Building Author Brands

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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
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Presentation Notes
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Brand Architecture Model
Monitor Adjust
Developmental Tactics
Developmental Strategies
Developmental Objectives
Brand Positioning
Target Audience
Consumer Understanding
Competition
Market Environment
Intrinsic Capabilities
Turning Writers Into Rock Stars
For use only by attendees of ECPA PUBu 2008
David Crace EMI Music
4
Essence of the Artist Model
Turning Writers Into Rock Stars
For use only by attendees of ECPA PUBu 2008
David Crace EMI Music
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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)

Turning Writers Into Rock Stars
For use only by attendees of ECPA PUBu 2008
David Crace EMI Music
6
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.
  

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