Assignment – Create Your Own Account Planning Model

The Tree Model for Image Makeover (Musicians and Socialites)

Submitted by Sashank Kini

Use as many visuals as possible while working on the model.

Climbers: Post-Brand Analysis

1. Brand Ventures – What has the brand done over the years?

- Highlight all landmarks in brand’s life from the time the agency feels the client has

become a ‘brand’, preferably in visuals, including the most recent one)

- In Studio/Stage (albums, concerts, guest appearances on tracks)

- Outside Studio /Stage (in films, television, radio etc)

- In Merchandising (both music and non-music related)

- In Philanthropy (which initiatives has the brand supported)

- Brand Fans – Who are the brand’s consumer segments over the years?

(look for different target segments the brand has created over the years, including the

current one)

Segment this on the basis of –

Segment and Measure in terms of numbers –

a. Age-group

b. Gender (include all sexes)

c. Ethnicity

d. Geography

e. Others (e.g. Sexual Preference)

- For each segment, know the following –

a. Income-levels

b. Lifestyle – Tastes (in fashion, music, magazines etc) / Interests & Hobbies /

Inspirations and Aspirations

Based on the information obtained, create archetypes for each segment

- How do live up in the brand’s eyes as ‘fans’? (for e.g. defending the decisions taken by

brand on social networking platforms, buying original versions of music only etc)

- What associations do the brand created in the lives of each consumer segments?

- How are the consumer segments’ responses to these ventures? (especially note in case of

contradictory response for e.g. one age group not drawn to a type of music that another

is)

- Which ventures have generated money / created hype? Which haven’t? (among which

demographic, if data available) (Find out reasons for the same)

a. Sales of singles / guest appearances

b. Popularity of videos

c. Response to social media (Instagram photos, Snapchat videos, Facebook posts,

tweets)

d. Response to merchandise

e. Response to philanthropic ventures

- What are the major visual cues that the brand relies on for each of these consumer

segments?

- Brand Enemies – Does the brand have a polarized image in the market?

a. If yes, who are its biggest detractors and what do they say about the brand?

b. Is the brand planning to change their response or not?

Roots: Pre-Brand Analysis

-Pre-brand Heritage: Find out about heritage (only include those elements that happen

prior to becoming a brand)

1. Where and when was the person born?

- List out in visuals / characters / words whatever is traditionally associated with the place,

for e.g. (look at stereotypical representations)

a. People

b. Music

- How is this represented in the person’s career/music?

- How is the consumer response to this influence?

- What’s been figured out?

2. Who are the key people in the person’s family?

- How is this represented in the person’s career/music?

- How is the consumer response to this influence?

- What’s been figured out?

3. What do we know about her early years?

- How is this represented in the person’s career/music?

- How is the consumer response to this influence?

- What’s been figured out?

Bud – Brand-Growth Planning

(the best source for the next few questions is the brand/person himself/herself, hence a

discussion with the client is most recommended for getting optimal results; this stage is essential

because the suggestions given shouldn’t feel as if restricting the brand’s creativity, but rather

expand a brand’s creative potential)

1. What are the major events happening / to happen in the brand’s life?

(Go as much in depth as possible; find out if brand for e.g. has producers keen to

collaborate with her, brand is in a relationship crisis, brand is writing on certain themes/

episodes from her life etc)

2. Brand Ambition – What does the brand want to do next?

3. What is happening around the brand’s life:

a. In culture, that which of most likely of interest to the brand (for e.g. Equality

campaigns, Presidential Elections, Free-the-Nipple Movement)

Here, observe where brand has already shown an inclination (for e.g. supporting

legalization of marijuana in interviews etc)

b. In competitive environment –

i. Who are the brand’s competitors?

ii. What makes them the brand’s competitors? (e.g. similar music, same

fan base, chart performance etc)

iii. What are they doing presently and how they are doing it (and perhaps

in the near future – do a good analysis; study for e.g. what are their

latest albums about, which producers they’re collaborating with, what

are their fashion choices, which causes they support and on which

platforms)?

4. The Idea – What are the different paths the brand can take on the basis of its tis life,

culture and competition? (for e.g. shock value route or emotional maturity route or

spirituality route or personal problems route)

Fruit – Idea Feasibility

1. Which audience segments shall these ideas work and why? (base it on post-brand

analysis)

2. How can these ideas be positioned among the respective segments? (Base it on

post-brand analysis; analyse which media routes can be used for the same)

3. Can it use any elements of its pre-brand heritage in the ideas?

4. Show in detail how the image change would look (use visuals here entirely)?

5. Brand Makeover – What transformation would the brand have to undergo?

Aesthetically (in style, collaborations)

Public Image (on social media, in public, in concerts)

In other associations (for e.g. merchandising)

6. Show costing / value estimations of the change in brief.