The People’s Prince
We all have weaknesses. And even in a competitive market, sometimes it is necessary to show the good ones because when it comes to celebrity brands – they must be relatable to stay current. (Not in a Miley Cyrus way, but an average consumer way!)
From the eyes of a marketer, there could not have been a bigger honour dubbed to Princess Diana than the moniker ‘The People’s Princess’. It shows that Diana managed to make such a strong connection with the people of Britain that was previously unseen. And now William seems to be following in his mother’s footsteps.
While performing at a benefit for Centrepoint – a youth homelessness charity – rock legend Bon Jovi invited Prince William up on stage to join him in an acoustic rendition of 1986 hit ‘Livin’ on a Prayer’. Now this is a dream come true for any young or old music lover, and it appears that it is also a weakness of Prince William as he did get up and perform the rock hit with Bon Jovi and Taylor Swift.
In a brand that has slowly become less crucial to everyday life in the UK and across the Commonwealth, it is actions such as this which will keep its power for generations to come.
I wrote last week that Facebook and Twitter were changing the expectations we have of celebrities. While they were previously held on pedestals, out of reach from mere mortals, these social media developments have dramatically decreased the distance between a celebrity and their fans. Especially when it comes to young fans!
And in order to continue instilling a pride in the monarchy and maintain relevance, the brand needs to do exactly that: Decrease the distance between the royals and their followers. And the most effective way to do this is to take them off the pedestal and prove that we are all exactly the same.
Hence, the power of this Bon Jovi performance.
Whenever any consumer goes to a concert held by their idol they dream of being invited on stage to make a fool of themselves and create a memorable moment. However, previously the royal brand has been too concerned with conveying the upper class ‘posh’ image and would once have never even declared that they were Bon Jovi fans.
But to stay relevant, they have to be relatable. If any one of us had the same power and sway as Prince William we would be up on stage with Bon Jovi belting out ‘Livin’ on a Prayer’. So when William does this he becomes relatable to the average consumer and keeps the cobwebs away from the royal brand.
Both William and Harry are very good at appearing ‘normal’ and it is through actions like this that new generations grow to love the royals rather than perceive them as an outdated brand. They have truly taken in the footsteps of Diana and deserve the title of ‘The People’s Princes’.
(And as surprising as Prince Harry’s nude photos from a Las Vegas party were – they broke down the outdated view of the royals and gave an entire generation a reason to love the brand!)