Madonna: Pure Marketing Genius
The Madonna brand
Madonna, like all modern celebrities, is a brand; and as such, she is defined by what people think about her. The superstar has achieved what every CEO dreams about; a brand that is enduring, unique, and occupies a special place in the hearts and minds of consumers.
Throughout her two and one-half decades in the limelight, Madonna has remained remarkably consistent to her brand. And that brand is artistic freedom and self-expression. Through all the changes, fads, and trends that she’s initiated or brought to the public’s attention, she has retained the familiarity of a strong brand. Its core values promote being provocative and innovative, and the brand promise is reinvention.
Being provocative
Everything she does commands attention and causes a reaction. Controversy and scandal are synonymous with the singer, and scandal equals sales. In her video Truth or Dare she says, “I know I’m not the best singer, I know I’m not the best dancer. But I’m not interested in that. I’m interested in pushing people’s buttons, in being provocative.”
She certainly knows how to shake people up, and the list of media storms she’s created is endless. There was the risqué use of the word virgin, rarely heard on the airwaves before “Like a Virgin.” The publication of Sex, a book of mainly nude photographs of the singer, outraged many—and let’s not forget the recent Britney Spears kiss. The biggest controversy was over the music video Like a Prayer, where a scantily clad Madonna uses sexuality and Catholic iconography (including a scene where she experiences the stigmata) and burning cross imagery. Even the Vatican stepped in line to condemn the video. The amount of press she received was surpassed only by the size of the checks reaching her bank account.
The singer understands more than most that she is good copy and that the press is eager to write about every aspect of her life. While these intrusions are sometimes unwanted, she can beat them at their own game and use newspapers for her own advantage. While the recent split from husband Guy Ritchie is undoubtedly a personal tragedy for her and a difficult time for all family members, she may well see a publicity advantage here. On the day the separation was announced, Madonna was playing the Boston leg of her Sticky and Sweet tour.
Knowing full well that the eyes of the media would be watching her even closer than usual, it was widely reported that she apparently dissed her husband in front of thousands of fans. Before performing one of her songs she told the crowd, “This song is for the emotionally retarded. You may know a few people like that. God knows I do.” The newspapers were very favorable to her the next day.
Being innovative
Every record, album, and video is a product, and as such, is no different from any other—whether that’s makeup, boots, or clothing lines. The global icon has been able to create a massive buzz around each one. This is no accident, but a carefully constructed marketing plan where she is the prime mover, the big brains.
Madonna has always had her finger on the pulse; and to keep her music and image fresh she has constantly changed her background team. Photographers, designers, stylists, and producers have all come and gone. As one front dies, a different team is recruited to help her evolve into something new. She cannot afford to stay loyal to one team forever, as her game plan requires so many different qualities and specialists. She picks the people who are best qualified to help her at that particular time. For example, her debut album was produced by former jazz guitarist Reggie Lucas and exciting new DJ John “Jellybean” Benitez. They gave her the sound she wanted at that time. But when it was time to relaunch her music career in the mid-’90s, she favored a more radical approach and turned to William Orbit, one of the most innovative remixers ever. And for her latest album, which represents yet another change in direction, she collaborated with brilliant urban acts such as Pharrell and Timbaland.
