The Kiss Machine - Gene Simmons on Branding
I admit It. I’m a Kiss fan. Before you decide to not read this post because you didn’t like Kiss growing up or you can’t stand Gene Simmons, you should be intrigued Simmons brand management and brand building, so read on. But first, I have to admit that I was a Kiss fan from middle school through high school. My favorite Kiss band member was Ace Frehley; the third guy from the left, see Kiss Destroyer cover. Even back in the 70s, I knew how brilliant the Kiss branding was. I’m sure the Kiss branding strategy was the brain child of Gene Simmons. Is Kiss still a brand today? Absolutely, Gene Simmons and Paul Stanley are still aggressively managing the Kiss brand.
30 Years and the Kiss Brand is Alive
It’s been 30 years since I first started listening to Kiss. 30 years! Yes, I have their all their CDs. Yes, I still play them from time to time when I’m driving. So being a fan, I’m was happy to learn that the Kiss brand was still alive and well with “more than 2,500 licenses, a new coffeehouse chain, two reality shows, and numerous other business ventures.” Simmons’ latest brand is the “Gene Simmons Family Jewels” on A&E. I don’t watch reality TV shows, but I admit to being a fan of Family Jewels.
Still Pitching the Kiss Brand
It’s interesting to watch Simmons still motivated to work, pursuing business opportunities wherever he can. Simmons’ family all agree that he’s a workaholic. For instance, Simmons was on a family skiing vacation. Simmons secretly arranged a few business meetings so he could pitch the Kiss brand. His family was unaware that he sneaking off to have a prototype snowboard made of his face in Kiss makeup or meeting the mayor. This guy is driven.
What’s more amazing is that Gene and Shannon Tweed are still “Happily Unmarried” after more than 20 years. Even better, they have two smart and clever children, Sophie and Nick. I never thought I’d be a Gene Simmons fan since I was always into Ace, but here I am. Now, I’m fascinated with Simmons’ passion for work.
Learn from the Master of Celebrity and Rock Band Brands
What can you learn from watching the Gene Simmons Family Jewels? You learn how Simmons keeps building brands. You see how passionate he is about his work. And that he really enjoys his family. Check out BusinessWeek’s interview with Simmons, click here. During the interview, Simmons talks about how he has little time to think about being a rock star these days. He talks with senior writer Diane Brady about building the brand, feeding the fans, and his new facelift.
