Music, Entrepreneurship and Brands

MUSIC INSPIRING ENTREPRENEURSHIP
WHAT CAN WE LEARN FROM THE BEST
MUSIC ABOUT BUSINESS SUCCESSES?

MY OWN EXPERIMENT
1001 ALBUMS YOU MUST HEAR BEFORE…
• 1001 Albums
• 10 months of active listening
• An average of 100 albums per month
• More than 3 albums per day (thank you )
• Listening even the albums I knew (most of them)
As I did not die yet, I tried to understand what would make
some albums part of the history vs. a vast number of albums
that will get forgotten quickly. I tried to find some possible
existing patterns in their success.

BUSINESS STRATEGY
MUSIC AS AN INSPIRATION FOR BUSINESS
Music albums may be based on the same success ingredients
as for the start-ups, young companies but also famous brands
pushing their offer or their product forward on their market:
• A music album is a small and ephemeral artistic but also
business project
• A music album is something that is built through inspiration
but needs to be worked out to be efficiently communicated
to the many
• A music album is a piece of art that is supported by strong
marketing and sales efforts to make it reach the right people
and become a reference.

OPPORTUNISM STRATEGY
DELIVER WHAT PEOPLE ARE
EXPECTING THE MOST

‘1001 ALBUMS’ SELECTION
Chic - ‘C’est Chic’ (1978)
Chic is a band that integrated all the
major influences of the 70’s and created
something lighter, euphoric and easy to
enjoy. A disco explosion in a moment
where people were feeling difficult times
ahead and they wanted the excitement
and the innocence of the past.
REFLECT WHAT PEOPLE ARE EXPECTING
Scissor Sisters - ‘Scissor
Sisters’ (2004)
Waving up from a brief NYC electro clash,
the band reintroduced a much-needed
sense of fun to pop music. Talking to
many different audiences (feminists,
LGBT, disco fans…), they achieved to
create a little masterpiece of its own with
a full coherence and efficiency.
Elvis Presley - ‘Elvis is
Back!’ (1960)
After 24-months of starvation while Elvis
was at the army, the managers of the rock
singer were pushed to put together some
tracks in a very limited time,
understanding the pressure of the fans
that could not wait any week more to see
their idol grooving again.

REFLECT WHAT PEOPLE ARE EXPECTING
‘I want your Love’
'Le Freak’
‘At last I’m Free’
‘Chic Cheer’
‘Savoir Faire’
Chic - ‘C’est Chic’ (1978) Scissor Sisters - ‘Scissor
Sisters’ (2004)
‘Laura’
‘Take your Mama’
‘Mary’
‘Filthy/Gorgeous’
‘Comfortably Numb’ (Pink Floyd)
Elvis Presley - ‘Elvis is
Back!’ (1960)
‘Fever’
‘Dirty, dirty Feeling’
‘Such a Night’
‘It feels so Right’
‘Like a Baby’

UNDERSTANDING CONSUMER INSIGHTS
OPPORTUNISM STRATEGY
A lot of brands are clever enough to focus on the essential part of a successful business - the knowledge of the
consumers and their expectations. This is a rewarding strategy to focus on a consumer-centric approach,
understand what people really need to provide a clear proposal to meet this demand. The brands that can be so
insightful without being obsessed by their own image are true winners in a market of over abundance and choice.
The story of Uber starts like a very common story. Two friends are in the district of Opera Garnier in a tired after-
party mood, looking for a taxi to get home as fast as possible. If you know Paris, you all know that it was often a
nightmare to find a taxi after 11pm in the center of the French capital, with long queues in the dedicated stations
and always-occupied cars. After waiting 45 minutes, one of the guys just told how great it would be to call a cab
and to have him picking you up in just 5 minutes. This is how Uber started to be developed in US first and all
around the world. A simple story of real people in a certain situation. And you know that in many countries (in
Eastern Europe and many others), you can just raise your hand and a random driver can stop and propose you for
a ride after agreeing on a fee. Uber just translated the desires and the expectations of the consumers.

AUTHENTICITY STRATEGY
OPENING NEW HORIZONS WHILE
KEEPING YOUR PERSONALITY

The Pogues - ‘Rum, Sodomy,
and the Lash’ (1985)
The second album of the band bleeds
passion, poetry and energy…in a very own
able style and talent. You can feel the
sweaty bar of Dublin and the energy of
pals’ fights at 3am. An album that felt out
of-synch from the mid 80’s but became an
iconic piece of art of the period.
Amy Winehouse - ‘Back to
Black’ (2006)
Amy appeared as fast as she left us,
giving us this energy, this beauty and
emotion that is totally atemporal -
coming from jazz, soul music and rock.
A proof of veracity and pure generosity
from end to end. She had a style that
nobody could ever teach her, she was
herself.
The Mothers of Invention -
‘Freak Out!’ (1966)
Frank Zappa’s band was emerging
from the burgeoning freak culture from
the West Coast. Everything got totally
abstract but also extremely original,
dazzling most of the music
specialists…until now. A fresh air in
music business.
AUTHENTICITY AT FIRST

‘A Pair of Brown Eyes’
‘Dirty Ol’ Town’
‘Sally MacLennane’
‘The Band Played Waltzing Matilda’
The Pogues - ‘Rum, Sodomy,
and the Lash’ (1985)
Amy Winehouse - ‘Back to
Black’ (2006)
‘Love is a Losing Game’
‘Wake up Alone’
‘I’m no Good’
‘The Band Played Waltzing Matilda’
The Mothers of Invention -
‘Freak Out!’ (1966)
‘Who are the Brain Police?’
‘Wowie Zowie’
‘Help, I’m a Rock’
‘Go cry on Somebody Else’s Shoulder’

KEEPING YOUR PERSONALITY
Geoff Beattie from Cohn & Wolfe was reporting in Fast Company almost a decade ago that the most important thing
people are looking or expecting from a brand was authenticity. Regarding the crisis turmoil and the cynical approach to
life, consumers are demanding a more honest relationship with big brands - and the need seems to be even higher in the
developing economies. We understand as well that our digital world is giving to the brands a tough time in which they
have to really think over their attitude and posture on the market.
The brands started to open the doors, showing their practice and process; they’ve been developing true missions and
values that they develop through what they do. Some of them are not afraid anymore to show their vulnerability, their
unique point of view and accept open conversations.
We can think about some brands like Southwest Airlines focusing on low fares with a clear claim about nothing to hide -
‘This is transfarency’. FMCG brands are really cautious about it, as much as authenticity brings obviously trust from the
clients - 94% of consumers say transparency is important for their purchase decisions according to 2016 Food Revolution
Study. The guys from Ben & Jerry’s got it right. In another matter, Jessica Alba’s The Honest Company was claiming it but
fights lawsuits on a regular basis as they may use harmful ingredients. So you have to be careful about it from the first day.

DISRUPTIVE ATTITUDE
BRINGING SOMETHING COMPLETELY
NEW TO THE PEOPLE

Machito - ‘Kenya’ (1957)
A total blend of Afro-cuban beats with
American jazz, something that nobody
was prepared for in the 50’s. Bold original
compositions are making this album a
total starting point for a new Latin music
paradigm.
SOMETHING TOTALLY NEW
My Bloody Valentine -
‘Isn’t Anything’ (1988)
Real guitar-based rock was coming back.
Though this album did something really
unique - to create a rare thing, a true
guitar album without any real guitars but
through endless reverb and effects, the
band leaving only the sounds generated
by the effect units.
Kraftwerk - ‘Autobahn’ (1974)
Though it is their fourth album, ‘Autobahn
is widely considered to be the true
beginning of Kraftwerk. We can
understand a complete separation from
their ‘Krautrock’ peers, inventing a new
language in music but also a totally
incredible scenography. Avant garde pop
minimalism started here.

Machito - ‘Kenya’ (1957)
‘Wild Jungle’
‘Kenya’
‘Holiday’
‘Cannonology’
’Minor Rama
‘Soft as Snow (but Warm Inside)’
‘No More Sorry’
‘All I need’
‘Feed me with your Kiss’
Kraftwerk - ‘Autobahn’ (1974)
‘Autobahn’
‘Kometenmelodie 2’
‘Mitternacht’
‘Morgenspaziergang’
My Bloody Valentine -
‘Isn’t Anything’ (1988)

DISRUPTIVE ATTITUDE
Disruptive brands are challenging the status quo, acting in a totally fresh way and incarnating crucial drivers
for successful businesses. New generations (millennials as we like to call them) are valuing disruption more
than any generation before. Many brands are thriving because they aren’t afraid to propose something new
and hope to make a significant splash. You can name lots companies like the American GAFA (Google-
Apple-Facebook-Amazon) or the Chinese BATX (Baidu-Alibaba-Tencent-Xiaomi) but it would be unfair to a
long list of companies that have disruption into their DNA. Disruption is the new commodity.
These companies build their entire culture around innovation and new thinking. They constantly work to
recreate the chaotic, creative, disruptive, and innovative spirit that led them together in the first place. So we
can have in mind Diesel, of course PayPal and Tesla thanks to Elon Musk (a disruptive brand himself),
Chipotle for this crazy idea of healthy fast food and Under Armour for fighting the big giants already in
place in the sport business.

MASH-UP TECHNIQUE
LEARN FROM THE BEST AND CREATE
SOMETHING YOU CAN OWN

Even if the influences are clear (Prince,
Jimi Hendrix, John Lennon, Motown
Studios…), you can’t blame the singer to
have raised the level of authenticity to the
maximum with a specific approach e.g.
studio equipments choice. And to have
put his very personal boogie touch to it.
LEARN FROM THE BEST
Lenny Kravitz - ‘Let Love
Rule’ (1989)
T.Rex - ‘Electric
Warrior’ (1971)
Marc Bolan was a true inventor…in
feeling what great elements to borrow to
make incredible music. He was a
visionnaire in a way that he was
understanding what would be the next
step of what was hot at the moment…
never really achieving his wildest dreams.
Gotan Project - ‘La Revancha
del Tango’ (2001)
Tango is the most influential music in
South America (Argentina to be precise)
but there is no nostalgia in here. The aim
is to bring Tango back to life through dub
rhythm and Jamaican down-tempo beats
- a complete reinterpretation of the genre.

LEARN FROM THE BEST
‘Sittin’ on Top of the World’
‘Let Love Rule’
‘Fear’
‘Mr Cab Driver’
T.Rex - ‘Electric
Warrior’ (1971)
‘Mambo Sun’
‘Cosmic Dancer’
‘Bang a Gong (Get it On)’
‘The Motivator’
‘Rip Off’
Gotan Project - ‘La Revancha
del Tango’ (2001)
‘Queremos Paz’
‘Chunga’s Revenge’
‘Bang a Gong (Get it On)’
‘Last Tango in Paris’
‘Vuelvo al Sur’
Lenny Kravitz - ‘Let Love
Rule’ (1989)

MASH-UP TECHNIQUE
LEARN FROM THE BEST
Brands have a lot to learn…from other brands. In this race to be innovative, entrepreneurs don’t often look in the
review-mirror and that might be a mistake. You can revitalise and use mash-up for your brands, to define your
list of solid brands (from different categories), define their strong benefits and attributes and then decode the
‘why behind the what’. This is how you can really understand and develop your idea that you have in mind
without starting from scratch. Well, you don’t have to be the first movers but the best movers.
We can have in mind the brilliant idea behind Shave Dollar Club which combined the quality of shaving
technology (from Gillette mostly) and the new power of online retail. Some might think about Huawei which is
growing very fast by inspiring themselves a lot from iPhone and Samsung in their own style. You understand
clearly that Netflix inspired itself from entertainment companies in other fields like Disney, a brand like
Starbucks getting the basics from coffee shops but making its venues more like a peaceful and delightful
experience (not just for a coffee shot). And in terms of streetwear clothing, a great brand from Asia is A Bathing
Ape, that learned so much from United States lifestyle.

MARKETING MACHINE
MUSIC, A GREAT PRODUCT FOR THE
MASS

Under the guidance of his charismatic
front lead Jerry Garcia, The Grateful Dead
did not only transform itself in one of the
most influential bands of the Flower
Power era but also as the precursor of
modern music industry marketing
techniques.
MUSIC IS A GREAT PRODUCT
The Grateful Dead -
‘American Beauty’ (1970)
Britney Spears - ‘…Baby One
More Time’ (1999)
Britney Spears had a major impact on pop
music from her debut album, but also on
popular culture. The singer became
quickly a product, a modern Lolita with all
the stories coming along. Working with
the mass producers Dr Luke and Max
Martin - it says it all.
Sex Pistols - ‘Never mind the
Bollocks’ (1977)
In a grey environment of 70’s Britain, the
Sex Pistols was a kick in the balls. With
style overshadowing substance and
music, the band became iconic for
fashion, culture, lifestyle. The product the
world needed, under the supervision of
the genius Malcolm McLaren

‘Box of Rain’
‘Friend of the Devil’
‘Super Magnolia’
‘Candyman’
‘Truckin’’
‘…Baby One More Time’
‘(You Drive Me) Crazy’
‘Sometimes’
‘Soda Pop’
‘The Beat Goes On’
The Grateful Dead -
‘American Beauty’ (1970)
Britney Spears - ‘…Baby One
More Time’ (1999)
‘Holidays in the Sun’
‘God Save the Queen’
‘Anarchy in the UK’
‘Pretty Vacant’
Sex Pistols - ‘Nevermind the
Bollocks’ (1977)

MARKETING MACHINE
Anyone would agree on the importance of marketing, publicity and advertising in the development of a product. Of
course, ‘good advertising can’t make a bad product successful’ but it contributes a lot to have great communication to
make your project well-known and appreciated by the many. It might be the case for a lot of products that may be
quite similar in terms of benefits but they want to emerge from the crowd - we can understand the importance of it for
automotive and FMCG categories. for instance.
The list might be long but we can think about L’Oreal and its well-groomed celebrities all around the world, claiming
that they’re worth it. Snickers owes a lot to the advertising effort that was deployed to make it a truly international
brand. And just to get into more details in tactics, we can feel that Red Bull can handle their drink business because of
their amazing content on extreme sports, bringing up the right values to continue to stand out in the overwhelming
choice of energy drinks.

ONE-HIT WONDER
WHEN YOU ACHIEVE TO MAKE A
BUSINESS COUP

Gary Numan had already tasted chart
success but this album was obviously the
paramount of his career. This album
represents a sophisticated brand of new
wave synth-rock, a clear inspiration to
later synth-led groups such as Human
League and Soft Cell.
Kid Rock - ‘Devil without a
Cause’ (1998)
After almost a decade of being snickered
at, Kid Rock would have the last laugh
when issuing his rock n’ roll party animal
album. The timing was just right for this
kind of mix between redneck rap and
rock. The success of a lifetime, no more
after this one.
Laura Nyro - ‘Eli and the
Thirteenth Confession’ (1968)
Considering her underachievement in the
charts, some difficulties in imposing her
style in live performances, Laura Nyro did
not reach a career at the level of her
talent. She left a spiritual legacy with later
singers like Janis Ian, Phoebe Snow and
Tori Amos.
Gary Numan - ‘The Pleasure
Principle’ (1979)
DON’T MISS THIS CHANCE

‘Metal’
‘Airline’
‘Cars’
‘Engineers’
Gary Numan - ‘The Pleasure
Principle’ (1979)
‘Bawitdaba’
‘Cowboy’
‘Wasting Time’
‘Only God knows Why’
‘F-ck Off’ (with Eminem)
Laura Nyro - ‘Eli and the
Thirteenth Confession’ (1968)
‘Sweet Blindness’
‘Stoned Soul Picnic’
‘Woman’s Blues’
Kid Rock - ‘Devil without a
Cause’ (1998)

ONE-HIT WONDER
Even when the purpose of a company is to build something durable and growing the business steadily, some
projects might be drowning as the consumers don’t notice. A turn of events, a benefit not really understood by
the consumers on a long-term perspective, a crisis in the management of the brand…so many things can
explain the brands disappearing. Sometimes, the ephemera situation was the point since the beginning,
making money in a fast and furious way, well, we name them ‘fads’ with a lot of excitement around but just a
couple of months on the shelves.
It’s always difficult to remember the brands and the businesses that failed - strongly the human brain is trained
to forget failures quickly and not to remind shameful habits (hand spinners lovers, raise your hand). So, we can
always talk about Napster, the peer-to-peer music platform that was considered infamous since the Metallica
trial and the poor management of the situation. After many changes and buying procedures, the name will
reappear into our lives step by step - not sure we will forget about what happened. Then, everyone got
fascinated about Abercrombie & Fitch that did so much business in fast fashion but quickly became a disaster
in terms of communication and management misconducts. What are the brands you have in mind?

CATEGORY LEADER
LEADING/INCARNATING A STYLE

Ravi Shankar compelled all the classics of
Indian music and became the perfect
ambassador/teacher of the genre (full
explanation for each track). Beyond the
storytelling with The Beatles and others,
he became synonymous with Indian
music all around the world.
THE NAME BEHIND THE EXPERIENCE
Ravi Shankar - ‘The Sounds
of India’ (1968)
This album is a come-back of a tired,
wasted and washed up crooner who just
split up with Ava Gardner. Few years later,
nobody will be ever in the position to
claim any leadership in heart-breaking
melodies and easy-listening music.
Bob Marley and the Wailers -
‘Exodus’ (1977)
Bob Marley was a man of many faces - a
third-world visionary, first-world pop star,
a prophet of national revolution and
messenger of global peace. This album is
the perfect synthesis. And reggae will
always be Bob that others try in vain to
improve upon ever since.
Frank Sinatra - ‘In the Wee
Small Hours’ (1955)

‘Maru-Bihag’
‘Bhimpalasi
Frank Sinatra - ‘In the Wee
Small Hours’ (1955)
‘Mood Indigo’
‘What is this Thing called Love’
‘I’ll be around’
‘Can’t we be Friends?’
‘When your Lover has Gone’
‘Natural Mystic’
‘The Heathen’
‘Exodus’
‘Jamming’
‘Waiting in Vain’
‘Three Little Birds’
Ravi Shankar - ‘The Sounds
of India’ (1968)
Bob Marley and the Wailers -
‘Exodus’ (1977)

CATEGORY LEADER
All the business schools will tell you, you have to become the reference on your market, even better, you have to
create the category that you’ll lead to make sure you create enough value. There will be only few opportunities as
a challenger and almost nothing for the other ones. So, if your brand is synonymous with something specific,
you’re in a good direction to make it happen and perform a success in your business.
We can take easily all the leaders in each category, but some brands are more iconic than others. How not to
think about Barbie when we mention girls’ dolls and entertainment? Do you imagine a day in the office,
organising a brainstorm or a working session, without collecting a pile of Post-it? Would you have the same
pleasure to wake up in the morning and have a breakfast with your family without a big jar of Nutella? And if you
have a limited budget to buy furniture, everybody would advise you to have a look to the Ikea catalogue. And
then, we know the stories of Kleenex or Pampers, being the generic name for any products in their category.

UNEXPECTED BLAST
A BOMBSHELL IN THE CROWD

Doggy Style became the fastest-selling
debut album and the first to enter
Billboard’s chart at #1. Influenced by the
rap scene like Dr Dre and others, this
album is certainly one of a kind that we
still talk about on the rap scene
nowadays.
A BOMBSHELL NOBODY EXPECTED
Snoop Doggy Dog - ‘Doggy
Style’ (1993)
Everything was already said about this
album, it is surrounded by a bunch of
amazing statistics with 40 millions copies
sold for its first release. Seven hits out of 9
tracks. And all the rest about Michael
Jackson became legend very fast. The
peak of his career.
Slipknot came out of nowhere (well…Des
Moines, Iowa) to unleash this concussive
album on the world’s metal heads. Nine
psychopaths in masks took off like a
rocket in US and Europe with a brillant
cacophony of measured mayhem.
Slipknot - ‘Slipknot’ (1999)
Michael Jackson -
‘Thriller’ (1982)

‘What’s my Name?’
‘Loli Dodi’
‘Serial Killa’
‘Doggystyle’
‘The Next Episode
‘Wanna be Starting’ Something’
‘Thriller’
‘Beat It’
‘Billie Jean’
‘Human Nature’
‘Eyeless’
‘Surfacing’
‘Spit it Out’
‘Wait and Bleed’
Slipknot - ‘Slipknot’ (1999)
Michael Jackson -
‘Thriller’ (1982)
Snoop Doggy Dog - ‘Doggy
Style’ (1993)

UNEXPECTED BLAST
It’s one thing to be innovative but it would be another thing to be proposing something that nobody
could ever imagine in their shopping or behaving landscapes? That is really a bet to go this direction but
it can pay-off big time if you strike the right way. Some brands became famous and internationally-
acclaimed while their existence was far to be obvious for marketing specialists.
The first brand that pops up could be Cirque du Soleil, that transformed the world of circus but mostly
the values of entertainment all over the world. A brand that knows no barrier, that takes its values from an
old-fashioned practise but leverages them at the paramount of global entertainment. Grey Goose is
another interesting example. A luxury French vodka made in Cognac. Disruptive, maybe, a little bit of a
crazy bet, for sure. Grey Goose is now the reference in terms of vodka around the world, beating fairly
some Russian and Polish brands in terms of perception of luxury alcoholic brands.

PROGRESSIVE SCALE-UP
BUILDING UP YOUR CREDENTIALS

Tom Wait’s career splits nearly in two and
this album is a corner stone. From
‘pseudo-jazzy kind of period’ to
something more rock. Still, the performer
built up a career without fausse note and
giving each time a refreshing view on epic
and cinematographic ambiant music.
Tom Waits -
‘Swordfishtrombones’ (1983)
Radiohead - ‘OK
Computer’ (1997)
Maybe one of the most iconic albums
from Radiohead and certainly a milestone
of their extraordinary and permanent
reinvention through the years (allowing
themselves to forget about having a label
for some years). One of the latest
legendary bands
Led Zeppelin - ‘Physical
Graffiti’ (1975)
After a long series of magnificent albums,
‘Physical Graffiti’ was nevertheless the
most ambitious scope and lusty abandon.
The first album on their own label was a
rich experiment to different emotions and
wide inspirations. A true masterpiece

‘Underground’
‘Shore Leave’
‘Johnsburg, Illinois’
‘In the Neighborhood’
‘Frank’s Wild Years’
Tom Waits -
‘Swordfishtrombones’ (1983)
Radiohead - ‘OK
Computer’ (1997)
‘Paranoid Android’
‘Karma Police’
‘No Surprises’
‘Subterranean Homesick Alien’
Led Zeppelin - ‘Physical
Graffiti’ (1975)
‘Kashmir’
‘In my Time of Dying’
‘The Rover’
‘House of the Holy’
‘In the Light’

We think about the brands for what they achieved, we forget that most of them started with a simple
objective and made it grow constantly through the years. Success is not a sprint, it’s a marathon - it
takes time to be proving your value on your market. And it will go through a step-by-step evolution
of your venture.
Before becoming the international giant in social networking, Facebook just wanted to put students
from Harvard to be in touch and exchange some information about campus life - maybe to find a
girlfriend to Mark Zuckerberg also. Another giant that started with something simple, Amazon
wanted to be the biggest book shop in the world. It was done with ambition, so much that the brand
is the biggest online shop in the world, where you can find whatever you want and be delivered in
the best delays. One vision leads to another statement and helps you to become bigger each time.

INNOVATION. ENTERTAINMENT. COMMUNICATION. MARKETING. STORYTELLING.
BUSINESS…WE CAN DISCUSS ABOUT YOUR BRAND OR YOUR PRODUCT STRATEGY.
CONTACT ME ON FRANCK.VINCHON@GMAIL.COM

SUSTAINED PROFESSIONALISM
TRYING TO KEEP ON DELIVERING THE
GREAT WORK

For their seventh album, The Bee Gees
decided to construct a conceptual double
album on an epic story. Far away from the
most famous tracks from the band in the
70s, only remembered to be the perfect
machine to dance and have fun.
KEEPING ON THE GREAT WORK
The Bee Gees -
‘Odessa’ (1983)
The Boss has a very consistant career.
After dreaming about concept albums
and other genres, the performer decided
to stick to his winning formula and started
to produce lots of generous albums that
he still plays in the stadiums.
Bruce Springsteen - ‘Born
to Run’ (1975)
Daft Punk -
‘Homework’ (1997)
Daft Punk started with this incredible work
from outer space. And they’ve been very
cautious since, developing projects slowly
but surely to make sure the quality and
the talent of their debut keeps growing in
the right direction.

‘Edison’
‘Marley Purt Drive’
‘You’ll never See my Face Again’
‘I Laugh in your Face’
The Bee Gees -
‘Odessa’ (1983)
Bruce Springsteen - ‘Born
to Run’ (1975)
‘Born to Run’
‘Meeting across the River’
‘She’s the One’
‘Backstreets’
Daft Punk -
‘Homework’ (1997)
‘Revolution 909’
‘Da Funk’
‘Around the World’
‘Teachers’
‘Burnin’’

When a company or a brand has something solid to rely on, nothing can stop this brand from being
successful. Well, maybe, inconstancy might be the main issue you can fall in. That’s why you have to keep
both feet on the floor and continue to deliver the best product/experience all the time, with an accurate
sense of stability and performance. You need to provide a sustainable brand for the people and keep on
building on your forces.
That’s why lots of brands are known or associated with a single world or expression like Volvo and security
or Toyota and quality. The interesting story comes from Sony. the Japanese brand was created to become
the company most known for changing the worldwide image of Japanese products as being of poor quality
(company vision from 1954). Things changed since but Sony never stopped to bring very qualitative
products in synch with people lives, delivering some of the most iconic products in the last few decades.

STANDING FOR SOMETHING
ENGAGEMENT BEYOND MUSIC

John Lennon -
‘Imagine’ (1971)
Public Enemy - ‘Fear of a
Black Planet’ (1990)
‘It takes a nation of millions to hold us
back’ made them heroes but this album
introduced them as real spokesperson of
black people in US. Working with Spike
Lee, talking about Malcolm X, this album
was the most jaw-dropping anti
commercial album to hit the charts.
Rage Against the Machine -
‘Rage Against the
Machine’ (1992)
RATM exploded into mainstream like a
music version of the Anarchist Cookbook,
with a potent mix of metal, rap and leftist
politics. They just wanted to shake
apathetic teenagers into an awareness of
the injustices of capitalism.
The ex-Beatle needed a deep breathe of
utopia, a pinch of hope and deep
engagement. A self-portrait of an artist,
both sensitive and aggressive, insecure
and bold, introspective but socially aware.
He just wanted to change the world.

Public Enemy - ‘Fear of a
Black Planet’ (1990)
‘Revolutionary Revolution’
‘Welcome to the Terrordome’
‘Burn Hollywood Burn’
‘Fear of a Black Planet’
‘Fight the Power’
‘Bombtrack’
‘Killing in the Name’
‘Bullet in the Head’
‘Know your Enemy’
‘Wake Up’
Rage Against the Machine -
‘Rage Against the
Machine’ (1992)
John Lennon -
‘Imagine’ (1971)
‘Imagine’
‘Jealous Guy’
‘Gimme some Truth’
‘Oh my Love’
‘How?’

STANDING FOR SOMETHING
What makes a brand valuable nowadays is the capacity to build something on a strong purpose and a clear
understanding of the world. Brands should not be disconnected from the environment they live in, they should embrace
it and face the different realities of our lives. The young generation likes to know what their brands believe in, what they
stand for. It creates more meaning behind their purchase. Engagement for a brand has everything to gain even if you feel
some people will not like it, you will gain some traction from another side of the consumers.
A brand wanted to break the holdings, the hegemony of the big companies, imposing their points of view and obviously
charging the people far too much. Now Virgin is definitely a holding as well but was always fighting for the best options
for the consumers, entering many categories with same envy and motivation. Boots was always refusing to promote
products with animal testing, pointing some possible irregularities in some providers’ practice. In a different tone,
Pampers is doing everything to be associated to the development of children on a global level, proposing products to
help children to grow harmoniously. Their mother brand, Procter&Gamble, is joining and supporting the moms
everywhere in their duties and sometimes in the lack of consideration they receive for the hard work. They are celebrated
for the the love and the success they create for their children, which is grandly associated with their own achievement.

PREMIUM POSITIONING
BEING RARE, EXQUISITE AND UNIQUE

A 24-year-old Miles Davis realises he is
wasting time to try to replicate prevues
great jazzmen. His recipe is to reconstruct
bebop’s vocabulary into a fresh
improvisational space. And peace for him,
this is the first album as a leader.
RARE, EXQUISITE AND UNIQUE
Miles Davis - ‘Birth of the
Cool’ (1957)
Brian Eno - ‘Another Green
World’ (1975)
Brian Eno was everywhere and very rare.
His third solo album when, immobilised
after a car accident, he discovered the
atmospheric properties of music. An art
school student became one of the most
interesting musician/producer of the
recent history.
Antony and the Johnsons -
‘I am a Bird Now’ (2005)
Just expect to leave what you were
planning to do for the next 35 minutes.
This pop music is coming from a place
you’ve never experienced, though rooted
in Velvet Underground, Brian Ferry or
Nina Simone. Well, can we possibly
imagine a unique mix of influences like
that?

‘Move’
‘Jeru’
‘Venus de Milo’
‘Budo’
‘Boplicity’
Miles Davis - ‘Birth of the
Cool’ (1957)
Brian Eno - ‘Another Green
World’ (1975)
‘Sky Saw’
‘St Elmo’s Fire’
‘I’ll come Running’
‘Sombre Reptiles’
‘Zawinal/Lava’
Antony and the Johnsons -
‘I am a Bird Now’ (2005)
‘Hope there’s Someone’
‘For Today I am a Bouy’
‘You are my Sister’
‘Fistful of Love’
‘Free at Last’

PREMIUM POSITIONING
We will tap here in the world of luxury and premium goods. The phenomenon of scarcity and intimacy is really a
big leverage for these brands that we know since a long time without knowing perfectly their products. We
believe they are not for us, they’re too far from our possibilities…well the world of luxury is changing fast, trying
to attract new consumers into their exquisite world. But, anyway, the level of crafting and the storytelling they
created for our imagination will always keep them differentiated from other brands.
So we can name few of them, each building their own territory and trying to bring something really rare into
people’s life. Louis Vuitton brought us a world of travelling for their suitcases, populated by extremely refined
objects and worldwide celebrities. On another tone, Gucci brings us the best of Italian joviality and lifestyle
through their attractive accessorise or fragrances. Each of those brands are bringing something exquisite and
achieve to make us part of something really special. This is the price of luxury that is redefining itself everyday but
still plays with a lot of specific codes and references. Not pleasing everybody but enchanting the happy few.

VERSATILITY POWER
KEEP CHANGING THE GAME

KEEP CHANGING YOUR GAME
David Bowie - ‘Hunky
Dory’ (1971)
This album or another, the singer
reinvented himself constantly since his
debut. He built up a style, an attitude and
a talent that he will nurture until the end,
piling up numerous personalities that
were only one unique David Bowie (with
8 albums making the list).
Elvis Costello and the
Attractions - ‘Blood and
Chocolate’ (1986)
Elvis Costello is one of the rare artists to
have delivered masterpieces over several
decades, reinventing himself all the time.
There is a catch Costello but he is
comfortable from garage rock to sixties
pop, with melancholy or darker melodies.
Prince - ‘Sign o’ the
Times’ (1987)
Mystery surrounds this album. So many
changes happened to Prince (band,
names…) that we don’t even know how
this trackless survived through the years
as a classic. It started as well to create
some tensions with the label which will
lead to the story that we all know.

David Bowie - ‘Hunky
Dory’ (1971)
‘Changes’
‘Life on Mars?’
‘Quicksand’
‘Queen Bitch’
‘The Bewlay Brothers’
Elvis Costello and the
Attractions - ‘Blood and
Chocolate’ (1986)
‘Uncomplicated’
‘Tokyo Storm Warning’
‘I Want You’
‘Battered Old Bird’
Prince - ‘Sign o’ the
Times’ (1987)
‘Ballad of Dorothy Parker’
‘If I was your Girlfriend’
‘The Cross’
‘Sign o’ the Times’
‘It’s gonna be a Beautiful Night’

VERSATILE POWER
A brand or an company is a moving structure, in the need of evolution everyday. You have to reinvent yourself all
the time, even more in the world that is proposing so many new things on a regular basis. Brands should be
honest and fair with their values and their structure but they have to adapt all the time to keep the interest of the
consumers as their lives, their expectations change all the time. People change, times change so the brands do.
Fast fashion industry understood that before anybody else as they have to dress us for an ever-changing world.
Zara aimed to bring us the style of the hi-end brands in an affordable manners, keeping several collections wave
per year to fit in the best way our appetite for style and novelty. Evian is also feeling the vibes by inviting
different artists to design their bottles every year. Their brand is solid but opens for versatility and surprise all the
time. A lot of brands change their logo but they keep their values and mission, we have a lot of exemples but GE,
Shell, Microsoft, Walmart can be noticed.

COME-BACK FORTUNE
REBOUNDING TO THE TOP

Aerosmith - ‘Pump’ (1989)
Aerosmith was out of hell - drugs, excess,
depression. Now, they could give again
the best of inspiration with Led Zeppelin-
inspired tracks and a very inspired cover
to tell all the other cool bands they were
back.
Frank Black - ‘Teenager of
the Year’ (1994)
In the late 80s and early 90s, the Pixies
pioneered a sound and style that came to
define alternative rock. When the group
split, we thought it was over for the
members of this stellar band. Frank Black
came back as strong as a teenager to
deliver this album.
Cat Stevens- ‘Tea for a
Tillerman’ (1970)
Cat Stevens became a global star with this
fourth album. Seven years later, he
became muslim and dedicated his life to
spirituality. He came back on the stage
since few years and people are still in love
with his own tunes, making him a
reference of the 70s.

‘Young Lust’
‘Going Down/Love in the Elevator’
‘Dulcimer Stomp/The Other Side’
‘Water Song/Janie’s Got a Gun’
‘What it Takes’
Aerosmith - ‘Pump’ (1989)
Frank Black - ‘Teenager of
the Year’ (1994)
‘Speedy Marie’
‘Thalassocracy’
‘Whatever happened to Pong?’
‘Ole Mullholland’
‘Headache’
Cat Stevens- ‘Tea for a
Tillerman’ (1970)
‘Father and Son’
‘But I might Die Tonight’
‘Wild World’
‘ On the Way to Find Out’

COME-BACK FORTUNE
The lifecycle of a brand is always a challenge to handle, bad things can happen on the way up. Well, a lot of them
disappeared very quickly. But some of them find their second breathe to come back even stronger and competitive on
their market.
The 90s were not easy for Adidas with a lot of changes in their management and in their business structure. The brand
was suffering a lot until they find the right recipe, mostly coming from Adidas Originals and this growing trend of
nostalgia even for the youngest part of the audience. Old Spice was a dying brand that P&G wanted to get rid of, a
couple of amazing advertising based on incredible insights, made this brand cool again for everybody… a genius
come-back for this brand which was associated with old-fashioned people. Even Kodak is back on tracks - well, we
don’t know yet. Few days ago, they announced the launch of a crypto-currency and their market share took a +44%.
Nobody knows how it will look like but it gives some hope for this brand that completely missed the digital revolution.

PARTNERSHIP FOCUS
COLLABORATING WITH THE BEST

Iggy Pop - ‘The Idiot’ (1977)
In the eight years playing with the
Stooges, Iggy Pop burned brighter and
fallen more than any other artist of his
generation. Until David Bowie pulled
together a band and brought Pop to
Berlin to kick-off a new career for the
Iguana.
Madonna - ‘Music’ (2000)
Madonna had always the talent to
reinvent herself through collaborations.
Music was the album of the french pop
artist Mirwais that gave a new breathe to
the long-acclaimed singer. Other albums
highlighted some other great producers
that shined thanks to the charisma of the
Queen of Pop.
Stan Getz and Joao Gilberto
- ‘Getz/Gilberto’ (1963)
Stan Getz, after his album ‘Jazz Samba’
with Charlie Bird, keeps on exploring
America’s love affair with Latin American
music. He was the only gringo in the band
and achieved to immerse himself in a
fantastic atmosphere to continue to
nurture the genre.

Madonna - ‘Music’ (2000)
‘Music’
‘Impressive Instant’
‘Don’t tell me’
‘What it Feels like for a Girl’
‘Nightclubbing’
‘Funtime’
‘China Girl’
‘Dum Dum Boys’
Iggy Pop - ‘The Idiot’ (1977)
Stan Getz and Joao Gilberto
- ‘Getz/Gilberto’ (1963)
‘The Girl from Ipanema’
‘Doralice’
‘Desafinado (Off Key)’
‘Corcovado (Quiet Nights of Quiet Stars)’
‘O Grande Amor’

PARTNERSHIP FOCUS
Most of the time, you can’t really win alone. You need to collaborate with other major names to find the
elevation you need and attract the consumers. You just have to find the right brands that will help you to
develop and convey your beliefs and your values… making sure you get where you want.
Nothing was as successful as the collaboration between Nike and Michael Jordan to reboot the brand
in the 80s. The collection that was designed for the occasion was supposed to last couple of years, it’s
been a couple of decades that dozens of models were launched with great success (for most of them).
H&M is inviting a lot of celebrities as well to spice up their usual collections - from Madonna to
Alexander Wang. But also brands can collaborate to provide new experiences. Apple and Nike again
did great in the development of Nike+ and the community of runners all around the world, through
different devices and tools.

SHOW BUSINESS AT ITS BEST
GETTING BIGGER THAN LIFE

We would be able to name few albums
that experienced a gloriously inconsistent
career. We remember that this album was
the starting point of Bono building his
army of followers and believers through
his earnest preacher-man attitudes and
the starting point of the full-energised
and engaged stadium concerts
U2 - ‘The Joshua Tree’ (1987) Pink Floyd - ‘The Wall’ (1979)
Jean Michel Jarre -
‘Oxygene’ (1976)
Always socially aloof from their
contemporaries, The Floyd sought to
express their alienation from their
audience. A concept album about a
disillusioned pop star who wants to
become a Nazi leader (with an incredible
motion picture). Not even talking about
the grandiose shows in the stadiums.
This album was a template for
otherworldly soundscapes, a parallel
universe that inspired the electronica
movement. Jarre is a scientist but turned
into a massive worldwide entertainer. Ask
those who attend one of his concerts
somewhere in the world.

‘Where the Streets have no Name’
‘I still haven’t Found what I’m Looking for’
‘With or Without you’
‘Bullet the Blue Sky’
‘In God’s Country’
‘Exit’
U2 - ‘The Joshua Tree’ (1987) Pink Floyd - ‘The Wall’ (1979)
Jean Michel Jarre -
‘Oxygene’ (1976)
‘Another Brick in the Wall pt. II’
‘Mother’
‘Hey You’
‘Nobody Home’
‘Is there Anybody out there?’
‘Comfortably Numb’
‘Oxygene Part 1’

SHOW BUSINESS
Some brands just got under our skin, they are part of our life…we want it or not. They’re just belonging to our pop
culture, part of our entertainment, a bright side in our daily lives. These brands are just delivering something special but
also achieve to integrate themselves through many touch points. They deliver their specificities through many different
formats and experiences, something we’re happy to be part of.
It all started with a mouse, but Disney built an empire of entertainment from the films to the attraction parks, through TV
and toys for children. Everybody has something from Disney at home - they even propose a more mature environment
with the Pixar Studios that they own with Apple. Lego was a desperate brand few years ago, just a pile of bricks
without soul. Now, the Danish brand is a multinational proposing content, websites, films, professional methodologies…
only for one purpose, to stimulate the imagination of the people. A fantastic change in the way they managed the
brand. In the battle with Coca-Cola, Pepsi is the entertainer, the ‘bigger than life’ experience provider with the music,
the football and the celebrities. It all looks that they step on Coke territories but they always try to make it with more
panache and scale. Pepsi can enjoy their challenger attitude and the possibility to do it brighter and bolder.

KEYNOTE SPEAKER, STRATEGIST, CONSULTANT, ENTREPRENEUR…WE CAN
CERTAINLY COLLABORATE FURTHER.
CONTACT ME ON FRANCK.VINCHON@GMAIL.COM

BUSINESS STRATEGY
NOT A PERFECT PLAN, MORE LIKE A MELODY
Business strategy is never a flawless path, always a surprising and
unexpected journey. Mostly like composing and crafting a music album. We
have to agree on the following:
• The selection of albums can give you another feeling, depending on your
culture or background. Business is the same, be clear to be understood
but also let it go to your instincts.
• It may start in a certain way and has to pivot quickly to something else.
You must trust your inspiration and the environment. You just have to be
true to yourself.
• The real successful brands are often ticking the boxes of many of the
examples up here. You have to combine talented approaches to become
a leader in your category.
• We often say that entrepreneurs are the new rock stars. I definitely
disagree. But that might be a presentation for those who believe in it.
Proud not to have put any Beatles or Rolling Stones, they are just the references
for everybody. Not happy to miss space for many other masterpieces

KEEP ON ROCKIN’
YOUR BUSINESS

Music, Entrepreneurship and Brands

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