Monster Loyalty: How to Build Customer Loyalty like Lady Gaga

Jackie Huba

May 15, 2013

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"Where other businesses don't seem to have their priorities straight, pop star Lady Gaga understands that focusing on current customers is the key to building long-term, sustainable audience loyalty. With 23 million albums sold, five Grammy awards and Forbes' distinction as one of the world's most powerful celebrities, Gaga is one of the most well-known pop artists in the world. While known as much for her voice as for her over-the-top wardrobe, few recognize Gaga for her stunning business acumen, which has earned her legions of loyal fans worldwide. Lady Gaga didn't become the success she is today based solely on her talent. She did so by engendering immense loyalty from her fans—not just through her music—but also through her message and the community she has built around that message. Gaga's overarching philosophy focuses on her core advocates: the superfans called Little Monsters. These advocates become evangelists who bring in new customers on their own."

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