1. Rock On Chapter 16
Loosen Up Your Brand
Andrea Nowlan
MKTG 338-002

2. Not the same old song and dance…
• Improvisation
• Color, Detail, Imagery
• Constantly Changing
• Carefree and Creative

3. Cover Art Comparison
Shakedown Street vs. Grateful Dead Sampler

4. The Grateful Dead teaches us to show our
brand’s personality and to trust that our
customers will recognize our brand even if
it looks a little “different.”

5. Questions:
• Can every company use the same strategy as
Google and The Grateful Dead with their
ever changing logo and designs? What
potential problems could this cause?
• How does this relate to the idea of creating
a universal personal brand image? Can it
work for a personal brand as well?

6. Sources:
1. Marketing Lessons from the Grateful Dead
2. http://www.layoutsparks.com/pictures/request-34
3. http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1366&bih=600&tbm=isch&tb
nid=Zn5u-
o0x4JlkLM:&imgrefurl=http://www.thegratefuldeadlyrics.com/&docid=a6nyK3lU9uMXNM&imgu
rl=http://www.thegratefuldeadlyrics.com/the-grateful-dead-photo-
4.jpg&w=300&h=303&ei=KaWxUIifPOOV0QGBqoCoAw&zoom=1&iact=hc&vpx=194&vpy=261&d
ur=784&hovh=226&hovw=223&tx=135&ty=210&sig=107472496929535028470&page=1&tbnh=
135&tbnw=133&start=0&ndsp=22&ved=1t:429,r:8,s:0,i:178
4. http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1366&bih=600&tbm=isch&tb
nid=TYNOSzPIIfsQ-M:&imgrefurl=http://collinhinds.blogspot.com/2012/10/the-grateful-dead-
alpine-valley-1989.html&docid=nOQ36Rj_-g5I_M&imgurl=http://2.bp.blogspot.com/-
VvginItRZpE/UItjvM9gDAI/AAAAAAAAAZE/BjrelTKX9zc/s640/grateful_dead_115.jpg&w=300&h=3
00&ei=KaWxUIifPOOV0QGBqoCoAw&zoom=1&iact=hc&vpx=340&vpy=262&dur=8&hovh=225&
hovw=225&tx=138&ty=199&sig=107472496929535028470&page=1&tbnh=135&tbnw=136&star
t=0&ndsp=22&ved=1t:429,r:9,s:0,i:181
5. http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1366&bih=600&tbm=isch&tb
nid=IGtpCA4hV7UR9M:&imgrefurl=http://www.emek.net/posters/g/grateful_dead_details.html
&docid=glvfbE98JHg3MM&imgurl=http://www.emek.net/dead_cover_lg.jpg&w=1200&h=1077&
ei=KaWxUIifPOOV0QGBqoCoAw&zoom=1&iact=hc&vpx=430&vpy=258&dur=351&hovh=187&ho
vw=208&tx=99&ty=111&sig=107472496929535028470&page=1&tbnh=137&tbnw=152&start=0
&ndsp=22&ved=1t:429,r:17,s:0,i:205

7. Cont.
6. http://www.google.com/imgres?start=248&um=1&hl=en&sa=N&tbo=d&biw=13
66&bih=600&tbm=isch&tbnid=6HyrsTJfslXCxM:&imgrefurl=http://www.hippiesh
op.com/cgi-
bin/gold/category/21000GDPO&docid=CtJjDm5AfWJ7_M&imgurl=http://www.hi
ppieshop.com/mas_assets/thumb/11523.jpg&w=400&h=400&ei=NaaxUNDbA-
OV0QGBqoCoAw&zoom=1&iact=rc&dur=371&sig=107472496929535028470&p
age=9&tbnh=140&tbnw=140&ndsp=32&ved=1t:429,r:56,s:200,i:172&tx=82&ty=
17
7. http://www.google.com/imgres?um=1&hl=en&sa=N&tbo=d&biw=1366&bih=60
0&tbm=isch&tbnid=umW1Vwf7Jq0vZM:&imgrefurl=http://www.peterpracownik
.com/pages/gratefully-yours-grateful-dead-rock-%26-roll-gratefully-yours-
grateful-dead-
g10.htm&docid=7dFtrEpr6SUiMM&imgurl=http://www.peterpracownik.com/pic
s/large-pics/gratefully-yours-grateful-dead-rock-%2526-roll-gratefully-yours-
grateful-dead-
g10.jpg&w=320&h=400&ei=KaWxUIifPOOV0QGBqoCoAw&zoom=1&iact=hc&vp
x=1014&vpy=56&dur=328&hovh=138&hovw=111&tx=94&ty=146&sig=1074724
96929535028470&page=3&tbnh=135&tbnw=108&start=54&ndsp=33&ved=1t:4
29,r:77,s:0,i:391