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Article: FOR BEATLES BRAND, ALL THEY NEED IS CONTROL; Decades later, the band maintains its rock-royalty status (and cash flow) by very carefully choosing projects and partners.(NEWS)
- Article from:
- Advertising Age
- Article date:
- September 14, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: BETH SNYDER BULIK
The beatles broke up almost 40 years ago, but their brand power is almost as strong today as it was when they first played the "Ed Sullivan Show in 1964. Moreover, the band built that iconic brandand continues to promote it, gaining new generations of fans along the waywithout the benefit of advertising agencies or formal relationships with PR firms.
Do you want to know their secret?
Apple Corps, the Beatles' holding company; the Beatles themselves and their surviving spouses; former Beatles label EMI and Sony/ATV, which owns most of the band's music catalog, jointly make decisions on what projects will be approved, ...