Metz, The Social Concept

Why Your Brand Is Not Lady Gaga

January 28, 2010

It’s understandable.

Lady Gaga is probably the biggest, most individual pop star in a generation (previous reference points are Prince, Madonna and Bowie). Maybe your brand has some good qualities, and wants to be like her. Maybe your brand is not selling any kind of “cool,” and doesn’t really care. Maybe your customers would be offended and confused if you constantly reinvented and innovated, like a mercurial rock star.

It works for some brands (Apple, Nike), but it doesn’t work for others. Here’s why it works, or doesn’t.

Reinvention
Your brand isn’t willing to reinvent itself every six months, for three to five years, back-to-back. Think Thin White Duke .

Risks
The brand isn’t willing to take risks, for fear that customers will be confused, and will divest.

*Storytelling props *
Your tells a story, but it’s your story, and not the story of your customers. Your “props” don’t lead the “props” your customers use.

Choosing Your Customers
Lady Gaga embraced her bisexuality, publicly, from Day One. Obviously, she didn’t want to make music for people that aren’t comfortable with this. Does your brand specifically state who you’re not interested in serving?

Hooks
Your brand writes songs and jingles that are not cool, funny or memorable.

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