Wow! That’s what I thought to myself 15 minutes into a Bruce Springsteen concert I recently attended. His energy was over the top. As I looked around, I saw an enormous range of ages and personalities worshipping Bruce. The crowd LOVED him, and I was particularly taken by the connection he had with the men in the audience.
While I have always liked Bruce, I am not a fanatic. But, as the concert progressed, I found myself becoming increasingly more intrigued by his performance, and his brand. He looked great. He was physically fit. He sounded amazing. And, he was connective. Sure seemed like “The Boss” to me.
Rewind to his breakthrough album, Born to Run, in 1975. I thought about this singer-songwriter-performer and how he remained relevant over the years. (Albeit with some ups and downs, but who hasn’t.) I think his brand still has “Boss” status because he has always been true to himself and the issues he cares about. Bruce Springsteen is consistent, and that is one of the most important aspects of a brand.
Bruce has sold more than 120 million albums worldwide. He was the musical opener for the Obama Inaugural Celebration. He performed a “twelve-minute party” at the halftime show at Super Bowl XLIII, and when he performed We Take Care of Our Own at the concert I attended, wow.
All brands can take a cue from Bruce and his consistency.