A few weeks ago my son said to me "Dad I'm getting my son (my grandson Adam who's a decade old) to see Elvis. I thought he was referring to a film, or maybe on a journey like he and I'd done years before to see "Graceland", Elvis home in Memphis. Yes I was and am an Elvis fan.But number, he was referring to the "Elvis in Concert" show that was at radio Stations City Concert Hall in New York. They put together all of the performers and original musicians, put them in a show and then put Elvis on a monitor in the midst of all of the live music. My first response was that it is a hokey, but he said that it would be the closest he would ever get to see Elvis, and true to create he said that it was an incredible show and you felt that you were really experiencing the "King" live on stage.Now this show is obviously touring all over the earth and was started in order to enjoy twenty years after Elvis died in 1997, and today is just a box office success everywhere the show plays. Just being an aside, the great guitarist James Burton and incredible drummer Ronnie Tutt is in the line up, and it's worth seeing the show just to see those two people play, they are the best in the business.The cause that I mention this really is that we're taking a look at a performer who is really as common as ever, 25 years after his death and most of the people who are purchasing his music were not even born when he died. So there's something special going on here that requires looking at, and I made a decision to look at what makes the Elvis Brand therefore special and what allows it it is extraordinary durability. And what can we understand from Elvis, that we can use and support our business.Like all successful programs used to do my due diligence and conducted some general market trends, and would appear that there have been three big things that made girls swoon, and honestly the people too, when it found Elvis.First and foremost it was in regards to the sound,it was completely different from whatever else that teenagers had have you ever heard before. This was a white guy singing his model of black music and doing a heck of a job with it. It made you jump out of your seat and start dancing with whoever was around you at the time. The words did not matter, it absolutely was the beat of the music and all about the noise. He'd a drawl, and singing voice that was unmistakeable and each of a sudden when he came on the music scene, everybody wished to look and sound like Elvis.Second he seemed different than any other performer, he died his blonde hair dark and greased it back and had sideburns that made him look like the truck driver that he was. His trademark top curl, the high collars and puffed sleeves on his shirts, large belt buckles all separated him from the traditional clean cut picture of the Pat Boone's of the timeThird was his attitude, he was the initial "Rebel Without a, he was going to do it his way, move his feet, sides, fight you if he had to, and put his head down and look at women with his come hither eyes.So there are three quite distinct attributes that got Elvis the interest when he first came on the music world and these are the parts that you will use to develop your brand from where it is to a brand leading brand:1st: Seem like Elvis: Elvis was totally different from other things on the music industry at the time. The radio was packed with Frank Sinatra, Rosemary Clooney (sure George's Aunt), Guy Mitchell et all and Elvis was nothing beats these. He was UNIQUE, he was totally different to any artist on the radio.So that's the question you've to consider, what is your UNIQUENESS that can separate you from the rest of the competition in the marketplace that you participate in? Being average is simply the buying price of entry. Uncover what can it be that'll have your target market view you as some thing completely different in a sea of sameness!2nd Look like Elvis: Elvis literally looked like number other performer the world had seen before. He wore a slicked straight back hair do, white and black shoes, velvet t-shirts, almost anything he wore was like nothing every other singer would ever have worn.Not only did his looks split him from the pack but it made him farmore apparent in the audio industry. And for you, it's the design of your product, your appearance, your marketing communications, is it the best on the market today? Your services and products products or services must look great, experience great, smell great, sound great and use as numerous of the senses as possible to produce an on going conversation together with your market. Spend time, money and work in this place if you'd like to differentiate yourself in the marketplace.3rd Have the Elvis Attitude: Yes Elvis had an attitude, an advantage that made him unique. This perspective was pervasive for the duration of anything that he did, from the tracks to the clothes he wore to the way he just viewed people, it was all orchestrated to make certain that Elvis was unlike every other artist product on the market.Attitude is the part of the product mix that must exist if you like to differentiate your products, goods or services from the competitive set. For example Apple has it in spades, it's an irreverent, hot, awesome, different perspective that each Sullair air compressor parts buyer get's. Virgin Airlines and it's founder Sir Richard Branson have it. It's that particular something that makes them unique. In the event of Virgin, it is about looking at products in the market where the conventional products have a stranglehold and creating a product that beats the program in every way.So what're you doing to produce a perspective in your organization that can separate you in your marketplace?Conclusion on the Elvis Brand:Elvis had all the parts that move towards making a great artist right into a BIG BRAND, and it lasted throughout his career, even during the time he was in the army. Despite a recession during the "Beatles years" he re-built his picture and remade himself over and over, resurfacing in the NBC Comeback Special in 1968 and of course then got it to Nevada and across the state for years.Twenty five decades after his death, he is still the "King" and the Elvis Brand is as strong as ever and giving profits to the business that now possesses his title and likenesses, CKX, which is held by Bob Sillerman. Just for the document he settled $114 thousand for Elvis Presley Enterprises only two years before, and that could be a what in my knowledge a is, see if yours matches up to this 6 part brand declaration that I created after 30 years of helping increase brands round the world:Uniqueness - are you currently dissimilar to everyone else in your category?
Guarantee - Do you keep your promises to your customers?
Price - Are you currently supplying Value, above and beyond the industry norm?
Expectation - Is the product what the goal audience needs, or could it be perhaps better?
Mind - Does your brand have an item of your web visitors mind.
"A distinctive offer of value that produces an in the minds of the consumer"Jack SimsCopyright Jack Sims 2011
Guarantee - Do you keep your promises to your customers?
Price - Are you currently supplying Value, above and beyond the industry norm?
Expectation - Is the product what the goal audience needs, or could it be perhaps better?
Mind - Does your brand have an item of your web visitors mind.
"A distinctive offer of value that produces an in the minds of the consumer"Jack SimsCopyright Jack Sims 2011
Source:
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