Ok, maybe not a fascination, but yes, I listen to Lady Gaga. I admit it. However, it's not because she’s musically talented. It's not because she did a fantastic sado-masochistic presentation of herself at the MTV awards last year. Nor is it because of her amazingly keen sense of fashion. But rather, it's due to the fact that her music gives me something that I need to perform a certain behavior. Something that I can use and embed into an important activity in my life: exercise. And, she provides me with exactly what I need to do it: a monotonous, fast paced, upbeat tempo that is timed to the exact BPMs at which I like to walk.

I found her branded product (music) and am using it in a certain behavioral way that is both meaningful and relevant to me. I need music that’s fast paced at a beat I can work out to (relevant), and that will allow me to continue to perform an exercise that helps me clear my mind, which makes me feel energized and happy when I’m done (meaningful).

That’s power.

She’s connected with me in a way that – regardless of what I feel about her presentation or political position (which by the way, I know nothing about) – works for my NEED. That works for me. And I’ll look for her next single on iTunes the next time I’m searching for exercise music.. She’ll likely get another $1.99 from me, regardless of whether she’s a brand that I would follow on her website, or on Twitter, or even attend a concert.

This is a lesson for any brand seeking to connect with the consumer.  Consider the needs, behaviors, cultures, activities of the consumers in the marketplace who may potentially consume your product. How do they interact with the world and friends during their day? What are their needs? How might they be able to apply what you are offering into their everyday? We talked a little about this in our blog recently “Time to Clean Your (Brand) House”.

Think about it.

P.S. For those Lady Gaga fans (you know who you are…): Barbie Gaga.