What is the secret marketing thingy that the STARS do?
We have an insatiable desire to be different. This desire to be different from people around us is so strong that even 1-degree of separation makes us feel special about ourselves. No wonder that’s why we aspire for various things.
Commercial brands do this all the times i.e. finding ways to differentiate themselves from other brands, but are unsuccessful connectors. Most of the brands try hard but sadly still finding the answers. One reason is- they are trying to answer the wrong question “How should i connect?”
Look at STARS / POPULAR SINGERS (Michael Jackson, Madonna, Elvis Presley) they are true connectors. They market themselves uniquely. They are open to people, they talk about themselves and also, let people to talk about them. What happens…they do what they like and showcase their qualities to “all the people” (consumers) and if people like them, these STARS (P. Diddy /Sean John) have a “selected fan followings” (Target Group) to cater to. These fans “choose” the STARS for their “unique qualities”, not other other way round.
Once STARS identify which “selected people” like them and for “what reasons”, they try to understand what they want and fulfill their needs by offering more music/movies or products.
So, what are they doing right that commercial brands are failing to do. The answer is STARS don’t ask, “How should I connect?” instead they freely showcase there Unique Qualities, then identify “who wants to connect with them” and then tailor make their offerings (entertainment) and satisfy there TG. In the process they make millions and a strong brand name.
Few new age commercial brands that have taken this route to connect with people are handful, I can think of only “Apple”, Puma, & “Google” right now, but I am sure in coming years this is the only way to connect with people.
Make people choose you, than you choosing people.