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.