The U2 Business Model

I'm sorry this is linked to the New York Times so it won't be available long after I post this, but it's an important buisness article about how the group U2 manages its brand that certainly makes you think of how The Who brand has been so badly mis-managed. Some highlights:

APOLOGIZE, THEN MOVE ON With the Vertigo tour, it became apparent that some of those fans who had paid good money to join U2's Web site had been elbowed aside by scalpers in the scrum for tickets. The band's response was to apologize immediately and promise to do better.

DON'T EMBARRASS YOUR FANS Sure, U2 has recorded some clunkers (1997's "Pop" comes to mind) but the band works and reworks material until it has a whole album's worth of songs, no filler. Last Tuesday, the band played at least four of the songs from the current album, giving the songs a shot at entering the pantheon and affirming U2's status as a contemporary band, not a guilty pleasure or retro musical act that covers their own earlier greatness.

BE CAREFUL HOW YOU SELL OUT U2 has been offered as much as $25 million to allow a song to be used in a car commercial. No dice. They traded brands, not money, with Apple. Bob Dylan may wander around in a Victoria's Secret ad and The Who will rent "My Generation" to anybody with the wherewithal, but the only thing U2's music sells is U2. Just because it will fold and go in someone's pocket - The New Yorker publishing ads illustrated by its cartoonists comes to mind - does not mean it will be beneficial over the long haul.