AC/DC & Art of Consistency
Greatness begins with these 2 things;
- A Clear Identity
- Consistency
In this chapter, we will be looking at how AC/DC took heed to both, a clear identity and consistency to set a stellar example of knowing exactly what their fans expect and delivering it.
Brands and Perceptions
Legendary brands can survive recessions, technological shifts, competition, and generation gaps. It takes immense skill and focus to be consistent even when the trends and fashions are working against one. AC/DC never wore glitter. They never worked a disco beat into their songs. Do you know why is that?
Only brands that understand and embrace how they are perceived have a shot at becoming legendary.
AC/DC sang about Rock ’n’ Roll, Partying, Womanizing, Driving Fast, and Having Fun. That’s who they were, and each member of the team knew that exactly.
When the sales for their latest album Flick of the Switch and Fly on the wall were disappointing, many thought the band was finished. Once they even played a concert with only eight thousand people in the audience.
Yet AC/DC played as if it was jam-packed because they knew they had to meet the expectations of those eight thousand people. To them, there was no “phoning it in”.
This proved that it was not just their looks and sound that they kept consistent but also their commitment to keeping the band in the grasp of their fans.
What would have happened if AC/DC changed their look and sound and recorded a love song? Either of these 2 things could have happened:
- Very few of their fans would have accepted it because it stands against what AC/DC stands for.
- The brand most likely would not have gotten new followers because most non-fans knew exactly what AC/DC is and they don’t like it.
In the minds of their fans, AC/DC owns a piece of their mental real estate and the best part is they know about it. Just like Volvo stands or “safety” and Coldstone creamery stands for ‘rich ice cream’. AC/DC stands for straight-up rock ’n’ roll brand.
When a brand launches a new product that isn’t congruent with what their fans expect, it interferes with the mental real estate the brand already owns. It diminishes the brand’s value.
If a brand isn’t consistent with the expectations of its customers, it fails.
Remember McPizza? — No?….. Exactly!
Despite the tremendous investment it took and the massive marketing behind it. McPizza never connected with customers. People interested in Pizza had other, more consistent options, which were equally as fast as McDonald’s and with higher quality. There was simply no compelling reason for people to think about buying Italian food at McDonald’s. Within a few years, McPizza and McPasta dishes disappeared from the menu and the staff went back to doing what they did best: flipping burgers and deep-frying French Fries.
Consistency is important, yet a brand must evolve. The line between growing with consistency and losing brand consistency is a thin one. Which is defined by a keen understanding of what the brand represents in the mind of the customer
It doesn’t really matter what the company thinks it represents. The only thing that matters is what the brand represents in the consumer’s mind: the mental real estate it occupies.
Learning AC/DC style consistency
- Do what you do
- Study your customers and understand what they think you do.
- Live up to your customer’s expectations, not your own definition of what you do.
- Commit to your visual cues
- Constantly remind your fans what you’re about.
Remember: Great Brands are Singular in Focus
