My latest articles were on monetary policy. This is a change, in fact my hobby, an article on branding! As a professor of United Business Institutes, Brussels, in Decision Making and market research I increasingly spent time on branding and I am fortunate to lecture on that exciting subject at the European Commission.
Branding is a very rich subject and the word brand has a lot of
associations, such as distinct, different, promise, value, perception, more than advertising, colors and logos. Most brands are associated with what we see. However the final success of a brand depends on what we do not see. What is known is usually the top of the iceberg. Where it happens is under the water level. The difference between brands lies in the substance. It is the hard work behind the stage.
My attention was caught, thanks to the X-Factor USA by the singers of the now increasingly known group called FIFTH HARMONY, to the extent that I love to write a blog about them. Sorry for the readers who
prefer my blogs on economics!
FIFTH HARMONY is a charming group of young ladies, now between seventeen and twenty years old. Each had a great audition at the X-Factor. They were not selected as solo artist but were, thanks to the judges, put together as a group. Imagine realizing your dream! The group worked hard, blended well with each other and made it to the final third position on the competition in 2012. What attracted a great number of followers is that two of the group members, Camila and Lauren, had a unique friendship, and shared their happiness and fun with the
audience. This worked as magic, attracted attention and undoubtedly contributed to the
success of the group. Sadly, because of various pressures, the magic for us disappeared but hopefully not behind the screens.
The brand of the group evolves. There is less magic but the level of professionalism is increasing with different clothing and choreography. It will be interesting to see how the brand will now evolve. The questions that the group needs to address are – apart from a good marketing plan, and this is in super hands of, it could not be more professionals, i.e. Simon Cowell and LA Reid – the issues related to what makes a great brand. The group is now really airborne. What will keep them in the air?
Could FIFTH HARMONY succeed the SPICE GIRLS? If they get that far, it would certainly not be a coincidence but the result of what makes the ingredients of a great brand, i.e. an unwavering respect for their fans, and today they are outstandingly good at it already, a focus, a team effort, discipline, not letting anything interfere with their goals, not being distracted, and
if possible keep some of that magic which happens to be amazingly charming.
