Brand Like Elvis, If You Prefer a Big Brand

De BISAWiki

A couple of months before my son said to me 'Dad I'm taking my son (my grandson Adam who's 10 years old) to view Elvis. I thought he was talking about a movie, or even on a road trip like he and I'd done years before to go to 'Graceland', Elvis home in Memphis. Yes I was and am an Elvis fan.But no, he was speaing frankly about the 'Elvis in Concert' show that was at the Air City Concert Hall in New York. They put together all of the unique musicians and singers, put them in a live show and then put Elvis on a display in the middle of all of the live music.<br /><br /> My first reaction was that it's a bit hokey, but he said that it'd be the nearest he would ever get to see Elvis, and true to create he said that it was an incredible show and you felt that you were really seeing the 'King' go on stage.Now this show is obviously traveling all over the world and was started in order to enjoy twenty years after Elvis died back 1997, and today can be a box-office success everywhere the show plays. Just as an aside, the wonderful guitarist James Burton and wonderful drummer Ronnie Tutt is in the fall into line, and it's worth seeing the show just to see those two guys play, they are the best-in the business.The cause that I mention this really is that we are considering a singer who can be as popular as ever, 25 years after his death and most of the individuals who are buying his music were not even born when he died. So there is anything special happening here that needs looking at, and I made a decision to look at what makes the Elvis Brand therefore special and what allows it it is extraordinary endurance. And what can we learn from Elvis, that we can utilize and help our business.Like all successful programs I did my homework and conducted some researching the market, and would appear that there have been three major things that made the girls swoon, and frankly the guys too, when it stumbled on Elvis.<br /><br />First and foremost it was regarding the sound,it was completely different from other things that teenagers had heard before. This was a white guy performing a heck of work with it and singing his version of black music. It made you jump from your chair and start dancing with whoever was around you during the time. The words didn't matter, it was all about the sound and the beat of the music. He'd a southern drawl, and singing voice that was unmistakeable and each of a sudden when he arrived on the music scene, everyone wished to look and sound like Elvis.Second he seemed diverse from every other singer, he died his blonde hair dark and greased it back and had sideburns that made him look like the truck driver that he was. His trademark lip curl, the high collars and puffed sleeves on his shirts, large belt buckles all separated him in the traditional clean cut image of the Pat Boone's of the timeThird was his attitude, he was the original 'Rebel Without a Cause, he was likely to do-it his way, shake his legs, hips, fight you if he'd to, and put his head down and have a look at women with his come-hither eyes.<br /><br />So there are three very distinct characteristics that got Elvis the interest when he first arrived on the music scene and these are the places that you can use to grow your brand from where it's to a brand leading brand:1st: Appear to be Elvis: Elvis was completely different from other things on the music marketplace at the time. The air was saturated in Frank Sinatra, Rosemary Clooney (yes George's Aunt), Guy Mitchell et all and Elvis was nothing beats these. He was UNIQUE, he was many different to every other artist on the radio.So that's the question you have to think about, what's your UNIQUENESS that will separate you from the rest of the opposition in the market that you compete in? Being average is just the price of entry. Discover what is it that may have your target market view you as something completely different in an ocean of sameness!2nd Look like Elvis: Elvis physically looked like no other artist the world had seen before. He wore a slicked back hair-do, black and white shoes, velvet shirts, practically anything he wore was like nothing any other musician would actually have worn.Not only did his looks separate him from the pack however it made him farmore obvious inside the audio industry.<br /><br /> And for you personally, it is the design of one's product, your appearance, your marketing communications, is it the best on the market today? Your items products or services must appear great, experience great, odor great, sound great and use as many of the senses as possible to produce an on connection with your target audience. Spend some time, money and energy in this area if you prefer to differentiate yourself in the marketplace.3rd Get the Elvis Attitude: Yes Elvis had an attitude, a benefit that made him unique. This attitude was persistent all through anything that he did, from the songs to the clothes he wore to the way he just looked at people, it was all orchestrated to ensure that Elvis was unlike any other performer product on the market.Attitude is the part of the product mix that must exist if you'd like to distinguish your items, goods or services from the competitive set. As an example Apple has it in spades, it is an irreverent, hot, neat, different perspective that each and every cardio workouts machines purchaser get's. Virgin Airlines and it is founder Sir Richard Branson have it.<br /><br /> It is that particular something that makes them different. In the case of Virgin, it's about considering products in the market where the traditional products have a stranglehold and developing a product that beats the program in every way. So what're you doing to create a perspective in your business that will distinguish you in your marketplace?Conclusion on the Elvis Brand:Elvis had all of the components that go towards making a good singer right into a BIG BRAND, and it lasted throughout his career, even during the time he was in the army. Despite a recession throughout the 'Beatles years' he re-built his picture and remade himself over and over, resurfacing in the NBC Come-back Special in 1968 and of course then took it to Vegas and round the nation for years.Twenty five years after his death, he is still the 'King' and the Elvis Brand is as powerful as ever and delivering profits to the company that now owns his name and likenesses, CKX, which is owned by Bob Sillerman. Just for the document he settled $114 million for Elvis Presley Enterprises just two years ago, and that might be a steal!Here's what in my experience a brand is, see if yours matches up to this 6 component brand assertion that I designed after 30 years of helping expand models around the world: Uniqueness - have you been dissimilar to everyone in your category? Offer - Do you keep your promises to your visitors? Value - Are you delivering Value, above and beyond a norm? Expectancy - Can be your product what the target audience wants, or could it be better still? Mind - Does your company have a bit of your visitors mind. 'A distinctive guarantee of value that causes an expectation in the minds of the consumer'Jack SimsCopyright Jack Sims 2011