Lefsetz Nails It: “It Just Has To RESONATE”
My favorite quote in a very long time comes from music industry commentator Bob Lefsetz
"It’s no longer about hype/marketing, but brand MANAGEMENT!
But that requires the underlying product to have soul, to connect.
And it doesn’t have to be pretty. Check out Crocs for an example. It just has to RESONATE!"
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Funny…that was my *least* favorite quote. Not every artist is going to have a long shelf life, so brand management can often play second fiddle to cashing out while the getting is good. Besides, brand management is basically a new, more comprehensive word for marketing.
Bob has perhaps the worst case of selective cognitiion I’ve ever seen. It hasn’t always been about what resonates and has soul. There hasn’t always been an underlying product. Much of the industry has been built upon one-hit wonders and shallow pop songs. They may not be on Rolling Stone’s Top 100 albums of all time, but they sold a boatload back in the day.