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Building Author Brands

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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Building Author Brands

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  1. Building Author Brands Turning Writers Into Rock Stars

  2. David Crace

  3. “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

  4. “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

  5. “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

  6. “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

  7. Brand Architecture Model Turning Writers Into Rock Stars For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. Positioning Tools Turning Writers Into Rock Stars For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music

  16. 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

  17. “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

  18. Essence of the Artist Turning Writers Into Rock Stars For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music

  19. Essence of the Artist Turning Writers Into Rock Stars For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music

  20. Essence of the Artist Turning Writers Into Rock Stars For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music

  21. 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

  22. 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

  23. 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

  24. 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

  25. 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

  26. 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.

  27. 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

  28. 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

  29. “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

  30. “Questions?” Turning Writers Into Rock Stars For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music

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