the hardest working man in show business

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An entertainer contacted me about a year ago, inquiring about branding. Pretty smart inquiry. 

I remember pushing back when Kim Kardashian and others referred to themselves as brands – and I’m still a little leery. That said, this entertainer did need some help. As I thought more about it, the job really is about packaging. He had a stage act and from what I was told it was quite good. So what kind of packaging would set this act apart?  If we delved into “good-ats” and “care-abouts,” as we would with any brand strategy, we could certainly craft a name.  We’d obviously need a brief for that, buoyed by a claim.  (I thought of James Brown’s claim “The hardest working man ins show business.”) Then we’d define his proof planks – another part of the personal brand strategy to help organize everything – act included.

Lastly, we could dabble in his stage clothing (costume?), intro music, color palette and persona.  Have you ever seen Sebastian Maniscalco? That’s a persona. 

I’ve never done a brand strategy for a person. For a product, service, company — sure. But a  person, no. Looks like I might get a chance.  He called yesterday.  

Peace.

 

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I’ve been thinking about two brand strategies lately. One for the Madison Square Garden the other for James Brown. Madison Square Garden’s is “The World’s Most Famous Arena.” James Brown was “The Hardest Working Man in Show Business.”  These two sentences are brand claims.

A claim is only good when it’s believable. If you’ve ever seen James Brown, you know his claim to be true. As for MSG, the same, but you may have to take their word for it to a degree.  There have been 4 Madison Square Garden’s and none in Madison Square since 1925. There have, indeed, been some amazing events in the 4 gardens, but it’s no Roman Coliseum. What The Garden is is a well-tended brand. At every major sports event the announcer welcomes one and all with “Welcome to Madison Square Garden, the world’s most famous arena.” The halls are bedazzled with black and whites of Ali-Frazier, George Harrison, and Mark Messier.   Hanging from the rafters are aging championship banners from the NY Rangers.

MSG works hard to prove its claim. James Brown used to sweat his claim.

Claims are the basis of brand strategy. With claim in hand, all that is left are the deeds and the proof. Peace.

 

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