Case study on Lady Gaga – some marketing lessons

HBS Asociate Professor Anita Elberse has written a case study on the phenomenon called Lady Gaga. HBSWK brings some insights from the case. To imagine she was a nobody till autumn 2008 is just such a shocker.

Celebrated for both her outré style and musical prowess, the recording artist known as Lady Gaga is not only one of the world’s biggest pop stars, but also one of the most recognized brands. She’s garnered five Grammys, holds two spots in the 2011 Guinness Book of World Records including “Most Searched-For Female,” as recorded by Google, and made international headlines for donning a dress made of red meat, which Time Magazine called the top fashion statement of 2010.

So it’s almost shocking to recall that in the autumn of 2008, Lady Gaga, born Stefani Joanne Angelina Germanotta in New York City, was merely a supporting act in a reunion tour of the erstwhile-boy band, New Kids on the Block.

More than a singing sensation she is a marketing sensation. The way she used social networking and other marketing channels is worth a read.


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