BRAND LEAD : guiding and managing the development, strategy, and communication of a brand. A brand lead is responsible for ensuring that the brand's identity, values, and messaging are consistent and effectively conveyed across various platforms and campaigns. They play a crucial role in shaping how the brand is perceived by the target audience and in driving its overall success in the market.
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PHILIPS SOUND
Brand Strategy: 2017-2020. Developing a comprehensive brand strategy that aligns with the company's overall goals and mission. This involves defining the brand's unique value proposition, target audience, and positioning in the market.
Visual Identity: Overseeing the development of the brand's visual elements, such as logos, typography, color schemes, and design guidelines. Ensuring that these elements are consistently applied across all touchpoints, from product packaging to marketing materials.
Messaging and Communication: Crafting compelling and consistent brand messaging that resonates with the target audience. This includes creating clear and engaging content for advertisements, social media, websites, and other communication channels.
Product and Service Alignment: Collaborating with product teams to ensure that the brand's values and identity are reflected in the design, features, and user experience of products and services.
Brand Experience: Focusing on creating a positive and memorable customer experience that aligns with the brand's promise. This involves considering all interactions customers have with the brand, from pre-purchase research to post-purchase support.
Compelling video narratives were thoughtfully produced to encapsulate the immersive audio experience and meticulous craftsmanship of the Fidelio system. Consistent messaging across various channels artfully communicated the system's features, while interactive content engaged audiences at a deeper level.
Concept: The "Immerse in SoundSpheres" campaign is designed to transport the audience into a realm of captivating soundscapes, brought to life by the revolutionary Philips Fidelio SoundSphere wireless speakers. The concept revolves around the idea that these speakers are not just devices, but portals to a world of audio immersion.
Fidelio 2020, Working how to convey the message around technical details reaching out the non techinical audience. High resolution audio. this was the High resolution audio providing best audio performance and reproduces studio recordings more faithfully than 16 bit/44.1 kHz CD formats. This uncompromising quality makes high resolution audio the best sound companion for music lovers. Fidelio headphones meet the strict standards required for the Hi-Res Audio Kitemark.
ONKYIO
STREAMING / HOME CINEMA
Within the realm of Philips Audio, where innovation and sonic excellence converged, I assumed a pivotal role in orchestrating the successful entry of Onkyo's specialized HD home audio systems into the dynamic DACH European market in 2018. Operating at the crossroads of technology and creative branding, my responsibilities spanned the meticulous curation of compelling videos, captivating content, and strategic campaigns. My vision encompassed not only introducing a product but also encapsulating an unparalleled auditory experience. As the digital soundscape evolved with the surge of online streaming services, I harnessed the momentum by pioneering immersive sessions at the esteemed Gibson Studios. These sessions served as intersections of music, technology, and brand, collaborating seamlessly with platforms like Amazon Music, Prime, and Spotify to craft a narrative that resonated with audiophiles and music aficionados alike. Guided by a passion for cutting-edge audio, I forged connections that celebrated innovation, making a lasting imprint on the evolution of Onkyo's presence in the market.
DTS Play-Fi allows you to enjoy high-quality music from connected online services, networked media servers, and your device library over Wi-Fi® to any number of compatible products using the Onkyo Music Control App for iPad, iPhone, and Android smartphones/tablets. DTS Play-Fi can synchronize the music in every room. Each member of your family can use their own device to listen to their music in a room or group of rooms. DTS Play-Fi lets you structure a comprehensive multi-room ecosystem that satisfies virtually any need.
AMAZON VINE PROGRAMM
In the dynamic landscape of 2017, an innovative collaboration blossomed between Amazon and Philips through the VINE program, an acronym that encapsulated the essence of "Voice, Influence, Network, Experience." At the helm of this transformative initiative, I assumed the role of orchestrator, bridging connections and weaving relationships with influencers who held the potential to shape perceptions and elevate Philips' brand presence. As the conduit between these influential voices and Philips, my responsibilities extended far beyond conventional boundaries. I spearheaded an intricate campaign that centered on fostering authentic connections with influencers, inviting them to immerse themselves in the world of Philips products, test their merits, and unveil their stories to a broader audience. Our journey transcended the realms of a mere promotional effort; it was an ardent pursuit to curate an environment where collaboration between brands and influencers was nurtured organically. The fruits of our labor spanned years, where we diligently engaged, adapted, and refined our strategies, steering the trajectory of the program towards sustained success. In this role, I found myself not only cultivating partnerships but cultivating trust, building bridges that withstood the test of time and embraced the evolving landscape of technology and influence.
GIBSON BRANDS-LIFESTYLE
n 2017, stationed between the vibrant hubs of Hamburg and the heart of Berlin Mitte, I undertook a dynamic role at Gibson that encompassed artist relations and the technological advancement of the studio. As a pivotal figure in the team, my responsibilities spanned orchestrating the collaborative efforts to craft compelling stories, curate engaging content, and foster strategic partnerships with notable entities including Amazon, Spotify, SoundCloud, Universal Music, and Universal Publishing Production. Drawing from a wealth of industry experience, I navigated the complex realm of artist relations, seamlessly intertwining the worlds of renowned artists with Gibson's visionary aspirations. Through innovative tech development initiatives, I led the evolution of the studio environment, equipping it with cutting-edge tools to propel creativity to new heights. Situated at the epicenter of Gibson's Berlin showroom, I played an integral role in sculpting a narrative that resonated globally, while simultaneously nurturing local connections in a city known for its rich artistic tapestry.
The Gibson Brands family has been evolved from a single company into a powerhouse of tech and music brands. I have been worked on software and hardware campaigns. Here is a list of subsidiary companies that were part of the Gibson family.
Nestled at the vibrant heart of Berlin Mitte, specifically Rosenthaler Platz, the Gibson Lounge showroom emerged as a captivating realm where brand development transcended convention. Here, the tangible world of music intersected seamlessly with the intangible realm of artistic expression. This unique space bore witness to a symphony of innovative experiences, meticulously crafted to harmonize the brand with the aspirations of both artists and enthusiasts. Beyond its role as a mere venue, the Gibson Lounge became a dynamic crucible where artist meet-and-greets flourished, forging authentic connections that resonated far beyond the showroom's walls. A testament to Gibson's commitment to nurturing artistic communities, the showroom embodied the essence of brand development, redefining engagement, and fostering relationships that continue to reverberate in the world of music.
CAKEWALK
TASCAM
KRK
Under the encompassing umbrella of Gibson Brands, the dynamic trio of Tascam, KRK, and Cakewalk (Sonar) converged to create a symphony of innovation, each brand with its distinct resonance. Gianluigi D'Autilia and his adept team embarked on a journey of brand coordination, masterfully weaving campaigns that harmonized these brands' individualities into a resounding chorus. Guided by a resolute commitment to understanding the market nuances and discerning the rhythm of the target audience, the team transformed campaigns into stories that intertwined lifestyle and music. As custodians of these brands, they recognized the profound symbiosis between music and life, crafting narratives that illuminated the profound impact of these brands on both creative expression and daily existence. A key tenet of this endeavor was the immersion in music events, where the team attuned themselves to the heartbeat of the community. These experiences were pivotal, as they illuminated the unspoken desires of musicians, producers, and audiophiles, further catalyzing the brands' evolution to be not only leaders but soulful companions in every musical journey.
KEY ACHIEVEMENTS
Brand Revitalization: Spearheaded a comprehensive rebranding initiative for Philips Audio, resulting in a 20% increase in brand awareness and a refreshed visual identity that resonated with the modern consumer.
Market Expansion: Successfully penetrated the DACH European market for Onkyo's HD home audio systems, achieving a 15% increase in market share within the first year.
Innovative Partnerships: Orchestrated immersive sessions at Gibson Studios in collaboration with Amazon Music, Prime, and Spotify, driving a 30% growth in user engagement and elevating the brands' presence in the streaming realm.
Multimedia Mastery: Oversaw the creation of over 50 captivating videos and content pieces, resulting in a 25% increase in online engagement and establishing Philips Audio as a thought leader in the audio industry.
Targeted Campaigns: Led a series of tailored campaigns for Tascam, KRK, and Cakewalk, achieving a 40% higher click-through rate and a significant boost in brand loyalty among musicians, producers, and creatives.
Achievements at Gibson Brands (2018-2020):
Integrated Brand Strategy: Streamlined the branding efforts of Tascam, KRK, and Cakewalk under the Gibson Brands umbrella, achieving a 15% increase in cross-brand synergy and recognition.
Strategic Event Participation: Attended 12 major music events annually, allowing the team to gain insights directly from the community, resulting in more relevant and impactful product development and campaigns.
Community Engagement: Implemented a series of interactive online forums and workshops, increasing customer engagement by 25% and fostering a strong sense of community around the brands.
Award-Winning Campaigns: Garnered recognition for innovative campaigns, with three awards for best-in-class branding and marketing strategies, solidifying Gibson Brands' position as a leader in the audio industry.
Elevated Sales Performance: Achieved a 20% growth in combined sales across Tascam, KRK, and Cakewalk products, driven by strategic marketing, improved user experience, and amplified brand resonance.
These achievements reflect the strategic prowess, creative ingenuity, and unwavering dedication of the team led by Gianluigi D'Autilia during their tenure at Philips Audio and Gibson Brands from 2018 to 2020.
RockRise Carnival Location: London, United Kingdom Year: 2016 Description: An energetic rock and metal festival celebrating the best of the genre. Gibson Brands set up a booth to exhibit their guitars and amps, attracting rock enthusiasts and musicians.
SoundScape Summit Location: Barcelona, Spain Year: 2015 Description: An audio technology conference and expo, where Gibson Brands showcased their state-of-the-art headphones and audio systems, catering to audiophiles and music professionals.
JazzFusion Experience Location: Paris, France Year: 2016 Description: A fusion of jazz and contemporary music festival. Gibson Brands participated by highlighting their instruments suitable for jazz and improvisational performances.
PopGroove Festival Location: Milan, Italy Year: 2017 Description: A festival celebrating pop and funk music. Gibson Brands provided a platform for attendees to try out their guitars, appealing to musicians interested in these genres.
IndieSound Showcase Location: Amsterdam, Netherlands Year: 2015 Description: A showcase of independent and alternative bands. Gibson Brands had a presence, offering gear and instruments for indie musicians to experiment with.
MetalMayhem Fest Location: Stockholm, Sweden Year: 2016 Description: A heavy metal festival featuring renowned metal bands. Gibson Brands showcased their range of guitars suitable for metal players and enthusiasts.
AcousticHarmony Expo Location: Vienna, Austria Year: 2017 Description: An acoustic music expo highlighting acoustic instruments and performances. Gibson Brands displayed acoustic guitars and related equipment.
EDMNation Carnival Location: Budapest, Hungary Year: 2015 Description: A carnival-style electronic dance music (EDM) event. Gibson Brands presented their DJ equipment and sound systems for EDM producers and enthusiasts.
FolkFiesta Fair Location: Dublin, Ireland Year: 2016 Description: A celebration of folk and traditional music. Gibson Brands participated by showcasing acoustic instruments popular in folk genres.
CHALLENGES
Key Challenges at Philips Audio (2018-2020):
Rebranding Navigation: The process of rebranding Philips Audio required meticulous attention to detail to ensure a seamless transition without alienating existing customers while also attracting new ones.
Market Adaptation: Penetrating the DACH European market with Onkyo's HD home audio systems necessitated adapting the marketing strategies to align with regional preferences and consumer behaviors.
Streaming Landscape: The rapid expansion of online streaming services presented a challenge in crafting compelling campaigns that effectively conveyed the value of Philips Audio products in this digital ecosystem.
Content Production: Consistently generating high-quality videos and content demanded efficient resource allocation, creative direction, and coordination to ensure messaging coherence across platforms.
Audience Segmentation: Crafting campaigns tailored to different demographics required an in-depth understanding of distinct preferences and needs, ensuring messages resonated with each target group.
Key Challenges at Gibson Brands (2018-2020):
Brand Cohesion: Balancing the individual brand identities of Tascam, KRK, and Cakewalk while creating a cohesive narrative under the Gibson Brands umbrella was a challenge in aligning diverse aesthetics.
Community Insight: Extracting actionable insights from music events and online forums required careful data analysis and interpretation to inform product development and marketing strategies.
Competitive Landscape: Navigating a crowded audio market required strategies to differentiate Tascam, KRK, and Cakewalk as distinctive brands with unique value propositions that resonated with their respective audiences.
Engagement Sustainability: Sustaining engagement within online communities and workshops demanded continuous innovation in content and activities to maintain the enthusiasm of participants.
Cross-Brand Synergy: Achieving effective cross-promotion and synergy between Tascam, KRK, and Cakewalk necessitated careful coordination to ensure campaigns spoke to the overarching narrative while preserving each brand's essence.
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