Written by: Michelle Davidson | June 20, 2023
What a Tribute Band Taught Me About Branding
2023 is the year of live music! And for me, the season kicked off with a spring concert featuring a Bob Seger tribute band.
While I had a blast at the show, I also learned two things that thought leaders can use when branding their expertise:
• It’s OK to copy: Sure, there’s nothing like seeing the original artist. But this lesser-known band filled the venue by taking advantage of someone else’s fan base. Result: I went to the concert because I love the music, but I didn’t have high expectations. This reminds me that in a sea of new ideas, sometimes the biggest attraction can be the familiar.
• Don’t be too similar: The tribute band was better than I expected. The lead singer emulated Seger’s style, but he didn’t try to “be” him with wigs or costumes. This gave me the space to enjoy the performance for what it was: talented people playing music I knew. What I learned: There’s a difference between emulating and being a cheap imitation.
Yes, we all need to stand out and be seen as unique. But that doesn’t mean you have to reject the familiar. You can use market awareness of other work to showcase your contribution.
Listen: How to Copy Without Being a Copycat
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