lady gaga : a real brand
DESCRIPTION
TRANSCRIPT
LADY GAGAA Marketing Product
Study of Lady Gaga’s communication strategy
INTRODUCTION
How has Lady Gaga achieved to become one of the most influencial
person in the world within two years?
A multiple-talent artist
LADY GAGA,
A SINGER,A DANCER,
AND A SHOW-WOMAN
LADY GAGA’S CHILDHOOD
Some biographical elements…
• Name : Name : Stefani Joanne Angelina GermanottaStefani Joanne Angelina Germanotta
• Origins : Origins : Comes from a well-off italian family Comes from a well-off italian family living in New Yorkliving in New York
• Personality : Personality : shy and rejected by the othersshy and rejected by the others BUT also an eccentric and BUT also an eccentric and
talented girl bound to be a startalented girl bound to be a star
Education background
Graduated from the Convent of Sacred Heart, New York
Musical education
Learned piano by ear at Learned piano by ear at the age of 4.the age of 4.
Classical musicClassical music
BEFORE…
AFTER !
L A D YL A D Y G a g aG a g a
The story of a fame
A fast ascension of the « fame ladder »
Lady Gaga’s name origin :
Lady Gaga’s IMAGE BUILDING
A personal branding phenomenon
LADY GAGALADY GAGA
ISIS
EVERYWHEREEVERYWHERE
What is personal branding ?
Process whereby people and their carreer are marked as brands
and idea that success comes from « self
packaging »
Lady Gaga’s strategy :
Lady Gaga’s originality and style
A fashion icon A fashion icon
« I have started dressing like a star before « I have started dressing like a star before becoming one »becoming one »
PROVOCATION
OFFENSIVEOFFENSIVE
oror
AWESOMAWESOMEE
??
Lady Gaga’s public image and commitment
A philanthropist woman
Lady Gaga throws the weight of her popularity behind donation projects.
A proactive woman« To have this lipstick as a reminder in your purse, that when your man is laying naked in your bed, you go into the bathroom, you put your lipstick on, and you bring a condom out with you. »
Viva Glam Campaign for MAC AIDS FUND
Equality for gay peopleEquality for gay people
« I am here today because I want to propose a law called « If you don't like it, you can go
home » A law that sends home the homophobes, that sends home the
prejudiced. »Lady Gaga’s speech and fight against the « Don’task, don’t tell » law.
Let’s be more technical…
Lady Gaga, the queen of the CO-BRANDING and PRODUCT
PLACEMENT strategies.
What is « co-branding » ?
Definition :
“Combination of two or more brands for the development, marketing and communication of a product or a
service. »
Objectives :
• Opportunity for the brands to strengthen or change their commercial position
• Opportunity for the brands to break into new market segments
The case of Lady Gaga
Relying on modernity and high technology
Headphones by Lady Gaga, in cooperationwith Dr Dre and Monster.
Why co-branding ?
• Reciprocal gain of reputation for each partner
• Developing loyalty of existing consumers or fans
• Luring new market segments
Co-branding with fashion and cosmetic brands
H & M
Product placement
Definition :
« Advertising technique using the process of highlighting branded goods in a film,
a TV show or a music video »
Objectives :
• Ideal means of funding for artists
• Ideal advertising means for brands
Product placementTelephone (feat Beyonce)
Social Networks and the Internet
USING…
What is allowed by the Internet :
• Broadcasting news, songs and videos very easily and quickly
• Avoiding censorship…
… reaching her fans DIRECTLY instead of going through the traditional
media.
« Crowd-sourcing »
… but also conveying a feeling of proximity : the building of a « lil’monsters » community.
LADY GAGA BENEFITS FROM FREE ADVERTISING THANKS TO HER DEVOTED
FANS
EXAMPLE
Lady Gaga’s fans in number
• Twitter : more than 6 million followers
• Facebook : more than 21 million fans
• Myspace : more than 1 million fans
• Youtube : more than 777 million views for 8 of her most popular songs.
Brand Romance by Newcast
http://www.youtube.com/watch?v=IC9bNthm70k