The Artist As A Brand. A workshop for musicians.

1. THE ARTIST AS A BRAND
by Dietrich Pflüger (2014)

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THERE ARE MANY DIFFERENT TYPE OF BRANDS

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WORD- AND FIGURATIVE TRADEMARKS

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3D TRADEMARKS

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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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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 Fashion
Homo-
sexual
Party

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THE GOSSIP - DIFFERENCE
vsNatural Handmade Alternative Sweet Made Pop

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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
companies
companies
companies
companies

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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

31. 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
Manager
Singer
Companies
Frinds
Label
Media
Retail
Brand Reality

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BUT THE GOAL IS CONSENUS
Brand Reality
Bassman
Anwalt
Drummer
ManagerSänger Firmen
Freunde Label
Medien
Handel

34. 2014 © Dietrich Pflüger | dietrichpflueger.com 34
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

35. THANK YOU
Find more workshops on
www.dietrichplfueger.com