The force that was the British Invasion had never been experienced before nor has there been anything like it since. It has been examined for its musical influence which was considerable. Supporting the talents of these bands was marketing. There is much to learn from how these bands deliberately and accidentally built their brands. So line up for this magical marketing tour. You can download the paper (SC_BrandInvasion) or read it below.
Marketing Lessons from the Beatles, the Rolling Stones, the Who, the Kinks, and the Animals
In 1965, The Rolling Stones released (I Can’t Get No) Satisfaction. According to Keith Richards he started the song on March 6th of that year which happens to be the day I was born. The band was on tour in America at the time. “I’d woken up in the middle of the night, thought of the riff, and put it straight down on a cassette. In the morning, I still thought it sounded pretty good. I played it to Mick and said, ‘The words that go with this are: ‘I can’t get no satisfaction.’ That was just a working title. … I never thought it was anything like commercial enough to be a single.”
The song attracted attention for its implied, risqué content but I always enjoyed the knocks it made against the media, advertising, consumer culture, and materialism. In the lyrics, the radio broadcasts “more and more about some useless information” while the television advertisements tease with personal improvement and brand status: “how white my shirts can be – but he can’t be a man ’cause he doesn’t smoke the same cigarettes as me.”
With great irony this stand against materialism launched the Rolling Stones and grew their collective bank account. Along with the Beatles, the Who, the Kinks, and the Animals, they produced timeless songs that continue to attract and keep fans. Make no mistake, these bands are brands and music is their product. If you think they did what they did solely for artistic or altruistic reasons you would be wrong.