Who Are You Wearing Tonight?

gwyneth

Two of my favorite TV shows are the Grammys and Academy Awards. For a couple of reasons.

One reason is the opening act. The opener always sets the stage for the evening, providing a glimpse of the current quality and state of music and film in the entertainment business.

The other is the red carpet. The appearance of the industry’s biggest successes always leaves me star struck.

When I’m at my kitchen counter cooking or writing and I hear Lara Spencer or Natalie Morales ask that million dollar question “Who are you wearing tonight?” I know it’s time to drop everything, impose a gag order throughout the house and settle in to my front-row recliner.

What I’m about to witness (along with 3 billion other viewers) is humanity at the height of glamour—the stunning, beautiful people, glittery fashions, jewelry, and yes, even the diamond-studded accessories.

But under the lights of center stage, amid the perfect teeth, coiffed hair and sequined gowns shines an even brighter star:

Branding.

Since volumes have been written and broadcast on the topic of branding by marketing stars like Seth Godin and Donny Deutsch I won’t rehash more of the same. Instead, I’d like to take a peek behind the curtain, into a world many consider counter culture (which in this sense is an oxymoron) but in reality defines authentic, classic branding:

Indie music.

There’s no cooler music riding the airwaves today than the rapturous tunes of Eisley, short-listed by Billboard Magazine a few years ago as one of the special “Indie bands to watch”. If you’re not familiar with them (most of us late adapters aren’t) perhaps you will shortly. They’re continually following the path of Coldplay, Switchfoot, and Death Cab, for whom they open shows when not headlining their own. But make no mistake. They are Eisley. No one else.

Eisley-Tour-Banner-LO (2)

As I’ve watched their slow, steady rise to fame I’ve observed their unwavering commitment to be true to their values, style and passions—ultimately, that thing we call brand.

Curiously, the concept of branding (with origins from American West’s pioneer days) that helped define the classic cowboy persona is the same that identifies an indie fan, frequent flyer or Pandora One listener:

Loyalty.

In today’s free-for-all, circus-like marketing world loyalty is everything. Seattle’s Kennedy High School Development Department cultivates “Lazers for Life.” Masterworks, the premier faith-based ad agency chants the mantra “Donors for Life.” Even my own two companies—SmoothStone Partners and SmoothStone Sports + Entertainment Marketing rally to the slogan “Connecting Fans to Bands for Life.”

Smart companies have long since moved their main focus away from single-transaction ROI. Today’s marketing metrics are about projecting lifetime customer values and pro formas based on amortizing and analyzing customer acquisition costs over months and years. And not just original customers. Friends, neighbors, even extended family who become brand loyalists are worth thousands if treated with tender loving care.

It’s no secret in this economy: Differentiate your brand, foster fierce customer loyalty—or die.

eisley girl

One day, if you’re really lucky like Eisley, you can have a photo of People Magazine’s Best Dressed Woman gracing the front page of the London Times fleeing the paparazzi in your company’s cool new t-shirt.

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