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Luxury real estate marketing professionals who are bent on gaining or sustaining market leadership should constantly be on the lookout for people and companies in other fields who achieve top-of-mind status in their product or service category. It is a way to stay inspired rather than get complacent or spend too much time focused on your competition.  

The British recording artist and songwriter, Adele, is a shining example of achieving top-of-mind status in the recording industry while staying authentic. This week Adele became the first solo female artist to have three singles in the top 10 of the Billboard Hot 100 at the same time, and the first female artist to have two albums in the top 5 of the Billboard 200 and two singles in the top 5 of the Billboard Hot 100 simultaneously.

Adele won awards in all six of the categories in which it was nominated at the Grammy Awards in 2012. Previously, Beyoncé Knowles was the only artist to won six awards in a single night. Adele has also broken the record for the longest number one album on the charts by a woman in Billboard history. She beat Whitney Houston's record for the soundtrack of The Bodyguard.

What is most remarkable about Adele is that she needs no quirky costumes or costume changes for that matter; she needs no gimmicks, or special effects or grand production numbers with dancers to sell-out her concert performances internationally.  She does not use her sexuality to beguile her audience. Her voice, her lyrics and the arrangement of her songs are pure. She strikes a raw emotional chord while demonstrating extraordinary artistic expression.  This chord reverberates and resonates, like an undeniable truth inside the souls of millions of fans who confirm that she has a fresh, distinct talent that they have not experienced before.

Adele has become a “one-woman-brand”, a brand that stands for authenticity. She does not hide behind her music.  She does not have one persona on-stage and another off-stage. She is genuine and her audience knows it.   

Now that Adele has declared this brand signal and the media has broadcasted it to all ends of the globe, her biggest challenge is to consistently stay true to her authentic signal.  Sustaining market leadership can be even more challenging than achieving it in the first place.  That is why it is so important to constantly watch for evidence of excellence in market leadership:  to stay inspired and not get complacent.


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