Cheezhead

The White Stripes are arguably the best rock band of the last 5 years. Their frontman, Jack White, is arguably the best in the business. Both can teach us a lot about successful marketing:

1. Be unique. One dude on guitar; one chick on drums. Still unique.
2. Be a bit dangerous. Aside from a band name that is most likely a metaphor for cocaine, Jack White is no doubt unstable. His 2003 beat-down of the lead singer of the Von Bondies made headlines and cemented his status as a bad boy.
3. Be memorable. The color coordination of white and red in everything the band does is genius. (Also, see No. 1.)
4. Be pure. Don’t dilute your brand if you can help it. White is currently a member of a hot, new band called the Raconteurs. It would have been easy to do something as the Jack White Band or the Blue Stripes, trying to ride the success of his primary band, but he knew better.
5. Be real. Anyone who has seen the White Stripes in concert know they’re no sideshow or get-rich-quick band riding a wave.
6. Be mysterious. Drummer Meg White and Jack were once married to each other before divorcing. They toured touting that they were brother and sister. Only Jack’s recent marriage proved the former correct. Or did it?
7. Be consistent (but not overbearing). Since 2001, the Stripes have put out three critically acclaimed albums, plus the new Raconteurs effort. They also tour with each new offering. Lesson: Although they’re creating a steady stream of material, they somehow leave fans wanting more, finding a healthy balance.
8. Be humble. It’s only rock ‘n’ roll. And it’s only Internet recruiting, blogging, employment. (There is a counterpoint to this: A band like Oasis kicks humility in the teeth. Pro: Those who love you will really love you - probably for the very reason others loathe you. Con: Prepare to be niche, mass success is fleeting.)
9. Be open. Let fans take the band on a life of its own and support the efforts to do so. WhiteStripes.net is a fan site dedicated to and supported by the band. Fans are affectionately known as Candy Cane Children.
10. Be great. Maybe the most important of the 10 elements, particularly if you want longevity. Even if you pull off Nos. 1-9, it won’t matter if you lack talent.
11. Be REMARKABLE. Everything in the above supports the most important goal of being remarkable. Love and hate are far better than being invisible. Keep ‘em talking. As it is with rock, it is with marketing and successful companies.

Yes, I know the tasks of remarkable marketing are akin to taking on a Seven Nation Army, but steady as she goes, and you’ll be livin’ it up at the Hotel Yorba in the yellow sun. It’s not the hardest button to button.

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