brand analysis
Spotify is a brand I completely love. I’ve been an active user of it since 2014 and I’m going to explain why for me it’s much more that just a platform. One of the things I love the most is the flexibility of the platforms, I can listen to music in multiple platforms like my cellphone, my computers, and my speakers. This is a huge advantage because I can easily switch from platform to platform without interrupting the song I’m hearing to. Another thing I really enjoy about it its how it is personally hadcrafted for every single user. For example It has different playlist thatt reccommend you music based on you latest music searches and also it has even one called Discover weekly which reccommends you song that you haven’t listen to and that you might like. This personalized experience makes me feel like they as a platform know me because they get in tough with the users constantly. Besides this awesome curated playlist, I enjoy the way they have interact with the users. this is particularly great when at the end of the year spotify makes a year rewing showing you some personal statistics like how much time have you spent listening to music, which is your most listen artist, the songs you listened the most. This is appealing to me specially when reconstructing my memories, and it is a really nice touch they have with the users. Furthermore I believe Spotify has changed the way millions of users interact with music by making it a much more intimate experience, with great variety of artist and songs. It is a great brand and I willl use it forever.
Client Segmentation Behaviour: 1. They like to stay on the trendy things like new shows or movies. They listen to music while doing other things. They also like to fing new artists and song. 2. They are more likely to take energy drinks more often, they are very instictive. They are more likely to watch fitness videos online. They want to stream music in a fast and convenient way. 3. They live on the experiences they might only have one time like concerts, ore movies. They are buyers, mostly online shoppers. They are simple and outgoing. Values, Attitudes and Lifestyles: 1. They enjoy things others recommend, they follow influencers because that makes them cool. 2. They are open to new possibilities, they like to embrace new things. 3. They use music as a way to improve their mood. Needs and Motivations: 1.They value the adaptability of the services because it fits with their moods easily. They want to maintain their social status. 2. They follow their gut feeling. They like to think fast and they want to feel strongly motivated through the things they do. 3. They feel like music is a way for them to express their feelings, and another way to say things otherwise difficult to express by simple words.
1. Millenials
2. Into sports
3. Party guys
Demographics: Spotify’s market is wide, like it’s range of users but most of them are in between the ages of 18-34. Also, most of the users come from United States geographically.
https://www.insights.la/2017/07/07/arma-secreta-la-segmentacion-la-musica/
Perceptual Map
Positioning Statement For the passionate and diverse music fans. Spotify is a brand that allows users to listen to their favorite music easily and fast. That allows billions of fans to unlock their creativity and enjoy an immersive musical experience. Because of its wide platform availability and great variety of music they are the most popular global audio streaming subscription service with 286m users.
More innovation
Less Collaboration
More Collaboration
Less innovation https://hrblog.spotify.com/2016/09/02/spotifys-core-values/ https://newsroom.spotify.com/?_ga=2.45310892.966935953.1593194605-1133868668.158965910 https://spotify.design/article/making-the-brand-redesigning-spotify-design3 https://issuu.com/cstegman/docs/mktg/26
Justification This is my perceptual map on spotify and its competitors. In my case the axes are 2 of the stronger qualities of spotify: Innovation means creativity, they are original; and Collaboration both with artists and users, they work together across functions. The points of difference that I can positively evaluate and believe are not present in the same extent with a competitive brand are: a wide global presence, high adaptability, great diversity among users and artists, and how user friendly the entire platform is. This are in my view the attributes that make spotify a great brand that stands out from its competitor brands.
More innovation Global presence Adaptable
Diverse
User Friendly
Multiplatfrom
Quality Driven
Warm Listen across digital devices
More dedicated users
Less Collaboration
More Collaboration legal music
Human centered
Less dedicated users Music lovers
Points of difference
Points of parity similarities between products in the same category
Less innovation
competitive advantage / benefits consumers associate with a brand to choose them 1st
Brand House
Soundtrack to people’s lifes “the right music for every moment”
Personality It’s strongest quality is the excitement it has about new things. Likes to discover adventure and trends. Enjoys to be around people in collaborative environments.
Market Category Insights Consolidates the high quality music experience in one platform available in multiple devices adn platforms. Music for every moment
Competitive Environment Brands in the business of happiness. Differentiates because it has a wide global presence, high adaptability, great diversity among users and artists, and how user friendly the entire platform is.
Vision To unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators.
Brand Consumer Benefits Gives a complete social music experience that is customized to every persons lifestyle (personal customization). It has a community setting (music trends are GPS specific)
Brand Products and Equities (values) Relevance Authenticity Presence Collaboration Innovation
Identity Young (20-30 y/o), likes to be up-to-date, it’s authenthic. Strong sense of wanderer. Is passionate about the things they do. It’s digitally saavy.
People Cultural Insights Golden age of audio, it’s everywhere and it turned into the instant companion. Music streaming can match the mood, mindset, activity and context creating a more curated experience.
Target Millennials who aren’t loyal to any specific music genre. Instead, they pride themselves on being open-minded and constantly discovering the new, music and multiple genres.
Brand Ambition Envision a cultural platform where professional creators can break free of their medium’s constraints and where everyone can enjoy an immersive artistic experience that enables us to empathize with each other and to feel part of a greater whole.
Business Administration Spotify is the world’s most popular music streaming service with a community of 180m users, including 83m subscribers, across 65 markets. Spotify is the largest driver of revenue to the music business today. https://es.slideshare.net/AnushkaKassim/spotifys-brand-dna
https://www.interbrand.com/best-brands/b est-global-brands/2018/ranking/spotify/
Brand Strenght Brand Strength measures the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future. Brand Strength analysis is based on an evaluation across 10 factors that Interbrand believes constitute a strong brand. Performance in these areas is judged relative to other brands in the industry and relative to other world-class brands. The Brand Strength analysis delivers an insightful snapshot of the strengths and weaknesses of the brand and is used to generate a road map of activities to grow the brand’s strength and value into the future.
Internal Factors
External Factors
consumer summary Spotify’s market is wide, they value the adaptability of the services because it fits with their moods easily. They want to maintain their social status. They use music as a way to improve their mood. They follow their gut feeling. They like to think fast and they want to feel strongly motivated through the things they do. They feel like music is a way for them to express their feelings, and another way to say things otherwise difficult to express by simple words. They like to stay on the trendy things like new shows or movies.
Brand Manifesto
Public declaration of intent
Here’s to the curious spirited, the tastemakers, the rule breakers. We are iconic. We are ever-evolving. Innovation means creativity, we are original. Collaboration makes us proud and powerful. We believe in the power of unlocking the potential of human creativity by giving millions of creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators. We want to give everyone a voice. We want everyone to enjoy life to the fullest. We believe that through sound we connect with each other when we can’t find the words to express ourselves. We strive to go beyond just being usable and to provide a pleasurable experience for our users. At Spotify we want to enjoy an immersive artistic experience that enables us to empathize with each other and to feel part of a greater whole. We want to bridge the gap between the voices we love and the platforms we use.
Brand Touchpoints 1. Logo
Andreas Holmstrรถm was the lead designer, and Christian Wilsson was the creative lead incharged of redesigning the Spotify logo. According to Wilsson they wanted the logo to be perceived as easy, personal and fun.
tilted lines prevent the logo from looking like a Wi-Fi icon
waves seemed streaming sound more personality organic feel
2. Name The origin of the brand name dates back to when Daniel Ek and Martin Lorentzon were thiking of possible titles for their music platform and Ek misheard fromanother room Spotify. Proceding this they conducted a Google search and there were no results for this name, meaning this was unique and distinctive. Shortly after they registered the name and began to work on the brand. Now, Ek claims that Spotify comes from the roots spot and identify. This unique name gives Spotify an advantage because it is timeless, tireless, easy to remember and has rythm. https://www.rewindandcapture.com/why-is-it-called-spotify/ https://gizmodo.com/how-spotify-got-itself-a-new-logo-5995060 https://www.forbes.com/sites/stevenbertoni/2012/01/04/spotifys-daniel-ek-the-most-important-man-in-music/#226e749a64ca
3. Colors Spotify is known for its bright colors. There are a set of main colors mentiones below but Spotify’s palette is made up of many colors. The main Color of Spotify brand are Citric Green which represent peace and growth and Black which means balance and control. The color complementary palette is very complete and it is constisten throughout the brand’s touchpoints.
HEX: #48937E
HEX: #F231AA
HEX: #CCF656
HEX: #FFFFFF
HEX: #000000
Color Application
4. Typography Spotify’s typography adds differentiation from competitors and it is central not just to the logo, but any coorporate commuication element. The typography is Circular STd, a sans serif typeface that has a very geometric appearance, it is rounded and friendly looking.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789
Typography Circular Std
5. Photography and Illustrations The photography that spotify uses ceters on the artist they are representing meaning they give full importance and highlight them completely. spotify has an easthethic that allows consumers learn about the brand essence un the context of music. Spotify knows that it is fundamental that all photos are treated equally, and illustrations built in a brand environment that ensures consistently with the brand’s DNA.
Brand Narrative a) Brand Values Relevance: To fit customers needs, desires and design criteria across relevant demographies and geographies. Collaboration: They follow a mantra of collaboration with both consumers and artists Presence: The degree to which a Spotify feels omnipresent and is talked about positively by customers, consumers and opinion formers in both traditional and social media. Authenticity: Spotify is soundly based on an internal truth and capability.
b) Brand’s Editorial Line Tone: The emotional inflection that Spotify has has a the following characteristics: Passionate-> about changing the world through music Authentic->feeling that a real person wrote this
Conversation Area a) Fields of empowerment Relevance: To fit customers needs, desires and design criteria across relevant demographies and geographies. Authenticity: Spotify is soundly based on an internal truth and capability. Presence: The degree to which a Spotify feels omnipresent and is talked about positively by customers, consumers and opinion formers in both traditional and social media. Collaboration: They follow a mantra of collaboration with both consumers and artists
Target Audience Millenials
Spotify’s market is wide, they value the adaptability of the services because it fits with their moods easily. They want to maintain their social status. They use music as a way to improve their mood. They follow their gut feeling. They like to think fast and they want to feel strongly motivated through the things they do. They feel like music is a way for them to express their feelings, and another way to say things otherwise difficult to express by simple words. They like to stay on the trendy things like new shows or movies.
a) Source Published Information: Like an Ad Social Networks: Instagram, Facebook, Twitter Mainly
Story Outline
b) Environment/Context The context of the video will be in different moments of one’s day, to show the great adaptability of the service to every moment of the customer c) Main Character(s) Is going to be one part time student part time worker, who does a lot during the day raging from meeting, classes, transportation, workput and party. d) Genre and Fromat: The video will be a short video, under 1 minute to fit the ad formats in the different social media platforms e) Basic Structure and Development 1. Character wakes up and plays music while showering and making breakfast 2. changes playlist while riding a bike to work on a suit 3. arrives to meeting (mellow music in background) 4. changes clothes quickly in restroom and rides bikes to university (music to run fast) 5. arrives to classes aund with ear pod continues listening while drawing 6. closes text book and runs to the gym for a class 7. arrives home tired and recieves delivery o f pizza and takes the pizza goues to the tub and plays relaxing music before turning off the lights and going to bed. f) Expected added value This narrative is relevant because it is relevant in the connection to the brand’s narrative which is that spotify will be there with you every moment of your day, with a huge library and playlist to choose from, so it will reinforce the message.
Content strategy
1. Brand Strategy and Target Audience: The business objective of the campaign is to attract spotify audience to the premium category of the company which is a paid one by streaming virtual concerts in the platform only for paid users. The community I want to address would be the Spotify users who are currently in the free plan which has ads in the platform by having a conversation, both in the ads the platform has itself and also explaining the benefits during the times of coronavirus so that they know even though concerts have been cancelled throughout the world, they can still access to them by subscribing to the platform. So more specifically the target audience are the free users who by using spotify premium they will value the adaptability of the services because it fits with their moods easily. They want to maintain their social status. They use music as a way to improve their mood. They follow their gut feeling. They like to think fast and they want to feel strongly motivated through the things they do. They feel like music is a way for them to express their feelings, and another way to say things otherwise difficult to express by simple words. Some conversations that theyare having, inclde in this time some remembrance degree to what might have been the concerts thay had planned to attend in 2020, but unfortunately got postponned/canceleld because of the current situation. This makes the campaing specially attractive to them because it is a desire that they already possess, a frustration that lies in them and has been growing each time more for not having their concert as planned. In this sense, the topics that might be relevant to this specific community include music festivals like coachella or tomorrowland which weren’t done as well as independent artist concerts. For them some topics are what’s trending in the lives of the celebrities they follow and the festival environment. 2. The Brand Story: The brand story which will serve as a backbone for the content strategy will be appealing, meaningful, and engaging to the previously mentioned audience. for that purpose the key message of the story will be: “Unlock the possibilities to a new music experience”. This is because the main goal behing telling the story is to engage more premium customers through the new added feature of virtaul concerts in the premium version of the brand. Having said that, the brand story of Spotify is the following: Here’s to the curious spirited, the tastemakers, the rule breakers. We are iconic. We are
ever-evolving. Innovation means creativity, we are original. Collaboration makes us proud and powerful. We believe in the power of unlocking the potential of human creativity by giving millions of creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators. We want to give everyone a voice. We want everyone to enjoy life to the fullest. We believe that through sound we connect with each other when we can’t find the words to express ourselves. We strive to go beyond just being usable and to provide a pleasurable experience for our users. At Spotify we want to enjoy an immersive artistic experience that enables us to empathize with each other and to feel part of a greater whole. We want to bridge the gap between the voices we love and the platforms we use. 3. The Content and Distribution Plan: The type content of content for the campaign will be wideos in diverse ways : Vertical videos fro spotify ads in the app, instagram and facebook stories. And horizontal 4:3 videos for instagram and facebook posts. The frequency of the publications will be the following: Spotify Ads: 5-10 seconds videos of teaser campaign inviting users to switch to premium published every 2 ads. Having said taht it will work by having 2 sponsored ads followed by the ad of this specific campaign and so on. Stories/posts: 15 second vertical videos. Sponsored 2 times per month / total of 4 times during the 2 prior month campaign. And Owned Stories ( In Spotify official accounts) once per week 4. The Story Concept: The concept of the video will be like a teaser to the virtual concert that users will get in the platform if paid. The
purpose of telling the story is to give like a sneak peak of the online concerts. So, the protagonist of the videos will be the different artist that have the concert so it’s like a preview of the different concerts without voice just intrumental telling to watch the audience. In this case the objective of the video and what I want to achieve with this is to give a preview of the online concerts. The story will take place in each of the artists home t respect quarantine. 5. The Story Treatment: Video 1: have a closeup of the music elements like a microphone, piano or guitar that the artist is going to use in the concert. This will have a background music of the corresponding artist to attract customers. This is the first teaser campaing before everything starts. In this the purpose is to tell the user that something is about to come and it’s let’s say cooking in the oven for them to enjoy in the premium part of their brand. video 2: This video will feauture the different artist that will be giving a virtual concert in the platform with just back music. they will be the protagonist and will invite the audience to join them on the premium platform to anjoy a virtual concert that they can enjoy on a given date ithey switch to the premium service. Since the videos are just for advertisement campaings and the duration of them is maximum 15 seconds to fit the adverts in each of the corresponding platforms he stories told are going to be brief and at home presented by each of the artist. The main purpose is to attract viewers into virtual concerts through spotify so that they can enjoy the magic of music at their homes
Spotify brand analysis Capstone Project Branding Specialization IE Business School Coursera.org Andrea YaĂąez Hutter