From Lady Gaga to The Rolling Stones: 5 Brand Strategy Lessons
1 Ownership
Do you own your strategy or just rent it?
In today's business landscape, authenticity is currency. Your strategy must reflect your unique voice, perspective, and value.
Copying a formula might seem like an easy path to success, but it's a shortsighted approach.
Don’t just follow a framework; create a roadmap that is tailored to your goals, your team's strengths, your culture, and your objectives.
Ownership means taking responsibility for your chosen direction and being agile enough to pivot when you have to (and you always have to). It's about having the courage to step away from the crowd and forge your path.
Remember, your customers are drawn to you because of what sets you apart, not how well you conform to a formula.
If “ownership” was a rock star, it would be Lady Gaga.
Lady Gaga's brilliance: For the foundation, she uses a formula similar to most record and product launches: PR, drip, soft launch, launch, event, saturation, and high-touch follow-up.
Her brilliance is that she knows when to make it her own—when the playbook stops—and to follow her vision.
That's how she's managed to build a fiercely loyal fanbase in an industry that's more crowded than a mosh pit.
When you stay true to yourself, you stand out in a sea of copycats.
2 Relevance
The glue that binds you to your consumer.
Relevance puts you in the consumer's mind and turns your solution to their problem into value. Relevance happens by meeting your consumer along their journey.
Relevance is about knowing your customers, understanding the trends, and connecting to them through what matters to them across the journey.
Relevance is about meeting them on their journey and speaking to people from their perspective. From what matters to them.
It doesn't matter how clever or innovative your ideas are if they don't speak to real people's problems and needs.
Relevance is about understanding your customers on a deep level, empathizing with their pain points, and anticipating their future needs.
The Queen of Relevance: Beyonce
When Beyoncé dropped her "Lemonade" album in 2016, it wasn't just a collection of songs; it had culturally curated relevance. This album spoke directly to the experiences and struggles of women, drawing from their own lives. Tackling themes like love, infidelity, and empowerment with honesty and vulnerability
It tapped into the zeitgeist and sparked conversations beyond music, resonating deeply with listeners who saw their own stories reflected in the music.
By addressing topics threading through most of her audience from a place of authenticity, she became hyper-relevant and a voice for her generation.
3 Clarity
Does the strategy clearly explain the unique value (differentiate) as well as the table stakes value?
Clarity is the foundation of your strategy. Spell out what sets you apart with precision and conviction, and make sure your team and customers are on the same page. With clarity comes focus, knowing exactly what needs to get done.
Your unique value proposition should be the north star that guides every aspect of your strategy. It should be the reason why customers choose you over your competitors, and it should be the foundation upon which you build your brand. But clarity isn't just about differentiation; it's also about communicating the table stakes value. These are the fundamental expectations that your customers have, the non-negotiable elements that you must deliver on. Clarity is delivering on both differentiation and table stakes in a way that does not compete.
“Clarity” as a rock star—Billie Eilish.
Her unique sound, haunting vocals, and genre-bending style are the foundation of her success. But it's not just about being different; Billie's music, lyrics, and image all work together to create a cohesive and authentic narrative that deeply resonates with her fans.
From her distinctive fashion choices to her vulnerable and honest songwriting, every aspect of Billie's artistry is carefully crafted to reflect her true self. In an industry that often favors conformity, Billie's commitment to her own creative vision sets her apart and connects with fans on a profound level. Her clarity of identity is a powerful force.
4 Actionable
Can your strategy be turned into clear goals?
Can your strategy be transformed into concrete objectives and goals? If not, it's just a wishlist. An actionable strategy is your crew's roadmap to success. It's the difference between saying, "We want to be the best" and outlining exactly how you'll get there.
Think of it like a road trip:
You've got your destination (the big vision).
You've mapped out your stops (measurable milestones).
You know where to fuel up (resources needed).
You're ready to take detours if needed (flexibility).
An actionable strategy empowers your team and creates a culture of accountability. It's not just about dreaming big; it's about breaking those dreams down into bite-sized, achievable chunks.
Chance the Rapper: The Indie Strategy Master
Want to see an actionable strategy in action? He did not sit back and wait for success to come; he outlined a clear strategy with goals to create success:
Build a loyal fanbase (free mixtapes, free live shows, and free loops).
Amplify the fan base into a wider audience. (Social media)
Collaborate strategically (expand reach through partnerships).
Monetize by creating “first to know” (streaming exclusives, limited merchandise drops).
Transition the fan base to mainstream popularity.
Chance didn't just hope for fame; he mapped out specific steps to get there. By breaking down his vision into clear, actionable goals, The takeaway? Don't just dream it; scheme it. Make your strategy clear and concrete.
5 Longevity
Does your strategy create long-term value for your company (not to be confused with competitive advantage)?
A good strategy builds long-term value, not just a temporary edge. It's about laying a solid foundation for growth that can weather any storm. When you put long-term value in the spotlight, you're thinking about the next decade, not just the next quarter. This is not to be confused with competitive advantage, which can be fleeting. Long-term value is about building a sustainable foundation for growth, one that can weather the storms of market volatility and changing customer preferences. Longevity is about being in it for the long haul and leaving a legacy that lasts.
Longevity: The Rolling Stones
They're the ultimate case study in building long-term value. These rock legends have been in the game for over half a century, and they're still selling out stadiums and moving records like nobody's business. Their secret? They've never settled for just chasing short-term hits. Instead, they've invested in their brand, their live performances, and their relationship with their fans. They've adapted to the times without losing their essence, and that's how they've managed to stay relevant and profitable for decades, even as the music industry has gone through more changes than a chameleon at a disco. The Stones are proof that when you prioritize the long game, you can build a legacy that lasts.
Long-Term Value: Beyond Competitive Advantage
A robust strategy focuses on creating long-term value, which surpasses the fleeting nature of competitive advantage. This means building a foundation for growth that can endure market volatility and evolving customer preferences, ensuring sustained progress and stability.
The Rolling Stones: A Case Study in Longevity
The Rolling Stones exemplify long-term value. For over half a century, they've remained a dominant force in the music industry by committing to their brand, delivering exceptional performances, and maintaining strong fan relationships. Their ability to evolve while staying true to their essence demonstrates how focusing on long-term value leads to sustained relevance and profitability.
Building a Legacy
The key to longevity is prioritizing the long game. This involves:
Investing in Brand and Relationships: Like the Rolling Stones, invest in your brand and nurture strong relationships with your customers. This builds loyalty and trust, which are crucial for long-term success.
Adaptability: Stay adaptable and open to change. The ability to evolve with market trends and customer needs while maintaining your core values is vital.
Quality and Consistency: Deliver consistent quality in your products or services. This establishes a reputation that can withstand market fluctuations.
Sustainable Operations: Embrace sustainability in your operations. Things that can be repeated, optimized, and act as consistent bedrock.
It's about being in it for the long haul, ensuring that your company remains a significant player in the industry for decades to come. Just as the Rolling Stones have shown, when you prioritize the long game, you create a foundation for enduring success.