Have you ever changed your mind about a product after you’ve actually used it? Have you ever formed a negative opinion about a company or a person and then realized that you were wrong?
That’s what happened to me after watching NBC’s The Voice; I formed a new opinion of the band Maroon 5 and its lead singer, Adam Levine. The band has been on the radio with #1 hits for years now, and I used to enjoy their music—but honestly, I was growing more and more tired of Adam Levine’s voice. He has a higher-pitched sound than most men do, and I’d heard him sing the same songs over and over, so I was pretty much annoyed with their songs. I got to the point that, when their songs came on the radio, I started changing the station.
Now just so it’s clear—I love music and I normally don’t get tired of hearing certain songs played time and time again. I adore many genres and have a vast music collection, so one of my all-time favorite shows is American Idol. And when I heard about the new NBC show coming out that was all about finding a new music star, I was excited to watch and immediately set up my DVR accordingly. Adam Levine was going to be one of the four judges, so I wondered if I would like the show—but since it was a music competition show, like American Idol, I wanted to check it out. Both shows hold auditions and choose some contestants to continue on, but the sweet difference with The Voice is that during the first audition, the judges are turned away from the stage, so the judges cannot see the singers…they can only hear their voices. What a cool concept, right? After that first audition show I tuned in weekly and loved it, as I thought that I might.
Over the weeks of watching the show, I saw how hard these four judges worked. All of the judges have their own music careers and busy schedules, but they were taking time out to mentor and judge these young and talented people. Adam Levine surprised me most. He was an excellent leader and led his team throughout the show’s first season. And ultimately, it was Javier Colon from Adam’s team that took home the title, The Voice. It was Adam’s dedication and love for the music industry that helped Javier become the show’s winner and allow him to begin building his music career.
What does this have to do with brand-building? As you might guess, I learned to love Adam Levine through watching The Voice. I grew to appreciate him as a very caring, genuine, and unique artist, and began to once again love Maroon 5 songs. In a way, his presence on the show gained him some positive publicity because he demonstrated his knowledge and earned some credibility within his industry.
I also realized through watching this TV show (and seeing how my appreciation for Adam Levine and Maroon 5 grew over the season) that businesses can adopt some of the same tactics to regain customers and attract lost business. Now, I’m not saying that everyone was previously annoyed by Adam’s voice and had their minds changed by the positive publicity…but hey, it happened to me and he sure got his fan back!
If you’re struggling with your image, it’s important to find a way to get good publicity and maybe even establish yourself as an expert in the process. Need some ideas to get you there? Check out Jana’s recent interview with an employee of WOMMA (Word of Mouth Marketing Association) to get your feet wet. Also, you may want to read more about creative marketing techniques. Both articles give businesses some great tips on how to shake things up marketing-wise and stand out among competitors. Sometimes, that’s what a business (or a musician) needs—something new, something updated, or something different. Change it up and you might just see your sales and business skyrocket! (Don’t forget to thank Mr. Levine for the help too. He is a genius for taking a chance on this new show, isn’t he? He’ll be back for a second season too, so stay tuned).
What do you make of Adam Levine becoming a judge on The Voice? Did you catch any of the episodes, and if so, what did you think? What else can businesses learn from this example, regarding publicity, brand-building, or something completely different?