Through the ears of an entrepreneur

Comments: 5

Always be my… Customer?

Let’s go back to 1996.  Clinton is reelected, Dolly the cloned sheep is born (created?), and I turn 7 in November.  In my opinion, however, one of the best things to come out of 1996 was Mariah Carey’s “Always Be My Baby.”  Talk about an amazing pop song.  Mariah Carey, or just Mariah if you know her as well as I do (note: not at all), can hit a high note that could probably shatter glass and she knows how to use it for good, not evil.  She has sold more than 200 million albums, making her one of the best-selling artists in the world.  Always Be My Baby may not be her most successful single of all time, but it remains popular even today.  For proof, check out Tufts University Beelzebubs’ hilarious take on the classic.

 “You’ll always be a part of me

I’m part of you indefinitely

Boy don’t you know you can’t escape me

Ooh darling cause you’ll always be my baby

And we’ll linger on

Time can’t erase a feeling this strong

No way you’re never going to shake me

Ooh darling cause you’ll always be my baby

This should really be the theme song for The Walt Disney Company.  Just as Mariah’s relationship with her “baby” is everlasting, so is a consumer’s relationship with certain brands.  The Walt Disney Company does a phenomenal job at branding for life.  Hook your consumers while they’re young and adjust so that you can grow up with them.  Introduce them to Disney with cartoons like Dora the Explorer and attractions like Disney World in Orlando.  Remain a presence throughout their adolescence with more “hip” shows like Wizards of Waverly Place and The Suite Life of Zack and Cody, in addition to one of the many Disney-created pop stars like the Jonas Brothers or Miley Cyrus.  The teenage years might be a little tricky, but…

I know that you’ll be back boy

When your days and your nights get a little bit colder

I know that, you’ll be right back, babe

Baby believe me it’s only a matter of time!

Whoa, it sounds a bit creepy in that context.  It doesn’t matter if they lose you during your goth/angsty/rebellious years, because you’re already hooked.  You’ve become a Disney fan for life and you’ll probably shop in their mall stores and eventually bring your kids to Disney World to repeat the cycle.  It sounds strangely manipulative to grab your future consumers while they’re still in diapers, but this is how Disney does its lifetime branding.  I don’t know about The Walt Disney Company, but Mariah Carey’s music has undoubtedly hooked me for life.

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5 Responses to Always be my… Customer?

  1. Jack says:

    I am a huge Mariah Carey fan. I can’t believe you guys have this up right now! Good song choice, and I like Hero too.

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