What You See is What You Get?

I struggled this week to find an engaging topic. I was reading through some magazines and I read some articles about how celebrities make an image for themselves. I guess it’s all about branding. I like to think that I brand myself quite well. I have a catch phrase. I always wear my hair down. I dress in particular outfits during midterms and finals season, and I am always first to tweet about the most awesome thing that happened on Glee.

Okay, maybe I haven’t gotten the whole branding thing down completely, but the almighty Madonna sure has. I don’t know if the younger generation is impacted by Madonna like my generation and the generation before, but she did pave the way for so many sucessful artists now…even Lady Gaga.

Why is she so great though? It’s all about marketing. Madonna knows how to reposition herself to make sure she grows with her audience and can attract more along the way. She was the Material Girl, then she went through the transformation into a woman comfortable with her sexuality, she sang with Britney Spears and caught the attention of Britney’s fan. Madonna wrote children’s books and read to them. She is in her 50’s and still dances in outfits that most younger artists can’t even pull off.

The point is she has experimented with so many personas and looks since her career. She is able to identifywhen her target market is changing and has made smooth changes that appeals to them along the way without making it seem like she is abandoning who she was before everytime she changes.

Now let’s look at firms. Companies that go under drastic changes when they have already established a name can sometimes run into that problem. Tiffany’s was an elite jewelry store that appealed to the upper class who could afford products and enjoy luxury. Wanting to expand sales, Tiffany’s came out with the line for teens including charm bracelets and Sweet 16 necklaces. It displeased some of the original consumers because the Tiffany’s image now looked like it was no longer as exclusive. Just an example of that kind of repositioning can tarnish a company’s reputation and how it is perceived.

Madonna, sure she’s probably criticized numerous times, but it just seems like she is a chameleon. There’s something that company’s wanting to reposition should learn from Madonna-know your consumers and act accordingly, but still retain the essence of your company without selling out.

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