Who else has got to see it?


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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April 22nd, 2009 3 Comments Artsy Brands / Branding

  1. Nick

    I guess I was suprised by this post as it is not an area that many would think of as a Brand’ – but then it stimulated my mind (often hard to do!!) to consider an amazing Global Phenomenon (call it a ‘Brand’ if you like) – Mamma Mia. Now we have there a product grown out of a Swedish Popular Group in the 80’s – that is now truly global in its reach – having the same effect/meaning the same thing to multiple cultures speaking multiple languages – and globally controlled in a fantastic manner. Its interesting as well that it is the product that is the Brand and not the ‘manufacturer’ – ABBA. Maybe we can learn from that as when we compare companies it may not necessarily be the righ thing to do – and that could be an issue with Ford vs BMW comparison…….because each ‘range’ especially in American controlled companies usually have Brand Managers and they all have their own ideas!

    April 27th, 2009 //
  2. ftpmumbojumbo

    I am glad it stimulated your mind. Wait till you read the upcoming blog about the “Che” brand. To your point, I am sure that the power of the Rolling Stones resides in the management of their brand, more than in the quality of their music. And I say that with the outmost respect for the Rolling Stones music.

    April 28th, 2009 //
  3. John

    Nick in my opinion, anyone, anything, and everyone can easily be a brand as long as they know who they are. That is why I find the idea of branding so fascinating and I am glad I was referred to this blog because it brings the idea of branding down to the masses and puts it in a different perspective – You do not need 100K to build a brand. As an individual you can brand yourself and build a strong brand if you are persistent, consistent and belief in what you are selling, in this instance yourself and your ideals.

    May 4th, 2009 //

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