Brand Madonna

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This was presented in a B school classroom about 3 years ago, to explain positioning as a concept, Madonna was used as an example to show what is positioning and how it works. It was accompanied with clippings from Madonna's music videos to showcase the changes in her positioning over the years.

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  • Excellent presentation. Can you send it to me please??? rui.velez.zuzarte@gmail.com. Thanks and great work!!!
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  • can i get a copy plse would be very grateful.
    justin@onepartners.com.au
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  • Very interesting presentation. Love it. Could you share a copy of this presentation please? SusanTham@ocbc.com

    Thanks in advance !
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  • Can you please email a copy to skidude2001@yahoo.com. This is great for marketing class,
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  • Brand Madonna

    1. BRAND MADONNA a lesson in repositioning
    2.  
    3. Brand Promise <ul><li>“ My drive in life is from this horrible fear of being mediocre.” </li></ul>
    4. brand essence radicalism
    5. understanding positioning
    6. al ries & jack trout <ul><li>Positioning is the art of designing the company’s offering and image to occupy a distinctive place in the mind of the target market . </li></ul>
    7. michael porter <ul><li>Step I: Choose Market (and hence competitors) </li></ul><ul><li>Step II: Choose the competitive position you want to take with respect to the competition. </li></ul><ul><li>Called value disciplines by treacy and wiersema </li></ul>
    8. successful positioning <ul><li>as a result of resonance between the two views presented </li></ul>
    9. when to reposition
    10. need for repositioning <ul><li>Unsuccessful positioning </li></ul><ul><li>The market has moved on, hence the positioning’s relevance to the market has ceased to exist. </li></ul>
    11. how to reposition
    12. the necessary steps <ul><li>Ensure relevance to the customer’s frame of reference </li></ul><ul><li>Secure the customer’s “permission” for the positioning. </li></ul><ul><li>Deliver on the brand’s new promise. </li></ul>
    13. brand madonna
    14. who am i? <ul><li>an icon for coolness, for things hip, and for timeless youth. </li></ul>
    15. what do i do? <ul><li>I entertain </li></ul><ul><li>I inspire </li></ul>
    16. for who am i? <ul><li>People who are young-at-heart. </li></ul>
    17. positioning statement
    18. format <ul><li>To (target group and need), our (brand) is (concept) that (point-of-difference). </li></ul>
    19. Madonna’s Positioning Statement <ul><li>To “young-at-heart” people with unfulfilled yearnings , Madonna is an icon who is always radical . </li></ul>
    20. positions held
    21. the virgin (1984) <ul><li>Made me feel shiny and new </li></ul>
    22. attributes <ul><li>White clothing, even in future virgin tours. </li></ul><ul><li>Targeting the need to rediscover oneself. </li></ul><ul><li>Manifestation of the “boy toy” image. </li></ul>
    23. the material girl (1984) <ul><li>Living in a material world , and I am a material girl </li></ul>
    24. attributes
    25. in vogue(1990) <ul><li>strike a pose </li></ul>
    26. attributes <ul><li>It’s not what Madonna is creating which is news, but Madonna herself is news. </li></ul><ul><li>From singer to diva. </li></ul>
    27. the sex fantasy (1992)
    28. attributes <ul><li>Not a normal, day-to-day “wholesome” sexual image. </li></ul><ul><li>Radicalism in sexuality, never subtle and dour, but in-your-face and upfront. </li></ul><ul><li>Played a “dominatrix” in her video Erotica. </li></ul><ul><li>Wrote a X rated coffee table book under the name “Sex”(1992) </li></ul><ul><li>the professional Shocker-of-the-Bourgeoisie in the early 1990s </li></ul>
    29. the spiritualist (1998)
    30. attributes <ul><li>Experimentations with Mehndi and Henna while on tours. </li></ul><ul><li>Was in India to learn yoga. </li></ul><ul><li>The recent conversion to Kaballah, a Jewish faith comes under the same. </li></ul>
    31. “been there-done that” (2000)
    32. attributes <ul><li>It is not Madonna who’s showing skin. </li></ul><ul><li>Woman in control, out to enjoy. </li></ul><ul><li>Reason why, name of the album is simply “Music”. </li></ul>
    33. Why does Madonna have to keep repositioning herself?
    34. reason <ul><li>To be true to her brand essence. </li></ul><ul><li>What is in the realm of radical for the majority today, is “normal” tomorrow. </li></ul>
    35. The Failures
    36. Madonna’s movie career <ul><li>Body of evidence (1993) </li></ul><ul><li>Lots of skin, trying to succeed on “shock value” and gratification. </li></ul><ul><li>Failed because by then “sex” was not radical enough for brand madonna. </li></ul>
    37. <ul><li>Evita (1996) </li></ul><ul><li>Critically acclaimed role, Madonna won a best actress Golden Globe award. </li></ul><ul><li>Still not a successful enough positioning since melodrama was not identified with her (because melodrama is not radical enough in acting!). </li></ul>Madonna’s movie career
    38. a suggestion <ul><li>She could have succeeded with radicalism in acting, maybe something like Lara Croft! </li></ul>
    39. One question? <ul><li>HOW DO ALL THE POSITIONINGS CO-EXIST? </li></ul><ul><li>ON A STAGE SHOW OR A TOUR, SHE PERFORMS IN ALL HER PREVIOUS LOOKS! </li></ul>
    40. power of the brand
    41. How do you judge the popularity of an icon? <ul><li>She cannot be judged on record sales alone, as she is much more than just a singer. </li></ul>
    42. The Google way! <ul><li>Results 1 - 10 of about 1,270,000 for christina aguilera </li></ul><ul><li>Results 1 - 10 of about 4,740,000 for britney spears . </li></ul><ul><li>Results 1 - 10 of about 5,880,000 for Madonna </li></ul>
    43. <ul><li>She’s been on the cover of more magazines world-wide than any other celebrity, living or dead. </li></ul>
    44. <ul><li>The only singer who has sung the theme song of a BOND movie (in 2002) as well as for the parody of a BOND movie(in 1999). </li></ul><ul><li>The brand Madonna is agreeable to both. </li></ul>
    45. the publishing adventure <ul><li>She has written two books in her life. </li></ul><ul><li>The first one, an X-rated coffee table book(which is part autobiographical) called SEX. The book was an unprecedented success, selling out within hours and needing an immediate reprint. </li></ul><ul><li>The second one is a children’s book series. The English Roses , which was printed in 42 languages for distribution in more than 100 countries . </li></ul>
    46. A brand never dies, it lives on forever. <ul><li>I think I’ll find another way There’s so much more to know I guess I’ll die another day It’s not my time to go </li></ul>
    47. Thank you

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