Dear Fellow Dream Builder;
Okay, this is it… That’s the name of the Michael Jackson concert that he was going to make. His final concert farewell for his fans. How sad that it was prophetic. In this post I want to talk about brand marketing strategy, lessons I took away from Michael Jackson’s “This Is It”. It was a great documentary and a poignant tribute to a great talent snatched from us too soon.
Now you might be wondering what Michael Jackson and brand marketing strategy have in common. This is what I’m going to talk about today. In spite of his frailties or perhaps because of them, Michael Jackson was a tremendous brand. Whether he knew it or not is perhaps up to debate. In my mind I am certain he was aware of his brand power. His style and his image were his brand. But his brand and brand marketing strategy overall is more than just style and dress. It is more than just an image or logo. And this is where I think lessons from Michael Jackson on brand marketing strategy come into play.
For 4 or so decades, most of us have seen Michael develop as an artist, from the Jackson 5 to the moonwalk to the thriller album and beyond. He affected 3 or more generations with his songs and his spirit. And it his spirit, his essence or his Ethos if you will that I want to discuss today in regards to brand marketing strategy.
Watching the last few days of Michael Jackson as he practiced and perfected his performance for his sold out “This Is It” concert tour in the UK, gave me great insight into the Ethos of this man. And being a copywriter and marketing consultant, it got me thinking about brand identity and this current blog post “Brand Marketing Strategy”.
In my mind, and brand marketing strategy worth its salt should be deeply imbued and infused with the Ethos. Whether that is your personality as an independent business owner or a corporate brand like Coca Cola. Ethos is what your customer and client will respond to most intimately. Brand marketing strategy is about building relationships, and they don’t have to be physically relevant relationships either. People need to identify with you. They need to feel that they understand what you are about.
Michael Jackson came across as a fragile, beautiful spirit. Cracked and with flaws like we all are. To paraphrase Leonard Cohen, that’s how the light gets in. And this I believe was the force of his brand and success to a great degree. Not to diminish the talent. Michael Jackson was certainly a ferocious talent, but that doesn’t explain the full effect of his success. It was his Ethos, that he was an everyman. A man tortured perhaps, certainly fragile and definitely beautiful in spirit that resonated with me. That I believe resonates deeply with his fans.
So in your brand marketing strategy, don’t be afraid to show your moles and warts. Your Ethos and your brand must be relevant and human. As such it should allow itself to show some vulnerability. Even Superman had a weakness, an Achilles heel. Kryptonite.
You will find that a brand marketing strategy that gives itself permission to be slightly cracked and fragile will win over your clients at a greater and deeper level. And over the long run, this will be of great benefit to any service or product that you offer. We are all vulnerable and flawed. We welcome each other when we recognize the fragility that we each possess. Use this to your advantage. Allow your brand marketing strategy to be your Ethos and real essence. Flaws and all.
Seeing YOUR big picture,
Jason
Atomic Autoresponders – find out how I can help improve your income and customer loyalty.
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