How to create a successful music festival and change it to a brand where everyone wants to go to? First of all, people must want to go there because they know it will be worth their time. According to Marty Neumeier brands only exist only in people’s mind and the most important thing is to have a gut feeling about the brand. Brand is not a logo or a product. It is what they (customers) say it is.
Tomorrowland for instance is one of the biggest electronic music festivals in Europe right now but that wasn’t the case when it was first organized. In 2005 the organizers had to give away a lot of free tickets to raise people’s awareness. They even incurred losses of 150,000€. In 2013 the tickets were sold in under a minute even though the prices are incredibly high. Their brand is at the level where people don’t care about the price.
People nowadays pay a lot of money for tickets to Tomorrowland because it is a charismatic brand meaning it is a product or a service which people believe there’s no substitute.
Tomorrowland is an experience people want to see because it differentiates itself from other electronic music festivals by answering three questions:
Who are you? – An electronic music festival
What do you do? – Create a unique music experience where people can enjoy themselves
Why does it matter? – People want to go there to have a great time and enjoy music
If people can answer these three questions it creates an image of the brand. The gut feeling tells people is it worth their time and money meaning they create the image of the brand.
Lastly Tomorrowland created a unique logo which stands out. People know about the brand already, but the logo makes it visible. When customers see the logo they already know what the brand stands for.
Brand as a “gut feeling” by Marty Neumeier