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.

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
1. Millenials 2. Into sports 3. Party guys 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
More innovation 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.

Justification
Less More This is my perceptual map on spotify
Collaboration Collaboration 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
Less innovation competitor brands.

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
 More innovation
Global presence
Adaptable

Diverse
User
Friendly

Multiplatfrom

Quality Driven

Warm

Listen across More dedicated users

digital devices

Less More
Collaboration Collaboration
Human
legal music centered

Less dedicated users

Music lovers

Points of parity Points of difference

competitive advantage / benefits consumers
similarities between products in the
associate with a brand to choose them 1st
same category Less innovation
 Brand Personality
House 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.
Vision Identity
To unlock the potential of
human creativity by giving a
Young (20-30 y/o), likes to be
up-to-date, it’s authenthic.
million creative artists the Strong sense of wanderer. Is
opportunity to live off their art passionate about the things
and billions of fans the they do. It’s digitally saavy.
opportunity to enjoy and be
inspired by these creators.

Soundtrack to
people’s lifes “the
right music for every
moment”
Market
Category Insights
Consolidates the high quality
music experience in one
platform available in multiple
devices adn platforms.
Music for every moment
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)
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.

Competitive Brand Products and Target

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.
Equities (values)
Relevance Millennials who aren’t loyal to
Authenticity any specific music genre.
Presence Instead, they pride themselves
Collaboration on being open-minded and
Innovation 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 Holmström 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 Typography
Ss Tt Uu Vv Ww Xx Yy Zz Circular Std

123456789
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

Spotify’s market is wide, they value the adaptability of the

Millenials 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.
 Story
a) Source
Published Information: Like an Ad Outline
Social Networks: Instagram, Facebook, Twitter Mainly

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 Yañez Hutter