Madonna - Two Decades of Successful Personality Marketing
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Case Details:
Case Code : MKTA021
Case Length : 14 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : -
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Background Note Contd...
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Her music was for dancing and her vocal sound was girlish. Her songs were upbeat and titillating. She wore lots of bracelets and large crucifix earrings. By the time her second album, 'Like a Virgin', hit the stores in 1984, she had switched to a silk wedding dress with a belt buckle that read "Boy Toy."
She also wore her underwear as outerwear, starting a fashion craze. In a video for the song "Material Girl", Madonna dressed up as Marilyn Monroe and spoofed Monroe's infamous "Diamonds are a Girl's Best Friend" number from the movie 'Gentlemen Prefer Blondes'. The album sold 11 million copies.
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In 1985, Madonna married actor Sean Penn. He introduced her to Warren Beatty, who got Madonna the role in Disney's Dick Tracy. "What she lacks in formal business education, she more than makes up for with street smarts.I would take her street-smart business sense over someone with a Harvard M.B.A. any day."2 - mentioned Harry Scolinos, a Los Angeles lawyer.
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who gained insight into Madonna's finances when one of his clients sued Madonna and Penn on assault charges. Madonna started a new fashion trend in 1984 with her unique look using rosaries and crosses as jewelry and black rubber typewriter bands as bracelets. Legions of adolescent girls mimicked her and a Madonna clothing store was opened in New York. In 2001, the "Material Mom" set off another huge fashion trend, this time with western wear - cowboy hats and mud-splattered jeans. By 1986, Madonna had completely shed the trampy sex kitten look and sound for a more old fashioned and feminine appearance. She began singing in a deeper, more serious voice. In a video from her third album, she wore honey-blonde hair and a demure flowered dress... |
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