Case Report - Moonshine Miracle PDF

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Case: Moonshine Miracle (branding) Case Prompt: Help us develop a consistent brand image for our band. Team #:

Team Name: Khyra Jones

Section: 1

Part 1 – Research and Analyze: Look through everything you can find about Moonshine Miracle (social media, website, etc.) to find their current brand image.

Current Brand Image Analysis Consistency How consistently and clearly is Moonshine Miracle communicating their brand / brand image? Explain with specific examples.

The band is not consistent when it comes to their social media such as their YouTube. The bands most recent upload was 3 years ago. They need to keep their content fresh to successfully communicate their brand. I also noticed that the bands sound cloud only included 5 tracks. Listeners will want to hear new music frequently, so the band should prepare more tracks. They need to properly link their SoundCloud onto their website. This shows a lack of consistency.

Current Image What brand words (associations/ descriptors) are being portrayed online—What words would be on their brand map? Explain with specific examples.

In Nate Binion’s about page he states that he wants to create music that is passionate, challenging and inspirational. I think passion would be the biggest word on the brain map with inspirational next.

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Part 2 – Developing a Consistent Strategy: Moonshine Miracle said they would like to be known as a folk band that has soul, passion, fun concerts, and storytellers that tell hope through stories. What can they do to develop that consistent brand image? List specific ideas and examples in your reasoning. (A few touchpoints have been listed to get you started. NOTE: you can list more than one strategy per touchpoint or list a touchpoint more than once.) Touchpoint definition: A touchpoint is any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you.

Strategy Development Touchpoint or Tangibles

Brand Words to Reinforce

Example: Concert

Example: Storyteller

Strategy to Implement Example: the band could tell the background behind a few of their songs at their concerts. It would help listeners connect with them and show that their songs have meaning.

Concert

Folk band

Tell old fold tales in between the songs. This can be a differentiation.

Website

Passion

Since the band wants to convey passion, they should discuss the things they are most passionate about on their website

Instagram

Passion

The bands Instagram is dull and boring. They need to spice things up and showcase their passions.

Inspiration

The website should showcase who inspired the band member the pursue music. They should also mention any artists they gain inspiration from.

Fun concerts

Their Instagram should post fliers for upcoming concerts to promote buzz

Website

Instagram

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