A lot of brands are like Frank Sinatra: "I did it my way".
They keep themselves to themselves, rarely collaborating in any way with like-minded organisations, individuals or brands. They do their own thing. All very focused, controlling and inward-looking.
That school thinking probably worked in the '70s and '80s but looks a little old-fashioned in today's hyper-social age, a bit like Frankie himself (although he still remains a very cool dude after all these years despite not being with us in a physical sense!).
Smart marketers today, however, are a little more Jay-Z.
"I'm not a businessman, I'm a business, man" - Jay-Z Jay-Z is loved and lauded the world over. The biggest acts on the planet want to work with him (U2, Radiohead, Linkin Park et al). Major brands want to get into bed with him (although not all of them it seems).
And his ever-growing fan base can't get enough of him. Aside from being a brilliant wordsmith, rapper and showman, Jay-Z has also forged a solid rep as a savvy marketer-cum-businessman. How has he done it? How has a rapper from Brooklyn in New York City become one of the biggest names on the planet?
While there's not one simple answer - the man is after all a multi-dimensional talented freak - one constant that stands out from a marketing perspective is Jay-Z's willingness to collaborate with others.
In fact,I'd go so far to say that without collaboration, Jay-Z would not have become the global phenomenon he is.
- His collaboration with Linkin Park ('Collision Course') exposed Jay-Z to hard rock fans.
- His collaborations with the likes of Beyonce, Rihanna and Alicia Keys edged him further into the pop mainstream.
- His ongoing collaborations with Kanye West continue to reinforce his status as hip-hop royalty.
- His collaboration with Radiohead (Jaydiohead) demonstrated his musical chops to the alternative crowd.
- His concert collaboration with U2 exposed him to massive audiences in Australia and New Zealand.
- His collaboration with an ever-revolving roster of multiple producers (including Just Blaze, The Neptunes, Timbaland, Eminem and Rick Rubin) ensures musical freshness and diversity.
Brand collaboration - as epitomised by Jay-Z - can be powerful for a number of reasons:
- greater reach and awareness - gain exposure in other markets;
- leveraging off another brand's image and equity - associated positive spin-off;
- implied third party endorsement - additional credibility.
Of course, collaboration needs to be thought about strategically. There must be something positive to be gained by all parties in the relationship. And while the project can be left-field, it still needs to be congruent with your brand otherwise you'll end up confusing your customers.
Collaboration also requires a hefty dose of the right attitude - to embrace it effectively you need to check your ego at the door and be willing to bend a little. What about your brand? Who could you collaborate with to increase exposure and cache for your brand?
"I'm the new Sinatra..." {Jay-Z - Empire State of Mind}
"I'm all for collaborations whether it be with business or art ... it can't be about money ... there has to be something in there that's true to both sides" - Jay-Z
*** THIS POST ORIGINALLY APPEARED ON MY SWEAT EQUITY BLOG ***
