Here at The Value Engineers, we set ourselves a task to think about what various rock/ pop/ r’n’b singers could teach a brand director, for example; can we learn something from Bruce Springsteen and the power of over-delivery or Lady Gaga and why you should dare to be different?
Looking at the current pop scene however, it is impossible to overlook the powerful way Simon Cowell and the X-factor platform is able to turn artists into brands and this is absolutely something brand directors should pay attention to.
Let#s takelast year’s finalist Cher Lloyd as an example. Her new campaign that launched last month delivers against everything a brand should; it is on trend, optimises the multi-channel experience (Facebook, YouTube, Cher’s website, iTunes, all digital music video channels, Android, Blackberry, iPhone, press, posters and outdoor) and has a consistent message across these channels. It also makes the most of the merchandising opportunity.
Unlike ‘Every Dog’ on this year’s Apprentice, she isn’t trying to appeal to the masses either, this is a very targeted campaign, a bit like marmite you either love her or hate her… which, for Simon Cowell, is fine and the proof is in the pudding; this Sunday her first single ‘Swagger Jagger’ went straight to number 1.
Then there is Leona Lewis; from the word go she was ‘positioned’ as a superstar and everyone immediately believed that she was one! Her subsequent appearances following the X Factor helped convey this message; we haven’t seen her falling out of nightclubs or in a sex scandal in The (now defunct) News of the World but we have seen her on the cover of classy magazines (such as Harpers Bazar) and in seamless live performances.
Positioning Leona Lewis as a clean-cut superstar has made her aspirational yet approachable, and this approachability means we Brits feel an emotional connection to this global superstar and it will take a lot to taint this image.