Brand Madonna

Slide 1: BRAND MADONNA a lesson in repositioning

Slide 3: Brand Promise “My drive in life is from this horrible fear of being mediocre.”

Slide 4: brand essence radicalism

Slide 5: understanding positioning

Slide 6: 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.

Slide 7: 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

Slide 8: successful positioning as a result of resonance between the two views presented

Slide 9: when to reposition

Slide 10: need for repositioning 1. Unsuccessful positioning 3. The market has moved on, hence the positioning’s relevance to the market has ceased to exist.

Slide 11: how to reposition

Slide 12: the necessary steps 1. Ensure relevance to the customer’s frame of reference 2. Secure the customer’s “permission” for the positioning. 3. Deliver on the brand’s new promise.

Slide 13: brand madonna

Slide 14: who am i? an icon for coolness, for things hip, and for timeless youth.

Slide 15: what do i do? I entertain I inspire

Slide 16: for who am i? People who are young-at-heart.

Slide 17: positioning statement

Slide 18: format To (target group and need), our (brand) is (concept) that (point-of-difference).

Slide 19: Madonna’s Positioning Statement To “young-at-heart” people with unfulfilled yearnings, Madonna is an icon who is always radical.

Slide 20: positions held

Slide 21: the virgin (1984) Made me feel shiny and new

Slide 22: attributes • White clothing, even in future virgin tours. • Targeting the need to rediscover oneself. • Manifestation of the “boy toy” image.

Slide 23: the material girl (1984) Living in a material world, and I am a material girl

Slide 24: attributes

Slide 25: in vogue(1990) strike a pose

Slide 26: attributes • It’s not what Madonna is creating which is news, but Madonna herself is news. • From singer to diva.

Slide 27: the sex fantasy (1992)

Slide 28: 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

Slide 29: the spiritualist (1998)

Slide 30: 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.

Slide 31: “been there-done that” (2000)

Slide 32: attributes • It is not Madonna who’s showing skin. • Woman in control, out to enjoy. • Reason why, name of the album is simply “Music”.

Slide 33: Why does Madonna have to keep repositioning herself?

Slide 34: reason • To be true to her brand essence. • What is in the realm of radical for the majority today, is “normal” tomorrow.

Slide 35: The Failures

Slide 36: 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.

Slide 37: 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!).

Slide 38: a suggestion She could have succeeded with radicalism in acting, maybe something like Lara Croft!

Slide 39: One question? • HOW DO ALL THE POSITIONINGS CO- EXIST? • ON A STAGE SHOW OR A TOUR, SHE PERFORMS IN ALL HER PREVIOUS LOOKS!

Slide 40: power of the brand

Slide 41: 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.

Slide 42: 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

Slide 43: She’s been on the cover of more magazines world-wide than any other celebrity, living or dead.

Slide 44: • 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.

Slide 45: 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.

Slide 46: 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

Slide 47: Thank you