What Pat Benatar Can Teach Business...
As I walked my dog the other day and listened to my iPod on "Shuffle" mode, a Pat Benatar song came on: Hit Me With Your Best Shot. For those of you not old enough and too old to know, Pat Benatar ruled the MTV generation and album rock radio stations during the early and mid-1980s (yes, go to Wikipedia to define "album rock").
A brief summary of Ms. Benatar's unparalleled career, thanks to Wikipedia:
Pat Benatar won an unprecedented four consecutive Grammys for "Best Rock Vocal Performance, Female" from 1980 to 1983 and was nominated four more times. She also earned Grammy Award nominations in 1985 for Best Pop Vocal Performance, Female and in 1986 for Best Rock Vocal Performance, Duo or Group as a member of Artists United Against Apartheid for their single "Sun City." Benatar is also the winner of three American Music Awards: Favorite Female Pop/Rock Vocalist of 1981 and 1983, and Favorite Female Pop/Rock Video Artist of 1985. She was twice named Rolling Stone magazine's Favorite Female Vocalist, and Billboard magazine ranks her as the most successful female rock vocalist of all time based on overall record sales and the number of hit songs and their charted positions.
Clearly, an amazing career. For those who of who desire a bit more sight and sound, please have a look at this very early video, Your Better Run.
While she has not had a hit in decades, her catalog is amazingly rich and she continues to tour and perform regularly. Which brings me to the beginning of my point...
Unfortunately, I was out of town when she came to Richmond, Virginia, this year and did not see her concert. But I do recall the advertisement promoting her show. Why do I recall a rather small, bland ad? Outside of the excitement of seeing a true rocker from my days of youth, I remembered this ad, similar to the aggregation of promotions to the right, because it promoted a concert of "Pat Benatar / Neil Giraldo" in both marquee and image. My first reaction, as I am sure is that of most people, is "who the hell is Neil Giraldo and why do I want to see HIM?"
Neil Giraldo is Pat Benatar's husband of nearly 30 years, a member of her band, a producer and collaborator. To see his discography, click here (hint- there is nothing there outside of credit on his wife's albums and a live concert or two of... well, her performing). Okay, let's look a little deeper- here is his listing in Wikipedia (hint- same thing, just lists him as a member of her band).
This leads me to the next obvious question: why is he featured equally with Pat in promotions? Is it because he has a huge fan base craving to see him? Is it because he has created a wealth of unique materials that has moved millions (I'll take even thousands at this point)? Based on the Amazon and Wikipedia listings I'd say neither are likely true.
People want to see Pat Benatar, the woman who has won Grammys, American Music Awards, had top-10 hits and albums, was a beacon of the original MTV generation, the lady in spandex and hair rope. Not Neil Giraldo whom, yes, played his part in her success. So did many others and their unknown names and faces aren't on her posters so why is his?
The answer, to me, is the lesson to take away from this observation: ego. Neil Giraldo, a role player in the development and growth of the Pat Benatar Brand, has his name and image on her materials because of his ego... he wants it there.
I am sure that the reason Pat Benatar tours and performs is, simply, to make money. Yes, she enjoys it, but if that we all she'd do it for free. And because her goal is her take of the gate, why on earth would she add an element to her promotion that not only does not add any brand equity but in fact is likely a drag on her appeal? Here is my consumer experience theory: a fan reading the paper will see an announcement that Pat Benatar and Neil Giraldo will be playing in a local club. When they see the "Pat Benatar" in print the internal response is positive: yeah, super, she's still around, have't thought of her in a while, she still looks great... something like that, right? But as the eye continues to read the page and then sees, immediately following her name, Neil Giraldo... who? Is that an opening act? Should I know him? And so on, and so on, and so on... I would argue that his inclusion in their promotion creates a "what?" moment for her fan base which will result in a negative impact on ticket sales. And all because her husband, no doubt a talented musician, wants to have his name and image promoted equally with hers... a man arguably no one knows.
So as I reflect on this story, I am forced to think about what I do that is ego driven and NOT driven by what is best for the end result (in the case of Pat Benatar, ticket sales). Ego has no place in business decisions and should be called out for what it is: harmful, deterring, distracting, and costly.
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