Lady Gaga - Marketing Genius

A few weeks back we made a pitch to a new client. They are a small player in a crowded marketplace with many established competitors. Their budget is small, so out-spending the competition is not an option.

But they do have 100% confidence and belief in their own service, a thorough grasp of 'why' they do what they do, and know 'how' to deliver 'what' the customer wants. A perfect starting point. So now they want to make an impact and take on the competition.

So they invited a couple of agencies to come and present how to do it.

So we showed them the way beanwave would do it. The same way Lady Gaga does it. Because we think Lady Gaga is a great challenger brand:

• Gaga is bold and confident with 100% belief.
• Gaga knows what she stands for and more importantly, what she stands against.
• Gaga competes on her own terms, creating a game she can win.
• Gaga takes risks.
• Gaga isn't afraid of fame.
• Gaga differentiates herself from the competition.
• Gaga is not afraid to polarise opinion, and knows that this inspires devotion from those who 'get it'.
• Gaga has a clear identity.
• And of course, Gaga produces a great product for the target audience.

Now, we knew our pitch was a risk. We could have played it safe.

"What if they think we're mad?"

But we knew the client has what it takes to be a challenger brand, and it really is the only way to achieve the goals they wants to achieve with limited resources. So we'd be cheating them and ourselves if we had told them anything else.

We won the pitch and have just started work on the project.

Happy days.