Berklee Today  From Jazz Band to Jazz Brand  Fifteen tips for
creating success in the age of celebrity   "Once you have high-
quality products pretty much throughout an industry," says
Bernard H. Schmitt, founder and director of Columbia
University's Center on Global Brand Leadership, "you have to
find another way to appeal to the public."  How do you break out
of the box? The answer is image. Image can be central in
transforming a small local business into a powerful
international brand. Like all entertainers, musicians are in the
business of sales. We sell tickets, recordings, and ourselves.
Our success depends upon the careful management of relationships
with customers (CD and ticket buyers), clients (concert
presenters), the media, and the general public.  The jazz
culture, however, has had an uneasy relationship with this
commercial reality. Jazz musicians use different yardsticks than
those used in pop music. We don't measure only popularity,
sales, and entertainment value, jazz musicians also include in