I’m currently doing a Google Squared course and this week we’re talking about the psychology of branding. For one of the exercises, I thought it’ll be pretty fun to write about Radiohead.
Spend some time reflecting on a brand that you’re loyal to.
Radiohead.
Can you identify what makes this brand unique to you?
From my experience, this is a band that has grown in sync with my needs and evolution as a person. From their early guitar-based sound to a more electronic direction in 2000 and even more crazy experimentation 2000-2010s, they managed to ride the zeitgeist yet remain set apart from their peers. They did not cultivate rivalry with other bands, they just didn’t care and are singular in their mission to express themselves and make the best music they can do at whichever point in their lives.
It extends beyond music – Radiohead also had very smart marketing moves up their sleeves – firstly they had very strong branding (some designed by Thom Yorke himself and long time partnership with Stanley Donwood), with very iconic merchandise sold through their WASTE shop – even the name aligns with the so called ‘mindspace’ of the band. Then there was the ‘pay what you like’ model, at a time when the music industry as a whole was experiencing major disruption. Then there was the ‘white space’ where they deleted their entire website and cleared their social media accounts (which was copied by a few popstars since) ahead of an album release – at a time when ‘social media capital’ is considered hard earned and precious. They don’t appear to pander to anything once they made their position clear (for example, the furore around them touring Israel). They just dared to do something different and unexpected through the years which keeps fans loyal and critics intrigued.
What works in their favour is the consistency of team members – not only have their band members stayed the same, but also associated people like art director, producer, engineer, fanclub leads etc. They’ve managed to remain loyal to each other – so far – which makes it easier for fans to remain loyal to them.
Has the brand accurately identified the value their products/services add to your life?
I don’t know, but what I know is that they have tapped upon a sense of belonging based on an underlying sense of dystopia, paranoia, emotional devastation – but they are also very clever to have written songs that are literally vague so the listener can superimpose or project their own meaning to them, hence creating that sense of relation and connectedness, like it’s ‘their song’.
How do you think the brand may have used the psychology or philosophy of branding to win your loyalty?
Uncompromising passion, for sure – and a sense of bravery to disrupt the status quo. They definitely have not left much up to chance esp in the early days and took their craft very seriously, trying their hardest to make music that resonates with people, reaping the rewards now that they have such boundless creative leeway and they actually look like they are having fun. Somehow in a secular way they managed to tap into religious/spiritual sensibilities in their music, esp their later stuff – that kind of soundscape goes straight into the heart and soul which also makes you think and reflect on your life, existence and purpose in this world. I’d say for some people Radiohead’s influence has been life-changing. That’s the kind of value and connection money can’t buy.
