Was it a good idea for Lady Antebellum to extend their brand to home decor? That is exactly what it did when it collaborated with Bed, Bath and Beyond on “Heartland”, a collection of pillows, sheets, drapes, comforters.
I actually love Lady A and even drug my husband to their concert in Chicago. But the band doesn’t seem to have credibility in the home décor department. They do have a strong brand and perhaps their goal was to develop a source of revenue outside of music sales and concerts. Leveraging their brand personality outside of the music studio will surely generate extra income, but does it weaken their brand? It has not happened for fellow musician, Jay Z, who owns a nightclub, a liquor company, a talent agency and has a partnership with Barneys New York (Stone, 2015). This $56 million rapper is known for a famous line in one of his raps, “I’m not a businessman, I’m a business, man” (as cited in “The World’s Highest-Paid Celebrities”, 2015).
Photo of Jay Z. (n.d.) [Online image]. Retrieved from http://www.forbes.com/profile/jay-z/
Stone, M. (2015, April 14). How Jay Z became such a successful businessman. Business Insider. Retrieved from http://www.businessinsider.com/how-jay-z-became-so-successful-2015-4?op=1
The World’s Highest-Paid Celebrities. (2015). Forbes. Retrieved from http://www.forbes.com/profile/jay-z/