My new favorite example of successful brand-building: KISS

When talking with people interested in building an intellectual property portfolio, I like to give specific examples of successful intellectual property strategies. I have a collection of my favorite examples, and I’ve been using most of them for years. Occasionally, though, I’ll change my examples when a better one catches my eye.

This week I came across a better example for successful brand-building. I met some old friends for lunch a few days back, and we started reminiscing. Our talk turned to music, and we eventually (and enthusiastically, I must admit) discussed KISS. Remember them, the ultimate power-glam rock band? Where are they now, you ask…in used record stores and revolving through rehab clinics? Oh no.

I came home from my lunch, logged onto iTunes, bought a greatest hits collection, and fired up the iPod. The band’s music is still great. While listening, I visited the official KISS website for kicks. After just a few clicks, I knew I had a better example.

KISS screams brand-building. Indeed, the brand appears stronger than ever. Check out the band’s web store. Shirts, hats, jewelry, books, home decor, etc. Oh, and for the ultimate KISS fan who plans for the future, a casket (The Kiss Kasket) (I’m not kidding).

And, yes, the KISS ARMY is still a going concern.

Whether you’re a fan or not, you have to appreciate the powerful brand that the band has built. The KISS logo looks exactly the same as it did decades ago. I’d know those sharp s’s anywhere. Four letters and a logo — so simple. It brings immediate imagery to mind. Elegant and powerful. KISS should be commended.

Another reason this makes a great example of powerful brand building — KISS, in other circles, stands for Keep It Simple, Stupid.