WHY SHOULD BRANDS BE MORE DAVID BOWIE?
On January 10, 2017, David Bowie played his final trick on Planet Earth. His death of liver cancer was just two days after his 69th birthday and the release of his last album Blackstar. Fans had just 48 hours to enjoy and celebrate the new music before the news broke and on further listening - the majesty of this magician’s deceit was revealed.
For Blackstar wasn’t just another album, it was a goodbye. Bowie used the lyrics to announce his death to the world while still on it, before rejoining his fellow spacemen and the Spiders from Mars.
It was the final bow of the artist, and his brand. Arguably no one has come close to emulating him, even though he told anyone who wanted to listen how to be one of the most enigmatic, loved, revered and discussed to have ever done it.
He owned the narrative, he controlled the discourse, and the final act of Brand Bowie played out as he wanted it to be told.
Nearly six decades since the release of Davie Jones & the King Bees’ first single - what can be learnt from what he said and what he did? Why should brands be more David Bowie? Even if the audiences they’re trying to attract were born in an epoch long after The Rise and Fall of Ziggy Stardust.
1. ‘We choose something - like a chair - not just because it’s functional, but because it says something about us’
In today’s creator economy, sharing a product or an experience at an event on social media is as important as owning it or being there. You only need to see brands like Michael Kors or Pandora trending on Christmas and Valentine’s Day, or the sea of screens lit up as something incredible happens on a stage to understand the value of social currency as users chase likes, comments and kudos.
With this in mind, events must be designed with the social sharing experience baked in from the beginning. It’s not enough to have someone attend and have a fantastic time if you haven’t created a situation where they’re thrusting their hand into their pocket to grab their phone and share - creating FOMO amongst their followers.
And with products, the brand story must exist. There are hundreds of pretty jewellery brands - but why is it a certain few are always the ones to trend? What is it about those specific products which people want because it says something more about them?
2. ‘By enjoying the process you’re creating a dream come true… the search is the thing’
The most in demand products or experiences aren’t necessarily the most expensive, or even rare. They’re the ones you’ve been taken on a journey to obtain.
Think of a red Ferrari. Objectively there are plenty of other supercars, ones which are faster, handle better, are more aesthetically pleasing - red isn’t even necessarily the best colour - but for many since childhood they’re the ultimate vehicle.
Their relationship with the product starts with toys, then moves through appearances in films. They see stars like Michael Jordan and Ashton Kutcher owning one and Michael Schumacher or Charles Leclerc blasting past F1 rivals. So when someone is finally about to get their hands on their own wheel - it’s magical.
The same is true of PRIME By Logan Paul x KSI. Fundamentally, it’s just another energy drink in an incredibly crowded category alongside the bigger and more established Red Bull, Lucozade, Monster, Rockstar and so on.
The difference being a 500ml bottle retailing at £2 can be found on eBay for £2,000 and adults fight in supermarket aisles over them.
Why is this? (In the UK) they’ve had limited distribution at ASDA and the Emirates Stadium which has created scarcity; and it’s fronted by two of the biggest creators on the planet, pushing demand into the stratosphere. It’s not the drink people want - it’s the thrill of the chase.
Put your audience at the centre of their own fairytale and allow them to dream. Lead them down the path, allow them to doubt whether it’s possible - so when they finally achieve what they’ve desired they won’t stop telling others something about it.
3. ‘If you feel safe in the area you’re working in you’re working in the wrong area. Go out until your feet don’t quite touch the bottom and you’ve found the right place’
The fate and story of Blockbuster, Nokia, Kodak (perhaps until recently) and many more have been well documented. Brands who were successful but didn’t put themselves in uncomfortable positions to evolve. They were safe standing on land looking out at sea and didn’t realise the real danger was coming behind them.
The success Bowie enjoyed with one of his many characters and sounds would have been enough for most artists - but he pushed for the next, he wanted more and saw the need to evolve. ‘A number of the changes in my music were challenges to myself,’ Bowie said.
‘It was important for me to set my course towards unchartered waters.’
4. ‘The less he talked the more we wanted to know’ - Mick Rock, photographer
Bowie lived in New York for the last period of his life and for many fans simply disappeared. For some of it he was ill of course, but for the most part he had a family and the joy he used to find through creative release was satisfied with this love.
He was constantly inundated with offers, turning down collaborations with the likes of Coldplay and offered vast sums of money for performances, appearances and interviews - but he had nothing to say which added additional value on top of what he’d already said.
Did this mean he just disappeared out of people’s consciousness? Perhaps for some.
But for his key audience, by saying nothing when there was nothing of note to add - his legend grew greater, rumours became more rampant and Brand Bowie went to even higher levels.
Today you see brands churning out always-on social calendars and gathering in war rooms to respond to the Queen’s death or the climax of The Traitors in a 24/7 news cycle. Though, when budgets are stretched and feeds are crowded, can less be more? And is focussing on the things which really add value to your audience and your product’s story a better use of resources than your hot take on a reality TV show?
If you’d like to discuss any of these ideas, or find out Something About Us please get in contact.
All these quotes were taken from Dylan Jones’ brilliant book - David Bowie: A Life (which you can buy) - as well as Brett Morgan’s fantastic film Moonage Daydream (stream/buy).
