Integrated Marketing and Brand Orientation of “Ye”
Kanye West, aka “Ye,” stands out in pop culture as a tastemaker, shaping fashion, music, and worldviews simultaneously.
Duncan and Moriarty (1998) state that “everything sends a message”, and that all messages sent by the brand must be strategically consistent and should focus on other stakeholders, even beyond the consumer (Klopper & North, 2011:186)
Image source: The Guardian
In analyzing the four elements shaping the brand “Ye,” it’s crucial to recognize its positioning: creativity, innovation, and disruption in music, fashion, and culture.
Products
One of the most important things for a brand is track record. Ye consistently delivers products that captivate his audience, boasting a remarkable track record. From timeless music to premium merchandise like his Yeezy clothing line and collaborations with luxury brands such as LV and Nike, his creations elevate in value. His foray into clothing, initially through shoe collaborations, exemplifies his ability to craft enduring garments that appeal to many.
Image source: sneakernews.com/2014/02/10/kanye-west-sneaker-history/
Image source: sneakernews.com/2014/02/10/kanye-west-sneaker-history/
Price
Ye’s innovation warrants premium pricing for his products, as demonstrated by his willingness to challenge norms. For instance, his album “808s & Heartbreak,” which combined singing and rapping at a time when it was unconventional for rappers, became a classic and was recognized by Rolling Stone as one of “The 40 Most Groundbreaking Albums of All Time.”
Image source: Wikipedia
Accessibility
Ye’s music and clothing have enjoyed widespread accessibility through his affiliation with Def Jam Recordings. His strategic clothing partnerships with LV, Nike and Adidas have aided in ensuring broad availability of his clothing.
Furthermore, the launch of his dedicated website consolidates distribution channels, granting him greater control over the accessibility of his music. However, this approach does come with a drawback, as it may not be as easily accessible to his broad audience.
Promotion
Ye effectively utilizes his digital platforms to cross-promote his ventures, synchronizing announcements for maximum impact. Leveraging platforms like “Keeping Up With The Kardashians,” he gains prime TV and social media exposure, thanks to his relationship with Kim Kardashian and the influential Kardashian-Jenner family. For instance, the launch of Yeezus involved projecting a performance video onto global buildings before the album’s release, generating buzz on social media that resonated with Ye’s avant-garde brand identity.
Positives and Negatives
Ye boasts a significant following on various social media platforms, including Twitter, Instagram, and YouTube. His presence on these channels allows him to directly connect with millions of fans globally, disseminating his messages, music releases, and fashion ventures to a vast audience.
Ye’s lack of engagement with his social media followers represents a significant area for improvement, as it creates a one-sided interaction. While his community craves constant updates on music, clothing, and personal life, there’s curiosity about what’s truly going on in Ye’s head amid significant events like his divorce and the end of his Adidas partnership, as well as what you might call unsavory public appearance with wife Bianca Censori.
Brand Orientation X Unique Selling Proposition
Brand orientation emphasizes that every aspect of a brand communicates a message to stakeholders and consumers, underscoring the importance of effective and consistent IMC. Ye’s Unique Value Proposition (UVP) is characterised by innovation, influence, boundary-pushing, and authenticity. Whether in music or fashion, he’s renowned for authenticity, never shying away from being true to himself. Quality is a hallmark of his work, evident in timeless albums and high-quality streetwear garments.
Ye’s target consumers are individuals who value creativity, authenticity, and individuality. They are trendsetters and cultural tastemakers who appreciate innovative music, high fashion, and thought-provoking artistry. Kanye’s brand resonates with those who aim to challenge the status quo and express themselves boldly in their fashion choices, artistic pursuits, and cultural preferences.
Social media has instilled a fear of voicing dissenting opinions due to the risk of being canceled, leading to attacks on individuals seeking to express themselves. This highlights a need for communities that foster open dialogue and constructive criticism. Figures like Ye resonate with audiences by addressing these gaps in our communities.
In conclusion, what is the point of a brand if it is not going to advocate and communicate what it is, what it does and it’s unique value proposition?
Keller (2008:39) further defines brand identity as the “DNA of the brand”.
Ye’s integrated marketing communication strategies have proven to be highly effective in engaging his audience, amplifying his brand, and driving results across multiple facets of his career. Despite occasional controversies, his ability to harness the power of digital media has undoubtedly played a crucial role in shaping his enduring influence in music, fashion, and popular culture.
References
https://en.wikipedia.org/wiki/808s_%26_Heartbreak#Legacy_and_influence