The New Myspace
I.) WHERE IS THE BRAND- TODAY?
1) Current brand position
i) Include current brand promise (a place for friends), image (teenage wasteland), and target (teens & music)
2) Current Competition
3) Why the brand is irrelevant
II.) BRAND POSITIONING INITIATIVE
1) New Brand Promise
i) “Music to define a generation” or “Music defining the next generation”
2) New Brand Image
i) The world’s largest music social network
3) Target Market
i) We should target both people trying to add content and those trying to view content…
4) Consumer Wants and Needs
i) Ease of adding/changing content
ii) Ease of finding content/new music
iii) Friendly OS which can be connected to basic music recording equipment, as well as iTunes and other personal music collections legally
iv) Anywhere access. i.e. Mobile phone apps
III.) COMPETITION
1) Broad and Narrow Competition
i) Broad
(1) Anywhere consumers can find new music or add their own music
ii) ,
iii) Narrow
(1) , ,
IV.) BRAND DESIGN
1) Look and feel of the brand should incorporate pieces of the old Myspace brand, one that is trusted and had success.
2) Look and feel of the brand also needs a new “pop” to make it clear that Myspace is back to being relevant. I suggest adding the brand promise, or something similar to the new logo.
3) Advertising and Design should be clean and modern. I suggest moving to full color advertising sitting on black and white images, it really looks polished.
V.) LONG TERM
1) Focus on not only introducing the new brand but map a plan for upgrades and changes moving forward.
2) Strategy should be to build the most comprehensive music social network in the world. This is will be possible with Myspace’s former popularity and success with social/music networking coupled with the addition of the new tools mentioned above.
-create clear target market (all myspace accounts)
-create incentive to reopen accounts
-integrate tax deductibles and homeless credit cards into music industry through myspace
-band will pay for music video editing, portion of proceeds go to homeless credit card fund
-correlate HD into streaming live music from indy bands to myspace
-enhance sound quality with charitable donations that will integrate integrity, charity and music
-“Music is an escape from reality, through reality into reality and back again” “Built from the bottom up” “Music comes from inside and protrudes to create unique fantastic” “Stimulus packages for the less corporate” “Help the music industry grow and homeless population shrink” “Myspace is now our space” “mYspace is now Your place” “Filtering great tunes through great community-myspace”
-Portion of all profits will be contributed to a non-profit ‘homeless credit card’, created for the less fortunate without a place to rest their heads, in order to provide food & shelter through a card with an extremely high monitoring so as to not be used for anything other than essentials, also keeping track of what has been bought to alert if the person is in need of more assistance and cannot or will not provide for themselves
-Must create a reason for people to come back and stay back
-music video has gone to youtube, create a simpler music video platform for the non-pop artists trying to “make it big”, and integrate sound editors and graphic designers along with to connect free lance jobs and independent labels to recording studios easier
-myspace TV
-myspace network
-MySpaCe mUsIc
MySpaCe
mUsIc
