The hype was big. The ads were expensive. And the biggest winner in my book was... The Boss. Yes, in an age of lip-synching, studio-created pop jokes, this 59 year-old legend showed a thing or two about live music. The man has enough energy to make the Arizona Cardinals think about adding a roster spot for him. Maybe, just maybe, he could have caught Jerome Harrison on that 100 yard interception romp into the endzone?
I am a fan of Bruce and you may think this particular blog has little to do with marketing or trends, HOWEVER, there is something a marketer could learn from a guy like Bruce. Thus, I've detailed out 5 things we all could go to school on from Bruce and his performance.
1) Engage the audience. Right after he took stage, Bruce looked straight into our living rooms and told us exactly what to do. "Put down those chicken wings... walk over your TV and turn up the volume." He knew what his viewers were up to, spoke to that and got them involved right away.
2) Adapt. Bruce changed the lyrics of Glory Days because the venue was the SuperBowl. He not only gave fans a new twist on a old favorite, but he embraced the event at hand. Very smart.
3) Love what you're doing. There's nothing worse than watching a performer mail it in or robotically go through their routine. Bruce does not know how to do this. And advertisers should be the same. Look at a brand like Pedigree -- they've gone from a dog food company to a company that loves dogs. Loving what you do really goes a long way.
4) Be genuine. Standing the test of time is a most difficult task in any business, but especially the music business. Fans and consumers will be loyal to those who don't change for a quick buck, lower their standards for a easier way or rest on their laurels.
5) Don't make it all about YOU. Bruce certainly is the boss, but his accompanying cast of Clarence Clemons, Patti Scialfa, Steven Zandt, Max Weinberg are always given plenty of props and time to shine.
The Boss is a brand, but you'd never think of it that way... which again is something any marketer should aspire to create. So here's to Bruce, my non-football related SuperBowl winner.
And here's a couple performances for fun.
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