Forbes: What Lady Gaga And Nike Have In Common?

[daviddarko 144]

 

Consider two megabrands: Nike and Lady Gaga. They’re utterly different but strangely alike.

They’re utterly different, except each has a community of fervent followers who evangelize what they do and are willing to act as brand advocates—and as an unpaid focus group.

 

What these two have in common is an approach that can be found in any successful community. And it’s based on four not-so-simple but perfectly logical principles:

1. Membership: a focus on the audience and a sense of personal relatedness—a sense of belonging to a particular group or tribe of people. It’s a type of shared narrative that helps build and define members’ identities.

2. Influence: a sense that every person within the group matters. And that everyone has some impact on the group’s development. Indeed, each person influences not just the group but also each other.

3. Integration: what happens when group members are convinced that they matter, and that their own important objectives can be met through participation in the group.

4. Emotional connection: leading to the commitment by participants to the group identity and a sense of them reciprocating—helping participants define their identity, in return.

So Think Differently: Think Social
What makes a brand community really work is the same thing that makes social media work: a decentralized, transparent approach that offers real value to the community members.

You Need To Create Vulnerability

The only way a company or a brand can build community at scale is by being open and vulnerable to the people it hopes will become its audience.

Nike and Gaga have two very different approaches to this, but both humanize a brand presence and make it relevant to its audience in a way that allows a real connection to be established. Here’s a flavor of how they do it:

Nike invests heavily in understanding the local communities where it opens its stores.

Communities that have a strong basketball passion will find it reflected in what the Nike store has to offer. 

Lady Gaga frequently picks fans out of her audience during shows, and places them in the spotlight.

It’s a show of appreciation that runs on trust. And it comes with so many inherent risks that it immediately differentiates her from any of her fellow artists.

 

http://www.forbes.com/sites/netapp/2015/04/28/lady-gaga-and-nike/

 

Slay Queen of Businnes and Marketing  

[AM98GJ 3,086]

[HEARTHUNTER 7,611]

Gaga being compared to a multinational company :  Q U E E N   O F   T H E   W O R L D

 

And queen of shoes 

[FATCAT 60,084]

I wouldn't compare Gaga to a business like nike. I'd compare her to a university. She takes all your money and you receive experiences with sounds and visuals.

[AgusPop 4,141]

Yasss,  Phil Knight better copy the Queen

[Mister Gaga 22,927]

Gaga and her undeniable impact on business 

[Bloody 64,631]

One second I'm a shoe then suddenly the shoe is me.

Queen to be honest.  

[TimisaMonster 31,073]

What a mess...

 

[monketsharona 81,667]

I'm so ready to see Gaga ruling the world next era ! 

[Computer 10,973]

I don't see how Nike has any of this in the way Gaga has.  They should have picked a tech company like Apple or something.  One that people actually fangirl over.  Nike though?  Anyway slay.

[Ladey Gagz 2,512]

One second I'm a shoe then suddenly the shoe is me.

Queen to be honest.  

​syd

[Yves 1,891]

One second I'm a shoe then suddenly the shoe is me.

Queen to be honest.  

​I don't know why but this design disgusts me.

-

That's a big acknowledge!  

[Dangerous Man 9,245]

Time for Gaga to create her own Tidal I guess.

 

or not.

 

[Bloody 64,631]

​I don't know why but this design disgusts me.

It's a bit bloody.  

[Yves 1,891]

It's a bit bloody.  

​Maybe. It really is Bloody.