Brand identity applied to pop

We had to understand just in time that the story to be told is everything, that storytelling is fundamental to the success of any action or rather any company, which by this term does not necessarily mean something heroic or adventurous, maybe just something that entrepreneurs do do that it is already time to change strategy.

So we just learned to take a thing like storytelling as familiar, you got the thing on your mind, how to tell stories, tell stories in a cool way, which then would be cool to say, narrative, that’s here what kind of storytelling is out of fashion, yes it’s almost become cheap to avoid like fashionable things when they become too visible, cheap.

Mind you the storytelling will never fade, it’s obvious, from the Bible to Homer, to Don Quixote and to Stephen King, Rowling and all those Netflix series that give us a worse addiction than crack, everyone is aware that these who knows how to tell stories has an excellent chance to stay in time, to be remembered, but today, at this very moment, it is not so much the storytelling, the sport to be practiced, the philosophical paddle, but rather building a brand.

Yes, put aside, on stand-by, continue on the slope of Anglicism, of storytelling, of the zeitgeist, we also make the Germans happy, that’s all for the brand identity.

So brand, that means brand, of course, and identity, meaning essence and recognition. If we want to stay with the now resigned storytelling, we could say that today we concentrate more on the construction of the characters, their three-dimensionality, their credibility than on the plot. After all, there is no plot that can be sustained without believable characters, although fiction has always required an unwritten pact between author and reader, a pact that stipulates a blind reliance of second on first, which is a fact that the first often abuses beautifully .

Brand identity, the new must in communication and therefore in marketing, is based on the principle that a brand, a brand, must be easily identifiable, in order not only to be immediately recognized by any interlocutor, but also to be quickly classified in its context and more generally in of the world. Consequently, the Brand identity is also how a brand, or whoever owns that brand, strives to be perceived by what is technically defined as its target audience, its audience.

As with the products, the characters are obviously much more than one’s own perception of third parties. So the brand identity placed in the context of a character’s creation tends to create or reveal an identity that reflects not only what companies call “mission” and “orientation” in the case of characters who are in the entertainment world work to say what type of audience they want to serve, with what purposes and with what planning, but also the values ​​and personality of the brand itself.

I know that put it that way, since I usually talk about artists, it seems rather cold, almost cynical, but try to follow me by rendering my reading of current affairs as good, you know the famous trust between author and reader, To the right? I write, you read, and since it is I who write and it is you who read, you trust what I write without necessarily having to stay here each time to share details, review all the steps taken so far, make explanations .

Works and products are not the same, God forbid, although works almost always become products as well, put on the market and judged, weighed, often identified, based on their performance in the market. Some punks have been tattooing barcodes since the 1990s, let alone. Consequently, brands and characters that already name characters instead of people will make someone cringe, but I’m certainly not the one who invented the words of the Italian vocabulary, consequently brands and characters are not the same, but often subject to the same rules. , and since the characters moving in art but striving to land in the market inevitably have to deal with the market, building your own brand identity here becomes fundamental by working on all the details, starting from the visuals, of course, but also values, placement, identification of one’s own reference goal, everything becomes important.

I’m not saying anything new, this is an analysis, not the representation of my invention, but the in-depth study of the competitors, hence the narrative contrast between “good” and “evil”, reflecting on how much the villains have made their fortunes with certain heroes have, and think how much the dichotomies in pop and rock have benefited epoch-making careers, Beatles vs. Rolling Stones, McCartney vs. Lennon, gradually from Duran Duran vs. Spandau Ballet, from Blur vs. Oasis, to get to Vasco vs. Ligabue , or the comparison between what is drawn and what is happening around him, that is, the trends and tendencies that are read in the light of one’s path, real or imaginary, and consequently of one’s positioning, the method that investigates and is applied to differentiate the others, remember the idea of ​​being recognized?, the uniqueness we want to pursue and at the same time the points of ve The intimacy we want to keep alive with an audience already reached or yet to be conquered towards public actions, a properly sipped part of private life, characterization of one’s way of being on social networks, strategies of speaking, oneself visually to present, to be there, all this contributes in a radical way to the perception of the public will have a certain character and his work as well as a brand and the products it offers.

Of course, for brand identity to work and storytelling to work, it shouldn’t be discussed among conscripts, if not confidentially. It was going to be something like Tyler Durden’s Fight Club, who in retrospect would be one of the first to try to defuse it with his Space Monkeys.

So whoever decides to confront the devil and tries to influence his art, his works with the strategies of brand identity, should do so without a trace, pursue naturalness with all his might and embrace the brand identity of some artist who is paid to do so, should one Staying a step behind, unless a Malcolm Mc Laren is in turn an artist who wants to place his own work, the artist in question and his alleged works, in some sort of meta-narrative that ends up slipping into the hypnotic loop.

Yes, because to say being a manipulator, someone who presents something false, some kind of brilliant imposter, is in turn a way of proposing a precise brand identity without straying far from our recent Italian history, just think how much that is a nice Gascon, one who circumvents the rules where he can, makes them his own, is even allowed to write them to measure, a peculiarity of our imagination and the secret ambition of a part of the population, has the rise to power with prepared, the real , by Silvio Berlusconi, the fact that the name Berlusconi, to see is to believe, coincides with the 6666 bars of this piece, I think is again a kind of crystallization of what I just wrote, you see the serendipity.

Coming back to us, however, it shows that the world of pop music, conventionally called pop, never has to deal with strategies and dynamics as it does today, in the age of data science and design thinking, only seemingly stringently far from a humanistic approach and therefore artistic.

All this to say what?

Just what is unthinkable today, but really unthinkable to be there trying to build a career just by looking at the art, so right at that moment where talent crosses with inspiration. Not that this passage should be excluded, mind you, but it’s evident that it’s becoming secondary to a whole series of passages that lead to the most relevant plots. Does the world seem a sadder place for it? Yes, I would say by eye, but there are countless other reasons to identify it as a sad place, I would say that adapting to the downside of the music world is more of a symptom than a cause. If anything, awareness of how things are now can help those who believe they have talent and think that talent sometimes goes into the service of inspiration, as well as those who are capable of throwing a ball well kicking and opting for a hold workout building a whole game of breath and muscle to fit well into the modules designed by the trainer to empower that talent to be meaningful, fruitful and relevant.

I know it can be alienating to think about music and putting art aside to make room for something as seemingly unhumanistic as marketing, and specifically marketing applied to brand identity, almost insulting in a way, but like an artist has to face a series of technical skills, such as acoustics and everything related to noise related aspects, to say it’s good to know that you have a clear idea of ​​your place in the market , is only helpful if not vital. Let’s put it this way, if you want to go out to sea, to be aware and to know that where you don’t touch it, you have to swim or at least try to stay afloat, albeit of course, becoming basic.

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