Brand Positioning Template

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					      Building Author Brands

                                                           Turning Writers Into Rock Stars
For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music
                                      Presentation Notes
                 Thought Starter                                      Ideas
      “Your brand is the reflection of everything
      that a consumer believes about the
      “something” you are marketing.”



      “Consumers hold beliefs about the
      intrinsic (physical) and extrinsic
      (emotional) properties of a brand based on
      communication and experience.”



      “Brand builders work to create consumer
      beliefs about their brand that will result in
      a desired action.”



      CAUSE: A great artist positioning is
      Credible, Authentic, Unique, Single
      Minded, Exciting

      “Great visions make choices, drive
      consistency, and inspire focus & patience.”




For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music   Turning Writers Into Rock Stars
                     Brand Architecture Model

                                                                                         Monitor
                                                                                         & Adjust
                                                  Developmental Tactics


                                                Developmental Strategies


                                               Developmental Objectives

                           Brand Positioning                            Target Audience


          Consumer                                                      Market              Intrinsic
                                              Competition
         Understanding                                                Environment          Capabilities


For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music         Turning Writers Into Rock Stars
                 Essence of the Artist Model


                      Music                                 Target             Look
                    (intrinsic)                            Audience         (extrinsic)


                  Personality                                Cause            Unique
                  (extrinsic)                              (extrinsic)        Equities




For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music      Turning Writers Into Rock Stars
        Positioning Statement Template

                             Expanded
         For (target audience), (brand) is the (competitive
              set) that (benefit(s)) because only (brand)
                    provides (reason(s) to believe).

                                                 Sound Bite Test
                                                (brand) is (benefit)



For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music   Turning Writers Into Rock Stars
                      3 Year Vision Template
      • Positioning: What will this artist stand for with consumers?
           Sound bite test.
      • Target Audience: Who will buy this brand? This is a short
           paragraph that brings the audience to life demographically and
           psychographically.
      • Developmental Objectives: 4-5 prioritized objectives that, if
           achieved, should establish the positioning with the audience.
      • Developmental Strategies: Strategies designed to deliver
           the Developmental Objectives.
      • Key Assets Needed: Significant assets, currently missing, that
           will be needed to deploy the strategies above.



For use only by attendees of ECPA PUBu 2008; David Crace; EMI Music   Turning Writers Into Rock Stars

				
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