A Brand Called Michael: Another Look on Branding

by: Giancarlo G.

June 26 2009 – I was one of the millions of people who typed “michael jackson – dead” into Google’s search engine, only to find the rumors true… The King of Pop is no more! We can all learn something from Michael Jackson. His influence to music and culture was highly remarkable. He broke down the barriers of racial difference in the music industry (i.e. One of the first African American to gain coverage in MTV thus leading the way for many African America artists). He developed a new style in pop music. He influenced many of popular song writers of our time.

He was the King of Pop, a musician and a legendary entertainer. But, what made him really famous and popular? Was it his moonwalk? Was it his singing talent? Was it his looks? His nose? No. Michael Jackson knew that he was brand on its own. He created in the mind of everyone the perception that there is no other “product” on the market quite like himself. He used it. Exploited it. He built a powerful name that he used to market himself. He knew that people will come because he is Michael Jackson. He was a walking, talking, dancing and singing brand. He knew that there is only one Michael Jackson. He knew that no one could dance, sing, entertain the way he does.

So, what is a brand? In the world of creative arts, advertising and marketing, branding is somewhat similar to the branding that happens in a ranch. It helps isolate or identify your cattle from the others in the ranch.

By definition, a brand is a trademark which is designed to differentiate your product from other products. It is based on the concept of singularity which is key in creating in the mind of the consumer the perception that there is a no other product on the market quite like your product.
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