In the final blog on my series around brand experience and customer experience, I look at how a pop superstar has had success at narrowing her niche and serving her ultra loyal customers.
Although I’m not a fan of her music, but someone I have a lot of respect for is Lady Gaga.
She’s a brand that provides tailored experiences for a niche audience. She is not attempting to satisfy all pop music lovers, just her music lovers. Lady Gaga is well aware that her opinions are polarizing, that’s her set of values that she stays true to regardless of push back. She understands and targets the top 1% of her fans that attend her concerts, buys her merchandise, and follows her every move. Her nickname for this elite group of followers: Monsters. And she is more interested in keeping the current customers she does have rather than attracting new ones. Part of her strategy is not spending energy to obtain new customers who don’t understand her. According to the book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, her favorite quote is, “If you’re not pissing someone off, you’re not doing your job.” Just in case you’re curious, Lady Gaga’s net worth is $275 million. She taps into the hearts and minds of her Monsters through constantly connecting with them. Gaga doesn’t assume what makes her Monsters tick, she knows without a doubt.
Brands backed by meaningful values with memorable brand experiences & customer experiences will outsell, outperform, and outlast brands that do not. “If your brand stands for nothing, it can be felled for anything.” – Dan Kennedy
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