Born Stefani Germanotta just 25 years ago, Lady Gaga has transformed herself into an instantly recognizable symbol of fashion, fame, and fortune. She has managed to cultivate a personality that is at once bizarre and captivating. Strutting the red carpet in shoes that seem to defy the laws of physics while wearing accessories that likely weigh more than she does, Lady Gaga has undergone a metamorphosis to become a ubiquitous icon in our image-centric digital age. The music video for her song “Bad Romance” is approaching 400 million views on YouTube.
Her metamorphosis represents the essence of what branding is all about. Millions of people have adopted elements of her signature look, from the massive, jewel-encrusted sunglasses to the “hair-bow”.
Other looks have created storms of controversy, like the infamous “Meat Dress” she wore to the MTV Music Awards.
Whatever your opinion of Lady Gaga, one thing is clear: She has managed to produce such a striking and defined persona that virtually everyone knows who she is and what she’s about. The branding business aims to do just what Lady Gaga has done – making any entity clearly defined and instantly recognizable. For a celebrity, that could mean producing the fastest-selling single in iTunes history. For a business, well, the sky is the limit.
– Lana McCrea