Frasch Points, Elton John

Frasch adds, “With everyone talking about creating better brands, I’ve seen a lot of sameness out there, perhaps because the messages or images seem to be more contrived rather than naturally emanating from the real creative core of the product.” The evolution of Elton John’s personality did cross that line of manufactured versus natural that Frasch points out, and it demonstrates the disconnection that can occur because of overexposure, going over the top, and being too concerned with image and not enough with substance and product.

The success that followed John’s return to his core strengths and the way JetBlue is changing air travel prove that great brands must master both the functional and emotional elements in order to develop and grow a fan base.

To paraphrase his hit song of the early 1980s, Elton John is still standing. In fact, he continues to stand tall among a host of newer and younger musicians and entertainers for several reasons. Paramount to his continued success is his musical talent, but also important is the person he has become in the past decade. The Elton John brand has evolved to stand for much more than loud costumes and excess; it stands for human rights, AIDS activism, charity, and good music. Some critics might say it also stands for commerciality, which he joked about while inducting Elvis Costello to the Rock and Roll Hall of Fame in 2003, cracking, “I’ve gone the commercial route, but hey, someone’s gotta pay for this hair.” We prefer to think of Elton John as simply a savvy marketer.

KISS:

/Keep it Simple, Stupid We would be KISS, or we would be nothing. -GENE SIMMONS I t’s hard to believe that four guys who look like they just ascended from hell-clad in outrageous makeup, black spandex costumes, and platform shoes-could become an endearing thread in the fabric of American music. KISS invaded the music scene in the 1970s with hard hitting rock and roll tunes and shows that broke the rules of the concert experience of that day. It wasn’t long before legions of kids sang the band’s songs and sported its makeup, much to the dismay of parents who wished they would behave more like those nice Brady kids on television.