Randy, Ellen, Kara, Simon. Every week millions of TV viewers across America welcome them into their homes for the most popular music show on the tube: American Idol. But is it really a music show, or is a branding show? Think about it. Marketers and business owners can learn a lot from the music world, a place where great brands crank out products that make a bundle. If you sing it they will come? Not really, unless you’re a brand.
Those brands aren’t the record labels. No they are the artists themselves. The Beyonce’s, the Lady Gaga’s, the Chris Daughtry’s, which brings us back to American Idol. While Simon and the gang talk a lot about singing quality and whether a performance was “pitchy” or “just okay for me” or “a complete disaster” what we’re really judging these young performers on is their brand. Singing is just a part of it. When the illustrious judges say, “You made the song your own,” or “You are blossoming as a performer right before our eyes,” they really mean, “You’re developing into a marketable brand.”
The transformation from rookie to rock—and in some cases pop, country or R&B—star is a journey that every business owner, every entrepreneur can study and take to heart. Because if you notice on American Idol, the strongest brands are the ones that truly find their heart and bring it to life in every performance. Their brand essence comes from deep within. It’s part of their DNA.
The same goes for building a brand in business. The strongest brands start from the heart and keep it alive for the duration. People respond. Just go to Nordstrom and you’ll see many making their pilgrimage, no matter what the economy is doing. The principled, demanding leaders at Nordstrom aren’t willing to sell out their purpose and their passion.
But, understand just like the brands Carrie Underwood, Kelly Clarkson or Jordin Sparks, staying true to some loftier purpose—their artistry for example—doesn’t mean they are averse to making money or being famous. Fame is the price of serving the many, and big money is the reward for doing everything right.
Last week, Simon told one contestant, “If you’re in the bottom three every week it means you are doing something wrong.” Notice he didn’t say, “Singing poorly.” What he was saying was, your brand wasn’t connecting with the public. In business the same thing happens. It’s just harder to perceive because the feedback loop isn’t instantaneous.
And finally the ultimate winner on American Idol is the brand that can get on stage week after week and deliver a “Moment” to the audience—translated as a spell-binding, moving performance that is on brand. Moments must happen in business, too. Great brands create them all the time. At Nordstrom, they are Moments Masters. Even being assisted by the sales staff is a memorable experience. It’s like shopping with a friend who has good taste. Compare that to your company’s sales process.
What we’re talking about here is Heart & Mind® Branding, and it is the difference between brands that just do okay and brands that break through. This week if you happen to catch American Idol, listen carefully to Randy, Ellen, Kara and Simon and ask yourself, “Are they talking to the contestants or are they talking to me?”
What is branding? Heart & Mind® Branding.
Thanks Kathy!
Hi. this is kind of an “unconventional” question , but have other visitors asked you how get the menu bar to look like you’ve got it? I also have a blog and am really looking to alter around the theme, however am scared to death to mess with it for fear of the search engines punishing me. I am very new to all of this …so i am just not positive exactly how to try to to it all yet. I’ll just keep working on it one day at a time.
That would be a question for our web site developer. There are plenty of ways to optimize a website beyond the menu bar. The priority in my opinion: Make your site appealing because after all human beings, not search engines, ultimately must enjoy it.
I hate to sound like a nitpick, but your grammar is just…deplorable. I want to be interested in this, I really do. But it seems you spent so much time on the design (which, I will say, is amazing) that you forgot that people actually have to read your blog. Clean this up…PLEASE. It could be so much bigger if you just did some work.
I was trained as an ad copywriter, so I write with my ears, not with Strunk & White. Glad you like the design, if not the writing.
I found this post while searching for some free downloads. Thanks for sharing will be sure to follow this blog regularly and will email this article to my friends.
Thank you for visiting often and sharing this with your friends! That’s very nice of you.
Bookmarked, i will add your homepage to my toolbar
Thank you! I just posted a new blog…
Hey, great blog, but I don’t understand how to add your site in my rss reader. Can you Help me please?
Thanks. Let me ask our IT guy about the RSS feed. It should be as easy as clicking on the feed button. Hmmm….
Did you figure it out? Click on the orange RSS button, then complete the information choosing your preferred reader.
fabulous! Lady gaga is a an awe-inspiring honey. I truly adore her music. I took my family to see her last year in concert and had a extraordinary time.
Lady Gaga is one amazing brand. She made the cover of Time Magazine’s most influential people. Did you see it?
I really loved the final 5 American idol group song last night. It was heartbreaking to see Aaron Kelly got rid of but I do think the other singers were better singers so he needed to go!
I really loved the final 5 Idol group medley last night. It was sad to see Aaron Kelly eliminated however I believe the other singers were better hence he needed to go!
yummmy:P thanks for your ideas , i’d love to abide by your weblog as frequently as i can.have a nice day~~
Thank you for your kind words. When the inspiration hits…I write about it. Glad you find it helpful.
I wanted to thank you for this great read!! I definitely enjoying every little bit of it smile I have you bookmarked to check out new stuff you post.
We’re down to just 4 brands…I mean contestants…now! Any bets on who will win?
Who thinks Chrystal Bowersox will be the next American Idol? I hope so as her most recent performance was brilliant and one of the top performances I have ever heard on the show.
She is a natural talent and a natural brand. As I like to say, she is genuine, meaningful and different. The three qualities of a great brand.