Wednesday, April 21

Glee for Madonna


At the risk of repeating myself, I just have to write another blog post about the television show Glee.

Last night was a "tribute" to Madonna. When I first heard about it, I was a bit skeptical and was wondering how the cast would pull it off. But as I started to watch the show, I realized something phenomenal was happening.

For Madonna.

As I write in my upcoming book, Madonna is a quintessential brand -- I spend quite a bit of time highlighting how she has so expertly created a brand experience for her audience. Perhaps one of the best in the entertainment business in that she is so well defined as a brand and has actually been quite consistent in her marketing through the years. Yes she has transformed herself at every turn, but that's part of her brand.

But she's taken some hits lately. Lady Gaga is eating her lunch.

I'm not sure how it was orchestrated, but last night's tribute to Madonna on Glee was a not-so-subtle reminder that Madonna was there first. It was a sixty-minute commercial for brand Madonna and her songbook, to put her back in the minds of both the young and not-so-young. For her loyal fans and for a new generation that needs to discover her. In a post Lady Gaga world, Madonna made a statement that she is still relevant, and that she makes great pop music.

A very creative move for the Madonna brand and yet another turn in years of consistent marketing. Of course I didn't even mention that the songs from the episode are compiled on a CD called "The Power of Madonna".

What's your experience? Jim.

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