This document discusses branding considerations for artists, creatives, and cultural enterprises. It defines what branding and a brand experience are, explaining that a brand represents a set of unique values and social contract with audiences. Branding is important because it conveys meaning and ignites passion. The document also discusses how artists and celebrities can be considered brands themselves and the concept of brand extension. It provides examples of crossover artists and entertainment franchises. The document outlines additional branding concepts like developing a brand identity, audience-based brand equity, discovering a brand's personality, brand positioning strategies, trademarks as part of brand identity, and building social brands.
2. Branding Considerations …
What
does
it
mean
for
the
ar6st
and/or
the
crea6ve?
Why
is
branding
important?
Date: 9/17/13!
What
does
it
mean
for
the
crea6ve
and/or
cultural
enterprise?
What
is
a
brand
and
branding
experience?
What
does
it
mean
for
the
crea6ve
and/or
cultural
experience?
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3. What is Branding and the Brand Experience?
•
•
Branding is everywhere!
Branding is not:!
– A logo !
– Advertising!
– Corporate identity!
– Marketing!
•
A brand is a set of unique values, a
social contract:!
– Confidence!
– Passion!
– Belonging!
– Action!
– Security!
– Reliability!
– Risk taking!
•
A brand is not IN the culture, IT
IS the culture!
Date: 9/17/13!
•
Historically!
– Stamp of ownership!
– A guarantee of quality!
– Managers as brand custodians!
•
Today!
–
–
–
–
–
–
–
Brands are big business!
We use brands differently!
Audiences make brands!
Audiences unmake brands!
Brands are conversations!
They mean what YOU say they mean!
Brands are shared cultural property
where familiarity breeds ownership!
– A new ethos of brand participation!
– Managers as brand curators!
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4. A brand = A promise, contract and reputation
• A
brand
is
more
than
a
name
or
logo,
it
is
a
promise
and
a
contract
with
every
customer
to
whom
you
are
dealing.
And
if
people
feel
the
offering
doesn’t
live
up
to
what
they
expect
from
the
brand
they
will
decide
to
stop
buying
[par>cipa>ng].
Richard
Branson,
Founder
of
Virgin.
• A
brand
for
a
company
is
like
a
reputa/on
for
a
person,
you
earn
a
reputa/on
by
trying
to
do
hard
things
well.
(Jeff
Bezoz,
Founder
of
Amazon.com).
Date: 9/17/13!
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5. Why is branding important?
• Branding is vital to the success of artists, creative and cultural
enterprises because they represent trust, reliability, style, and
indicators of prices that are familiar to audiences!
• Brands convey meaning!
• A strong brand!
–
–
–
–
Ignites passion!
Echoes reliability!
Conveys meaning!
Arouses emotion!
Date: 9/17/13!
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6. Art and Creative Work as Brand Experience
•
What is a brand experience? !
– A brand experience is how people “feel” about a
person, a product, a service, an enterprise, and
specific A&E experiences. !
•
E.g., Music: !
A brand experience is how people “feel” about: the
music artist [person], their music, lyrics, pricing
[product], download speed, access, [a service], the
label, intermediary, [an enterprise], and attending a
concert [a specific experience]. !
!
Effect of interaction with:!
Artist and/or creative!
Creative work or practices!
Venue or space!
Sporting teams!
Cultural Enterprise!
Creative or Cultural Experience!
Location and/or geography!
!
!
Date: 9/17/13!
Source: The Metropolitan Museum of Art!
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7. The Rooftop Garden Commission
Imran Qureshi (2013) MMoA (NYC)
Source: The Metropolitan Museum of Art!
Date: 9/17/13!
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8. Artists & Celebrities as Brands
• Artists and Celebrities recognize
that they are not just
performances, but they are also
“brands” that have monetary
value.!
– You recognize names such as
Madonna, Julia Roberts, Tiger
Woods, Bob Marley, Queen, !
• Brand extension is the
development and introduction of
new products that expand the
brand and take advantage of the
recognition and image of an
established “artist” brand. !
– “crossover artists”!
– “entertainment franchises”.!
Date: 9/17/13!
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9. Searching for Sugarman (2012)
Date: 9/17/13!
hGps://www.youtube.com/watch?v=KKXewWDh1og
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10. Brand Extension A: Crossover Artists
• Crossover is an expansion of the popular appeal of an artist or
work by achieving success in another market or style!
• Artists who already have a specific audience sometimes use their
talents to appeal to other market segments!
– e.g. Shania Twain began her career as a country singer, but was able to appeal
to the pop market and many non-country fans!
– e.g. No Doubt singer, Gwen Stefani transitioned into acting, drawing her music
fans into movie theatres!
– e.g. Basketball player Shaquille O’Neal has performed rap music and has acted
in film!
– e.g. Cindy Crawford was a model, who went into acting and now designs clothing!
– e.g. Madonna was a dancer, then music, then acting, then writing children’s
novels!
– Can you think of other crossover examples?!
• Celebrities continue to expand their markets as much as possible
to increase mainstream exposure and stay in the public eye!
Date: 9/17/13!
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11. Brand Extension B: Entertainment Franchises
•
Entertainment franchise is a series of films,
programs, or character portrayals planned to
expand the character’s activities in a series !
–
!
•
•
e.g. Scream, Pirates of the Caribbean, The Mummy,
Triple X, Lara Croft: Tomb Raider, Hulk, Harry Potter,
Twilight!
Franchising is similar to making sequels, but
it is planned from the beginning of the series!
A sequel is a film made to take advantage of
the popularity of the first film and might not
be planned from the beginning !
– e.g. The Mummy, Jurassic Park, James Bond!
•
Television uses franchises as well!
– e.g. Star Trek paved the way for Star Trek: TNG,
Star Trek: DSN, Star Trek: Voyager, Star Trek
Enterprise!
– e.g. All in the Family led to the Jeffersons!
– e.g. Family Guy lead to Cleveland Show!
Date: 9/17/13!
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12. Developing a Brand Identity
• Brand identity is a consistent feeling or image that
audiences/guests recognize when encountering the brand.!
!
• Brand identity is, however, defined by “people” not by
organizations!
– Your brand is not what “you say it is” it is what “they say it is.”!
!
• “When people use your brand as a verb, that is
remarkable” (Meg Whitman)!
•
•
•
•
!
Google It!!
Skype the family!
Hoover the carpet!
Photoshop the photograph!
• An important part of our identity is our personality!
Date: 9/17/13!
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13. Audience-Based Brand Equity
• Brands gain their equity from audiences!
• The “customer-based brand equity model” (CBBE)!
• Power of the brand lies in what the audience: felt,
learnt, seen and heard about the brand as a result of
their experience over time.!
• Brand Awareness!
– Recall (unaided)!
– Recognition (aided)!
• Brand Image!
– Image grows from “brand benefits”: characteristics of value and
meaning to an audience and/or community!
– Points of parity and points of difference!
Date: 9/17/13!
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14. Discovering your brands personality
• A brands personality is the set of human characteristics
associated with the name of a person, product or enterprise. !
• We use adjectives to describe a brand!
• People personify things. We assign human-like attributes to
essentially anything with a name --- people, places things and
experiences.!
• Individual Activity!
– If your organization/self was a car, what kind of car would you be?!
– If your organization/self was a celebrity, who would you be and why?!
– If your organization/self was an animal what kind of animal would you be and
why?!
– If you could choose anyone to be your spokesperson, who would you choose
and why?!
• Group Activity!
– Personification exercise --- Fashion brand as a person!
Date: 9/17/13!
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15. Brand Positioning Strategies
Strategy
Base
Example
Specific
feature/s
Site
specific
performance,
theater’s
reclining
seats
Benefit
Excitement
of
visi6ng
a
foreign
des6na6on;
self-‐esteems
received
from
aGending
an
opening
night
performance
Usage
occasion
Summer
concerts
in
the
park
or
special
ma6nee
performance
Usage
Category
Family
nights
at
the
circus,
senior
and
single
cruises
Compe66ve
advantage
Against
another
brand
performance,
venue
or
des6na6on
As
number
one
An
asser6on
that
it
is
the
best
in
the
country
Exclusivity
A
spa
that
claims
strict
membership
Date: 9/17/13!
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16. “Trademarks” as part of Brand Identity
• Brand mark is a brand name, symbol, design, color.!
• Soundmark is a trademark identified by a sound
associated with a brand or company !
– e.g. MGM Lion’s roar : http://www.mgm.com/ !
• Motionmark is a trademark identified by specific
movement associated with a brand or company!
– e.g. Winged horse that almost leaps off the movie screen at the
beginning of a Tri-Star Film?!
– e.g. Boy fishing on a crescent moon for Dreamworks Animation!
– e.g. The lamp moving in Pixar!
Date: 9/17/13!
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17. Value of Trademarks: Disney
• Symbols that you see every day help
identify cultural enterprises and artists
from each other.!
• Disney suggest “wholesome family
entertainment and has developed a
reputation for G-rated, family style
entertainment” and this identity is
worth millions of dollars!
• Disney created other companies
owned by Disney Corporation but not
identified with the Disney name such
as Hollywood Pictures and Touchstone
Pictures!
• Why did they do this?!
Date: 9/17/13!
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18. Communicating your
Values & Identity
A brand’s identity uses words,
images, and symbols to express
the brand in printed materials,
imagery, the website, and in
advertising. !
Date: 9/17/13!
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19. Building Social Brands
•
Building Brands online is about participation and cocreation of meaning!
•
A brand is a brand irrespective of context. What
changes is the enactment of the brand >> What we do
with it and to it. !
•
The brand managers who used to be the custodian of
the brand has now become a host whose main role is
NOT to control but to facilitate7!
•
Social Brand Management: To facilitate sustainable
sharing and sociality through social bonds with/through
social web [media] 1.!
•
“Social Web
offers enterprises
an opportunity to
reconnect with
people”
Aim: To build a brand and/or individuals social capital!
Date: 9/17/13!
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20. Rage Against the X-Factor (2009)
•
How could an online community use social
networks to oppose an international music
franchise and make British music history? !
•
In 2009, Jon and Tracey Morter from Essex
showed Simon Cowell they have much more
than the X-Factor.!
Having dominated the Christmas No. 1 Charts for
4-years, they started a campaign through a
Facebook Group, promoting for Christmas No. 1
a non-X-factor single.!
The single ‘Killing in the Name’ by artists Rage
Against the Machine (RATM), 15 years after it’s
release.!
•
•
•
‘Killing in the Name’, the single by RATM
released over 15 years ago, spent nothing on it’s
marketing.!
Date: 9/17/13!
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21. Rage Against the X-Factor (2009)
•
•
The Aim:!
To overthrow conventional
marketing techniques by publicly
bringing down a major player’s
mass media campaign through
online social networks and
electronic word of mouth
(eWOM). !
•
•
The Method:!
Use Facebook, YouTube and
endless Twitter chatter - friends,
fans and follows encouraged
each other to download the
single by Saturday 19th
December (23:59pm).!
!
!
Date: 9/17/13!
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22. Rage Against the X-Factor (2009)
¡ The Result:!
¡ Over 1 million Facebook fans, over 50,000
YouTube search results and endless Twitter chatter!
¡ In December 2009, in one week, sold over 502672
copies, making it the 2009 Christmas No.1. !
¡ Raising over £101,517.48 for the charity, Shelter. !
¡ It also set two new landmarks becoming: !
¡ the UK’s first download-only Christmas number
one!
¡ the biggest one-week download sales total in
British chart history. !
¡ HMV’s Gennaro Castaldo said “This is a truly
remarkable outcome and possibly the greatest
chart upset ever”. !
Date: 9/17/13!
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23. Developing a Fashion Brand Identity
• What did we learn about the branding of fashion?!
• "How We Made Our Brand"
https://www.youtube.com/watch?v=W7r3VqFUaS4 !
• "How is Fashion Using Content to Change the Face of
Branding?" http://youtu.be/igD1bETKJjs !
!
Date: 9/17/13!
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