Farrokh Bulsara, a shy oddball from Zanzibar, built one of the most successful and recognisable brands of all time. Farrokh wanted to be mega. He strove to be outrageous. He demanded perfection… and he accomplished it all.
You know Farrokh – perhaps just not by his birth name. Freddie Mercury, the name Farrokh chose, was a thinker. He was a leader. But what was the secret behind his success?
According to marketing consultant and author Aubrey Malden, Freddie’s secret was a carefully thought-out marketing strategy and a solid work ethic.
On Wednesday, June 13, Flowstars were treated to a presentation given by Malden, hosted at the Vega School of Brand Leadership in Johannesburg, entitled, “The Fred Factor”.
Malden, of Forensic Marketing and currently based in Johannesburg, knew Freddie when he was still Farrokh, and shared quirky stories about him with the audience.
Malden spoke about how frontman Freddie was the brains behind the rock band, Queen. Freddie was focused on every detail – from the wacky costumes the band members wore to the tone and pitch of every note in every song they created. He was even responsible for designing Queen’s logo – still found on T-shirts and posters, and inked into people’s skin to this day.
Freddie is remembered as an incredible talent and a superstar. According to Malden, however, this wasn’t always the impression people had of him. When he first approached the other members of the band, they thought he was a great performer but weren’t too sure about his singing. Freddie proved them wrong. As Malden pointed out, Freddie’s story is ultimately one of courage.
So, what can we learn from Freddie the marketing guru? Queen’s success can be attributed to the fact that Freddie wasn’t just a rock star – he was a businessman. By understanding his audience and immersing himself in the daring and loud brand identity he created for Queen, he made a lasting impression and became a legend.
Freddie lived the Queen brand, and transformed the band it into one of the biggest rock groups the world has ever seen.
So, next time you’re listening to Bohemian Rhapsody, think about all the hard work and faith that went into making sure it’s a song we all know the lyrics to!