This week, I used to be pleasantly stunned once I opened my Spotify account and noticed my 2022 evaluation all wrapped up and prepared. This speaks to me of how critically Spotify’s artistic crew takes their now anticipated compilation of 1’s 12 months. What I get pleasure from essentially the most about Spotify Wrapped is that it makes use of model technique ideas to inform its prospects their very own tales, with highly effective, colourful designs to maintain you , however not take away from their primary ingredient: your music. It makes use of totally different shapes, sizes, and colours however makes use of certainly one of your most-listened songs all year long to maintain you .
You’ll be able to sense fairly early into the expertise that the primary message is you: what you preferred, what you explored, and what you came upon in 2022. Spotify makes it clear that, through the use of your knowledge, they’ve all of the instruments to point out you prolonged, complete analysis of your 12 months’s exercise (preferences, genres, new artists, and so on.) and make it straightforward so that you can share it in your social media.
They create a story with messages echoing the moods that come out of your music. They used a model archetype mannequin to assist them create emotional connections with their prospects, a factor that I’ve all the time loved so as to enable particular person personalities to flourish. In response to Spotify, I’m a connoisseur; I’m not fairly positive about that, but it surely makes me really feel cool, so thanks, Spotify!
Model values assist firms or merchandise signify what their manufacturers stand for within the minds of goal audiences and stakeholders. They drive tradition by defining frequent floor for constructing messages and behaviors, and that’s what Spotify does efficiently of their Wrapped function. What I preferred essentially the most concerning the 2022 version is that they created a set of values based mostly on my exercise to assist me perceive why I hearken to the music that I hearken to and the way I might relate to others based mostly on these values.
A model technique helps in forming the essence, tone of voice, DNA, persona, and positioning of a model. Generally this might move unnoticed to the bare eye, however principally as a result of it does its job of shaping the grounds and construction for a robust, significant, and artistic model.
Ricardo Saca is the US and Mexico Managing Associate for Cato Model Companions, a World Design and Branding Consultancy. He’s a Grasp in Branding from the Faculty of Visible Arts in New York Metropolis and has 20+ years of expertise working with a variety of firms, from startups to airways. He’s an animal lover and a plant-based bicycle owner.
