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Poor Kelly Clarkson. First she fired her manager. Then she cancelled her summer tour due to poor ticket sales. Now, her new CD has been leaked before its launch date. So, what does this have to do with marketing?


Maybe Kelly's quick rise to the top means that she hasn't enough brand awareness to sell out a large concert venue. As she said, "touring is just too much too soon."
American Idol serves as an instant rise to fame for some singers, so much so, that they miss out on the slow build of fans and support that other performers gain during the years between starvation and fame and fortune. Plus, they're instantly thrown into the limelight with all the ensuing attention - it must be a huge life transition, almost overnight.
In the marketing world, products that rise to the top that quickly can often take a plummeting fall after peaking. But those that earn the consumers' trust over a period of time can gain customer and brand loyalty. A slow and steady build can mean long-term success.
Artists may likely dream of being an overnight sensation, but in reality, maybe it's not such a good thing. Keeping up with the hype without the history and fan base can be a good reason why Kelly has her setbacks today.
Where are the fad items like Tickle-Me-Elmo, pet rocks, Rubik's Cubes and the Hula Hoops today? Maybe you can still find them, but their peak came and went a long time ago.
What do you think? Do you think that brands need to be nurtured and built up over time, or can they succeed with an instant climb to popularity? Got any examples?

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ABOUT THE AUTHOR
image of Elaine Fogel

Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC, and a marketing and branding thought leader, speaker, writer, and MarketingProfs contributor. She is the author of the Beyond Your Logo: 7 Brand Ideas That Matter Most for Small Business Success.

LinkedIn: Elaine Fogel

Twitter: @Elaine_Fogel