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Daft-Punk-Helmets-Columbia-Album-artworkIt may battle “Blurred Lines” for song of the summer status. There’s not much contest about the music marketing plan of the summer. The branding of Daft Punk and “Get Lucky” has been called “the savviest music marketing campaign in ages.” It has also had its share of haters, such as this post from Music Junkee: “You’ve forgotten something crucial, though: that Thomas Bangalter and Guy Manuel de Homem-Christo’s last album, 2005’s Human After All, was a bit shit. You, my friend, have been sucked in by the genius marketing machine of Daft Punk and their label Columbia Records.” Regardless of what you think of the song, the branding and marketing is worth a deeper look. Check this Village Voice piece for a street-smart look at it and a tactical timeline from Billboard.

Re: Engagement. The always disruptive Dr. Robert Passikoff and Brand Keys have a good piece on brand engagement today. “Because getting attention and even awareness for a brand in no way leads de facto to engagement with the brand to a positive end. Engagement with the brand – real emotional engagement with the brand – should be the ultimate objective, since it’s the point where the consumers “see” the brand as better meeting the expectations they hold for the Ideal in the category where the brand competes.”

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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