November 2013

Great brands never forget their customers or how they got them in the first place.

I was flying cross country recently and, scrolling through my iPod for something to help pass the time, I settled on the Dixie Chicks catalog. The first three albums, that is. The ones before they forgot their mission, abandoned their fans, and destroyed their brand.

Yes, even country music singers have a brand, and just like Proctor and Gamble, McDonalds, and your local mechanic, they must protect and nurture that brand or, like the Chicks, go the way of the Dodo birds. The music in the early days was pure, simple and all about ME. I could relate to it. I, like millions of others, understood the joy, pain, irony, and humor in that early music.

After they lost their way, the music became all about THEM. Songs about how mad they were, about how sad they were. All about THEM.

This is why you can only hear the Dixie Chicks on your iPod now and why there will never be another Dixie Chicks album that matters. It is not because they said something stupid in England. It is because they forgot why we liked them in the first place. They forgot their brand.

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