Brand Dots

Archive for July, 2009

Sean John Combs has created one of the strongest entertainment brands of this generation.   He is involved in hip-hop’s Bad Boy Records, has two clothing lines (Sean John and Sean by Sean Combs), a film production company, and two restaurants.  There is no question that he has built an empire out of his personal brand.

The world’s most powerful brands typically align themselves with a well-known archetype.  This is true for all types of brands, including celebrities.

I’ve enjoyed watching Comb’s celebrity evolve over time.  He started his rapping career as Puff Daddy.  People nicknamed him Puff or Puffy.   In 2005 he decided to change is name to P. Diddy, which eventually was changed to plain-ole’ Diddy.  This guy has had more names than I can count on one hand.  Through all of these name changes, you would think that Comb’s brand would be worthless, but quite the opposite happened.  With every name change, he worked toward reinventing himself.

In the beginning Diddy personified the outlaw archetype.  He was born in the Harlem projects, his father was shot and killed when he was a small child, and when he started the Bad Boy label, he became involved in the East-Coast/West-Coast Hip-Hop Feud.  In true outlaw form, he eventually faced gun possession and bribery charges.  Combs and his brand embraced the outlaw archetype.  He was a rebel, completely outrageous, and eager to start a hip-hop revolution.

Combs knew he couldn’t maintain success if he continued to embrace the outlaw persona.  He had to change his image.   This is where the name changing began.   Diddy’s new name, or maybe I should say names, were an attempt to reinvent himself as the ruler archetype that he is known as today.

Sean Combs has been able to reposition himself as the king of hip-hop, fashion, and all things entrepreneurial.  This is evident through his I am King fragrance campaign, Sean John ads, Ciroc commercials, and every interview that he is in.  He is an empowered, successful leader.  He’s gained credibility by showing the public that he can be a trusted, responsible, and dependable role model.

This rebranding strategy has worked for him.  He has taken control of his image and has acquired overwhelming success.  His net worth is currently estimated to be more than $346 million and will only continue to grow.

Celebrities reinvent themselves all the time.  Can you think of any good examples of celebrities that have switched from one archetype to another?

Laura Reis’ article, The Demise of Dell, provides a great example of why expansion is NOT the answer. 10 years ago, Dell was the best selling personal computer brand in the world!  They were focused on one thing: selling personal computers directly to businesses.  And then they decided to expand to the consumer electronics market.  They even started selling their PCs in retail stores, such as Sears and Walmart.

What were they thinking? Dell was known for having a direct to business sales/distribution model. They sold their souls, thinking that they would be able to capture more customers if they found new ways to sell and distribute their product. This change turned their tried-and-true business model on its head. It confused consumers and made people wonder what their brand really stood for.

History repeats itself and this is one example that proves that brands can’t be everything to everyone.  Stick to what you know and what you’re known for!

The graffiti revolution was born in New York City subways in the 1960’s.  Over the years, tagging became more and more prominent.  Artists were determined to 1) get their name out as much as possible and 2) compete against each other in terms of style and recognition.

Is it just me, or does this sound like two of the most important goals for brand managers?

There is no question that our society is bombarded by advertising.  You can’t leave your house without seeing slogans, brands, logos, and subliminal messaging.  It’s a form of “style wars,” in a sense.  Marketers and graffiti artists are trying to accomplish the same thing.

Graffiti and marketing share a common goal.  They both strive to grab their audience’s attention and make them yearn to learn more about who they are.  They strive to reach as many people as possible, while focusing on the ability to leave a lasting impression on others.

It’s all about branding!  Taggers understand branding.  They sleep, eat, and breathe branding.  In my opinion, graffiti is art and brand managers would be smart to hire accomplished graffiti artists.

Web Urbanist shows some excellent examples of 3D graffiti and traditional graffiti that has been or should be used in guerrilla marketing campaigns.  Artists like Shepard Fairey, who created the famous Obama campaign HOPE poster, have already proven that graffiti art can be used to promote brands.  So, since we share the same vision, why not unite to reach a common goal?

As a child, I was always creative.  I loved art, music, and eccentricity.  God bless my parents because I put them through hell during my teenage years.   If I could label my teens and early twenties, I would call them my “Rockstar” years.

I started my undergrad degree as a rockin’, partying, art student.  But after a few years I realized that, while I loved art, I didn’t want to end up a “starving artist” so I changed my major to Marketing.  This was probably the best decision I ever made because, little did I know at the time, Marketing was my calling. While pondering my evolution, I had an epiphany.  I may have grown older and my focus has shifted to my family and career, but I haven’t lost my rockstar roots.

To build a successful brand, YOU have to be a ROCKSTAR!

• Stand out!  Be the company that sports pink hair, so to speak.  Make people within your respective industry stand up and take notice.
• Go against the grain.  It’s okay to be controversial.  Burger King is the first example that comes to mind.  They make a lot of people question their advertising methods but they continue to win over fans from their target market.
• Revolutionize.  You say you want a revolution?  Create one!  Be the first to try new things.  Break the mold.  Give your customers new and improved products.  Try a new distribution method or take your advertising strategy up a notch.
• Keep it real! Don’t be fake; authenticity is key.  Be consistent in your brand messaging, stay true to yourself and company values, and be genuine.
• Nobody likes a sell-out.  Fans know if you’re the real deal.  Give them what they want and stay true to who you are.  You can’t be everything to everyone.  Be you!
• Start a fan club.   Build a sense of community around your brand.  Give your customers an interactive experience.  Plan events, encourage feedback, and reward your loyal customers.  Harley Davidson has mastered this strategy.

So, to all my fellow rockstars – the key to your success is staying true to who you are, making yourself the center of attention, and embracing your fans.  If you keep this in mind, your brand will continue to ROCK ON!

Oh my!  Check out the new Evian Roller Babies commercial.  According to the NY Daily News, this commercial is the latest YouTube sensation.  It has been watched by 3.8 million people!  Some may think it’s creepy.  Maybe it’s the fact that I’m a mommy, but I thought it was hilarious and adorable!  It makes me want to pick up a bottle of Evian so I can feel as good as those little guys.

MTV has taken building interactivity and community into a brand strategy to the next level.  They are giving their fans complete creative control over their branding.  Today I came across this really cool website that allows people to submit their own version of the MTV logo, and if enough people like it, it will be used on the MTV website.  How cool!

MTV’s brand strategy had a humble beginning.  For those of you who haven’t noticed, MTV doesn’t really stand for “music television” as it once did.  MTV is synonymous with “pop culture,” so why not choose a logo that represents the same.

Frank Olinsky, Pat Gorman, and Patti Rogoff, young independent designers at the time, created the first MTV logo.  The original design consisted of a blocky 3-D “M” with a graffiti-scrawled “tv” on top of it. In the spirit of pure-nonconformity – rather than choosing “corporate colors” for the logo, they decided that the logo should always change, as music, art, and culture changes.  Over time, it has changed size and style, but the fundamental logo design has stayed consistent.  The ever-evolving design has kept the brand strategy current and trendy.

Now that’s what I call brilliant design!

The Fourth of July is one of my favorite holidays.  It’s a low-stress holiday, full of bar-b-q, parties, beer, flags, and fireworks.  Independence Day gives us the opportunity to remember how fortunate we are to have freedom.  As we approach America’s birthday, I can’t help but point out how powerful a patriotic marketing strategy can be.  After all, American’s have the strongest sense of national pride!

Patriotic marketing works!  It is one way that companies can appeal to a very broad segment of consumers.  Most Americans love to support their country, veterans, and American brands.  People tend to feel a connection to their country of origin and strong sense of national pride.  By embracing these emotions, companies can influence consumer-purchasing decisions.

One way companies incorporate patriotism into their brand strategy is through their logo design.  Some companies choose a name and company logo to show their pride and others, such as Google, have incorporated the stars and stripes into their existing logo.

Other companies choose to incorporate patriotic colors or images into their packaging.  Most of us have seen “Made in the USA,” eagles, or American flags stamped on products.  This stamp of patriotic approval could make or break a consumers buying decision.

Another way to show national pride is by outreach marketing with customized promotional products.  People love free key chains, stress balls, magnets, pens, and pins.  And the best thing about them is that people keep them, use them in the future, and will reference back to them to find your phone number or web address.

Military discounts are a win-win marketing approach.  They show others that you support the troops, give back to those that protect and serve our country, and specifically speak to a very large and precise target market: military personnel.  If you’re having a difficult time promoting your discount,  Veterans Advantage is one way you can get your products or services in the hands of vetrans, personnel, and their families.

Display your support!  Patriotic marketing can be as simple as decorating with American flags, stars and stripes, or a yellow ribbon.  Just make sure you display patriotic items that are in good condition.  There’s nothing worse than a worn and tattered flag on display.

So get out there!  Hang your flag and show your pride.  Stand UNITED!