Enduring Rock Bands Share Traits For Brands

As Ben Ratliff journalist for the New York Times revealed today, bands like the Rolling Stones, the Beatles, and the Beach Boys stood for an idea beyond their success. The same is true for enduring brands. They stand for something that resonates because they’re radically different from what’s expected with unique values, millions love, share and sustain.

How can that be tapped by brands and what’s the most essential element in this saturated world?

  • Be different to what’s been done as Timberland demonstrated
  • Be principled like Disney, but not too uptight
  • Be heroic with a validated opinion that charts a new course for business e.g., Nike
  • Be known for being remarkable as is Apple
  • Be followed like Coke
  • Be sustainable and fresh like Patagonia
  • Be a challenger of the rule like you.

Breaking the frame is the common thread that generates shareability. We needn’t be surprised nor challenged by it, especially when one considers their own ‘rock n roll’ lifestream.

Dean Crutchfield: In the Press III

Dean Crutchfield insights on marketing and brands across a variety of media and press, Microsoft, Visa, GM, Coke, Pepsi, American Airlines, Olympics,

Are the Olympics worth it?
Sophia Banay, April 11th 2008, Portfolio

http://www.portfolio.com/news-markets/top-5/2008/04/11/Olympic-Sponsorship-Dangers

Beverage Bigs Battle Bottle backlash

Kenneth Hein, February 17th 2008, Brand Week

http://www.indiaresource.org/news/2008/1021.html

Tailspin gets a new meaning

Michael Bush, April 14th 2008, Advertising Age

http://www.accessmylibrary.com/coms2/summary_0286-34404513_ITM

Sinatra still the chairman with hit album

Kamau High, August 14th 2008, Billboard

http://www.reuters.com/article/entertainmentNews/idUSN2329184820080523

At 100 GM looks ahead to better days

Steve Miller, August 21st 2008, Brand Week

http://www.brandweek.com/bw/content_display/news-and-features/automotive-travel/e3iea21f1e730544128c2cdca728d337bb7

Critics say Gates-Seinfeld duo no laughing matter

Suzanne Vranica, September 8th 2008, Wall Street Journal

http://online.wsj.com/wsjgate?subURI=%2Farticle%2FSB122082676065908265-email.html&nonsubURI=%2Farticle_email%2FSB122082676065908265-lMyQjAxMDI4MjAwODgwMjg2Wj.html

Visa dangles $600 Million for Holding Co. That can help it regain identity

Rupal Parekh, September 8th 2008, Advertising Age

http://adage.com/agencynews/article?article_id=130960&search_phrase=visa

Microsoft’s new ad creates PR possibilities

Aarti Shah, September 10th 2008, PR Week

http://www.prweekus.com/Microsofts-new-ad-creates-PR-possibilities/article/116482/

Dean Crutchfield: In the Press IV

Dean Crutchfield insights on marketing and brands across the media and press, best Naming approach, effective naming strategies, Coke, WAMU, Washington Mutual, Myspace, Frank Sinatra, What’s hot in 2008, Starbucks,

Coke, Clydesdales score with the Super Bowl viewers

Suzanne Vranica, February 4th 2008, The Wall Street Journal

http://online.wsj.com/article/SB120112559156711183.html?mod=fpa_mostpop

What’s in a name? A lot it turns out

Ruth Sherman, February 7th 2008, Fast Company

http://www.fastcompany.com/blog/ruth-sherman/lip-service/whats-name-lot-it-turns-out

On the Internet, It’s all about my

David Browne, April 20th 2008, The New York Times

http://query.nytimes.com/gst/fullpage.html?res=9F00E1DC173AF933A15757C0A96E9C8B63&sec=&spon=&pagewanted=2

Going for the gold

Mitchell Peters, August 26th 2008, Billboard

http://login.vnuemedia.com/bbbiz/content_display/industry/e3icaabfeb875c91a9e674ae57e18371690

What’s hot for 08?

Kamau High, January 4th 2008, Adweek

http://www.insidebrandedentertainment.com/bep/article_display.jsp?vnu_content_id=1003689967

How to reenergize Starbucks

Matt Vella, February 20th 2008, Business Week

http://www.businessweek.com/innovate/content/feb2008/id20080220_372003.htm

Sinatra still the chairman with hit album

Kamau High, May 23rd 2008, Reuters

http://www.reuters.com/article/musicNews/idUSN2329184820080525