why mariah carey is a better brand than you (or 5 things brands can learn from musicians)
DESCRIPTION
We’ve all heard that today’s musicians are more than entertainers – they’re brands. If that’s the case then, as brands, they’re pretty damn good at generating conversation and making a gazillion dollars. So what can today’s brands learn from the music scene to better connect with their audience? Maggie will speak to how brands can learn from musicians: 1. They create fans that want to create communities. While brands are trying to develop communities, musicians are empowering fans who want to create communities on their behalf. How can a brand build real fans beyond the like button? 2. They diversify. Jay-Z has diversified his roster beyond music to great success. How have brands like Nike, Apple and Hasbros diversified to introduce new revenue streams to their business? 3. Their craft is their message. Musicians generally don’t have to wonder how they can be authentic or stand for something given that their songs, look, etc. are their message. 4. They respond to culture. Longevity means being able to adapt and react. Hip hop mogul Diddy has been able to be a part of culture for so long by responding to change. How are brands becoming more responsive to culture? 5. They’re batsh*t crazy. A healthy dose of insanity is a good thing – it keeps fans surprised. What happens when a brand is brave enough to follow their crazy whims, too?TRANSCRIPT
WHY Mariah CareyIS A BETTER Brand THAN YOU
(OR 5 THINGS BRANDS CAN LEARN FROM MUSICIANS)
WHAT YOU’LL HEAR IN THIS SESSION
AN INTERLUDE ABOUT WHY THE MOVIE GLITTER WAS MISUNDERSTOOD
WHAT YOU WON’T
WTF HAPPENED TO JUSTIN BIEBER
HOW BRANDS SHOULD PARTNER WITH MUSICIANS5 MUSICIANS WITH STEAL-WORTHY HABITS + WHY THEY’RE GOOD FOR BRANDS
WHAT BRANDS ARE DOING IT RIGHT
HOW TO APPLY THESE HABITS TO YOUR BRAND
ANYTHING ABOUT MYSPACE
YOU’LL ALWAYS BE A PART OF ME, I’M PART OF YOU INDEFINITELY
””
-MARIAH CAREY
THEY CREATE FANS THAT WANT TO CREATE COMMUNITIES.
While brands are trying to develop communities on different channels, musicians like Mariah are empowering fans who want to create communities on their behalf.
How can a brand build fans beyond the like button?
1
I’M NOT A BUSINESSMAN,I’M A BUSINESS, MAN ”
”-JAY-Z
THEY DIVERSIFY.Jay-Z has diversified his roster beyond music, expanding into branding and sports marketing to create an
empire under his brand. How have brands like Nike, Apple, and Hasbros diversified to introduce new revenue streams to their business?
2
I’M ON THE RIGHT TRACK, BABY,I WAS BORN THIS WAY
”-LADY GAGA
THEIR CRAFT IS THEIR MESSAGEMusicians generally don’t have to wonder how they can be authentic or stand for something, because everything they do -- from their music to their fashion to their performances -- is their message. What
happens when a brand does the same?
3
WE AIN’T GOIN’ NO WHERE . . .CAUSE IT’S BAD BOY FOR LIFE
”-DIDDY
THEY RESPOND TO CULTURE.Longevity means being able to adapt and react. Entertainers like Diddy exemplify this, keeping
things fresh to offer his lens on the changing times, from reality TV to fashion. It’s not re-invention, it’s about responding to culture. How are brands becoming more responsive as a way
to be relevant with their changing consumer base?
4
THAT SH*T CRAY
”-KANYE WEST
THEY’RE BATSH*T CRAZYCelebs are like walking, talking brands. It means they constantly keep fans
surprised, and no one can expect what will come from them next.What happens when a brand is brave enough to follow their crazy whims, too?
5
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PRESENTATION BY MAGGIE WALSH. @MONSTERMAGGS