BRAND MADONNA a lesson in repositioning

Brand Promise “ My drive in life is from this horrible fear of being mediocre.”

“ My drive in life is from this horrible fear of being mediocre.”

brand essence radicalism

understanding positioning

al ries & jack trout Positioning is the art of designing the company’s offering and image to occupy a distinctive place in the mind of the target market .

Positioning is the art of designing the company’s offering and image to occupy a distinctive place in the mind of the target market .

michael porter Step I: Choose Market (and hence competitors) Step II: Choose the competitive position you want to take with respect to the competition. Called value disciplines by treacy and wiersema

Step I: Choose Market (and hence competitors)

Step II: Choose the competitive position you want to take with respect to the competition.

Called value disciplines by treacy and wiersema

successful positioning as a result of resonance between the two views presented

as a result of resonance between the two views presented

when to reposition

need for repositioning Unsuccessful positioning The market has moved on, hence the positioning’s relevance to the market has ceased to exist.

Unsuccessful positioning

The market has moved on, hence the positioning’s relevance to the market has ceased to exist.

how to reposition

the necessary steps Ensure relevance to the customer’s frame of reference Secure the customer’s “permission” for the positioning. Deliver on the brand’s new promise.

Ensure relevance to the customer’s frame of reference

Secure the customer’s “permission” for the positioning.

Deliver on the brand’s new promise.

brand madonna

who am i? an icon for coolness, for things hip, and for timeless youth.

an icon for coolness, for things hip, and for timeless youth.

what do i do? I entertain I inspire

I entertain

I inspire

for who am i? People who are young-at-heart.

People who are young-at-heart.

positioning statement

format To (target group and need), our (brand) is (concept) that (point-of-difference).

To (target group and need), our (brand) is (concept) that (point-of-difference).

Madonna’s Positioning Statement To “young-at-heart” people with unfulfilled yearnings , Madonna is an icon who is always radical .

To “young-at-heart” people with unfulfilled yearnings , Madonna is an icon who is always radical .

positions held

the virgin (1984) Made me feel shiny and new

Made me feel shiny and new

attributes White clothing, even in future virgin tours. Targeting the need to rediscover oneself. Manifestation of the “boy toy” image.

White clothing, even in future virgin tours.

Targeting the need to rediscover oneself.

Manifestation of the “boy toy” image.

the material girl (1984) Living in a material world , and I am a material girl

Living in a material world , and I am a material girl

attributes

in vogue(1990) strike a pose

strike a pose

attributes It’s not what Madonna is creating which is news, but Madonna herself is news. From singer to diva.

It’s not what Madonna is creating which is news, but Madonna herself is news.

From singer to diva.

the sex fantasy (1992)

attributes Not a normal, day-to-day “wholesome” sexual image. Radicalism in sexuality, never subtle and dour, but in-your-face and upfront. Played a “dominatrix” in her video Erotica. Wrote a X rated coffee table book under the name “Sex”(1992) the professional Shocker-of-the-Bourgeoisie in the early 1990s

Not a normal, day-to-day “wholesome” sexual image.

Radicalism in sexuality, never subtle and dour, but in-your-face and upfront.

Played a “dominatrix” in her video Erotica.

Wrote a X rated coffee table book under the name “Sex”(1992)

the professional Shocker-of-the-Bourgeoisie in the early 1990s

the spiritualist (1998)

attributes Experimentations with Mehndi and Henna while on tours. Was in India to learn yoga. The recent conversion to Kaballah, a Jewish faith comes under the same.

Experimentations with Mehndi and Henna while on tours.

Was in India to learn yoga.

The recent conversion to Kaballah, a Jewish faith comes under the same.

“been there-done that” (2000)

attributes It is not Madonna who’s showing skin. Woman in control, out to enjoy. Reason why, name of the album is simply “Music”.

It is not Madonna who’s showing skin.

Woman in control, out to enjoy.

Reason why, name of the album is simply “Music”.

Why does Madonna have to keep repositioning herself?

reason To be true to her brand essence. What is in the realm of radical for the majority today, is “normal” tomorrow.

To be true to her brand essence.

What is in the realm of radical for the majority today, is “normal” tomorrow.

The Failures

Madonna’s movie career Body of evidence (1993) Lots of skin, trying to succeed on “shock value” and gratification. Failed because by then “sex” was not radical enough for brand madonna.

Body of evidence (1993)

Lots of skin, trying to succeed on “shock value” and gratification.

Failed because by then “sex” was not radical enough for brand madonna.

Evita (1996) Critically acclaimed role, Madonna won a best actress Golden Globe award. Still not a successful enough positioning since melodrama was not identified with her (because melodrama is not radical enough in acting!). Madonna’s movie career

Evita (1996)

Critically acclaimed role, Madonna won a best actress Golden Globe award.

Still not a successful enough positioning since melodrama was not identified with her (because melodrama is not radical enough in acting!).

a suggestion She could have succeeded with radicalism in acting, maybe something like Lara Croft!

She could have succeeded with radicalism in acting, maybe something like Lara Croft!

One question? HOW DO ALL THE POSITIONINGS CO-EXIST? ON A STAGE SHOW OR A TOUR, SHE PERFORMS IN ALL HER PREVIOUS LOOKS!

HOW DO ALL THE POSITIONINGS CO-EXIST?

ON A STAGE SHOW OR A TOUR, SHE PERFORMS IN ALL HER PREVIOUS LOOKS!

power of the brand

How do you judge the popularity of an icon? She cannot be judged on record sales alone, as she is much more than just a singer.

She cannot be judged on record sales alone, as she is much more than just a singer.

The Google way! Results 1 - 10 of about 1,270,000 for christina aguilera Results 1 - 10 of about 4,740,000 for britney spears . Results 1 - 10 of about 5,880,000 for Madonna

Results 1 - 10 of about 1,270,000 for christina aguilera

Results 1 - 10 of about 4,740,000 for britney spears .

Results 1 - 10 of about 5,880,000 for Madonna

She’s been on the cover of more magazines world-wide than any other celebrity, living or dead.

She’s been on the cover of more magazines world-wide than any other celebrity, living or dead.

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). The brand Madonna is agreeable to both.

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).

The brand Madonna is agreeable to both.

the publishing adventure She has written two books in her life. 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. 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 .

She has written two books in her life.

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.

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 .

A brand never dies, it lives on forever. 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

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

Thank you