Tuesday, January 3

The Brand of the Season

Well it's January 3rd and it's back to reality.  Back to work.  I've had such an amazing holiday season ... honestly one of the best ever.  As I reflect back on Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, the Holidays, and New Year's Eve ... I can't help but think of all the brands we were engaged in along the way.

American Express, Target, Veuve Clicquot, Weight Watchers ... just to name a few.

So I decided that it's appropriate to name the brand of the season.  The one brand that sticks out amongst all the others.  The one brand that defined the season, at least for me.

Lady Gaga.

Now if you know me, you know that I am a fan.  So in full disclosure, this is a likely choice for me.  But part of the reason why I am selecting her as the "Brand of the Season" is because she was able to pull in so many people who are not her fans.  Lady Gaga brought in new consumers ... the mark of a very successful brand.

It started at Thanksgiving.  Lady Gaga's primetime network Thanksgiving Special was off the charts.  So many people told me that it was that tv show that finally made them understand her.  When she explained the meaning behind "Edge of Glory" -- she had me in tears.  Thanksgiving is about family, and so is that song.  Holy cow.


Next it was the windows at Barney's.  A Christmas tradition ... visiting the windows on Madison and 5th Avenues.  This IS Christmas.  And here comes Lady Gaga, on invitation, reinventing Barney's windows not only with an incredible display but also with an entire boutique called the Gaga Workshop.

But there's more.  The holiday season officially ends with New Year's Eve.  And here we are with Dick Clark's New Year's Rock, the biggest symbol of the holiday other than the ball itself.  Once again we have Lady Gaga ringing in the New Year with her latest song "Marry the Night."  Sure she had a crazy outfit, but she also had her "brand," thanking the city (her city) for being so supportive and for making this "dream come true."  She's all about her fans, more so than any other celebrity that I have ever seen.

So there you have it, my pick for the "Brand of the Season."  Thanks for putting up with this "fan."

Happy New Year ... what's your experience?  Jim

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect
Professor at NYU

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