BANDS AS BRANDS
Bands such as The Eagles, Guns N’ Roses and Van Halen are in the middle of very successful tours according to the Pollstar mid-year survey. Interestingly, at least from a marketing perspective, is the fact that none of these bands have their original lineups —yet audiences are still paying on average $111 per ticket to hear their time-tested sound. Why are audiences paying so much to see their favorite band when it only has a couple of the original members?
Simple: These bands have been very good at keeping their message relevant and maintaining their brand promise.
To make a living off their music, successful bands become more like companies. And just like any successful company, The Eagles, Van Halen and Guns N’ Roses have adhered to integrated branding strategies that include a unique name, a recognizable brand image and a consistent message that resonates with their passionate fan base.
By carefully maintaining a consistent brand and message over the years, these bands became successful companies and connected emotionally with their loyal customers. Because of that emotional connection, audiences don’t mind when faced with change … as long as the memorable customer experience remains the same.
Band and company leadership changes inevitably occur. That’s why it is important to invest in your brand and stay true to your message. After all, that’s what engaged your customers to begin with and that’s what they’ve come to expect. So the next time you tire of sending the same message into the market ask yourself …
Does my customer require a new sheet of music? Does my message still ring true?
Smart companies monitor, measure and maintain a relevant brand/messaging platform that can endure the test of time. When it comes down to it, if your customers aren’t screaming for a new sound they probably just want to hear that same, trusted song once again.