Acknowledging a legendary brand

In light of Michael Jackson’s death and the overwhelming reaction by people across the globe to this, I believe it would be appropriate to comment on Brand Michael Jackson, specifically looking at what he represented to his “customers” or fans.

Words that epitomise media and public responses to Michael Jackson after his death are: iconic, legendary, extraordinary, talented, transcending, inspiring…the list goes on. On the other hand, there are a number of cynics who will always harp on Jackson’s awkwardness, strange behaviour, controversy and insecurity, but in light of the epic reaction to his sudden death, it seems that brand Michael Jackson was a lot stronger and far less tainted by negative associations than many might have imagined.

If we consider a brand to encompass the accumulation of experiences, encounters and interactions between a product/service and a consumer, Michael Jackson certainly succeeded in creating a plethora of experiences that infiltrated not only peoples’ personal lives, but popular culture as a whole.

Arguably, Michael Jackson’s “product” or “service” was his music and entertainment. (Perhaps it would be more dignified to refer to this as his brand’s reason.) Not only did he completely differentiate his music from other performers at the time, he wholly broke the mould of music and introduced this to people in an exciting, individual and captivating way- a continuous offering of albums, flawless performances, a unique sense of style and his signature moonwalk.

What really solidified the Michael Jackson brand in the minds and souls of consumers was the actual music and individual songs. Not only does well-liked and often revolutionary music have an inclination to live an extended life, but particular songs cling to people’s specific experiences and distinct moments in their lives. I have yet to meet someone who does not recall a certain moment when hearing a certain song or vice versa. Music has the ability to cement moments and feelings into our consciousness and Michael Jackson’s songs did just this.

Lastly, the actual lyrics of his music appealed to a collective consciousness for social change and cohesion. His music coincided with a time when the world needed to review the structures and norms it had established and subsequently realised that there may be undesirable consequences to some of these.

Brand Michael Jackson used music to facilitate hope, change and simultaneously ignite excitement in the prospect of the future. The result is a legacy of encouragement and likely a brand whose underlying values have just been reborn, allowing its iconic nature and positive associations to triumph over the negative.