3 Marketing Lessons from Beyoncé

I’m sure you know that Beyoncé released a country album that grabbed global attention (and skyrocketed footfall and share value for Levi Strauss & Co).

But you might have missed the marketing genius* behind the hit album that all connect back to this maxim:

Bend, break and ditch the rules, but only if you know them in the first place.

Let’s dig into the three lessons and why they matter…

Categories Are for Naval Gazers

Just like Beyoncé, brands should look beyond their category/genre for inspiration. Even when potential customers do think about brands, it’s almost never in the rigid format that many marketers operate in. It makes sense to check what the competition, but more time should be spent on what’s happening in culture.

Weird is Good

To quote NPR, “… one thing Cowboy Carter is, undeniably even if no one has said it, is weird. And that’s a wonderful thing.”

Far better that a few people hate what you’re doing (in this instance, country music traditionalists) and you stand out than nobody remembers you. In fact, it can be good business to keep pressing when you sense resistance from the establishment as it means you’re entering a new and under-leveraged territory.

As Beyoncé herself said:

“This album… was born out of an experience that I had years ago where I did not feel welcomed…”

Mix and Match

Pop music icon enters the least expected category? Check.

Remix old beats and lyrics in new ways, that “lends itself perfectly to endless recreations” on TikTok? Check.

Collaborates with country music royalty like Willie Nelson and new era artists like Post Malone? Check.

Brands showing up in unexpected ways isn’t new, but it’s definitely a tactic that isn’t used as much as it should be and always garners earned and social conversation. Crocs are the masters at it (see: the latest collaboration with Pringles).

Why Does this Matter for Marketers?

Many of the best examples of creativity let people fill in the blanks themselves and the same is true of Cowboy Carter; the messages aren’t overly explicit because this is more likely to drive conversation.

But, most importantly, know the ‘rules’ of your category so that you can bend them, break them and maybe even ditch them entirely, just like Beyoncé.

*(inspired by a discussion on the excellent The Culture Study Podcast, hosted by Anne Helen Petersen)