The "Brat" Effect: The Branding of Charli XCX

Jul 1, 2024

21:25

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In this episode of ‘Ahead of the Curve with Coco Mocoe’, we talk about the power of association and anti-branding by studying the roll-out of Charli XCX’s highly acclaimed “brat” album. Not only is the music great, but the album branding matches the honesty and brutalism of the hyperpop album. And now, her fans are declaring 2024 a "brat summer”. Plus, how you can get your audience to think of you daily by associating your content with something they do repeatedly.

We will be discussing the power of associating yourself with a word like “summer” and why the music industry is obsessed with this specific word. From Meg Thee Stallion’s “Hot Girl Summer” to Charli XCX’s “brat summer”. Plus, how you can get your audience to think of you daily by associating your content with something they do repeatedly in their routine.

Table of Contents:

0:00 - Introduction

3:19 - Life Updates

6:55 - Charli XCX “Brat” Summer

11:24 - Meg Thee Stallion & “Summer” Branding

14:08 - The “Barbie Summer” of 2023

15:07 - The Pavlov’s Dog Experiment & Power of Association

18:00 - Why brands are obsessed with the word “summer”

—— PAID ——

21:24 - Examples of the Power of Association

* Mariah Carey “All I Want For Christmas is You”

* Shonda Rhimes “Thank God It’s Thursday”