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A reading about music, brands and communities and the interference between these three entities.
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getto mediamedia als cultuurdrager
music, branding & communities
so what does it al mean?
how do we make money?
what is a brand?
“…a brand is a intangible but critical component of what an
organization stands for…”
source: Brand Asset Management,
Scott M. Davis
“...a brand is a perfect tool for transferring
information, meanings and feelings through media...”
values
brand
community
what is branded entertainment?
“…the practice of tying a brand name to an
entertainment property with seamless integration
and a natural fit…”
“...Kiss has licensed its name to more than 2,000 product
categories, from lunch boxes and comic books to credit
cards and condoms to become nearly a one-billion-dollar
brand..."
“...Sony is estimating ‘This Is It’ will make $250 million in the movie’s first five days, which would shatter the current record of $204m held by ‘The Dark Knight’. Sony
believes the movie will end up generating revenues of around $1 billion...”
why should we brand cultural entertainment?
1. People face a dizzling array of choices
2. Cultural products drift into commoditization
3. A brand differentiates between similar offerings
4. A brand reduces the need to compete on price
5. A brand gives employees a sence of focus
6. A brand can help to identify a certain community
“...a b(r)and is a perfect tool for transferring
information, meanings and feelings through media...”
brand
media
community
music
how do we make money?
try to work together
give me your brand and you get mine
target group
sub-target group
brand X
band X
values
tokiohotel
community
• young
• creative
• urban
• metro-sexual
values
tokiohotel
community
• young
• creative
• urban
• metro-sexual
stevie ann
industry related brand ventures
non-industry related brand ventures
a community gives input to the meaning
and value of the brand:
“…if you’re like us, you use brand X…”
a band gives input to the meaning and value
of the brand:
“…if the band srews up, so does the brand…”
The Dixie Chicks are a country music group, comprising three women; Martie Maguire, Natalie Maines, and Emily Robinson. Together, they have sold over 36 million albums as of May, 2008.
The group formed in 1989 in Dallas, Texas, was originally composed of four women performing bluegrass and country music and touring the bluegrass festival circuits and small venues for six years, without attracting a major label. After the departure of one band mate, the replacement of their lead singer, and a slight change in their repertoire, The Dixie Chicks achieved massive country music and pop success, beginning in 1998 with hit songs like "Wide Open Spaces", "Cowboy Take Me Away", and "Long Time Gone". The women became well-known for their independent spirit and outspoken comments on controversial subjects, including politics.
Lipton is one of the world's best known and best
selling brands of both hot leaf and ready-to-drink tea. It
is currently owned by Unilever. Over the course of a
century, Lipton has become a dominant tea brand in
many markets. The brand is well represented in many
countries across the globe, including the US, Russia,
Saudi Arabia, France, Japan, Australia, and Sweden.
In 1991, Unilever created a first joint venture withPepsiCo, the Pepsi Lipton Partnership, for themarketing of ready to drink (bottled and canned)teas in North America. this was followed by asecond joint venture, Pepsi-Lipton International(PLI) in 2003, covering many non-US markets. PLIwas expanded in September 2007 to include anumber of large European markets. Both PepsiCoand Unilever control 50% of the shares of these joint ventures.
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“…An ad for Lipton Iced Tea that features the Dixie Chicks is temporarily on hold, according to people familiar with the situation. The country music group’s lead singer in March during a concert was made comments critical of President Bush in the days leading up to the country’s war with Iraq.
A spokeswoman for Unilever, which jointly markets Lipton with PepsiCo in the Pepsi-Lipton Tea Partnership, would not comment on why the Dixie Chicks ad is not running but said, “Lipton has a number of different advertising and promotional plans in the works and has opted for now to run the commercials that currently are on air.
It’s uncertain when or if the ad will run. The ads were to have debuted in May to coincide with the group’s first world tour in three years. Three current 30-second spots, which focus on getting back to a healthy way of living, started running in May in the slots designated for the Dixie Chicks ad, according to one person familiar with the situation. The person said the ads were rushed into production after comments made by Natalie Maines, the group’s lead singer, caused a furor among some country music fans…”
questions? /comments
thank you!
