This post is a continuation of the “My Favorite Brands” series, but somehow the idea of a band as a ‘brand,’ while incredibly popular in the music business, completely rubs me the wrong way (in fact, I’d argue it is one of dozens of reasons their biz in flushing down the toilet).

But, it’s true, great artists of all stripes –notice “great”– have many of the attributes by which we would define a brand, and to me The Beatles are the explemplar of this phenomenon in the last 50 years.

Here’s what I’ve always admired:

You always knew what you’d get. The Beatles were the greatest rock ‘n’ roll band in the world (take that Rolling Stones). Except when they did beautiful, heartbreaking ballads. Except when they invented ‘rock.’ Except when they invented ‘art rock’ and ‘folk rock’ and ‘non rock.’ Except when they rocked again. Staying the same was no virtue.

There was no distance between selling millions of records and making great art. They were the first. Now when every band and singer considers themselves “artists” this stance is taken for granted, but The Beatles were the first to have enough confidence, arrogance, and vision to cross the bridge.

The audience came first. Value was always important. Close observers might have noticed that The Beatles’ great singles were often not included on their albums. The band felt that forcing their audience to buy records twice was essentially anti-fan. Though obviously, age has softened their position on this issue.

Presentation is everything. Of course, there’s always been a linkage between a performer and their image, but in almost every single piece of presentation (photography, live performance, stage and civilian clothing, logos, album covers, even the shapes of their instruments) was thoughful and smart and fun.

Execution is everything. For freaks like me who’ve read as many words as I can about the process of The Beatles recordings (see The Complete Beatles Recording Sessions, All You Need is Ears, Here, There, & Everywhere) it’s clear that great songs well sung were the core of this band’s iconography. Whether it was a one take, shredded throat vocal on “Twist & Shout” or days and days and hundreds of lead vocals for “Oh Darlin’” they did what it took.

I’m sure there are more implicit “promises” The Beatles made to us, but these are the ones that instantly come to mind. Got any of your own?

Please promulgate us on the interweb.

Posted by Fred at 10:01 am on Friday, April 6th, 2007 in Branding, Music. You can follow responses through the RSS 2.0 feed. You can leave a response, or trackback from your own site.