When the Wu Tang Clan first released their debut album ‘Enter The Wu Tang (36 Chambers)’ everyone was talking about them. They set out to build a trend with their music, which wasn’t difficult being the only group who had the sound of killer bees and Kung Fu skits.
Most of us developing new products, marketing ourselves and even branding our companies tend to overlook what we truly sell. Developing a clan and creating a culture are some of the many things that worked for the Wu Tang, with some lessons that can be adapted.
What you sell
More often than not, we sell the product without realizing what it is linked with. Many companies instead of selling a lifestyle, experience or hope, they sell a pair of jeans or a computer.
I went to the D.O.P.E Store in the Johannesburg CBD recently, a clothing store, part of whose concept includes a basement where they host parties. Their venue is mostly booked by people who would wear clothing that is sold in the shop. It gives them greater access to their market and gets people talking within a context that surrounds them by reference.
Organize a culture
The Wu Tang Clan found people already listening to Hip Hop music, but separated their audience from the norm. Their debut reinvented the possibility of what can go into an album and directed the masses to listen in a certain way thereafter.
Clans make closed exclusive communities that everyone else wants to belong to. Distinguishing yourselves by how you sell your product alone doesn’t get your message out distinctively and make you memorable.
What is your Kung Fu Skit?
The Kung Fu skits made it obvious whose song was about to play and the everyone sang along. If a song was new we all listened and tried to find out what it was.
Find the distinct things about your service that can make you a market leader, things can become your own Kung Fu skit. Your killer bee sound. That one thing that turns conversation around when you are mentioned.
How can you reorganize your target audience and direct the course of things from where you began?