Recently , I had the opportunity to enjoy a spectacular show that also proved to be an even more spectacular example of branding. This was one of the performances dedicated to celebrate the 50th anniversary of the prestigious Alvin Ailey American Dance Theater from New York. On stage, in seamless coexistence, a1960 choreography by Ailey inspired in the origins of Soul and Gospel and a brand new 2009 work by choreographer Mauro Biginzetti with the musical notes of a baroque countertenor. How is it possible that the entire theater offered an amazingly enthusiastic reception to such different products of the same brand?
This time I’m talking about a brand in the performing arts, which has succeeded at passing on its flagship to a new generation of choreographers, performers and consumers without losing its identity. For two generations, the Ailey Theatre continues to build on what it is with everything they say and do, with such splurge of creativity that it would make it easy to go astray but they don’t because they are not only consistent but also intrinsically authentic.
The creator of this brand knew how to pass on his vision and his brand principles and the person who received them knew how to step up to the challenge of incorporating and serving a new generation of consumers without losing its identity. Today, the Ailey brand has expanded to education, well-being, entertainment, merchandising and even real estate.
Will Mr. Jobs be able to achieve the same result as Mr. Ailey did with his brand?
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