRANDS
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2014 © Dietrich Pflüger | dietrichpflueger.com 3
WORD- AND FIGURATIVE TRADEMARKS
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2014 © Dietrich Pflüger | dietrichpflueger.com 5
SOUND TRADEMARKS
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AND OF COURSE ARTIST BRANDS
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BUT WHAT WAS THE ORIGINAL IDEA OF BRANDS
..?
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2014 © Dietrich Pflüger | dietrichpflueger.com 8
THE FIRST BRANDS CAME UP IN ANCIENT TIMES
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THE MIDDLE AGE KNEW BRANDS SIGNATURE BRANDS
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THE BOOM CAME WITH THE INDUSTRIALISATION
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SO WHAT DO BRANDS ACCOMPLISH
..?
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BRANDS ARE GIVING YOU ORIENTATION
Distinction
Social relevance
Continuity
Quality level
Info of the originator
Genuineness
Brand
Property situation
Product claim
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BUT WHAT IS THE MAIN CONCEPT OF A BRAND...
..?
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A BRAND IS SIMILAR TO A PERSONALITY
Describes the personality of an artist
Identity
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IT HAS TO BE UNIQUE
Describes the personality of an artist
Identity
Distinctness in comparison to
other bands
Difference
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Relevance
BUT THAT’S NOT ENOUGH - IT HAS TO BE RELEVANT
Describes the personality of an artist
Identity
Distinctness in comparison to
other bands
Difference
Functional and emotional
empathy of the audience
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Relevance
THE CORE BRAND IS WHERE THESE FIELDS OVERLAP
Describes the personality of an artist
Identity
Distinctness in comparison to
other bands
Difference
Functional and emotional
empathy of the audience
Core Brand
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AN EXAMPLE IS BETTER THAN A THOUSAND WORDS
The Gossip
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THE GOSSIP - IDENTITY
Power Handmade Bottom Up FashionHomo-sexual
Party
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THE GOSSIP - DIFFERENCE
vsNatural Handmade Alternative Sweet Made Pop
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2014 © Dietrich Pflüger | dietrichpflueger.com 21
THE GOSSIP - RELEVANCE
Fan as a friend
Authentic Identification
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BUT WHY DO ARTISTS NEED TO ACT LIKE A BRAND
..?
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WE HAVE A DIFFICULT MARKET SITUATION
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WE ARE FLOODED WITH INFORMATION
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OLD FASHIONED HABITS BECOME LESS IMPORTANT
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WE USE PLATFORMS AND MOBILE DEVICES THESE DAYS
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MEDIA ITSELF HAS CHANGED
one company
to
many customers
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IT IS A SOCIAL THING NOW
companiescompanies
companies
companies
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2014 © Dietrich Pflüger | dietrichpflueger.com 29
WHAT DOES THAT ALL MEAN FOR BRANDS
..?
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LESS VISIBILITY
Bands Bands Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
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2014 © Dietrich Pflüger | dietrichpflueger.com 31
TO GET NOTICED, YOU NEED TO BE UNIQUE & VISIBLE
Bands Bands Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands
Bands Bands Bands Bands Bands Bands Bands Bands
A unique artist brand
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SOMETIMES IT CAN BE AN INCONSISTENT PERCEPTION
Bass Lawyer
Drummer
ManagerSinger
Companies
FrindsLabel
Media
Retail
Brand Reality
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BUT THE GOAL IS CONSENUS
Brand Reality
Bassman
Anwalt
Drummer
ManagerSänger Firmen
Freunde Label
Medien
Handel
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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