I was going to begin the title of this entry with “Look,” but you probably had already done that.
In regards to marketing, in Comm101 we were told the difference between product and brand. In the case of Lady Gaga, her product is her music; however, her brand is herself. Everything to from her name, outfits, music videos, all are excellent examples of Brand Positioning, a concept we were introduced to in Comm101.
Although she was not the first in pop music with a provocative image, she is definitely the first people would associate with in their minds. This grabs an unoccupied position in people’s minds when thinking of pop music.
So how does Lady Gaga do this? Well, she is able to differentiate herself from the music scene because she has shock value. While some say its all an freakish display for attention, some say she “encourages young women and girls to be comfortable in their own skin(Harvard Business Review, 2010).” Either way, she is making people talk about her, and she’s gaining wealth because of it.
At the end of the day, isn’t that’s what marketing is all about?
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