Beyond the Brand

The brand Madonna triumphed when she won the case for the domain www.madonna.com. Madonna's brand, including music, clothes, merchandise and even wine, was now able to reach her fans in a much more efficient way, and she gave the concept of branding a whole new meaning by succesfully reinventing her image herself every couple of years.

One may remember Madonna’s Confessions tour last year, where she was singing hanging from a glittery cross wearing a crown of thorns. She outraged Christian leaders all around the world. A Church of England spokesman said: "Why would someone with so much talent seem to feel the need to promote herself by offending so many people?" David Muir of the Evangelical Alliance told the Evening Standard: "It is downright offensive. Madonna's use of Christian imagery is an abuse and it is dangerous.” Madonna has however insisted that it is not "anti-Christian, sacrilegious or blasphemous", and she said “I believe in my heart that if Jesus were alive today he would be doing the same thing." (BBC)