What We Can Learn About Branding From Michael Jackson

Published August 2, 2009 | By Valerie

Within days after his death, Michael Jackson tunes took the top nine places on Billboard’s Top 100 List. Retailers sold out of his CDs and his videos were in high demand. Even in death, the power of his mega-brand was very much in evidence.

However bizarre we might consider this entertainer, what lessons can we learn from Michael Jackson and his brand?

Here are a few:

Jackson took time and care in establishing the power behind his brand. He wasn’t in a hurry – so it took 40 years or so.
With few exceptions, every Michael Jackson product reached for – and achieved — the next level of excellence.
The singer’s popularity and appeal as a performer was leveraged among several generations of consumers.
Each Michael Jackson product (tours, television performances, music videos and video games) carried consistent elements, i.e., one spangled glove, white socks, military jackets and his signature dance moves.
To reinforce his brand, Jackson took creative risks to remain on the cutting edge of his industry.
He crafted a style that was unique in an industry of look-alikes.

Of course, Michael Jackson’s branding wasn’t without its dings and dents over the years, but – for the most part – even the most bizarre behaviors and lawsuits didn’t extinguish the passion of his fans…or the appeal of his music across the generations.