Marketing by Cheryl Cole, David Beckham & Marmite…

After months of meticulous planning, a hotly debated X Factor performance and the fastest-selling single of 2009, Cheryl Cole’s solo album sold in record numbers as a result of some clever micro-marketing and a lot of hard work. A glance behind the glitz of the album release, though, reveals an industry in flux, and shows how labels are changing in the face of mass digital piracy and plummeting profits.

Peter Loraine, general manager at Fascination Records, the pop label behind the album and part of Universal, put it bluntly. “There is less money to spend these days and you have to make it go further,” he said. “You have to be a lot more creative, with a lot fewer resources.”

High street record stores may have disappeared, but a huge, and growing, range of online retailers needs to be catered for. Cheryl’s label made sure that each one got a special piece of her to offer fans. Amazon got 200 signed albums; Play.com, a meet and greet and a shopping trip offer; HMV.com, personalised calendars; Orange, signed lyrics; and iTunes, an exclusive track, digital booklet and remix bundle.

“We had to make sure we were catering to every fan out there,” said Loraine. “Every outlet felt involved and excited about the release – no one was left out.”


by jeremywaite

After months of meticulous planning, a hotly debated X Factor performance and the fastest-selling single of 2009, Cheryl Cole’s solo album sold in record numbers as a result of some clever micro-marketing and a lot of hard work.  A glance behind the glitz of the album release, though, reveals an industry in flux, and shows how labels are changing in the face of mass digital piracy and plummeting profits.

Peter Loraine, general manager at Fascination Records, the pop label behind the album and part of Universal, put it bluntly. “There is less money to spend these days and you have to make it go further,” he said. “You have to be a lot more creative, with a lot fewer resources.”

High street record stores may have disappeared, but a huge, and growing, range of online retailers needs to be catered for. Cheryl’s label made sure that each one got a special piece of her to offer fans. Amazon got 200 signed albums; Play.com, a meet and greet and a shopping trip offer; HMV.com, personalised calendars; Orange, signed lyrics; and iTunes, an exclusive track, digital booklet and remix bundle.

“We had to make sure we were catering to every fan out there,” said Loraine. “Every outlet felt involved and excited about the release – no one was left out.” Leer más “Marketing by Cheryl Cole, David Beckham & Marmite…”

Why Brands Shouldn’t Waste Money on Celebrity Endorsements

WWTD : What Would Tiger Drive?

In my old ad agency life, brands were things or corporate entities, co-managed by the agency strategists, account managers and creatives. Innocent was a brand. Reebok was a brand. MTV was a brand. These brands didn’t talk. Didn’t have good hair days or bad hair days, and they certainly didn’t have complicated ryders in their contracts, specifying that only organic foods could be served at photo shoots.

But brands are now personified by people. In Hollywood it’s no longer a culture of celebrity that drives ticket-goers, it’s the celebrity brands.

Brands are increasingly becoming the currency of business. They link customers with enterprises. In this sense, smart business people now bestow virtual custody of brands upon consumers, while keeping management in the hands of companies. In other words, in the entertainment industry, it’s all about the packaging. In today’s world, entertainment brands define markets as much as they do products, services and organisations.

People like brands because they like making decisions.


by jeremywaite

WWTD : What Would Tiger Drive?

In my old ad agency life, brands were things or corporate entities, co-managed by the agency strategists, account managers and creatives. Innocent was a brand. Reebok was a brand. MTV was a brand. These brands didn’t talk. Didn’t have good hair days or bad hair days, and they certainly didn’t have complicated ryders in their contracts, specifying that only organic foods could be served at photo shoots.

But brands are now personified by people. In Hollywood it’s no longer a culture of celebrity that drives ticket-goers, it’s the celebrity brands.

Brands are increasingly becoming the currency of business. They link customers with enterprises. In this sense, smart business people now bestow virtual custody of brands upon consumers, while keeping management in the hands of companies. In other words, in the entertainment industry, it’s all about the packaging. In today’s world, entertainment brands define markets as much as they do products, services and organisations.

People like brands because they like making decisions. Leer más “Why Brands Shouldn’t Waste Money on Celebrity Endorsements”

How to Brand it Like Beckham

1. To be a great brand, you must have a great product in the first place: not necessarily a better product, but something that is different, that you are dedicated to and that you constantly strive to improve. Brands are like footballers in this respect: play off your past and you will soon be out of the team. Beckham was never rated alongside football greats such as Charlton or Best.

He wasn’t even a teenage wonder like Rooney, Giggs or Whiteside, but ask Alex Ferguson what makes Beckham so great and he’ll tell you that he worked harder than anyone else on the field. He got to training first and left last. That’s how you build a great reputation/brand.

2. Managing a brand is a systematic process covering a multiplicity of factors. Celebrities are no longer just endorsers of other people’s products: they are brands in their own right, and are learning to manage themselves as such. After all, “Products are made in the factory, but brands are made in the mind”. Many people don’t care what some people say about them, but celebrity brands like Beckham need to worry about what everyone says about them.

The downside of mis-managing this part of your brand is ending up like glamour model Jordan. She once had the world at her feet and now seems to annoy everyone no matter what she does. A quick look at Tiger Woods also highlights just how quickly brands jump ship if your personal brand suddenly fails to deliver.


by jeremywaite

1. To be a great brand, you must have a great product in the first place: not necessarily a better product, but something that is different, that you are dedicated to and that you constantly strive to improve.  Brands are like footballers in this respect: play off your past and you will soon be out of the team.  Beckham was never rated alongside football greats such as Charlton or Best.

He wasn’t even a teenage wonder like Rooney, Giggs or Whiteside, but ask Alex Ferguson what makes Beckham so great and he’ll tell you that he worked harder than anyone else on the field.  He got to training first and left last. That’s how you build a great reputation/brand.

2. Managing a brand is a systematic process covering a multiplicity of factors.  Celebrities are no longer just endorsers of other people’s products: they are brands in their own right, and are learning to manage themselves as such. After all, “Products are made in the factory, but brands are made in the mind”.  Many people don’t care what some people say about them, but celebrity brands like Beckham need to worry about what everyone says about them.

The downside of mis-managing this part of your brand is ending up like glamour model Jordan.  She once had the world at her feet and now seems to annoy everyone no matter what she does.  A quick look at Tiger Woods also highlights just how quickly brands jump ship if your personal brand suddenly fails to deliver. Leer más “How to Brand it Like Beckham”