Last week on a Florida radio show, Steven Tyler and Joe Perry of Aerosmith called KISS a “comic book rock band.” Said Tyler, “They got a couple hits but they’re more of a comic book. You see them in their spackled faces.”
“It’s theater,” added guitar player Perry.
Sometimes the best way to define yourself is to examine the core values of your competitors.
KISS is theater! No question. With make-up, pyrotechnics, and costumes, KISS has been theater since day one. They know it, and so do their fans. KISS continues to tour the world because they are theater.
Aerosmith is trying to redefine themselves to a generation of fans. They are doing so by comparing their core values to the core values of their competition.
KISS is theatrical.
Aerosmith, therefore, isn’t. They are redefining themselves as a true rock band, schooled in the blues and respected by the legends.
Home Depot became the leader among the do-it-yourself crowd. Remember “You can do it, we can help”?
Lowe’s has risen as a powerful challenger by taking a kinder, gentler approach and positioning themselves as an option to those who are less inclined to do-it-yourself. They promised “Let’s build something together“.
Walmart became leaders in low price. “Always low prices“.
Target became successful in affordable quality. “Expect more. Pay less.
Rock Star brands understand these three key things
1. Their own values.
2. Their competitor’s values.
3. How their customers perceive their competitor.
If you understand what values your competitor stands for and how your customers perceive them, you can start to use their values to help define your brand.
Order Brand Like A Rock Star now and start making your brand rock, using the core marketing strategies of rock legends like U2, KISS, Bob Marley, The Sex Pistols, and many others.
Photo credit: Amanda Ayre www.aerosmith.com