|
Countless books advise how to build your personal brand. Michael Jackson was so unique that he cannot realistically serve as anyone's role model in that effort. Yet Jackson was unquestionably a brand icon and there are lessons to be learned. Here are the top ten factors that explain his icon status. Start early. Michael began entertaining at the age of four. His career as the uniquely young lead singer in The Jackson Five began with the Motown label at the age of 10. National recognition came with his appearance on the Ed Sullivan show. Let go. Jackson went solo in 1972 at the age of 13. As with Diana Ross and the Supremes, there came a point where the group constrained rather than aided the further development of his talent. Break out. Jackson was a multidimensional entertainer. His expert dancing could be showcased via the new medium of music videos. MTV and Jackson rose in tandem when MTV premiered the Jackson video "Thriller" in 1982 from the album of the same name. The album went on to sell over 100 million copies. Get help. Jackson benefited from his long-term professional relationship with producer and songwriter Quincy Jones. He often acknowledged the inspiration he received from James Brown, Diana Ross and other artists. Be visible. All memorable brands have their unique visual trademarks. Jackson understood brand image and how to build it with his fans. The moonwalk that we could all try to imitate. The glove. The uniform. Neverland. Go global. Jackson's music and videos easily transcended national boundaries, as well as race, age and gender. "We Are the World", written by Jackson and Lionel Ritchie in 1985, cemented his global appeal. Jackson sold almost half his 750 million titles outside the United States. Crown yourself. Elvis was already "The King", so Jackson christened himself "The King of Pop." The professional contributions--including 13 Grammies--were so substantial that the moniker stuck. The flawed personal life - the lawsuits, the failed marriages, and the Wacko Jacko incidents like dangling his child from a Berlin hotel balcony - chipped away at Jackson's professional brand equity but never eroded it. Be vulnerable. We cannot relate to icons without imperfections. Jackson was quirky, eccentric, mysterious. For all his wealth and professional excellence, he was - perhaps understandably - flawed, misguided, and sad, but none would say unkind. Give back. Denied a normal childhood, Jackson was amazingly generous to disadvantaged children. Some 39 charities benefited significantly from his support. He also collaborated on Live Aid with other entertainers. Die young. The sold-out 50 concert tour of Europe to start next month will never happen. The likelihood of a Jackson comeback will forever be debated. Elvis Presley, Marilyn Monroe James Dean, and now Michael Jackson - all leave to our imagination thoughts of what might have been. When a brand icon is torn from us prematurely, unexpectedly, it figures even larger in our collective memory.
About the author
Author: John Quelch
John Quelch was one of ten marketing experts profiled in the 2007 book, Conversations with Marketing Masters, authored by Laura Mazur and Louella Miles. A professor at Harvard Business School since 1979, he is known worldwide for his research on global marketing, global branding and marketing communications. John is a non-executive director of WPP Group plc, the world’s second largest marketing services company, and of Pepsi Bottling Group. He served previously as a director of Reebok International.
Your comments
|
LATEST ARTICLES
[View all]
Delivering a Layoff Message - Ugh!!
by Marnie E. Green, Sunday, 16th May 2010
I'm used to helping managers deliver tough messages.
"Your performance is not up to par."
"We received a customer complaint about your work."
"You were late... | Escaping the Talker
by Marnie E. Green, Wednesday, 7th April 2010
While I'd be the first person to espouse the virtues of active listening and have done so in many settings, sometimes you just need to get away! In most workplace situations, it is expected that you... | National Development in the UAE- The personal and professional development of UAE National
by Mubeena Mohammed, Saturday, 3rd April 2010
PROPOSAL FOR IMPLEMENTATION OF AssessONE©
THE PERSONAL AND PROFESSIONAL DEVELOPMENT OF THE UAE NATIONAL
THE AssessONE© PLAN
The following proposal outlines the AssessONE© Plan... |
|
