Lady Gaga and Polaroid

A very interesting move for a brand that has been on the decline. Polaroid just announced that Lady Gaga will be the Creative Director for a new line of products that will be co-branded. Lady Gaga and Polaroid.

Lady Gaga is hot. Lots of people are literally saying that she is re-defining pop music. They are referring to this musical phase as the "post Lady Gaga" age. The lyrics, the voice, the theatrics -- in IMHO even more dramatic than Madonna in her day.

Polaroid is not hot. Seems like the brand's time has passed. Digital photography killed the Polaroid, just like video killed the radio star. The brand has been in a slow decline for years, despite numerous attempts to revitalize it.

But we Americans, especially us marketers, love a come-back story. And we also love our pop music stars, particularly those that are young and fresh and innovative.

I'm pulling for Polaroid, if only just to acknowledge their unbelievable creativity and guts. You can read more about it here: http://money.cnn.com/2010/01/06/news/companies/lady_gaga_polaroid/index.htm?section=money_topstories&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+rss%2Fmoney_topstories+%28Top+Stories%29

What's your experience? Jim.