With 23 million albums sold, five Grammy awards, and Forbes’ distinction as one of the world’s most powerful celebrities, it’s no surprise that Lady Gaga is one of the most well-known pop artists in the world.
And while known as much for her voice as for her over-the-top wardrobe, few recognize Lady Gaga for her stunning business acumen
– which has given her legions of loyal fans worldwide.
Fans that are eager to buy her music, her concert tickets, and any and all products related to her. She’s not only created a brand, but is cultivating a fanatical group of consumers that that will follow her for the next two decades of her career and beyond.
In Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, customer loyalty expert and best-selling author, Jackie Huba, argues that Lady Gaga didn’t become the success she is today based solely on her talent.
She did so by engendering immense loyalty from her fans – not just through her music – but through the message she inspires and the community she has built around that message. To anyone in the business community, this sounds like a classic case of loyalty marketing and customer cultivation – and it is.