CRI 540 Lecture Notes - Lecture 4: The Mickey Mouse Club, Serena Williams, Brand Equity
15 Nov 2016
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Document Summary
The creative industries in the talent side is winner take all (small amount of people make a ton of money, and the rest make okay/very little money) Stars and blockbusters function similarly- a few huge successes, with a very long and very flat tail- and the blockbuster strategy usually works in the same way with stars as it does with creative products. In this day and age, you have to brand yourself. Stars become their own brands: brand attributes, competitive advantage, logos, own companies. It doesn"t matter how good serena williams is at hitting tennis balls; it matters how much better she is than others. It doesn"t matter how luxurious and high quality a handbag is; it matters how its perceived relative to others. The people who decide what is good taste/bad taste are people in power. It also matters what kind of audience a creative product brings in, relative to others.
