A brand strategy with feeling.
Discover
more of
what
moves you.
Turning personal discovery into a brand position you can feel. A Spotify brand audit, positioning recommendation and communications strategy.
Discovery. Everyday life.
A crowded category.
A more personal position.
The challenge: clarify Spotify’s brand positioning in an increasingly commoditised streaming market while communicating the value of Premium.
Different days.
Different frequencies.
High-frequency
digital audio listeners.
People who make audio part of everyday life.
Engaged free-tier users.
The priority audience for Premium conversion: listeners already engaged with Spotify, who need a clearer reason to upgrade.
Turn up
the signal.
What the market told us: Spotify’s opportunity is to make its existing strengths more visible, meaningful and valuable.
The foundations
are personal.
Spotify’s brand rests on three pillars: personalisation, discovery and routine integration.
Premium needs
a deeper meaning.
Premium’s deeper value is under-communicated.
Audit score: Value 3/5 · High priority
One platform.
One unifying idea.
Music, podcasts and audiobooks need a unifying idea.
Audit score: Portfolio 3/5
Win on
the experience.
Spotify should win on experience superiority rather than by imitating ecosystem logic.
Culture is
already a strength.
Relative strengths are customer understanding, relevance and cultural visibility, exemplified by Wrapped.
Brand report card priorities
Keep amplifying ↗
Relative strengths
Customer understanding
Relevance
Cultural visibility
Improvement areas
ValueTranslate Premium into deeper meaning.
PortfolioUnify the different audio categories.
PositioningOwn a lane to defend against ecosystem competitors.
The most personal
audio platform,
powered by discovery.
Discover more of
what moves you.
A new favourite. A different perspective. The energy your day needs. Personal discovery becomes something you feel.
Illustrative campaign concepts / Music · Podcasts · Audiobooks
Discovery
Find your next favourite. Explore sounds, stories and voices that feel made for you.
Personal control
Make listening your own. Shape your soundtrack around your taste, mood and moment.
Life lift
Feel more from every day. Find the energy, comfort or inspiration your moment needs.
Make the strengths
impossible to miss.
Make Spotify’s strengths more visible and valuable.
Translate personal discovery into clearer brand meaning.
Strengthen Premium conversion.
Core audience: high-frequency digital audio listeners
Priority segment: engaged free-tier users
Take the feeling
out into the world.
Five channels. One idea. Show personal discovery making a difference in real listening moments.
Digital video
Bring the shift in mood to life: the commute, the workout, the wind-down.
Short-form social
Use quick, relatable moments to make “what moves you” instantly recognisable.
Creator partnerships
Let creators share the tracks, stories and voices that move their world.
In-app / owned media
Connect the campaign promise to discovery features and relevant Premium messages.
Selective OOH
Place bold, moment-led creative where daily routines happen.
Did it
move people?
Track whether Spotify’s strengths become more visible and more effective.
Premium conversion
Assess movement from the engaged free tier to Premium.
Association with personalised discovery
Assess whether audiences more strongly connect Spotify with personal discovery.
Discovery feature engagement
Assess engagement with the features that deliver the discovery promise.
Broader audio coherence
Assess whether music, podcasts and audiobooks feel like one connected offer.
Proposed measurement framework. These are evaluation priorities, not reported campaign results.
Built around
the listener.
Personal discovery gives Spotify a clear idea to own, and Premium a more meaningful story to tell.
The recommendation builds on the strengths identified in the audit: customer understanding, relevance and cultural visibility. It brings these together around one promise that can work across music, podcasts and audiobooks.
By showing discovery in everyday listening moments, the communications make an abstract platform benefit tangible. For engaged free-tier users, the aim is to make the value of a more personal listening experience easier to understand.
Clearer meaning.
More feeling.
This project demonstrates the ability to turn a brand audit into a focused positioning recommendation, a distinctive creative idea, and connected marketing, communications and measurement plans.
Strategy proposal & illustrative creativeBack to the top ↑