Going Gaga Over Your Brand
Lady Gaga came through Chicago last week. I was there. I'll let the music enthusiasts and concert goers blog about the show itself (okay, it was fantastic) while I focus on another important aspect of her performance. The Gaga brand. We often talk about a brand in the context of an expectation, experience, and effect. Against this criteria, this brand is a huge success. The expectation is clearly visible while walking around the United Center "monster" watching...people dressed in Gaga gear from all walks of life. See, the Gaga brand isn't targeting a certain demographic - it's about a way of life that touches monsters of all ages, genders, orientations, body size, etc. Her fans are branded "monsters" to unify and engage their inspiration and aspiration for the brand. Why monsters? The brand promise is being empowered to live life the way you want no matter who you are, how you look, or what you believe in. Every brand has a destination. In G...