Lessons Learned from an Unforgettable Band

It’s not everyday that marketing efforts are deemed highly successful. Moreover, it’s not often that branding that breaks away from tradition is applauded.

Think about the corporate environment where using the wrong logo is frowned upon and letterhead is used for everything. Although conformational marketing has its merits, creativity is the key to getting any brand noticed. Can the two coexist? Of course! Creativity juxtaposes with strict corporate guidelines all the time. It’s the brands that think way outside of the box that only rarely see success. But when they do, the experience is more than memorable.

The Grateful Dead is one such brand with improvisation translating to more than just their music. From posters and newsletters to album covers and logos, the Grateful Dead did more to spruce up their brand than most, often changing their swag from album to album and even concert to concert. While others bands were sticking to a comfortable norm, the Grateful Dead’s nonchalant attitude and carefree approach to marketing shined, proving that spur-of-the-moment marketing can work.

As marketers, we have a few things to learn from the Dead. Chief among them? Letting go.

Have you ever worked at a place where the branding guide was bigger than a dictionary? Too often companies strictly manage the way logos and even specifically-coded hexadecimal company colors are used. Now, this isn’t a bad thing, but regulations do have the tendency to suppress creativity…leaving companies on the safe side.

Besides their music, unforgettable and interchangeable artwork is what the Grateful Dead is known for. Skulls, dancing bears, skeletons and roses adorned everything from T-shirts to posters, yet the difference was the way they were used. Variations created an excitement about the band that far exceeded anyone’s expectations – even the members themselves. Fans never knew what to expect, but could recognize the Grateful Dead’s branding from a mile away. Using the same elements in different ways put the Dead in a unique and cool place.

One of the best things the band did was to allow and even encourage fans to make bootleg recordings of live concerts. Because each recording provided a unique experience, society became curious, which lead to greater interest and ultimately higher ticket sales. This is similar to a phenomenon happening today: musicians are encouraging fans to download their music for free instead of buying it digitally or in stores because they understand that giving away the experience leads to more interest.

It’s no surprise that the Grateful Dead’s vibrant and colorful approach to marketing earned them a prominent place in American pop culture. Even after the band’s split in 1995, merchandise and records continue to sell like hotcakes. What can this teach you about your marketing? While still maintaining control over your brand, try welcoming new ideas to loosen it up. Add a new color to your log or let customers create videos reflecting their own personal experiences with your company.

Our agency, for example, is working on a “brand” new (get it?) look for our website as we speak. I’ve taken some hints from the Grateful Dead by incorporating slight differences in our logo, color choices and content on the new site…yet it stays true to who we are as marketers of home products and is still recognizable as the K&A brand.

I’d love to hear how others have enhanced their brand by “letting go.” I’m willing to bet a little creative leeway allowed your brand’s personality to sparkle.

Hispanics, as the largest minority in America, have tremendous buying power.  More than a trillion dollars, actually. Many Hispanics love the opportunities that are available in the United States, and embrace a new life they can create. However, marketers must remember that Hispanics also share a sense of pride in their heritage and culture.

Associated Press recently wrote about the rapidly emerging market of Hispanics, which was the focus of one of our White Papers. See how both pieces discuss this expanding group’s attempts to create a new identity as Hispanic-Americans and how marketers struggle with understanding how to sell to them.

The home building industry has taken slow but sure steps towards more responsible building thanks to programs such as LEED for Homes and the NAHB’s Green Building program. Though the installation may be ‘greener’ these days, has the waste stream kept pace? We sat down with Miriam Zimms, LEED AP and Project Manager for waste stream service and consulting firm Kessler Consulting, Inc. to talk about the company’s approach to helping the building industry take the green approach over the landfill.

K&A: Describe the Kessler process – how does the company get involved with the construction industry?

MZ: It can work two ways. We work with local governments throughout Florida and the Southeast who are targeting the construction sector, the generators of C&D debris materials, to increase recycling in their communities. We work in partnership with or for the jurisdiction to target and develop comprehensive program plans for waste prevention targeting the construction community. Second, we work with members of the construction industry. Larger builders who operate in multiple counties may contact us to help them develop a comprehensive C&D recycling plan to comply with the varying requirements of local governments in their market area.

K&A: How does the process vary by region?

MZ: Regions vary in the level of disposal tip fees, the development of local markets for recyclable C&D materials, public recycling goals, recycling technical support to the construction community; all of which have significant influence on C&D recycling rates. Also, state and local government goals for C&D recycling differ by region. Jurisdictions across the nation are adopting a variety of approaches to achieve their C&D recycling goals, including legislation, market incentives, and education and outreach programs.

5 STEPS TO KESSLER’S SUCCESS

The Sarasota County pilot program provided participating builders five means of support:

• A tip fee differential/rebate for source separation of materials
• Job-site staff support
• Education and outreach program
• A database tool to track and measure progress
• Model/case study – peer to peer promotion

Zimms says the biggest challenge to the success of a builder’s recycling program was top-down buy-in into the comprehensive program along with the need for an active construction site superintendent to roll-out the C&D recycling program to contractors. The site supervisors ensure all employees are properly following the waste procedure to account for all recycled-content materials, renewable materials, and certified wood products. Builders also faced contamination and illegal dumping, particularly in the early stages of construction. Proper signage and worker education work to minimize these challenges.