The Brand Gospel of Lady Gaga

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  • 1. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa The Brand Gospel of Lady Gaga CLICK SCREEN TO BEGIN. Hit escape to return to normal screen mode. ©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 1 < Back | home | nexT >
  • 2. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa TABLE OF CONTENTS enter: Gaga..............................................................................................................................................................................................3 Gaga relevance .....................................................................................................................................................................................4 The master of her Brand ......................................................................................................................................................................5 Who Gets It? ............................................................................................................................................................................................6 Who doesn’t? ..........................................................................................................................................................................................8 Back to the Brand .................................................................................................................................................................................11 2 < Back | home | nexT >
  • 3. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa EnTEr: GaGa She came out of nowhere to become one of the most talked about and fawned over musical acts of the day. Lady Gaga has quickly become a driving force in music, fashion, video production and global trendsetting. With only 2 albums under her belt, (technically one debut album and one “extension” of the first) Lady Gaga is already being called “the next Madonna”. Regardless of her ability to shock and cause controversy, Gaga’s made it hard for audiences to ignore the control she exerts over her own image. She has transcended beyond the label of “just a singer” and has become a master of her brand. She gets it. To quote the immortal Cyndi Lauper, “[Gaga] isn’t a pop act, she’s a performance artist.” 3 < Back | home | nexT >
  • 4. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa GaGa rELEvancE As a strong, relatable, relevant brand, Lady Gaga is a model for which people should look to for inspiration. Look to the way she manages her brand images and outlets. For some people, it may be hard to find that niche that makes their personal brand resonate. The solution: BECOME SOMETHING MORE THAN YOU ARE. Look, we’re not suggesting that you abandon who you are in order to impress other people. Just discover the thing that makes you special and express yourself to your fullest potential. The only way to build a following is to stand out. 4 < Back | home | nexT >
  • 5. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa ThE MasTEr of hEr Brand Sometimes it’s not enough to have elaborate costumes and a gaggle of energetic background dancers. Sometimes you also have to walk the walk. And don’t mistake her…Gaga has been walking the social media walk for quite a while. She utilizes strong touchpoints (YouTube, Facebook, Twitter) on a regular, responsible basis. She uses it the way that most businesses wish they could. She reports the good (when her new video is set to premiere) and the bad (when she has to cancel concert dates) via Twitter. This connection with her fans makes Gaga look reliable and personable. What other qualities can a business ask for? 5 < Back | home | nexT >
  • 6. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa Who GETs iT? She is certainly not the first artist to blaze trails and break barriers. She is the latest in a long line of branding geniuses who have used their image to articulate a message and connect with a fan base. 6 < Back | home | nexT >
  • 7. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa KISS Long before Gene Simmons was the star of a reality show on A&E, he was the lead singer of a small army and the face of a major branding phenomenon. KISS featured four dudes in face paint rocking out and having a blast while doing so. By doing something different, they became identifiable. And by connecting with so many fans, they were easily able to market themselves as a product. Their faces have become pop culture iconography. Michael Jackson He has become one of the most identifiable faces in recent history. And although he constantly reinvented his looks and style of music, Michael Jackson has been a reputable brand since early childhood. He was authentic, communicative, and everywhere. Think of him in terms of a product. He was selling off the shelves for several consecutive decades - all because of the ubiquity of his brand image. 7 < Back | home | nexT >
  • 8. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa Who doEsn’T? It might be easier to explain a musical act that didn’t (doesn’t) understand what makes a successful brand strategy than one that does. It wouldn’t be fair to say that all one-hit wonders didn’t get it. It’s also not fair to say that an act has to set herself on fire or create a stage spectacle in order to get it. But sometimes an act just falls on its face and can never recover from a tarnished brand crisis. 8 < Back | home | nexT >
  • 9. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa Amy Winehouse She is a musical genius and a lyricist to rival any female singer/songwriter in music today. After her first and only album, Frank and Back to Black, went multi-platinum, Amy Winehouse was slated to be the greatest thing to happen to vocal-infused Motown/ jazz since the 60s. But unfortunately, Winehouse suffered slew after slew of controversial personal mishaps and run-ins with the law. Most fans were willing to forgive such a talent after a few indiscretions, but it seemed to be a runaway’s brand image with little to no handling. Winehouse faded into obscurity faster than you can ask someone to go to rehab. 9 < Back | home | nexT >
  • 10. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa Christina Aguilera From the artist who beat the greatest contenders of 2000 for “Best New Artist” Grammy, Christina Aguilera has given the world several hit singles and platinum albums. But when you’re competing again Britney Spears and other female pop artists of the day, it’s hard to keep your head above water when you’re the “nice-flirty-dirty” girl. She reinvented her image and was a great success a couple of times, but after that, she just seems to fade into the wallpaper. It’s difficult to depict yourself as something that you aren’t, and it’s even harder for your fans to swallow. 10 < Back | home | nexT >
  • 11. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa Back To BrandinG In the end, it’s best to take the most important lessons from both sides of the “recording artist/ brand master” equation. Learn to build your personal brand around the things that make you stand out and keep a consistent method of message deliverance. 11 < Back | home | nexT >
  • 12. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa And remember these points when living The Brand Gospel of Gaga: Be Different – Not just different for different sake, but truly a difference that people can connect to. Be Authentic – Wear your costume offstage and around town. Be Communicative – Don’t just send out a press release from a handler, but update your fans though something that makes them feel connected. Be Everywhere – Go to your audience and use all of the different platforms that they use. Be Fun – Don’t be boring. Make your fans guess at what your next move will be. 12 < Back | home | nexT >
  • 13. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa RUSSO IS A STRATEGIC BRANDING AGENCY – AND AS A BRANDING AGENCY, WE ARE BELIEVERS. Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. for more information on branding, social media or to learn more about The russo Group, drop us a line, we would love to hear from you. 116 e. congress St., downtown lafayette, la 70501 | 337.769.1530 | f 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com 13 < Back | home | nexT >
  • 14. ebook Ser ies: Volume 31 the promise behind the brand. The Brand GoSpel of l ady GaGa The Brand Gospel of Lady Gaga ©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 14 < Back | home | nexT >