Brand it Like Justin: 5 Smart Tips Learned from Mr. Timberlake

Next month's Super Bowl marks the 10th anniversary since the excessively referenced "wardrobe malfunction" occurrence that took place during the Janet Jackson / Justin Timberlake Super Bowl halftime show back in 2004. You may recall it was Timberlake who added the phrase to the pop culture lexicon during his public apology for the controversial mishap that resulted in Jackson's fully exposed breast. In the ten years since, Jackson's star status has spiraled downward. But Timberlake continues to propel even higher into the celebrity stratosphere. How does he do it? In an age when today's hottest personalities can quickly become tomorrow's footnote, what branding lessons can we pick up from Timberlake's continued successes. I offer a few observations...

Stay Relevant

Since his solo album debut in 2002 (Justified) after departing from N' Sync, Timberlake has released only four studio albums; the last two in 2013. That's not a lot. But Timberlake has done a nice job of branding himself as a modern-day Renaissance man. That is, he is able to transfer his skills as an artist into other areas: fashion, writing, business and most notably, acting, from his voice work in Shrek The Third to his comedic turn in Friends with Benefits and supporting roles in such critically-acclaimed films as The Social Network and Inside Llewyn Davis. Cleverly, Timberlake recognizes that the days of his early career come with the boy-band stigma and he aligns himself with projects that keep his name and presence in the forefront and help support his brand as a pop culture icon.

Explore New Markets

As Timberlake ages, so too do the fans that followed and supported him since the mid 1990s. How do you still remain relevant to your loyal fan base and also appeal to new markets? It's a tricky juggling act and Timberlake succeeds by ensuring he has a presence on platforms that were attractive to not only his fans, but also to new audiences less familiar with him. For example, in 2006, he leveraged the opportunity to create both buzz and hip appeal by appearing with the comedy troupe The Lonely Island in the music video short D*ck in a Box, which achieved more than 35 million views online after its bleeped-out airing on Saturday Night Live.  Timberlake deftly utilized his comedic chops and musical talents again with SNL, hosting an additional five times to date, including last month's (December 21) episode which gave NBC its highest ratings for the program in nearly two years. Through SNL and hosting gigs for the ESPY Awards (2008) and Kids' Choice Awards (2007), Timberlake is effectively extending his brand into new markets.

Maintain A Positive Presence

Tired of hearing about that other Justin? That is, Justin Bieber and his pee-in-the-bucket-carried-up-the-Great-Wall-by-his-bodyguards antics? Sick of the Kardashians? Yeah, me too. You can be a big name on the A-list but still find that many are frankly just sick of hearing about you. However, smart branding means you maintain a public presence... where it counts (i.e. scoring a hit duet with Madonna, touring with Jay Z) and while you may still face scrutiny, if you align your choices with the attributes of your brand, you really should not tarnish brand integrity in any way. Consider that Apple, Amazon and Google are solid brands that have all made missteps, but we forgive them and allow those companies and other organizations and individuals to carry on because we still believe these detours will likely happen from time to time. For Timberlake, we forgive every Bad Teacher or Blake Snake Moan because those decisions still support his brand as an artist who embraces experimentation.

Be Innovative and Creative

Many artists, and likewise, brands, run the risk of becoming stale if they do not periodically add a dose of innovation and creativity into their positioning. Otherwise, they become formulaic, predictable and then dull. As if pulling pages from the playbooks of Michael Jackson, Madonna or Prince, Timberlake challenges himself, particularly in both music and film, and invites you to take the ride with him. His musical style has infused influences from pop, R&B, hip hop and rock at various stages of his career. He can lean on his comedic talents on TV and is comfortable with heavy, dramatic depictions on film. Timberlake pushes himself to expand and we watch, listen and laugh.

Leverage Smart Partners

Despite the wardrobe malfunction, teaming up with Janet Jackson to deliver the MTV/CBS Super Bowl halftime show was the best way to reach a global stage in one night. Partnering with Jay Z was smart. And Madonna (well, maybe she had more to gain than he did). And Saturday Night Live (marrying Jessica Biel can't hurt either). Smart brands collaborate for an even stronger foothold in the marketplace. Taco Bell and Doritos, for example. Timberlake chooses his partners wisely; those that do not conflict with his own brand and can prove beneficial to his own goals. A smart partnership can readily support the previous principles of relevance, new markets, presence and innovation.


So good luck to you, Mr. Timberlake. Your rise to stardom and continued accomplishments create a fascinating real-life case study on how to live the brand.


- Tom Quash