The name of the band isn’t important. What is important is their lineup. A band who toured around the midwest in the early 2000s with two guitarists, bass player, and drummer. Their music was pretty technical, a little catchy, sort of strange at times. Somewhat fast, poppy, mathy.
The first time I saw them their stage present was mostly normal with sudden bursts of energy and excitement. At this time the bass player was a larger kid. Looked less hip than the others. He had a stage presence that was more measured and reserved. After their show they stayed at my apartment, which was a normal experience. Being from Brooklyn, the band had different stories to tell but we could still relate to each other. They were good guys. They had lame jobs, a friendly demeanor, and were very grateful for being able to stay with me.
The next time I saw them they were quite different. As a band, they had had some success. In their particular music scene their latest album was popular. And when they toured on that album their stage presence was quite different. Jittery, bouncy, crazy. Stops and starts. Jumps and jerks. In particular, their new bass player was very hip and looked the part. He made very strange faces while playing. He lurched back and forth, jumped this way and that, and held his bass in random, weird positions. And it all fit. The look, the sound, the antics. Now they were an entire package.
I talked to them a bit after the show. Still very nice guys but they had a different vibe. They mentioned how they had buttoned up everything from the previous time they toured through town. Better lineup, better presence, better sound. Which I could totally see. It was so obvious. Their brand had evolved and it now all made sense.
Although, I’d rather have the old bass player around to grab breakfast with. This new guy, I liked his art, but that’s where it ended. This time, they didn’t stay at my apartment. It just didn’t fit the brand.
This has been the 1st account of the times in my life when I was hit with the importance of branding in the physical world. There will be more to come I’m sure.