May 22, 2015
Gene Simmons on Brand Development
If there is any band in music that understands brand development, longevity and merchandising, it is KISS, and, for that success they can largely thank Gene Simmons and his personal PR campaign.
Loud, brash and brazen in concert, Simmons – aka The Demon – is also a reality TV star and marketing genius behind much of KISS’s plethora of swag, mementos, and souvenirs. What is it about Simmons that makes him so successful?
First, nothing is ever good enough. When asked why he keeps going, even with a net worth reportedly exceeding $300 million, Simmons is quick to answer, “I’ll never stop hunting more money. I’ll never have enough. Life is business … I must keep moving.”
While some people may pretend otherwise, the want – or need – for more cash is a fine reason to continue to push and grow and strive for greater success. From the very beginning, Simmons pushed the group to sell as much merchandise as they could. From plush dolls to lunchboxes and TV shows … KISS is not happy unless they are leveraging their fame and hard work for more money and fame … which can lead to even more money. Not a bad cycle, really.
The key, for Simmons, has been about keeping the brand in front of current and potential fans as much as possible. He understands that a band can only produce so much music, so they can only sell so many records. But they can sell swag to the same people who buy the records…so why not? The system increases the fan’s connection to the band, which, in turn, increases the band’s fanbase and popularity.
And, that, really, is the key factor. No matter what you are selling, if you have customers, you should do what you can to turn those customers into fans. Fans feel a part of your brand, not just a consumer of it. That connection is the real pot of gold at the end of the rainbow. As the brand, you give greater meaning and value to the fan, and they return that connection with greater brand loyalty. Everyone wins, or, in Simmons’ case, they keep rocking all night…every night.