branding for musicians--mark samples
TRANSCRIPT
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Branding for Musicians.
Know Yourself. Tell Your Story.
Dr. Mark Samples
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Naming your core artistic values and acting on them consistently.
The heart of branding for musicians.
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What is core?
Branding for Musicians
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What Is Core?
Absurdly exclusive.
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Made to Stick: Why Some Ideas Survive and Others Die Chip and Dan Heath
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Chip and Dan Heath
Finding the core means stripping an idea down to its critical essence. To get to the core, we’ve got to weed out superfluous and tangential elements…
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Chip and Dan Heath
…But that’s the easy part. The hard part is weeding out ideas that may be really important but aren’t the most important.”
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What Is Core?
Absurdly exclusive.
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What Is Core?
Absurdly exclusive. Proverb-worthy.
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The Golden RuleProverb-Worthy
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The proverbial sweet spot.
Compact Core
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What Is Core?
Absurdly exclusive. Proverb-worthy.
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What Is Core?
Absurdly exclusive. Proverb-worthy. The “Top Three.”
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Examples of The Top Three”
Branding for Musicians
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The Fourth Wall
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The Fourth Wall Ensemble
1. Hybrid performing arts ensemble. 2. Break the fourth wall. 3. Commissioning of new works.
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Music Fit Academy
1. Enthusiastic and fun. 2. Brass lessons. 3. Music training re-imagined as athletic training.
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Core
Branding for Musicians Dr. Mark Samples
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Mystery Ensemble
1. Fearless musical exploration. 2. Continual re-imagining of the string quartet experience. 3. Promotion of new music through collaboration.
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Kronos Quartet
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Mystery Ensemble
1. Fearless exploration of the limits of rock music. 2. Uncompromising live music experience. 3. Continual re-imagination of all aspects of the music industry.
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Radiohead
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Mystery Ensemble
1. Limitless collective. 2. Bridging the world’s musical neighborhoods. 3. Personal musical expression of musicians in a family atmosphere.
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Silkroad Ensemble
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Mystery Performer
1. Musician and comedian. 2. Improvises on the spot. 3. Using only voice and a looping machine.
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Reggie Watts
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Core
Branding for Musicians Dr. Mark Samples
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Principles of Core
Branding for Musicians
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GenerativePrinciples of Core
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ObservablePrinciples of Core
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AspirationalPrinciples of Core
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Limiting, FreeingPrinciples of Core
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Orson Welles
The absence of limitations is the enemy of art.”
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Principles of Core
Generative Observable Aspirational Limiting and Freeing
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Principles of Core
G O A L
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Core
Branding for Musicians Dr. Mark Samples
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Find Your Core.
Branding for Musicians
Three Strategies
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1. What’s your top three? Find Your Core
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Defer judgment. Encourage wild ideas. Build on the ideas of others. Stay focused on topic. One conversation at a time. Be visual. Go for quantity.
Brainstorming Rules Design Thinking for Educators Toolkit
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2. Value Statement Find Your Core
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• I am a [professional identity]. • I help [your target audience], • do/understand [your unique solution], • so that they can [promised
transformation].
Value Proposition Statement (Michael Hyatt)
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• I am a musician, scholar, and teacher. • I help overwhelmed professional
musicians, • understand their core artistic identities, • so that they can share their music with
more people and get back to doing what they love: making music.
Value Proposition Statement (Michael Hyatt)
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3. The High-Concept PitchFind Your Core
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Jaws in space.
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One sentence. Established building blocks. Define your target. Juxtapose at varying distances.
High-Concept Pitch
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Radiohead of country.
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Rodeohead©Zack Ploen
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Reggie Watts of classical music.
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http://stricklersigns.com/wp-content/uploads/2013/11/welcome-to-las-vegas-sign-at-dusk.jpg
Las Vegas of music the music industry.
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http://freckletown.com/katy/images/TOMS-logo-with-mission.jpg
Toms Shoes of music.
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Find your core.
Find Your Top Three. Value Statement. The High-Concept Pitch.
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Branding for Musicians.
Know Yourself. Tell Your Story.
Dr. Mark Samples [email protected] www.mark-samples.com