“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” —David Ogilvy
Many years later, this simple yet telegraphic definition is still the best. And it holds true regardless of whether the brand is a toothpaste or a rock band— though for bands, there are some obvious additions to the list. Regardless… how do you define and guide an emerging brand/band when most of these elements aren’t yet known? By writing down what it is that you want!
For us—Every successful distribution plan. Every marketing plan. Every identity plan. And every concert film starts with some basic branding exercises. And if your brand isn’t yet defined, start by telling us what you want. Give us your top ten.
For any emerging artist or music project we urge you to start by simply making a list of the top ten things that you’d like to accomplish. And there are no wrong answers!
- Release a record
- Sell my concert film to Netflix
- Put $100K into a savings account within 18 months.
- Write 20 new songs
- Book two gigs per month
- Whatever they are, they are!
The music side of the entertainment business is a challenging winding journey to say the least. So give your projects their best chance by clearly defining your goals upfront—so that you may then develop strong strategic plans to accomplish those goals.
From a sales and distribution standpoint—clearly defining where you’re going and how you’re going to get there will soon be as much of your brand as your music.
(Funny aside, I actually shot a commercial for the Spice Girls dolls during my advertising years. They are probably worth a ton today!)