Lady gaga : a real brand

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  • Sources : www.blogonvaou.com
  • Picture taken from www.puretendance.com
  • Sources :
  • Sources : atomculture.wordpress.com ; www.2803.fr
  • Source : www.g agavision.skyrock.com
  • Lady gaga : a real brand

    1. 1. LADY GAGA A Marketing Product Study of Lady Gaga’s communication strategy
    2. 2. INTRODUCTION <ul><li>How has Lady Gaga achieved to become one of the most influencial person in the world within two years? </li></ul>
    3. 3. A multiple-talent artist <ul><li>LADY GAGA, </li></ul><ul><li>A SINGER, </li></ul><ul><li>A DANCER, </li></ul><ul><li>AND A SHOW-WOMAN </li></ul>
    4. 4. LADY GAGA’S CHILDHOOD
    5. 5. Some biographical elements… <ul><li>Name : Stefani Joanne Angelina Germanotta </li></ul><ul><li>Origins : Comes from a well-off italian family living in New York </li></ul><ul><li>Personality : shy and rejected by the others </li></ul><ul><li>BUT also an eccentric and talented girl bound to be a star </li></ul>
    6. 6. Education background <ul><li>Graduated from the Convent of Sacred Heart, New York </li></ul>
    7. 7. Musical education Learned piano by ear at the age of 4. Classical music
    8. 8. BEFORE…
    9. 9. AFTER ! L A D Y G a g a
    10. 10. The story of a fame <ul><li>A fast ascension of the « fame ladder » </li></ul>
    11. 11. Lady Gaga’s name origin :
    12. 13. Lady Gaga’s IMAGE BUILDING
    13. 14. A personal branding phenomenon <ul><li>LADY GAGA </li></ul><ul><li>IS </li></ul><ul><li>EVERYWHERE </li></ul>
    14. 15. What is personal branding ? <ul><li>Process whereby people and their carreer are marked as brands </li></ul><ul><li>and </li></ul><ul><li>idea that success comes from « self packaging » </li></ul>
    15. 16. Lady Gaga’s strategy : BEING SENSATIONAL
    16. 17. Lady Gaga’s originality and style
    17. 18. A fashion icon <ul><li>« I have started dressing like a star before becoming one » </li></ul>
    18. 19. PROVOCATION OFFENSIVE or AWESOME ?
    19. 20. Lady Gaga’s public image and commitment <ul><li>A philanthropist woman </li></ul><ul><li>Lady Gaga throws the weight of her popularity behind donation projects. </li></ul>
    20. 21. A proactive woman «  To have this lipstick as a reminder in your purse, that when your man is laying naked in your bed, you go into the bathroom, you put your lipstick on, and you bring a condom out with you. » Viva Glam Campaign for MAC AIDS FUND
    21. 22. Equality for gay people <ul><li>« I am here today because I want to propose a law called « If you don't like it, you can go home » A law that sends home the homophobes, that sends home the prejudiced. » </li></ul>Lady Gaga’s speech and fight against the « Don’t ask, don’t tell » law.
    22. 23. <ul><li>Let’s be more technical </li></ul><ul><li>… </li></ul>
    23. 24. Lady Gaga, the queen of the CO-BRANDING and PRODUCT PLACEMENT strategies.
    24. 25. What is « co-branding » ? <ul><li>Definition : </li></ul><ul><li>“ Co mbination of two or more brands for the development, marketing and communication of a product or a service.  » </li></ul>
    25. 26. <ul><li>Objectives : </li></ul><ul><li>Opportunity for the brands to strengthen or change their commercial position </li></ul><ul><li>Opportunity for the brands to break into new market segments </li></ul>
    26. 27. The case of Lady Gaga <ul><li>Relying on modernity and high technology </li></ul>Headphones by Lady Gaga, in cooperation with Dr Dre and Monster.
    27. 28. Why co-branding ? <ul><li>Reciprocal gain of reputation for each partner </li></ul><ul><li>Developing loyalty of existing consumers or fans </li></ul><ul><li>Luring new market segments </li></ul>
    28. 29. Co-branding with fashion and cosmetic brands H & M
    29. 30. Product placement <ul><li>Definition : </li></ul><ul><li>« Advertising technique using the process of highlighting branded goods in a film, a TV show or a music video » </li></ul>
    30. 31. <ul><li>Objectives : </li></ul><ul><li>Ideal means of funding for artists </li></ul><ul><li>Ideal advertising means for brands </li></ul>
    31. 32. Product placement Telephone (feat Beyonce)
    32. 33. Social Networks and the Internet <ul><li>USING… </li></ul>
    33. 34. What is allowed by the Internet : <ul><li>Broadcasting news, songs and videos very easily and quickly </li></ul><ul><li>Avoiding censorship… </li></ul>
    34. 35. <ul><li>… reaching her fans DIRECTLY instead of going through the traditional media. </li></ul>
    35. 36. « Crowd-sourcing » <ul><li>… but also conveying a feeling of proximity : the building of a « lil’monsters » community. </li></ul>
    36. 37. <ul><li>LADY GAGA BENEFITS FROM FREE </li></ul><ul><li>ADVERTISING THANKS TO HER DEVOTED </li></ul><ul><li>FANS </li></ul>
    37. 38. EXAMPLE
    38. 39. Lady Gaga’s fans in number <ul><li>Twitter : more than 6 million followers </li></ul><ul><li>Facebook : more than 21 million fans </li></ul><ul><li>Myspace : more than 1 million fans </li></ul><ul><li>Youtube : more than 777 million views for 8 of her most popular songs. </li></ul>
    39. 40. Brand Romance by Newcast <ul><li>http://www. youtube . com/watch ?v=IC9bNthm70k </li></ul>

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