Brand Elton, Elton John

“If anyone says there was a formula for predicting the success of this album, they’re lying,” says Ray Gmeiner, vice president of promotions for Virgin Records. “She’s sold 6 million records so far simply because her sound hits a chord with people.” The key is that the chord belongs to people from 16 to 66, who enjoy her voice, the mood she creates, and the emotions she stirs. Younger fans are in fact a little surprised that they like the album as much as they do, because it’s a collection of songs closer to what their grandparents might have lying around than to what they’ve listened to in the past.

Jones’s rise to stardom may have been unexpected by most, but what isn’t surprising is that her approach works, similar to the way Elton John’s has. At a time in our culture when unity and family are top of mind concerns to people of all ages, Jones’s music, like John’s, is something that children, parents, and grandparents can enjoy together. And because her album features more than just one hit, it has overcome the download mentality rampant among young consumers who don’t perceive enough value in an album to part with $15.

Her hit album is reminiscent of the sentiment and appeal of Elton John’s works. Elton John, in a sense, was a prototypical product with lyrical and melodic themes connecting at the deepest emotional levels to multiple market segments-a prototype that helps explain the appeal of Harry Potter books.

Creating Brand Elton The album Elton John, if not perfect, was excellent. It delivered both lyrics and musical qualities a cut above everything else on the market, displaying John’s foundation in classical music and Taupin’s classic poetic content layered onto his country roots. However, a great product is not enough to attain a legendary position in the industry; it takes a great brand to create star qualities and legions of loyal fans.