The current American Idol competition is a good example on how a brand helps sell a product. In this case, the person is the brand. In the recent show, both finalists came off as talented young artists. Yet one singer seems to have a bigger advantage over the other. How is that possible? Let’s look at the two.

David Archuleta is your classic boy-next-door. Clean-shaven, energetic, sincere and honest. His wardrobe is typically plain and sometimes, downright dorky. He is very personable and comes across as a very vulnerable person. In his performances, Archuleta shows his yearning to be accepted by the audience. He delivers heart-felt renditions of the songs he sings.

David Cook is more of alternative rocker type of guy. In the beginning, he sported a soul patch, but now he’s grown it into full-on stubble. He wears jeans, black T-shirts and the occasional leather jacket. On the last show, he finished his outfit by wearing an orange wristband to show his support for hunger awareness. On stage, Cook sings as if he’s reading the lyrics from a teleprompter while strumming his “AC” branded guitar. He’s got the image down pat but his performances lack the passion, the anger or the lust that typically comes from rock and roll music he plays.

So which brand do you think has the ability to break out in the music industry? The innocent, baby-faced teen crooner? Or the clichéd wannabe alternative musician? If you asked me, my money’s on Archuleta. A performer who’s always giving on the stage is a far better brand than one who plays with a sense of entitlement.

Technorati Tags: American Idol, David Archuleta, David Cook

Filed under: Branding, Miscellaneous, Television Marketing