It Starts with a KISS For most of us, the thought of a kiss conjures up a refrain of pleasant emotions. Perhaps it’s a quick kiss on the cheek by a beautiful young woman that captures a man’s heart, or a passionate exchange on a starry night in a horse drawn carriage that marks the beginning of a life together. A kiss symbolizes emotion, electricity, excitement, and anticipation for something more in a way that the anatomical description (the tightening of lip muscles held against each other) fails to capture.

For the KISS Army, the word conjures the same emotions, but a very different visual. The sometimes raucous and always passionate entertainers stirred emotions, generated energy, and sparked enthusiasm with their unorthodox concerts, which they held in small towns and cities that had never been exposed to such an out of mind emotional experience. Not only did KISS elevate the concert standard in venues where other larger acts didn’t bother to play, it affected the standard throughout the rock and roll industry.

Today, KISS is credited with leading the way for performers like Britney Spears and ‘N Sync, and those who take animals on stage (as Britney did in her 2002 tour) or use pyrotechnics (as Kid Rock does) to create multisensory experiences. But it is safe to say that the impact of KISS on fans and the industry would not have happened were it not for Gene Simmons. His is a story of ambition, vision, ego, and business savvy, and just like those of other great entrepreneurs studied in MBA programs, it deserves close examination to uncover the influences that shaped his career and success.

John demonstrates how the functional and emotional elements relate to create an overriding brand image and position. It is clear how he has worked over the years to develop his musical talents and performance skills to perfect the functional attributes of the Elton John brand. While those attributes seem difficult to master, honing the emotional elements of his brand proved to be challenging as well.

Developing Elton’s Emotional Side Before the success of Elton John, John’s career was progressing modestly. But to become a star, a master of music marketing, he needed to continue the transformation of his brand personality. John needed to look and act more like what he aspired to be-a rock star.

His first challenge was changing his look, otherwise known as design and packaging in the world of consumer products. The fact of the matter is that there aren’t many fat rock stars, and at times he was as rotund as the spectacles he wore as a child. He needed to lose weight, and did, although it has been a lifelong battle that has haunted him with bouts of bulimia.

His second challenge was developing a commanding stage presence. During his early live performances, John stood on stage or at the piano, awkwardly holding the microphone, devoid of any real personality. Clean shaven with short bangs across his forehead, this shy guy exuded anything but confidence to his audience-in fact, he appeared somewhat embarrassed to be on stage. He hadn’t mastered what superstars know-winning over audiences is easier when entertainers project self confidence. Addressing the limitations of his shy nature, John changed his appearance and his personality, with a vengeance, to become one of the best rock and roll entertainers of our time.