While somewhat unfamiliar with the genre, I spent some time last night watching the Academy of Country Music Awards Show.
The show has all of the same components as other music award programs – opening number, host, award presentations, acceptance speeches, live performances on multiple stages, crowd shots, fan shots, red carpet, sponsorships, and so forth.
At this point, similarities between other shows and quite frankly other music genres end, and country music surges ahead as a leader in brand integrity, which I am defining here as “We actually care about our promise, and we will live up our promise and deliver our promise to you.”
From Taylor Swift as "Director of Business Development" to Leann Rimes as "VP of Cause Marketing", country music walks the walk as a brand. They care about cultivating new fans and rewarding the loyal ones. They care about the communities and families facing unimaginable hardships stemming from the recession and the war in Iraq.
Stagecraft, costuming and choreography are minimal as these artists can actually sing and play their instruments. Consumers expect their brands to be functional and reliable. The artists’ consistent politeness and appreciative references to fans and family parallel the customer service and core values consumers expect from their brand commitments.
Above all, the very lyrics themselves as stories, insights and metaphors are understandable to anyone and relevant to everyone. There is a relevant, palpable, emotional connectivity even within the artist community itself, clearly visible when cameras panned the artists in the crowd singing along to those performing on stage, and more than once!
This blog entry may not have the level of clarity or resonance as I hope to provide on a regular basis, but I was simply amazed at the nearly all-inclusive demonstration of character, substance and professionalism that seems to naturally exists within the world of country music. My (ten gallon) hat is off to all of the winners, nominees, and behind-the-scenes folks that obviously work hard to live up to some really talented promises.
Tomorrow: I plan to look at the notion of “TMI” (too much information) and how it can hurt a brand both online and in-person…
"Throw A Party!" Create and implement experiential marketing solutions (live events and online promotions) that are personal and memorable such that you redirect existing and ongoing consumer traffic, revenues, and loyalties to your business or brand.
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