Brand Strategy
Brand Strategy
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CONTENTS
BRAND HISTORY 09 TIMELINE 10 BRAND SOUL 12 NEW MISSION STATEMENT
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REPOSITIONING STATEMENT
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COMPETITORS 18 AUDIENCE PROFILES 20 BRAND GRIDS 26 KEYWORDS 28
LIMEWIRE | BRAND STRATEGY
“…when downloading
music felt like dirty,
unprotected sex… #virus” —@divvette, Twitter
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ALEXIS MARKOU | GR 604
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LIMEWIRE | BRAND STRATEGY
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ALEXIS MARKOU | GR 604
HISTORY LimeWire is a discontinued peer-to-peer (P2P) file sharing program known for its use to illegally download music and other forms of media. LimeWire was released on May 3, 2000 by Mark Gorton, a former Wall Street trader. There have been numerous versions of LimeWire released between 2000-2010. The user had the choice to use the free version, or opt to pay for the “pro� version. On October 26, 2010, Mark Gorton was ordered to disable LimeWire by the United States District Court for the Southern District of New York following the ruling of Arista Records LLC v. Lime Group LLC. It was determined that LimeWire and its creator, Mark Gorton, had committed copyright infringement, engaged in unfair competition, and induced others to commit copyright infringement.
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LIMEWIRE | BRAND STRATEGY
TIMELINE NUMBER OF USERS LimeWire had as many users as iTunes, which was about 1.7 million households
ALMOST DISCONTINUED LimeWire considered shutting down after the outcome of MGM v. Grokster
2000
2005
2006 INCREASING REVENUE
LIME GROUP LLC Mark Gorton launched Lime Group LLC and had a team of engineers exploring the peer-to-peer space
INITIAL RELEASE LimeWire was released on May 3, 2010
SUPPLY AND DEMAND In the early days of LimeWire, 90% of download attempts would fail because supply of files were limited and the demand was large 10
LimeWire’s user count increased to over 4 million active users per day and its revenue was $20 million
ALEXIS MARKOU | GR 604
SHUT DOWN On October 26, LimeWire was ordered to disable the “searching, downloading, uploading, file trading, and/or file distribution functionality,” after losing a court battle with Recording Industry Association of America (RIAA) LimeWire shut down shortly after
COPYRIGHT INFRINGEMENT Arista Records LLC v. Lime Group LLC On May 12, it was ruled that LimeWire and its creator, Mark Gorton, had committed copyright infringement, engaged in unfair competition, and induced others to commit copyright infringement
2007
2010
2011
LIMEWIRE’S FIRST CEO
$72 TRILLION LAWSUIT
Gorton hired his first CEO, George Searle, who focused on LimeWire’s success in the future
RIAA announced their intention to sue LimeWire for statutory damages that claimed up to $72 trillion in damages
JAIL TIME
TRIAL
LimeWire user, Gregory Kopiloff, was sentenced to 51 months in jail for identity theft with the help of LimeWire
From May 1–May 13, a trial was held to decide on the eventual amount of damages Gorton agreed to pay $105 million in an out-of-court settlement
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LIMEWIRE | BRAND STRATEGY
BRAND SOUL
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ALEXIS MARKOU | GR 604
Infinite
peer-to-peer sharing
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LIMEWIRE | BRAND STRATEGY
NEW MISSION STATEMENT
We allow our users to
share what they want,
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ALEXIS MARKOU | GR 604
when they want, without fear of judgment or barriers that people face today.
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LIMEWIRE | BRAND STRATEGY
REPOSITIONING STATEMENT LIMEWIRE is a discontinued peer-to-peer file sharing platform that started with few capabilities, but had unlimited potential. It began with media sharing that was often unsecured. Now, we allow our users to share what they want, when they want, all without fear of judgment or unnecessary barriers that people face today. Our new LIMEWIRE offers a variety of services such as enhanced p2p file sharing, clean up for messy situations as well as a p2p lending service.
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ALEXIS MARKOU | GR 604
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LIMEWIRE | BRAND STRATEGY
COMPETITORS DIRECT
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ALEXIS MARKOU | GR 604
ANCILLARY
FUTURE
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LIMEWIRE | BRAND STRATEGY
AUDIENCE PROFILES
JERRY SILVA | “THE DIABETIC” AGE: 52 OCCUPATION: RESTAURANT OWNER MARITAL STATUS: MARRIED LOCATION: OAKDALE, CA • Loves to indulge in sweets but has to limit his intake because he is diabetic • Enjoys listening to music while driving because it makes his long commute more bearable • Has to purchase a private health insurance plan because he is a business owner • Spends $475 a month on insulin because his health plan does not cover prescription costs • Is thinking about illegally buying his medication on the Dark Web to avoid the pharmaceutical markups, but does not know how to access that part of the internet
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ALEXIS MARKOU | GR 604
GINA COLLINS | “THE DETECTIVE” AGE: 43 OCCUPATION: PRIVATE INVESTIGATOR MARITAL STATUS: SINGLE LOCATION: SAN FRANCISCO, CA • Is a private investigator because she lives for the chase • Her favorite TV show is Law & Order: Special Victims Unit because she strives to be like Detective Olivia Benson • Her friends joke that Gina is in the CIA because she is very secretive about her work • Needs to expand her client-list because her apartment rent just increased • Gina is having trouble finding new clients while maintaining her anonymity, so she would like to find a portal where she can advertise her services without revealing her real identity
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LIMEWIRE | BRAND STRATEGY
JOE SAWYER | “THE PROUD AMERICAN” AGE: 21 OCCUPATION: STUDENT MARITAL STATUS: SINGLE LOCATION: LIVERMORE, CA • Listens to country music because that is the type of music he grew up on • Defends the Second Amendment right to bear arms by being an active member of the National Rifle Association (NRA) • Is worried that his guns will be confiscated because politicians have been pushing for gun control • Would like to illegally purchase a gun without serial numbers, also known as a ghost gun, because it will be untraceable
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ALEXIS MARKOU | GR 604
MARYANN BERG | “THE ARMY VETERAN” AGE: 30 OCCUPATION: UNEMPLOYED, ON DISABILITY MARITAL STATUS: SINGLE LOCATION: SACRAMENTO, CA • Developed anxiety and PTSD after serving a tour in Iraq, where she was then medically discharged because she broke her back on a mission • Does not like to talk about what happened when she got injured because it triggers her to have panic attacks • Has gone through multiple therapists who keep pushing anti-anxiety medications, but stopped taking them because she did not like how empty and tired they made her feel • Read that there are some psychadelic drugs that have benefitted people with PTSD and would like to try it, but doesn’t know where to find the drugs because they are illegal
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LIMEWIRE | BRAND STRATEGY
RUDY RAMIREZ | “THE DRUG LORD” AGE: 40 OCCUPATION: ILLEGAL DRUG SMUGGLER MARITAL STATUS: DIVORCED LOCATION: SAN JOSE, CA • Involved in the illegal drug trade because he loves the money that comes with it • Has multiple aliases because he does not want to link his real name to his work • Planned to go to Mexico to pick up a shipment, but needs false documents for a new identity because his others have been compromised • Needs to find a new service to provide him with a Social Security Number (SSN), birth certificate, drivers license, and passport because his original connection was shut down by the FBI
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ALEXIS MARKOU | GR 604
NICHOLE BAILEY | “THE STAY-AT-HOME MOM” AGE: 34 OCCUPATION: BLOGGER MARITAL STATUS: MARRIED LOCATION: DANVILLE, CA • Lives in an upper-class gated community because her husband, Joshua, is the CEO of a successful tech company • Noticed Joshua has been working extra hours lately, but comes home smelling like perfume and alcohol • Wants to see her husband’s credit card statements, but does not have access to them because he handles all of the finances • Would like to hire a private investigator because Joshua’s stories regarding his whereabouts are not adding up
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LIMEWIRE | BRAND STRATEGY
BRAND GRID: PAST Represents the young generation that utilized the brand
LimeWire
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ALEXIS MARKOU | GR 604
BRAND GRID: FUTURE Represents a new, mature audience
LIMEWIRE
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DARK
LIMEWIRE | BRAND STRATEGY
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ALEXIS MARKOU | GR 604
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LIMEWIRE | BRAND STRATEGY
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MYSTERIOUS
ALEXIS MARKOU | GR 604
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ORGANIZED
LIMEWIRE | BRAND STRATEGY
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DESIGN & STRATEGY Alexis Markou
AUDIENCE PROFILES https://unsplash.com/@belart84 https://unsplash.com/@emmapaillex https://unsplash.com/@prins_the_filmer https://unsplash.com/@zacharytnelson https://unsplash.com/@4dgraphic https://unsplash.com/@ldhai
BRAND GRIDS https://unsplash.com/ https://gettyimages.com/
KEYWORDS https://www.pinterest.com/alexismarkou/dark/ https://www.pinterest.com/alexismarkou/mysterious/ https://www.pinterest.com/alexismarkou/organized/
