{"id":338981,"date":"2021-09-14T10:00:26","date_gmt":"2021-09-14T07:00:26","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/what-spotifys-mess-can-teach-startups-about-long-term-brand-thinking\/"},"modified":"2021-09-14T10:00:26","modified_gmt":"2021-09-14T07:00:26","slug":"what-spotifys-mess-can-teach-startups-about-long-term-brand-thinking","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/what-spotifys-mess-can-teach-startups-about-long-term-brand-thinking\/","title":{"rendered":"#What Spotify&#8217;s mess can teach startups about long-term brand thinking"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a394020d71ea\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a394020d71ea\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/what-spotifys-mess-can-teach-startups-about-long-term-brand-thinking\/#Laying_a_roadmap\" >Laying a roadmap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/what-spotifys-mess-can-teach-startups-about-long-term-brand-thinking\/#Shift_perceptions\" >Shift perceptions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/what-spotifys-mess-can-teach-startups-about-long-term-brand-thinking\/#Spark_innovation\" >Spark innovation<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#What Spotify&#8217;s mess can teach startups about long-term brand thinking<\/strong>&#8221;<br \/>\n<img decoding=\"async\" src=\"https:\/\/img-cdn.tnwcdn.com\/image?fit=796%2C417&amp;url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2021%2F09%2Fspotify-office-gq.jpg&amp;signature=6b285ff9099f04a785b1f603d72e9b96\" \/><\/p>\n<div><em>Did you know Growth Quarters is taking the stage this fall? Together with an amazing line-up of experts, we will share key insights into entrepreneurship during TNW Conference 2021. Secure your ticket now!<\/em><\/p>\n<p><span>Former Spotify boss Jim Andersen caused a stir earlier this year when comments surfaced that reignited the debate about the streaming platform\u2019s motivations.<\/span><\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.businessinsider.com\/taylor-swift-doesnt-need-streaming-royalties-former-spotify-boss-said-2021-7?r=US&amp;IR=T\"><span>In his words<\/span><\/a><span>: \u201cSpotify<\/span> was created to solve a problem. The problem was to overcome piracy and get artists\u2019 music out there. The problem was not to pay people money.\u201d<\/p>\n<p><span>Unsurprisingly, this wasn\u2019t well-received. The feedback was swift and sharp, with commentators across the board slamming Spotify\u2019s attitude as harmful to artists and the music industry at large.<\/span><\/p>\n<p><span>And yet, was this backlash fully deserved? A glance at Spotify\u2019s website suggests that its current leadership are singing a very different tune to their former colleague. <\/span><\/p>\n<p><span>The company\u2019s mission in 2021 is \u201c<\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/newsroom.spotify.com\/company-info\/\"><span>to unlock the potential of human creativity<\/span><\/a>.\u201d<span> This is accompanied by a list of commitments that Spotify is making, such as equipping artists<\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/loudandclear.byspotify.com\/\"><span>with the data and training<\/span><\/a><span> to maximize their streams and earnings on Spotify. In other words, to get artists\u2019 music out there, <\/span><i><span>and<\/span><\/i><span> to pay them money.<\/span><\/p>\n<p><span>So what\u2019s at play here? Is Andersen a cynic, or is Spotify trying to tape over reality? I\u2019d argue the answer lies somewhere in between. Let\u2019s take a look how Spotify\u2018s \u2018mess\u2019 and its solution serves as a useful blueprint for any startup on the road to scaling into a long-term, much-loved brand.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Laying_a_roadmap\"><\/span><b>Laying a roadmap<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>From easily ordering take-out to seamlessly splitting bills, many of the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>s we use every day were created with a singular \u201csolve\u201d in mind. And often, this singular fixation is a core factor in success. <\/span><\/p>\n<p><span>But, as any seasoned founder knows, for every problem solved, another 99 can pop up in its place. And without a clear overarching vision for how to respond, growth can quickly be derailed.<\/span><\/p>\n<p><span>Take Uber. For years its team was driven by a singular cause: build an app that makes hailing cabs easier. What they didn\u2019t anticipate, was that realizing this goal would trigger up a new <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a> of challenges. <\/span><\/p>\n<p><span>Regulatory restrictions, passenger safety, drivers\u2019 rights, disenchanted employees; suddenly, a simple \u201csolve\u201d didn\u2019t seem so simple. And without a clearly defined brand strategy to help focus and communicate their efforts, Uber found itself at risk of grinding to a halt.<\/span><\/p>\n<p><span>Uber\u2019s challenges represent those faced by many startups when they pursue product development without engaging in long-term brand thinking. Defining a brand is about much more than choosing a logo; it\u2019s about establishing clear and coherent principles that direct everything a business does, today and tomorrow.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Shift_perceptions\"><\/span><b>Shift perceptions<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>What Spotify has done right is adapt its approach \u2014 moving beyond the simplistic technological approach so awkwardly put by its former chief.<\/span><\/p>\n<p><span> When Spotify speaks about \u201cunlocking the potential of human creativity,\u201d they aren\u2019t trying to distract people from the streaming solution they once were. Rather, they\u2019re setting their sights on everything they want to be tomorrow.<\/span><\/p>\n<p><span>By broadening its focus to creativity and putting an emotional need at the heart of its mission, Spotify has a more widely applicable and emotionally appealing organizing principle than a pure technical solve. <\/span><span>The brand can position itself as engaging with users and artists in a way that a functional piracy-fighting platform would struggle to do. <\/span><\/p>\n<p><span>Engagements like the Year Unwrapped round up \u2013 in which Spotify puts users at the heart of their own story by celebrating their listening habits \u2013 and the <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/loudandclear.byspotify.com\/\"><span>Loud And Clear<\/span><\/a><span> resource for artists are an example of putting this emotional promise into action. <\/span><\/p>\n<p><span>Not only do initiatives like this help win brand loyalty by humanizing Spotify beyond a functional faceless tech platform, they also differentiate the brand from other competitors: anyone can create a new streaming platform, few can replicate strong brand love.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Spark_innovation\"><\/span><b>Spark innovation<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>By defining their brand in terms of unlocking creativity, Spotify gives themselves a license to play far beyond the confines of a specific product, platform \u2013 or even industry. To quote CEO<\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/2021\/2\/23\/22295315\/spotify-ceo-interview-podcast-daniel-ek-music-stream-on\"><span>Daniel Ek\u2019s response<\/span><\/a><span> when he was asked about the competitors that concern him: <\/span><\/p>\n<blockquote>\n<p>I am looking at Fortnite, or Minecraft, or Roblox. All forms of <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> and entertainment is minutes that could have been spent listening to audio instead.<\/p>\n<\/blockquote>\n<p><span>The inference is clear: to Spotify, \u201ccreativity\u201d doesn\u2019t stop at streaming songs \u2013 it encompasses all forms of self-expression. And viewed through this lens, the businesses\u2019 potential for innovation is enormous. <\/span><span>Whether by offering artist-controlled tiers of access, experimenting with forms of visual media, or even dipping a toe into NFTs, the opportunities go far beyond music.<\/span><\/p>\n<p><span>Spotify\u2019s past might have been to solve a single issue, but thanks to a bit of long-term brand thinking, its future is multi-faceted.<\/span><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/spotify-teach-startups-long-term-brand-thinking\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#What Spotify&#8217;s mess can teach startups about long-term brand thinking&#8221; Did you know Growth Quarters is taking the stage this fall? Together with an amazing line-up of experts, we will share key insights into entrepreneurship during TNW Conference 2021. Secure your ticket now! Former Spotify boss Jim Andersen caused a stir earlier this year when&#8230;<\/p>\n","protected":false},"author":1,"featured_media":338982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/growth-quarters?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/09\/spotify-office-gq.jpg&signature=57e5d1d84b8d2021554170cc06c0d4c2","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-338981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/338981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=338981"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/338981\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/338982"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=338981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=338981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=338981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}