Rukesh Varan - президент CEO of Rukesh Varan Communications и поклонник Майкла Джексона. Его компания специализируется на связи с общественностью, маркетинге, объявлении, развлечении и специальных мероприятиях. В этом новом специальном предложении он объясняет, как маркетинг Майкла Джексона работает на бизнес.

Согласно Varan, "единственным брендом, который возможно более опознаваем чем Starbucks, Nike и Pepsi, является, вероятно, Майкл Джексон. Как человек, артист, исполнитель, композитор, продюсер и даже посол, Майкл Джексон определил поколение".

Прочитайте специальное предложение:
The Michael Jackson Marketing Lesson

written by Mr. Rukesh Varan (CEO of Rukesh Varan Communications)

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The only brand that is arguably more recognisable than Starbucks, Nike and Pepsi is probably Michael Jackson. As an individual, artiste, performer, composer, producer and even an ambassador, Michael Jackson defined a generation.

An individual who was constantly named in Forbes in the 1990′s as the most influential man on earth, Michael Jackson achieved all these accolades from a particular character trait and work ethic that i find extremely interesting and potentially life changing.

Lets face it, MJ was not the best looking man out there neither was he constantly flirting with the media. How then did one man so reclusive and introverted turn out to be the most powerful and influential man of the 90′s?

Michael Jackson was a perfectionist. An individual so creative and powerful and yet he dedicated his entire life to perfecting his craft. He had a goal to serve people. It was not about money and fame for MJ but an outlet for which to provide a service to mankind. He dreamt of a better world and turned out to be a global phenomenon. I admit i am a huge fan of MJ but not because of his music, but because of the way he thought, acted and behaved!

A man with old-school believes and a forward thinking approach. MJ created a brand equally famous in Texas, Tokyo, Tehran, Tanzania and Toa Payoh-till today!

The question is how?

Firstly, he made it a point to look different. He altered the way he presented himself to the public. With his drum major inspired jackets and pants that barely reached his ankles and that identifiable white socks and glove. A look that would later create a fashion revolution in the late 80′s. Many of us laughed at that point. We could not fathom the reason why any man would want to dress like that. Michael had his reasons.

[250x410]Many new business owners always emphasize and spend top dollar when it comes to corporate logo syndication, neatly crafted press releases and even useless marketing options. But when I speak to business owners, my first rule and advice to most of them is to always create your personal brand. Let’s face it, there are many companies in the world that offer services similar to yourself with neatly tailored press releases, creative logos and what not. So how do you stand out?

You don’t have to dress like MJ but always be presentable and create a statement for yourself. Create your identity. For some of us it could be in the form of shades, ties or even certain colours, but dare to stand out and create a front for your company. This sets you apart from your competitors. Be the identity you want to portray to your clients. Be it in your dressing, mannerisms, your talk and walk. You are your brand. When I walk into any social events, anyone will be able to pick me out and that is due to my insistence of creating a brand for myself, which I am glad I did.

Michael shot to international stardom with his album Thriller. Thriller amassed a total of 8 Grammy’s and holds the world record for the highest number of albums sold till date!

Well lesson number 2 will be to find the right partners and business allies to propel your work. MJ had Quincy Jones for Thriller. Not many start-ups will be able to boast of an ally of such caliber, but finding and working with one is crucial. I have always advised business owners to treat each competitor as a potential business ally. You will never know when you may need to tap on their resources to pitch for a job or even get a referral from them.

All business owners must have mentors or an influential board of directors who are willing to guide the business to greater heights. Remember, you are only as strong as your team. MJ had the greatest team around him and hence the reason for his success!

When Michael Jackson had a concert, he had a concert! No artiste in the world has created such fervour and anticipation as MJ. His music videos and concerts were sold-out. Attracting over a hundred million concert-goers around the world and picking up numerous awards for music video of the year. No artiste or producer has even come close to replicating a MJ production.

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Define your work. Just like MJ, business owners have to place a stamp on their works. What do you want your customers to take away from your work or service? Make it visible! Strive for perfection. MJ never released a song he thought was not complete or a concert if he thought a light fixture was out of place, MJ never compromised and neither should business owners. Be creative in your approach and use the best ‘hands’ you have at your disposal to get a job done. Always do the best you can.

Promoters and booking agents never thought twice before booking a MJ concert, likewise do not allow your customers to think twice before using your product or service. In most industries, only the top 10 in their field survive. Find your way to the top-money is not everything-but creativity is. Make sure your next work is the best you have ever done, and keep topping it from there! When creativity, passion and perfection collide, the results are most likely similar to that of a MJ production.

Michael Jackson endorsed many products during his lifetime. He boosted sales of products such as Pepsi and sold numerous magazines by placing his pictures on the cover. Michael Jackson used his name and reputation to do good for the causes he believed in. He single-handedly changed the world through his existence in this world.

[160x299]This is what separates MJ from any other artiste or performer in the world. MJ had the ability to garner support and attention for any cause he believed in. This helped sustain MJ as a leader and a priceless brand entity-this was even before CSR was introduced to the corporate world. Business owners should understand the need to start giving back to society.

From a business point of view nothing reaches and appeals to your customers and clients more than the mere thought of an organisation doing good for society. You build a loyal following and a profound respect from the community which will aid in future business dealings.

All this was accomplished by Michael Jackson before Facebook and Twitter surfaced. With the rise of social media marketing, the limits have been shattered. The world is now your oyster.

There are a lot more lessons that we can learn from MJ, but it’s important that we all remember the man for what he stood for. He used his gift of music to spread his message around the world. Hopefully through this, you will be able to realise that to prosper, always ask what difference you are making to the world around you. Only then will you be able to use your resources and know-how to accomplish your objectives. The positive difference you make to people’s life will allow you to live a life of unparallel happiness.

Michael Jackson used his resources to make the world a better place- use yours likewise.

Cheers.

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