Sunday, October 21, 2012
What We Can Learn From The Union Of Nicki Minaj And Justin Bieber
I can't see tongues getting involved. And I've no idea what they'd find to talk about. Heck, they probably don't even have each other's phone numbers.
But some music biz marketing person has decided to put them together, and their record will go to No.1 for sure.
Each is broadening their fan base. And each is becoming more interesting by being associated with the other.
I'm old enough to remember Mick Jagger and David Bowie getting together to do Dancing In The Street, which at the time was thrilling, even though the video was a bit pants.
In more recent times, we've seen very cool collaborations between the likes of Nick Cave and P.J. Harvey, Bjork and Thom Yorke, The Black Keys and Mos Def.
In film too, there's always a frisson when you hear that Kylie is appearing in some crazy indie movie, or Bill Murray is making another film with Wes Anderson.
So why don't we see more collaborations between brands?
Advertising is predicated on novelty. Every car brand ever advertised is "The NEW xxxx." That is, unless it's "The all-new xxxx."
In a world of basically parity products, we're always looking for something new and interesting to say.
Even new packaging is sometimes enough to hang an ad off.
Usually there's nothing.
And yet the obvious idea, of dimensionalising a brand by associating it with a brand from a different field, rarely happens.
When it does, it's usually awesome. I mean, when Ice Cream Snickers came out, my head practically exploded. Before my teeth fell out, that is.
But in a way... that's quite an obvious one, because they're both foods. And the ice cream wasn't even a brand.
Apple and Nike did, er, quite well with Nike+
So why don't we see more of that? Why not this?
Okay, that probably wouldn't happen.
But shouldn't a camera company hook up with a tourist board? Or a men's fashion brand support Barnardo's?
Apparently there is a website out there called Brand Dating.
They are already doing stuff like charity partnerships, co-branded products, joint advertising, etc.
But I reckon it's something we could all think more about, for our own brands.