Jimmy Buffett the Brand #MusicMonday

Source: Margaritaville

We lost yet another music icon just lately, Jimmy Buffett. There has been of course a lot written about his musical impact and the legions of loyal fans he nurtured and loved through the years. The company he created, Margaritaville, wrote a tribute to him on the website about his legacy. I’d like to cover another side.

Jimmy Buffett the brand.

While I will admit that I didn’t know much of his music (although who could ever escape “Margaritaville!!!”), I do know his brand. I even had the honor of working with his brand for a brief time several years ago.

Jimmy certainly had a way of igniting and engaging his audience. HIS audience! Now as you probably know, that classic song has evolved into a line of products that includes hotels, apartments, cruises, restaurants, and merchandise. Probably even more stuff! Here’s a look at one of the hotels on the beach (of course) in Florida …

It’s just sheer genius that he was able to take a song and some lyrics, turn it into a concept, create a following for it, and launch product after product all in service to that concept. Now that’s a brand and that’s a marketer. He even named his fans “Parrotheads” and launched an entire offering about them including a film and radio channel!

Lifestyle marketing based on pop culture at its finest. Lifestyle marketing creating pop culture at its finest. In some cases it’s hard to see which came first, the song or the concept … like for example “Cheeseburger in Paradise.” Did Jimmy create the concept of eating a cheeseburger in paradise (like at one of the namesake restaurants) and then write the song or vice versa?!? Either way, brilliant.

I have profound respect for Jimmy Buffett, the marketer. And I have learned a lot watching his brilliance in action. RIP. Thank you for all you’ve done for music, vacation, food and dining, and for all your Parrotheads. I guess now that includes me!

What’s your experience? JIM