Neon42 - business learning from the best music

Business is complex. But it can be explained and decrypted through different patterns that can be very close to the music that we all love

1. WHAT CAN WE LEARN FROM THE BEST MUSIC ABOUT BUSINESS SUCCESSES?

2. 1001 ALBUMS YOU MUST HEAR BEFORE…
•1001 Albums
•10 months of active listening
•An average of 100 albums per month
•More than 3 albums per day
•Listening even the albums we knew (most of them)
As we did not die yet, we tried to understand what would make some
albums part of the history vs. a vast number of albums that will get
forgotten. We tried to find some possible existing patterns in their
success.

3. WHAT CAN WE LEARN FROM THE BEST
MUSIC ABOUT BUSINESS SUCCESSES?
MUSIC INSPIRING ENTREPRENEURSHIP

4. MUSIC AS AN INSPIRATION FOR BUSINESS
Music albums may be based on the same success ingredients as
for the start-ups, young companies but also many famous brands:
•A music album is a small and ephemeral artistic but also a
business project with a large team
•A music album is something that is built through inspiration
but needs to be worked out to be efficiently communicated to
the many
•A music album is a piece of art that is supported by strong
marketing and sales efforts to make it reach its audience and
possible its long term fans

5. DIFFERENT PATTERNS WE CAN LOOK AT
MUSIC INSPIRING ENTREPRENEURSHIP

6. DELIVER WHAT PEOPLE ARE EXPECTING THE MOST
OPPORTUNISM STRATEGY

7. WHAT PEOPLE ARE EXPECTING
Chic - ‘C’est Chic’ (1978)
Chic is a band that integrated all the
major influences of the 70’s and
created something lighter, euphoric
and easy to enjoy. A disco explosion
in a moment where people were
feeling difficult times ahead and they
wanted the excitement and the
innocence of the past.
Waving up from a brief NYC electro
clash, the band reintroduced a much-
needed sense of fun to pop music.
Talking to many different audiences
(feminists, LGBT, disco fans…), they
achieved to create a little masterpiece
of its own with a full coherence and
efficiency.
Scissor Sisters -
‘Scissor Sisters’ (2004)
Elvis Presley - ‘Elvis is
Back!’ (1960)
After 24-months of starvation while Elvis
was at the army, the managers of the
rock singer were pushed to put together
some tracks in a very limited time,
understanding the pressure of the fans
that could not wait any week more to see
their idol grooving again.

8. WHAT PEOPLE ARE EXPECTING
Chic - ‘C’est Chic’ (1978)
Scissor Sisters -
‘Scissor Sisters’ (2004)
Elvis Presley - ‘Elvis is
Back!’ (1960)
‘I want your Love’
'Le Freak’
‘At last I’m Free’
‘Chic Cheer’
‘Savoir Faire’
‘Laura’
‘Take your Mama’
‘Mary’
‘Filthy/Gorgeous’
‘Comfortably Numb’ (Pink Floyd)
‘Fever’
‘Dirty, dirty Feeling’
‘Such a Night’
‘It feels so Right’
‘Like a Baby’

9. UNDERSTANDING THE REAL
CONSUMER INSIGHTS
A lot of brands are clever enough to focus on the essential part of a successful business - the knowledge of the consumers.
This is a rewarding strategy to focus on a consumer-centric approach, understand what people really need to provide a clear
proposal to them. The brands that can be so insightful are true winners in a market of over abundance and choice.
The story of Uber starts like a very common story. Two friends are in the Paris district of Opera Garnier in a tired after-party
mood, looking for a taxi to get home as fast as possible. After waiting 45 minutes, one of the guys just told how great it
would be to call a cab and to have him picking you up in just 5 minutes. This is how Uber started to be developed in US first
and all around the world.
A lot of success stories started with observation - Amazon, Harley Davidson, Dollar Shave Club, Zappos…and many more

10. OPENING NEW HORIZONS WHILE KEEPING
YOUR PERSONALITY
AUTHENTICITY STRATEGY

11. AUTHENTICITY AT FIRST
The Pogues - ‘Rum, Sodomy,
and the Lash’ (1985)
The second album of the band
bleeds passion, poetry and energy…in
a very own able style and talent. You
can feel the sweaty bar of Dublin and
the energy of pals’ fights at 3am. An
album that felt out of-synch from the
mid 80’s but became an iconic piece
of art of the period.
Amy appeared as fast as she left us,
giving us this energy, this beauty and
emotion that is totally atemporal -
coming from jazz, soul music and rock.
A proof of veracity and pure generosity
from end to end. She had a style that
nobody could ever teach her, she was
herself.
Amy Winehouse - ‘Back to
Black’ (2006)
The Mothers of Invention -
‘Freak Out!’ (1966)
Frank Zappa’s band was emerging from
the burgeoning freak culture from the
West Coast. Everything got totally
abstract but also extremely original,
dazzling most of the music
specialists…until now. A fresh air in
music business.

12. AUTHENTICITY AT FIRST
The Pogues - ‘Rum, Sodomy,
and the Lash’ (1985)
‘A Pair of Brown Eyes’
‘Dirty Ol’ Town’
‘Sally MacLennan’
‘The Band Played Waltzing Matilda’
‘Love is a Losing Game’
‘Wake up Alone’
‘I’m no Good’
Amy Winehouse - ‘Back to
Black’ (2006)
The Mothers of Invention -
‘Freak Out!’ (1966)
‘Who are the Brain Police?’
‘Wowie Zowie’
‘Help, I’m a Rock’
‘Go cry on Somebody Else’s Shoulder’

13. AUTHENTICITY AT FIRST
Geoff Beattie from Cohn & Wolfe was reporting in Fast Company almost a decade ago that the most important thing people
are looking or expecting from a brand was authenticity. Consumers are demanding a more honest relationship with big
brands - and the need seems to be even higher in the developing economies.
The brands started showing their practice and process; they’ve been developing true missions and values that they develop
through what they do. Some of them are not afraid anymore to show their vulnerability, their unique point of view and accept
open conversations.
We can think about some brands like Southwest Airlines focusing on low fares with a clear claim about nothing to hide -
‘This is transfarency’. FMCG brands are really cautious about it, as much as authenticity brings obviously trust from the
clients - 94% of consumers say transparency is important for their purchase decisions according to 2016 Food Revolution
Study. Ben & Jerry’s got it right Jessica Alba’s The Honest Company was claiming it but fights lawsuits on a regular basis.
You have to be careful to sustain this promise of authenticity.

14. IF YOU WANT TO DISCOVER WHICH
ALBUM WOULD FIT YOUR BUSINESS
THE BEST, GET IN TOUCH WITH
[email protected]

15. BRINGING SOMETHING COMPLETELY
NEW TO THE PEOPLE
DISRUPTIVE ATTITUDE

16. SOMETHING TOTALLY NEW
Machito - ‘Kenya’ (1957)
A total blend of Afro-cuban beats
with American jazz, something that
nobody was prepared for in the 50’s.
Bold original compositions are
making this album a total starting
point for a new Latin music
paradigm.
Though it is their fourth album,
‘Autobahn’ is widely considered to be
the true beginning of Kraftwerk. We can
understand a complete separation from
their ‘Krautrock’ peers, inventing a new
language in music but also a totally
incredible scenography. Avant garde
pop minimalism started here.
Kraftwerk -
‘Autobahn’ (1974)
My Bloody Valentine -
‘Isn’t Anything’ (1988)
Real guitar-based rock was coming
back. Though this album did something
really unique - to create a rare thing, a
true guitar album without any real
guitars but through endless reverb and
effects, the band leaving only the
sounds generated by the effect units.

17. SOMETHING TOTALLY NEW
Machito - ‘Kenya’ (1957)
‘Kenya’
‘Holiday’
‘Cannonology’
’Minor Rama’
‘Kometenmelodie 2’
‘Mitternacht’
‘Morgenspaziergang’
Kraftwerk -
‘Autobahn’ (1974)
My Bloody Valentine -
‘Isn’t Anything’ (1988)
‘Soft as Snow (but Warm Inside)’
‘No More Sorry’
‘All I need’
‘Feed me with your Kiss’

18. SOMETHING TOTALLY NEW
Disruptive brands are challenging the status quo, acting in a totally fresh way and incarnating crucial drivers for successful
businesses. New generations (millennials and Gen Z) are valuing disruption more than any generation before. Many brands
are thriving because they aren’t afraid to propose something new and hope to make a significant splash. You can name lots
companies like the American GAFA (Google-Apple-Facebook-Amazon) or the Chinese BATX (Baidu-Alibaba-Tencent-
Xiaomi) but it would be unfair to a long list of companies that have disruption into their DNA. Disruption is the new
commodity.
These companies build their entire culture around innovation and new thinking. They constantly work to recreate the
chaotic, creative, disruptive, and innovative spirit that led them together in the first place. So we can have in mind Diesel, of
course PayPal and Tesla, Chipotle for their crazy idea of healthy fast food and Under Armour for daring to provoke the
sport business giants.

19. LEARN FROM THE BEST AND CREATE
SOMETHING YOU CAN OWN
MASH-UP TECHNIQUE

20. LEARN FROM THE BEST
Lenny Kravitz - ‘Let Love
Rule’ (1989)
Even if the influences are clear
(Prince, Jimi Hendrix, John Lennon,
Motown Studios…), you can’t blame
the singer to have raised the level of
authenticity to the maximum with a
specific approach e.g. studio
equipments choice. And to have put
his very personal boogie touch to it.
Marc Bolan was a true inventor…in
feeling what great elements to borrow
to make incredible music. He was a
visionnaire in a way that he was
understanding what would be the next
step of what was hot at the moment…
never really achieving his wildest
dreams.
T.Rex - ‘Electric
Warrior’ (1971)
Gotan Project - ‘La Revancha
del Tango’ (2001)
Tango is the most influential music in
South America (Argentina to be
precise) but there is no nostalgia in
here. The aim is to bring Tango back to
life through dub rhythm and Jamaican
down-tempo beats - a complete
reinterpretation of the genre.

21. Lenny Kravitz - ‘Let Love
Rule’ (1989)
‘Sittin’ on Top of the World’
‘Let Love Rule’
‘Fear’
‘Mr Cab Driver’
‘Mambo Sun’
‘Cosmic Dancer’
‘Bang a Gong (Get it On)’
‘The Motivator’
‘Rip Off’
T.Rex - ‘Electric
Warrior’ (1971)
Gotan Project - ‘La Revancha
del Tango’ (2001)
‘Queremos Paz’
‘Chunga’s Revenge’
‘Bang a Gong (Get it On)’
‘Last Tango in Paris’
‘Vuelvo al Sur’
LEARN FROM THE BEST

22. LEARN FROM THE BEST
Brands have a lot to learn…from other brands. Entrepreneurs don’t often look in the review-mirror - big mistake. You can
revitalise and use mash-up for your brands, to define your list of solid brands (from different categories), define their strong
benefits and attributes and then decode the ‘why behind the what’. This is how you can really understand and develop your
idea that you have in mind without starting from scratch. Well, you don’t have to be the first movers but the best movers.
We can have in mind the brilliant idea behind Shave Dollar Club which combined the quality of shaving technology and the
new power of online retail. Some might think about Huawei which is growing very fast by inspiring themselves from iPhone
and Samsung. You understand clearly that Netflix got inspired itself from entertainment companies in other fields like
Disney, a brand like Starbucks getting the basics from coffee shops but making its venues more like a peaceful and
delightful experience. And in terms of streetwear clothing, a great brand from Asia is A Bathing Ape, that learned so much
from United States lifestyle.

23. A GREAT PRODUCT FOR THE MASS
MARKETING MACHINE

24. The Grateful Dead - ‘American
Beauty’ (1970)
Under the guidance of his
charismatic front lead Jerry Garcia,
The Grateful Dead did not only
transform itself in one of the most
influential bands of the Flower Power
era but also as the precursor of
modern music industry marketing
techniques.
Britney Spears had a major impact on
pop music from her debut album, but
also on popular culture. The singer
became quickly a product, a modern
Lolita with all the stories coming along.
Working with the mass producers Dr
Luke and Max Martin - it says it all.
Britney Spears - ‘…Baby
One More Time’ (1999)
Sex Pistols - ‘Never mind the
Bollocks’ (1977)
In a grey environment of 70’s Britain,
the Sex Pistols was a kick in the balls.
With style overshadowing substance
and music, the band became iconic for
fashion, culture, lifestyle. The product
the world needed, under the
supervision of the genius Malcolm
McLaren
JUST A GREAT PRODUCT

25. The Grateful Dead - ‘American
Beauty’ (1970)
‘Box of Rain’
‘Friend of the Devil’
‘Super Magnolia’
‘Candyman’
‘Truckin’
‘…Baby one more Time’
‘(You Drive Me) Crazy’
‘Sometimes’
‘Soda Pop’
‘The Beat Goes On’
Britney Spears - ‘…Baby
One More Time’ (1999)
Sex Pistols - ‘Never mind the
Bollocks’ (1977)
‘Holidays in the Sun’
‘God Save the Queen’
‘Anarchy in the UK’
‘Pretty Vacant’
JUST A GREAT PRODUCT

26. JUST A GREAT PRODUCT
Anyone would agree on the importance of marketing and advertising in the development of a product. ‘Good advertising
can’t make a bad product successful’ but it may contribute a lot. It might be the case for a lot of products that may be quite
similar in terms of benefits but they want to emerge from the crowd - we can understand the importance of it for automotive
and FMCG categories.

The list might be long but we can think about L’Oreal and its well-groomed celebrities all around the world, claiming that
they’re worth it. Snickers owes a lot to the advertising effort that was deployed to make it a truly international brand. And
just to get into more details in tactics, we can feel that Red Bull can handle their drink business because of their amazing
content on extreme sports, bringing up the right values to continue to stand out in the overwhelming choice of energy
drinks.

27. JUST A BUSINESS COUP
ONE-HIT WONDER

28. DON’T MISS YOUR CHANCE
Gary Numan - ‘The Pleasure
Principle’ (1979)
Gary Numan had already tasted chart
success but this album was
obviously the paramount of his
career. This album represents a
sophisticated brand of new wave
synth-rock, a clear inspiration to later
synth-led groups such as Human
League and Soft Cell.
After almost a decade of being
snickered at, Kid Rock would have the
last laugh when issuing his rock n’ roll
party animal album. The timing was
just right for this kind of mix between
redneck rap and rock. The success of a
lifetime, no more after this one.
Kid Rock - ‘Devil without a
Cause’ (1998)
Laura Nyro - ‘Eli and the
Thirteenth Confession’ (1968)
Considering her underachievement in
the charts, some difficulties in
imposing her style in live
performances, Laura Nyro did not reach
a career at the level of her talent. She
left a spiritual legacy with later singers
like Janis Ian, Phoebe Snow and Tori
Amos.

29. DON’T MISS YOUR CHANCE
Gary Numan - ‘The Pleasure
Principle’ (1979)
‘Airline’
‘Cars’
‘Engineers’
‘Bawitdaba’
‘Cowboy’
‘Wasting Time’
‘Only God knows Why’
‘F-ck Off’ (with Eminem)
Kid Rock - ‘Devil without a
Cause’ (1998)
Laura Nyro - ‘Eli and the
Thirteenth Confession’ (1968)
‘Sweet Blindness’
‘Stoned Soul Picnic’
‘Woman’s Blues’

30. DON’T MISS YOUR CHANCE
Even when the purpose of a company is to build something sustainable, some projects might be drowning as the
consumers don’t notice. A turn of events, a benefit not really understood by the consumers on a long-term perspective, a
crisis in the management of the brand…We can name them ‘fads’, a lot of excitement around but just a couple of months on
the shelves.

It’s always difficult to remember the brands and the businesses that failed. So, we can always talk about Napster, the peer-
to-peer music platform that was considered infamous since the Metallica trial and the poor management of the situation.
Then, everyone got fascinated about Abercrombie & Fitch that did so much business in fast fashion but quickly became a
disaster in terms of communication and management misconducts. What brands do you have in mind?

31. IF YOU WANT TO DISCOVER WHICH
ALBUM WOULD FIT YOUR BUSINESS THE
BEST, SEND YOUR WEBSITE URL TO
[email protected]

32. LEADING/INCARNATING A SPECIFIC STYLE
CATEGORY LEADER

33. THE NAME BEHIND THE EXPERIENCE
Ravi Shankar - ‘The Sounds of
India’ (1968)
Ravi Shankar compelled all the
classics of Indian music and became
the perfect ambassador/teacher of
the genre (full explanation for each
track). Beyond the storytelling with
The Beatles and others, he became
synonymous with Indian music all
around the world.
This album is a come-back of a tired,
wasted and washed up crooner who
just split up with Ava Gardner. Few
years later, nobody will be ever in the
position to claim any leadership in
heart-breaking melodies and easy-
listening music.
Frank Sinatra - ‘In the Wee
Small Hours’ (1955)
Bob Marley and the Wailers -
‘Exodus’ (1977)
Bob Marley was a man of many faces -
a third-world visionary, first-world pop
star, a prophet of national revolution
and messenger of global peace. This
album is the perfect synthesis. And
reggae will always be Bob that others
try in vain to improve upon ever since.

34. Ravi Shankar - ‘The Sounds of
India’ (1968)
‘Bhimpalasi’
‘Maru-Bihag’
‘Mood Indigo’
‘What is this Thing called Love’
‘I’ll be around’
‘Can’t we be Friends?’
‘When your Lover has Gone’
Frank Sinatra - ‘In the Wee
Small Hours’ (1955)
Bob Marley and the Wailers -
‘Exodus’ (1977)
‘Natural Mystic’
‘The Heathen’
‘Exodus’
‘Jamming’
‘Waiting in Vain’
‘Three Little Birds’
THE NAME BEHIND THE EXPERIENCE

35. Becoming the reference on your market, even better, creating your own category. There will be only few opportunities as a
challenger and almost nothing for the other ones. So, if your brand is synonymous with something specific, you’re in a good
direction to make it happen and perform a success in your business.

We can take easily all the leaders in each category, but some brands are more iconic than others. How not to think about
Barbie when we mention girls’ dolls and entertainment? Do you imagine a day in the office, organising a brainstorm or a
working session, without collecting a pile of Post-it? Would you have the same pleasure to wake up in the morning and have
a breakfast with your family without a big jar of Nutella? And if you have a limited budget to buy furniture, everybody would
advise you to have a look to the Ikea catalogue. And then, we know the stories of Kleenex or Pampers, being the generic
name for any products in their category.
THE NAME BEHIND THE EXPERIENCE

36. A BOMBSHELL IN THE CROWD
UNEXPECTED BLAST

37. Snoop Doggy Dog - ‘Doggy
Style’ (1993)
Doggy Style became the fastest-
selling debut album and the first to
enter Billboard’s chart at #1.
Influenced by the rap scene like Dr
Dre and others, this album is
certainly one of a kind that we still
talk about on the rap scene
nowadays.
Everything was already said about this
album, it is surrounded by a bunch of
amazing statistics with 40 millions
copies sold for its first release. Seven
hits out of 9 tracks. And all the rest
about Michael Jackson became legend
very fast. The peak of his career.
Michael Jackson -
‘Thriller’ (1982)
Slipknot - ‘Slipknot’ (1999)
NOBODY EXPECTED THAT
Slipknot came out of nowhere (well…
Des Moines, Iowa) to unleash this
concussive album on the world’s metal
heads. Nine psychopaths in masks
took off like a rocket in US and Europe
with a brillant cacophony of measured
mayhem.

38. Snoop Doggy Dog - ‘Doggy
Style’ (1993)
‘What’s my Name?’
‘Loli Dodi’
‘Serial Killa’
‘Doggystyle’
‘The Next Episode
‘Wanna be Starting’ Something’
‘Thriller’
‘Beat It’
‘Billie Jean’
‘Human Nature’
Michael Jackson -
‘Thriller’ (1982)
Slipknot - ‘Slipknot’ (1999)
‘Eyeless’
‘Surfacing’
‘Spit it Out’
‘Wait and Bleed’
NOBODY EXPECTED THAT

39. It’s one thing to be innovative but it would be another thing to be proposing something that nobody could ever imagine.That
is really a bet to go this direction but it can pay-off big time if you strike the right way. Some brands became famous and
internationally-acclaimed while their existence was far to be obvious for marketing specialists.
The first brand that pops up could be Cirque du Soleil, that transformed the world of circus but mostly the values of
entertainment all over the world. Grey Goose is another interesting example. A luxury French vodka made in Cognac. Grey
Goose is now the reference in terms of vodka around the world, beating fairly some Russian and Polish brands in terms of
perception of luxury alcoholic brands.
NOBODY EXPECTED THAT

40. BUILDING UP YOUR CREDENTIALS
PROGRESSIVE SCALE-UP

41. Tom Waits -
‘Swordfishtrombones’ (1983)
Tom Wait’s career splits nearly in two
and this album is a corner stone.
From ‘pseudo-jazzy kind of period’ to
something more rock. Still, the
performer built up a career without
fausse note and giving each time a
refreshing view on epic and
cinematographic ambiant music.
After a long series of magnificent
albums, ‘Physical Graffiti’ was
nevertheless the most ambitious scope
and lusty abandon. The first album on
their own label was a rich experiment
to different emotions and wide
inspirations. A true masterpiece
Led Zeppelin - ‘Physical
Graffiti’ (1975)
Radiohead - ‘OK
Computer’ (1997)
SCALING UP STEADILY
Maybe one of the most iconic albums
from Radiohead and certainly a
milestone of their extraordinary and
permanent reinvention through the
years (allowing themselves to forget
about having a label for some years).
One of the latest legendary bands

42. ‘Shore Leave’
‘Johnsburg, Illinois’
‘In the Neighborhood’
‘Frank’s Wild Years’
‘Kashmir’
‘In my Time of Dying’
‘The Rover’
‘House of the Holy’
‘In the Light’
SCALING UP STEADILY
‘Paranoid Android’
‘Karma Police’
‘No Surprises’
‘Subterranean Homesick Alien’
Tom Waits -
‘Swordfishtrombones’ (1983)
Led Zeppelin - ‘Physical
Graffiti’ (1975)
Radiohead - ‘OK
Computer’ (1997)

43. We think about the brands for what they achieved, we forget that most of them started with a simple objective and made it
grow constantly through the years. Success is not a sprint, it’s a marathon - it takes time to be proving your value on your
market.
Before becoming the international giant in social networking, Facebook just wanted to put students from Harvard to be in
touch and exchange some information about campus life. Another giant that started with something simple, Amazon
wanted to be the biggest book shop in the world. It was done with ambition, so much that the brand is the biggest online
shop in the world,. One vision leads to another statement and helps you to become bigger each time.
SCALING UP STEADILY

44. DELIVERING THE GREAT WORK
SUSTAINED PROFESSIONALISM

45. The Bee Gees - ‘Odessa’ (1983)
For their seventh album, The Bee
Gees decided to construct a
conceptual double album on an epic
story. Far away from the most
famous tracks from the band in the
70s, only remembered to be the
perfect machine to dance and have
fun.
The Boss has a very consistant career.
After dreaming about concept albums
and other genres, the performer
decided to stick to his winning formula
and started to produce lots of generous
albums that he still plays in the
stadiums.
Bruce Springsteen - ‘Born to
Run’ (1975)
Daft Punk - ‘Homework’ (1997)
KEEPING UP THE GREAT WORK
Daft Punk started with this incredible
work from outer space. And they’ve
been very cautious since, developing
projects slowly but surely to make sure
the quality and the talent of their debut
keeps growing in the right direction.

46. The Bee Gees - ‘Odessa’ (1983)
‘Edison’
‘Marley Purt Drive’
‘You’ll never See my Face Again’
‘I Laugh in your Face’
‘Meeting across the River’
‘She’s the One’
‘Backstreets’
Bruce Springsteen - ‘Born to
Run’ (1975)
Daft Punk - ‘Homework’ (1997)
‘Revolution 909’
‘Da Funk’
‘Around the World’
‘Teachers’
‘Burnin’’
KEEPING UP THE GREAT WORK

47. When a company or a brand has something solid to rely on, nothing can stop this brand from being successful. That’s why
you have to keep both feet on the floor and continue to deliver the best product/experience all the time, with an accurate
sense of stability and performance.
Lots of brands are known or associated with a single world or expression like Volvo and security - Toyota and quality - VW
and robustness. An interesting story comes from Sony. the Japanese brand was created to become the company most
known for changing the worldwide image of Japanese products as being of poor quality (company vision from 1954).
Things changed since but Sony never stopped to bring very qualitative products in synch with people lives, delivering some
of the most iconic products in the last few decades.
KEEPING UP THE GREAT WORK

48. ENGAGEMENT BEYOND MUSIC
STANDING FOR SOMETHING

49. John Lennon - ‘Imagine’ (1971)
The ex-Beatle needed a deep breathe
of utopia, a pinch of hope and deep
engagement. A self-portrait of an
artist, both sensitive and aggressive,
insecure and bold, introspective but
socially aware. He just wanted to
change the world.
‘It takes a nation of millions to hold us
back’ made them heroes but this album
introduced them as real spokesperson
of black people in US. Working with
Spike Lee, talking about Malcolm X,
this album was the most jaw-dropping
anti commercial album to hit the
charts.
Public Enemy - ‘Fear of a
Black Planet’ (1990)
Rage Against the Machine -
‘Rage Against the
Machine’ (1992)
BEYOND MUSIC
RATM exploded into mainstream like a
music version of the Anarchist
Cookbook, with a potent mix of metal,
rap and leftist politics. They just
wanted to shake apathetic teenagers
into an awareness of the injustices of
capitalism.

50. John Lennon - ‘Imagine’ (1971)
‘Imagine’
‘Jealous Guy’
‘Gimme some Truth’
‘Oh my Love’
‘How?’
‘Revolutionary Revolution’
‘Welcome to the Terrordome’
‘Burn Hollywood Burn’
‘Fear of a Black Planet’
‘Fight the Power’
Public Enemy - ‘Fear of a
Black Planet’ (1990)
Rage Against the Machine -
‘Rage Against the
Machine’ (1992)
‘Killing in the Name’
‘Bullet in the Head’
‘Know your Enemy’
‘Wake Up’
BEYOND MUSIC

51. What makes a brand valuable nowadays is the capacity to build something on a strong purpose and a clear understanding
of the world. Brands should not be disconnected from the environment they live in, they should embrace it and face the
different realities of our lives. It creates more meaning behind their purchase. Engagement for a brand has everything to
gain even if you feel some people will not like it, you will gain some traction from another side of the consumers.
A brand wanted to break the holdings, the hegemony of the big companies, imposing their points of view and obviously
charging the people far too much. Now Virgin is definitely a holding as well but still stands to fight for consumers’ opinion.
Boots was always refusing to promote products with animal testing, pointing some possible irregularities in some
providers’ practice. In a different tone, Pampers is doing everything to be associated to the development of children on a
global level, proposing products to help children to grow harmoniously. Their mother brand, Procter&Gamble, is joining and
supporting the moms everywhere in their duties and sometimes in the lack of consideration they receive for the hard work.
BEYOND MUSIC

52. RARE, EXQUISITE AND UNIQUE
PREMIUM POSITIONING

53. Miles Davis - ‘Birth of the
Cool’ (1957)
A 24-year-old Miles Davis realises he
is wasting time to try to replicate
prevues great jazzmen. His recipe is
to reconstruct bebop’s vocabulary
into a fresh improvisational space.
And peace for him, this is the first
album as a leader.
Brian Eno was everywhere and very
rare. His third solo album when,
immobilised after a car accident, he
discovered the atmospheric properties
of music. An art school student
became one of the most interesting
musician/producer of the recent
history.
Brian Eno - ‘Another Green
World’ (1975)
Antony and the Johnsons -
‘I am a Bird Now’ (2005)
RARE, EXQUISITE AND UNIQUE
Just expect to leave what you were
planning to do for the next 35 minutes.
This pop music is coming from a place
you’ve never experienced, though
rooted in Velvet Underground, Brian
Ferry or Nina Simone. Well, can we
possibly imagine a unique mix of
influences like that?

54. Miles Davis - ‘Birth of the
Cool’ (1957)
‘Move’
‘Jeru’
‘Venus de Milo’
‘Budo’
‘Boplicity’
‘Sky Saw’
‘St Elmo’s Fire’
‘I’ll come Running’
‘Sombre Reptiles’
‘Zawinal/Lava’
Brian Eno - ‘Another Green
World’ (1975)
Antony and the Johnsons -
‘I am a Bird Now’ (2005)
‘Hope there’s Someone’
‘For Today I am a Boy’
‘You are my Sister’
‘Fistful of Love’
‘Free at Last’
RARE, EXQUISITE AND UNIQUE

55. We will tap here in the world of luxury and premium goods. The phenomenon of scarcity and intimacy is a big leverage for
some brands. We believe they are not for us…well, the world of luxury is changing fast, trying to attract new consumers into
their exquisite world. But, anyway, the level of crafting and the storytelling they created for our imagination will always keep
them differentiated from other brands.
So we can name few of them, each building their own territory and trying to bring something really rare into people’s life.
Louis Vuitton brought us a world of travelling for their suitcases, populated by extremely refined objects and worldwide
celebrities. On another tone, Gucci brings us the best of Italian joviality and lifestyle through their attractive accessorise or
fragrances. Each of those brands are bringing something exquisite and achieve to make us part of something really special.
In another category, American Express gives this feeling of happy few.
RARE, EXQUISITE AND UNIQUE

56. IF YOU WANT TO DISCOVER WHICH
ALBUM WOULD FIT YOUR BUSINESS
THE BEST, GET IN TOUCH WITH
[email protected]

57. KEEP CHANGING THE GAME
VERSALITY POWER

58. Elvis Costello is one of the rare artists
to have delivered masterpieces over
several decades, reinventing himself all
the time. There is a catch Costello but
he is comfortable from garage rock to
sixties pop, with melancholy or darker
melodies.
This album or another, the singer
reinvented himself constantly since his
debut. He built up a style, an attitude
and a talent that he will nurture until
the end, piling up numerous
personalities that were only one unique
David Bowie (with 8 albums making the
list).
David Bowie - ‘Hunky
Dory’ (1971)
Prince - ‘Sign o’ the
Times’ (1987)
KEEP CHANGING THE GAME
Mystery surrounds this album. So many
changes happened to Prince (band,
names…) that we don’t even know how
this trackless survived through the
years as a classic. It started as well to
create some tensions with the label
which will lead to the story that we all
know.
Elvis Costello and the
Attractions - ‘Blood and
Chocolate’ (1986)

59. Elvis Costello and the
Attractions - ‘Blood and
Chocolate’ (1986)
‘Tokyo Storm Warning’
‘I Want You’
‘Battered Old Bird’
‘Changes’
‘Life on Mars?’
‘Quicksand’
‘Queen Bitch’
‘The Bewlay Brothers’
David Bowie - ‘Hunky
Dory’ (1971)
Prince - ‘Sign o’ the
Times’ (1987)
KEEP CHANGING THE GAME
‘Ballad of Dorothy Parker’
‘If I was your Girlfriend’
‘The Cross’
‘Sign o’ the Times’
‘It’s gonna be a Beautiful Night’

60. A brand or a company is a moving structure. You have to reinvent yourself all the time, even more in the world that is
proposing so many new things on a regular basis. Brands should be honest and fair with their values and their structure but
they have to adapt all the time to keep the interest of the consumers.
Fast fashion industry understood that before anybody else as they have to dress us for an ever-changing world. Zara aimed
to bring us the style of the hi-end brands in an affordable manners, keeping several collections wave per year to fit in the
best way our appetite for style and novelty. Evian is also feeling the vibes by inviting different artists to design their bottles
every year. Their brand is solid but opens for versatility and surprise all the time. A lot of brands change their logo but they
keep their values and mission, we have a lot of exemples like GE, Shell, Microsoft, Walmart.
KEEP CHANGING THE GAME

61. NEVER FORGET ABOUT ME
COME-BACK FORTUNE

62. Frank Black - ‘Teenager of the
Y (1994)
Aerosmith - ‘Pump’ (1989)
Cat Stevens- ‘Tea for a
Tillerman’ (1970)
REBOUNDING TO THE TOP
Aerosmith was out of hell - drugs,
excess, depression. Now, they could
give again the best of inspiration with
Led Zeppelin-inspired tracks and a very
inspired cover to tell all the other cool
bands they were back.
Cat Stevens became a global star with
this fourth album. Seven years later, he
became muslim and dedicated his life
to spirituality. He came back on the
stage since few years and people are
still in love with his own tunes, making
him a reference of the 70s.
In the late 80s and early 90s, the Pixies
pioneered a sound and style that came
to define alternative rock. When the
group split, we thought it was over for
the members of this stellar band. Frank
Black came back as strong as a
teenager to deliver this album.

63. Frank Black - ‘Teenager of the
Y (1994)
Aerosmith - ‘Pump’ (1989)
Cat Stevens- ‘Tea for a
Tillerman’ (1970)
‘Thalassocracy’
‘Whatever happened to Pong?’
‘Ole Mullholland’
‘Headache’
‘Young Lust’
‘Going Down/Love in the Elevator’
‘Dulcimer Stomp/The Other Side’
‘Water Song/Janie’s Got a Gun’
‘What it Takes’
‘Father and Son’
‘But I might Die Tonight’
‘Wild World’
‘ On the Way to Find Out’
REBOUNDING TO THE TOP

64. The lifecycle of a brand is always a challenge to handle, bad things can happen on the way up. Well, a lot of them
disappeared very quickly. But some of them find their second breathe to come back even stronger and competitive on their
market.
The 90s were not easy for Adidas with a lot of changes in their management and in their business structure. The brand was
suffering a lot until they find the right recipe, mostly coming from Adidas Originals and this growing trend of nostalgia. Old
Spice was a dying brand that P&G wanted to get rid of, a couple of amazing advertising based on incredible insights, made
this brand cool again for everybody… Even Kodak is back on tracks - well, we don’t know yet. Few months ago, they
announced the launch of a crypto-currency and their market share took a +44%. Nobody knows how it will look like but it
gives some hope for this brand that completely missed the digital revolution.
REBOUNDING TO THE TOP

65. STRONGER TOGETHER
PARTNERSHIP FOCUS

66. Stan Getz and Joao Gilberto -
‘Getz/Gilberto’ (1963)
Iggy Pop - ‘The Idiot’ (1977) Madonna - ‘Music’ (2000)
COLLABORATING WITH THE BEST
Stan Getz, after his album ‘Jazz
Samba’ with Charlie Bird, keeps on
exploring America’s love affair with
Latin American music. He was the
only gringo in the band and achieved
to immerse himself in a fantastic
atmosphere to continue to nurture
the genre.
In the eight years playing with the
Stooges, Iggy Pop burned brighter and
fallen more than any other artist of his
generation. Until David Bowie pulled
together a band and brought Pop to
Berlin to kick-off a new career for the
Iguana.
Madonna had always the talent to
reinvent herself through collaborations.
Music was the album of the french pop
artist Mirwais that gave a new breathe
to the long-acclaimed singer. Other
albums highlighted some other great
producers that shined thanks to the
charisma of the Queen of Pop.

67. Stan Getz and Joao Gilberto -
‘Getz/Gilberto’ (1963)
Iggy Pop - ‘The Idiot’ (1977) Madonna - ‘Music’ (2000)
‘The Girl from Ipanema’
‘Doralice’
‘Desafinado (Off Key)’
‘Corcovado (Quiet Nights of Quiet Stars’)
‘O Grande Amor’
‘Nightclubbing’
‘Funtime’
‘China Girl’
‘Dum Dum Boys’
‘Music’
‘Impressive Instant’
‘Don’t tell me’
‘What it Feels like for a Girl’
COLLABORATING WITH THE BEST

68. Most of the time, you can’t really win alone. You need to collaborate with other major names to find the elevation you need.
You just have to find the right brands that will help you to develop and convey your beliefs and your values… making sure
you get where you want.
Nothing was as successful as the collaboration between Nike and Michael Jordan to reboot the brand in the 80s. The
collection that was designed for the occasion was supposed to last couple of years, it’s been a couple of decades that
dozens of models were launched. H&M is inviting a lot of celebrities as well to spice up their usual collections - from
Madonna to Alexander Wang. But also brands can collaborate to provide new experiences. Apple and Nike again did great
in the development of Nike+ and the community of runners all around the world, through different devices and tools.
COLLABORATING WITH THE BEST

69. IF YOU WANT TO DISCOVER WHICH
ALBUM WOULD FIT YOUR BUSINESS THE
BEST, SEND YOUR WEBSITE URL TO
[email protected]

70. GETTING BIGGER THAN LIFE
SHOW BUSINESS

71. U2 - ‘The Joshua Tree’ (1987)
Pink Floyd - ‘The
Wall’ (1979)
Jean Michel Jarre -
‘Oxygene’ (1976)
BIGGER THAN LIFE
We would be able to name few albums
that experienced a gloriously
inconsistent career. We remember that
this album was the starting point of
Bono building his army of followers and
believers through his earnest preacher-
man attitudes and the starting point of
the full-energised and engaged stadium
concerts
Always socially aloof from their
contemporaries, The Floyd sought to
express their alienation from their
audience. A concept album about a
disillusioned pop star who wants to
become a Nazi leader (with an incredible
motion picture). Not even talking about
the grandiose shows in the stadiums.
This album was a template for
otherworldly soundscapes, a parallel
universe that inspired the electronica
movement. Jarre is a scientist but
turned into a massive worldwide
entertainer. Ask those who attend one
of his concerts somewhere in the
world.

72. U2 - ‘The Joshua Tree’ (1987)
Pink Floyd - ‘The
Wall’ (1979)
Jean Michel Jarre -
‘Oxygene’ (1976)
BIGGER THAN LIFE
‘I still haven’t Found what I’m Looking for’
‘With or Without you’
‘Bullet the Blue Sky’
‘In God’s Country’
‘Exit’
‘Another Brick in the Wall pt. II’
‘Mother’
‘Hey You’
‘Nobody Home’
‘Is there Anybody out there?’
‘Comfortably Numb’
‘Oxygene Part 1’
‘Oxygene Part 2’
‘Oxygene Part 4’
‘Oxygene Part 6’

73. Some brands just got under our skin, they are part of our life… They’re just belonging to our pop culture, part of our
entertainment, a bright side in our daily lives. These brands are just delivering something special but also achieve to
integrate themselves through many touch points.
It all started with a mouse, but Disney built an empire of entertainment from the films to the attraction parks, through TV
and toys for children. Everybody has something from Disney at home - they even propose a more mature environment with
the Pixar Studios. Lego was a desperate brand few years ago, just a pile of bricks without soul. Now, the Danish brand is a
multinational proposing content, websites, films, professional methodologies…only for one purpose, to stimulate the
imagination of the people. Picking a fight with Coca-Cola, Pepsi is the entertainer, the ‘bigger than life’ experience provider
with the music, the football and the celebrities. Pepsi can enjoy their challenger attitude and the possibility to do it brighter
and bolder.
BIGGER THAN LIFE

74. NEVER A PLAN, MORE A MELODY
Business strategy is never a flawless path, always a surprising and
unexpected journey. Mostly like composing and crafting a music album:
•The selection of albums can give you another feeling, depending on
your culture or background. Understanding and leading business is
really sensitive.
•It may start in a certain way and has to pivot quickly to something
else. You must trust your inspiration and be true to yourself.
•The real successful brands are often ticking the boxes of many of the
examples up here. You have to combine talented approaches to
become a leader in your category.
•We often say that entrepreneurs are the new rock stars. We
definitely disagree. But that might be a presentation for those who
believe in it.

75. GET IN TOUCH FOR MORE
LET’S HAVE A CHAT
Franck Vinchon
Founder
[phone] / [phone]
[email protected]
neon42.com