SlideShare a Scribd company logo
WHY MariahCarey
IS A BETTER Brand THAN YOU
(OR 5 THINGS BRANDS CAN LEARN FROM MUSICIANS)
WHAT YOU’LL HEAR IN
THIS SESSION
AN INTERLUDE ABOUT WHY THE MOVIE GLITTER
WAS MISUNDERSTOOD
WHAT YOU WON’T
WTF HAPPENED TO JUSTIN BIEBER
HOW BRANDS SHOULD PARTNER WITH MUSICIANS5 MUSICIANS WITH STEAL-WORTHY HABITS +
WHY THEY’RE GOOD FOR BRANDS
WHAT BRANDS ARE DOING IT RIGHT
HOW TO APPLY THESE HABITS TO YOUR BRAND
ANYTHING ABOUT MYSPACE
YOU’LL ALWAYS BE A PART OF ME,
I’M PART OF YOU INDEFINITELY
”-MARIAH CAREY
THEY CREATE FANS THAT WANT
TO CREATE COMMUNITIES.
While brands are trying to develop communities on different channels, musicians like
Mariah are empowering fans who want to create communities on their behalf.
How can a brand build fans beyond the like button?
1
I’M NOT A BUSINESSMAN,
I’M A BUSINESS, MAN
” -JAY-Z
THEY DIVERSIFY.
Jay-Z has diversified his roster beyond music, expanding into branding and sports marketing to create an
empire under his brand. How have brands like Nike, Apple, and Hasbros diversified to introduce new
revenue streams to their business?
2
I’M ON THE RIGHT TRACK, BABY,
I WAS BORN THIS WAY
” -LADY GAGA
THEIR CRAFT IS THEIR MESSAGE
Musicians generally don’t have to wonder how they can be authentic or stand for something, because
everything they do -- from their music to their fashion to their performances -- is their message. What
happens when a brand does the same?
3
WE AIN’T GOIN’ NO WHERE . . .
CAUSE IT’S BAD BOY FOR LIFE
” -DIDDY
THEY RESPOND TO CULTURE.
Longevity means being able to adapt and react. Entertainers like Diddy exemplify this, keeping
things fresh to offer his lens on the changing times, from reality TV to fashion. It’s not re-
invention, it’s about responding to culture. How are brands becoming more responsive as a way
to be relevant with their changing consumer base?
4
THAT SH*T CRAY
” -KANYE WEST
THEY’RE BATSH*T CRAZY
Celebs are like walking, talking brands. It means they constantly keep fans
surprised, and no one can expect what will come from them next.
What happens when a brand is brave enough to follow their crazy whims, too?
5
VOTE FOR THIS
PRESENTATION.
WANTTOSEEMORE?
PRESENTATION BY MAGGIE WALSH. @MONSTERMAGGS

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  • 1. WHY MariahCarey IS A BETTER Brand THAN YOU (OR 5 THINGS BRANDS CAN LEARN FROM MUSICIANS)
  • 2. WHAT YOU’LL HEAR IN THIS SESSION AN INTERLUDE ABOUT WHY THE MOVIE GLITTER WAS MISUNDERSTOOD WHAT YOU WON’T WTF HAPPENED TO JUSTIN BIEBER HOW BRANDS SHOULD PARTNER WITH MUSICIANS5 MUSICIANS WITH STEAL-WORTHY HABITS + WHY THEY’RE GOOD FOR BRANDS WHAT BRANDS ARE DOING IT RIGHT HOW TO APPLY THESE HABITS TO YOUR BRAND ANYTHING ABOUT MYSPACE
  • 3. YOU’LL ALWAYS BE A PART OF ME, I’M PART OF YOU INDEFINITELY ”-MARIAH CAREY
  • 4. THEY CREATE FANS THAT WANT TO CREATE COMMUNITIES. While brands are trying to develop communities on different channels, musicians like Mariah are empowering fans who want to create communities on their behalf. How can a brand build fans beyond the like button? 1
  • 5. I’M NOT A BUSINESSMAN, I’M A BUSINESS, MAN ” -JAY-Z
  • 6. THEY DIVERSIFY. Jay-Z has diversified his roster beyond music, expanding into branding and sports marketing to create an empire under his brand. How have brands like Nike, Apple, and Hasbros diversified to introduce new revenue streams to their business? 2
  • 7. I’M ON THE RIGHT TRACK, BABY, I WAS BORN THIS WAY ” -LADY GAGA
  • 8. THEIR CRAFT IS THEIR MESSAGE Musicians generally don’t have to wonder how they can be authentic or stand for something, because everything they do -- from their music to their fashion to their performances -- is their message. What happens when a brand does the same? 3
  • 9. WE AIN’T GOIN’ NO WHERE . . . CAUSE IT’S BAD BOY FOR LIFE ” -DIDDY
  • 10. THEY RESPOND TO CULTURE. Longevity means being able to adapt and react. Entertainers like Diddy exemplify this, keeping things fresh to offer his lens on the changing times, from reality TV to fashion. It’s not re- invention, it’s about responding to culture. How are brands becoming more responsive as a way to be relevant with their changing consumer base? 4
  • 11. THAT SH*T CRAY ” -KANYE WEST
  • 12. THEY’RE BATSH*T CRAZY Celebs are like walking, talking brands. It means they constantly keep fans surprised, and no one can expect what will come from them next. What happens when a brand is brave enough to follow their crazy whims, too? 5
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