Some topical and somewhat random thoughts today.
First, if you haven’t already downloaded chapter one of Brand Like a Rock Star, wait no longer. It is a free pdf that you can read and share with others. You can grab it instantly here.
Last weekend I had the pleasure of joining 16,000 other Parrotheads at Jimmy Buffett’s Toronto concert. Only KISS rivals Buffett in terms of inspiring visible brand loyalty among fans. You must have a powerful brand to inspire grown men to don grass skirts and coconut bras! It was rare to see someone at the Jimmy Buffett concert who wasn’t at least sporting a colorful tropical shirt. Even the parking lot was a party, as Buffett fans openly defied Canada’s normally restrictive laws against American-style tailgate parties. Such rebellion!
The Buffett brand connects with people in a meaningful way because it touches our very primal need to play. It frees up our inner-child. It is a brand built on silliness, immaturity, relaxation, and pure uninhibited fun.
Maybe your brand isn’t built on immature fun, but your odds of success go way up when you connect with an emotional need within your customers. Forming an emotional bond is way more powerful than always trying to offer the lowest price. Customers coming to you to have an emotional need satisfied d0n’t really care much about price.
Speaking of emotions, what accounts for apparent emotional angst one encounters in their 27th year?
Brian Jones. Jimi Hendrix. Jim Morrison. Janis Joplin. Kurt Cobain. Now add Amy Winehouse to the sad list. It is tragic to lose so many people to the powerful demons of addiction, fame, and depression.
On one hand, it is easy to wonder what incredible music could have been made had these tortured geniuses lived longer lives.
On the other, it is interesting to consider how their deaths impacted our perception of their music. Faced with the prospect of never hearing any new music from Hendrix or Cobain, do we naturally worship their music on a higher altar? Does the value of their catalog of music go up simply because they are gone?
There’s no doubt that a lack of supply can increase demand. For example, I wouldn’t have worried about missing an episode of “Entourage” back in season 3, but with this season being the final one, there is no way I will miss a single moment. The reality of no more new episodes (diminishing supply) has increased my urgency to watch (higher demand).
Finally, thank you for the ongoing support. The official book release of Brand Like a Rock Star is a little over two months away. It wouldn’t be happening without you! Our little network of readers continues to grow, and I would be tremendously grateful if you would consider forwarding this to any of your friends who love music, marketing, advertising, PR, and branding.
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