One key to having a great brand is consistency. Reminding consumers and customers of your uniqueness in exciting and intriguing ways increases awareness and add buzz. Then, if your brand adds value to another brand, you win the trifecta of branding.
We witnessed an example of that at the 2016 Grammy Awards.
Lady Gaga, who specializes in outrageous creativity, gave a show-within-a-show, in her tribute to David Bowie. Bowie was known creative transformations. Even though they are both professional musicians, their creative geniuses serve as PR managers of the first order.
Here is the link to the video of Lady Gaga’s tribute performance.
Not everyone likes her style and the amount of Twitter chatter about the performance was split evenly between liking it and dissing it. Yet she stayed true to her brand. As Lady Gaga sped through ten of David Bowie’s most memorable songs, she transformed herself creatively to model Bowie during his long career. She nailed his controversial Ziggy Stardust.
It does not matter whether you said “meh,” tuned it out, or watched the video 5 times, you witnessed the power of branding. Lady Gaga’s performance will stay on people’s lips for months. The day after the Grammy Awards, there were at least ten videos on You Tube analyzing it. Wouldn’t you love to have that sort of buzz after doing something positive for your market or industry?
What can you do within your brand to honor someone else’s brand?