What Brands Can Learn From P!nk

Let's face it, once you're known around the world solely by your first name, you've got to be pretty famous. A really, really hot 'brand'.

But when your name is generic - a colour for instance - then 'wow', you've obviously done something right over a significant period of time.

Pinkpic

I'm talking about P!nk, of course, who seems to be getting stronger and stronger while her peers such as Britney Spears, Avril Lavigne and Christine Aguilera tread water.

The P!nk story continues to gain momentum as she works her way through a record-breaking Australian tour - four months, 525,000+ tickets sold, and 14th and 15th new shows announced for Melbourne's Rod Laver Arena. Amazing stuff!

So how does P!nk manage to continue an upwards trajectory into the hearts and minds of millions of consumers globally?

Impressively, she successfully manages a massive fan base - from nine and 10 year-olds and teens right through to people in their 50s and beyond. Anyone in marketing, especially the music business, will tell you maintaining credibility with such a diverse audience base is excruciatingly difficult.

She's tattooed, sexy, sassy, potty-mouthed - mums and dads would normally shield someone like that from their children, but somehow, P!nk is an exception. That's the power of a strong brand.

AUTHENTICITY AND TRUST

P!nk is nothing if not genuine. She wears her 'Hart' on her sleeve (excuse the pun!).

She's an outspoken animal rights activist who sings about masturbation, sexual abuse and gay rights yet still comes across as playful and fun-loving.

"She's so herself, she's not fake"

(Quote from fans in Herald-Sun video - I'd embed the video but News Ltd's crappy video player doesn't allow it - good luck if the link works for you - doh!)

P!nk unashamedly champions causes she believes in (she once wrote to the Queen of England requesting she stop Royal Guards from wearing fur-lined helmets), and she reportedly refused to play at Prince William's 21st birthday party because he enjoys hunting.

Her original goal was pretty simple: "Be famous, piss people off". But P!nk has always had a higher cause: to inspire people to be their true selves. This comes across time and time again in her songs, videos and her interviews.

When P!nk donates money to Victoria's bushfire appeal, you know it's for real.

Even her Twitter stream seems pretty genuine.

When P!nk first signed to a record company, they made her take media coaching and etiquette classes. She felt the etiquette classes were "an insult to my mother" - and the media coach left after five minutes! (refer to video interview below).

What about your brand?

Is it authentic? Does it take itself too seriously?
Does it build trust by displaying consistently transparent behaviour?
Does it have a higher cause to use as a point of conversation?

CONSISTENT OFFERING

While P!nk is unashamedly an outlandish and colourful performer, she manages to combine high-impact visuals with substance. Not too many pop idols can do that!

To P!nk, the lyrics are everything. Yes, she may pull out some pearler 'feel good' pop songs (e.g. Get the Party Started) but she's not averse to getting deep and meaningful - Dear Mr President a case in point. Or she'll use humour to get her point across (see clip of Stupid Girls below).

In concert, she's not afraid to take a risk and mix it up a bit. On her Aussie tour, kicking off with a reportedly rip-roaring rendition of AC-DC's Highway to Hell is a smart way to win over local audiences!

What about your brand?

Is it consistent in its offering?
Is it well-packaged visually underpinned by substance?
Are you willing to take a risk with your brand marketing?

Pink - Stupid Girl
by kage-buschin-no-jutsu

IT'S ALL ABOUT THE FANS

P!nk 'gets' that it's all about the fans. She may be a huge star but she still manages her grassroots support movement better than most.

It's easy to be cynical when a major celebrity visits sick children in hospital. This week P!nk visited Melbourne's Royal Hospital - she's not a fan of the media circus such visits create but realises it's not about her but the kids:

"If the kids are happy to see themselves in the paper, that's all good," she was reported as saying.

P!nk's website is immersive and tailored and heavy on engagement and interactivity. For example, P!nk encourages to interact with her in a number of ways e.g.Cell phone concert shots

P!nk and Me shots

Me and my friends at the show

Fan art gallery

Fantastic fans

P!nk lookalikes

Importantly, P!nk has numerous tailored versions of her website.

For example, the Australian version is obviously skewed towards her local tour. This means content is going to be relevant to her various audience segments, and guess what, it works!

What about your brand?