You can’t really escape the recent Oasis ticket debacle – it’s been everywhere! Oasis fans have been left frustrated, disappointed and angry when they couldn’t get tickets due to a combination of technical glitches, overwhelming demand, and Ticketmaster’s controversial “Dynamic Ticket Pricing”. This has left a lot of people feeling disconnected from the band they love, questioning their loyalty, and wondering if they’re valued as fans.
Now, you might be wondering, what does this have to do with branding and marketing? Actually, it’s a powerful reminder of the importance of authenticity and connection in your brand.
Don’t Lose Touch with Your Audience
Just like the Oasis ticket fiasco, when a brand loses touch with its audience – whether through miscommunication, a lack of transparency, or seeming out of step with what their customers care about – it risks alienating the very people it relies on for success. Fans and customers alike want to feel valued, understood, and part of something meaningful.
For small businesses, especially those built on personal connections and shared values, this lesson is crucial. Your customers aren’t just transactions; they’re people who believe in what you stand for. They choose to support you because they resonate with your story, your mission, and your authenticity. Don’t let them down by suddenly being a dick and whacking up prices just because they’re in demand!
The Importance of The Authentic Connection
In today’s market, consumers are more discerning than ever. They can spot inauthenticity from a mile away, and they crave genuine connections with the brands they support. This means that building a brand that aligns with your true values and speaks honestly to your audience is more important than ever.
When you communicate authentically, you create a bond with your audience. They feel like they’re part of your journey, and that connection builds trust. This trust is what turns first-time customers into loyal advocates, just as a loyal fanbase is what turns casual listeners into lifelong followers of a band.
Shared Values as the Foundation of Your Brand
One of the key ways to foster this authenticity is by building your brand on shared values. What does your business stand for? What principles guide your decisions? When you clearly communicate these values – and live by them – you attract customers who share those same beliefs.
Think about your brand as a community. Just like the best bands create a sense of belonging among their fans, your brand should create a sense of belonging among your customers. When they see that your values align with theirs, they’ll feel a deeper connection to your business.
This was the biggest mistake Oasis made. They have built their brand on solid working class values, values shared by many of their fans. Starting ticket prices at £150 and then escalating them to over £500 does not show they share those values – it actually shows a disregard for their audience. And to be clear Paul Heaton stipulates all his tickets are no more than £40 per show and Robert Smith of The Cure got Ticketmaster to reimburse fans $10 each for what he called “over inflated fees”. Proving it was a band decision rather than Ticketmaster’s.
Bringing It All Together
The mess that was the Oasis ticket failure serves as a reminder to us all: never underestimate the power of authentic connection. When brands, big or small, fail to connect with their audience authentically, they risk losing the trust and loyalty they’ve worked hard to build.
For your business, this means doubling down on what makes you unique. Stay true to your values, communicate honestly, and always remember that your customers are your greatest asset. By doing so, you’ll build a brand that not only attracts customers but keeps them coming back because they see themselves reflected in what you do.
And no I didn’t even try to get tickets for the Oasis shows, I’ve seen them once, I don’t need to see them again…that statement does not count for the band Ride though 😬😂