The Band Aid Brand
With an X Factor debut, and a deluge of famous names, Band Aid is back with a bang. Selling 312,000 copies in its first week and raising valuable funds for the African Ebola crisis, the ‘Do They Know it’s Christmas’ single is all set to be the 2014 Christmas number one, which led me to question – how has Band Aid become the powerful and overwhelming marketing machine it is?
Back in 1984 when Geldof first started Band Aid, the original line up managed 200,000 records in its first 24 hours. Pretty impressive, when you think this was back in the 80s when there was no social media and downloadable music was unheard of. 1984 was before “my time”, and so while I don’t remember the original launch, I have heard so much around me about how powerful the song was, the images of starving children in Ethiopia, flies swarming around them and other equally distressing scenes pulling at the heartstrings of the audience.
The incredible reaction to the latest installment of Band Aid highlights the power and influence that it has as a brand. If receiving an exclusive preview on X Factor isn’t enough evidence that Band Aid is an incredibly powerful marketing machine, the fact it already has over 3 million views on YouTube should be. Like anything in this day and age it has it’s own hash tag #BandAid30, and although not all those commenting will be positive, it is no surprise that this is the fastest selling single of the year.
So what makes the Band Aid brand so successful?
It’s Geldof’s overwhelming passion for the cause he’s promoting, and the plethora of celebrities who involve themselves, which I believe, has led to the overwhelming success of Band Aid. Even this year with celebrities such as Lily Allen, Adele and Fuse ODG publically declining the opportunity, the song is still a massive success, which proves just how powerful brand Band Aid has become 30 years down the line.
Like it or loathe it (and I actually am on the “loathe” side of the camp!) the song is rightly successful, and I for one hope it does snatch the all-important Christmas Number 1, helping millions in the process.
For more on the importance of trusting a brand, read our post on “Building the brand trust in you”, where our Creative Director shares his 30 years’ experience building himself as a brand.