The brand formerly known as
"Prince":
what the rock icon teaches us about branding and legacy
Yesterday, the world said “good bye” to an innovator. Born Prince
Rogers Nelson, the singer, songwriter, and style icon made a mark on the world
of music and fashion.
In 1993, Prince changed his name to an unpronounceable symbol, something
Prince called
a “love symbol.” At the time he was reportedly fed up with his
record label, was trying to get out of his contract, and wanted to make a break
from the past (according to an interview with Larry King
in 1999). So, he reached out to graphic designer Mitch Monson,
with Trollback and Company
in Prince’s hometown of Minneapolis, to design a symbol that represented
the artist – androgynous, edgy, and whimsical.
So, as we reflect on the man and his career, what can Prince teach us
about branding:
1. The brand does not belong to the company.
It belongs to those with a relationship to the brand.
It belongs to those with a relationship to the brand.
To reproduce the love symbol in print required a special font (which the
label had to send out
on floppy discs to editors and journalists). And in the end, most
didn’t even try.
The media started referring to him as “the artist formerly known as Prince,”
a moniker that stuck. This became his brand, even after he started using
his name again for stage performances
and albums. Even fans, who might have been puzzled by the change,
found ways to refer to him. This is a lesson for marketers who think they
can control their brand. The brand is truly owned by those who interact
with the company, its employees, it’s products, and in the end,
build both a logical and emotional connection.
The best we can do as leaders and brand managers is to influence how
people perceive the brand
by putting ourselves in their shoes and advocating for what they need.
2. There is power in color
The artist solidified his relationship with the iconic purple shade with
his very popular “Purple Rain” album and movie. In memorials all over the
world this week, the color purple has been featured prominently. It
reminds me that in the world of marketing, which is now dominated by data
analysis and ROI discussions, that there are some basics that can’t be ignored
and one is the power of color. McDonald’s red and orange, Coca-Cola’s
red, IKEA’s blue and yellow, Facebook blue,
Amazon’s orange smile (smirk?), John Deere green, Crown Royal’s velvet
purple, and many other brand color associations are very strong and help propel
the brand’s expansion into new markets and offerings. Most people
don’t have a signature color, but when we think of branding,
having a distinctive color way is part of what the leading brands and
artists rely on to communicate what they want their brand to stand for.
Purple was perfect for Prince’s brand,
as it speaks to royalty, creativity, and the spiritual. A few
years ago, Fast Company published
an exceptional article about the impact of color on brand that is worth
reading.
3. Brand building involves risk
It is said that his record sales after the name change fell
precipitously, but he secured his place
as an eccentric and passionate artist who was forging his own
path. Other leading brands
have reinvented themselves over the years, to emerge stronger and more
engaged with their users, but that isn’t without pain in the process.
I think of what Netflix did with their DVD customers when they moved the
brand to streaming
and rebranded it’s DVD service as “Qwikster” (a brand they have since
shuttered.
We can all think of other
rebranding, packaging design, or logo design blunders.
But those who live through the transition (and don’t change for change
sake), can reap rewards.
And perhaps the most important thing that Prince taught us about
branding this week, is that brands are a legacy. They have value.
They spark emotion. They are celebrated and mourned.
And, no matter what tragedy strikes, they live on.
https://www.linkedin.com/pulse/brand-formerly-known-prince-what-rock-icon-teaches-us-jennifer-davis?trk=pulse-det-nav_art
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