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    Lady Gaga - Living proof of music branding

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    Lady Gaga is living proof of the importance of the four Es; emotions, experiences, engagement and exclusivity, to stand out in today’s marketplace. Earlier this year Polaroid announced a strategic partnership with our fastest rising star, Lady Gaga, who now serves as Polaroid’s creative director. A brilliant strategic marketing move for Polaroid. With close to ten million Facebook fans and Twitter followers together, the lady of glam has proved she can move products. But, what is it about Lady Gaga that has made her this successful?

    To begin with, Lady Gaga is a brand, and a brand of substance. She is an expert on building emotional ties to her audience, through her music. With specially designed clothes, sometimes haute couture (sometimes no clothes), dance and art, Lady Gaga gives her fans inspiring and unique performances, experiences, that they remember! Further, she gives people things to talk about, myths, often spread through social media by the lady herself, thus engaging fans all over the world into two-way conversations and storytelling, promoting the lady and her music, and reaching new fans. Moreover, Lady Gaga is about breaking boundaries, being interesting, standing out and distinguishing herself from other artists. Thus, she is exclusive. Overall, she is the new marketing model, the four Es, personified, and brands definitely have a lot to learn from her!

    First lesson: It is the brand and not the product that matters most in today’s harsh market. Would people listen to Lady Gaga just for her voice? Second: By using the four Es marketing model, creating emotions, experiences, engagement and exclusivity, brands will build brand equity and increase their sales. Just as Lady Gaga does, brands will move their products. Final lesson: It’s still about the music! Using music - the media most people would least like to live without, as the fundamental key to create the four Es, will strengthen brands. Again, take a look at Lady Gaga. What would she be without her music? A spectacle, a freak stared at walking down the street? She would definitely not be one of the most talked about brands (sorry artists), covering fancy magazines all over the world, reaching new audiences, would she?

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