Marketing, entrepreneur professor: Business leaders can learn from musicians about building unforgettable brands

WEST LAFAYETTE, Ind. — Martin McDermott grew up in New York City as an avid music fan, watching bands and performers rise and fall over the years.

An entrepreneur at heart, McDermott realized that artists were just like him — the successful ones were channeling their creativity in building a relationship with fans through their personal brands and business ventures.

Now McDermott, author of “Rock Star MBA: 77 Untapped Lessons on Life, Business, Marketing Entrepreneurship, & Leadership from Rock Stars,” will be leading a discussion on translating creativity into strong, enduring brands during an online program at 5 p.m. May 18 through the New York Public Library’s Thomas Yoseloff Business Center. Registration is required for this free event and can be made online through the New York Public Library.

McDermott is a business professor who specializes in marketing, branding, entrepreneurship and franchising with Purdue Global’s School of Business and Information Technology. He also hosts the “Franchise Interviews” podcast.

“Marketing is often described as both an art and a science. Science gives us data, frameworks and strategies, but art is what creates emotional connection,” McDermott said. “Artists understand this intuitively, and there is a great deal business leaders can learn from how they build and sustain relationships with their audiences.”

Here are McDermott’s top four takeaways from “Rock Star MBA”:

1. Protect your brand as you grow. 

One of the most consistent lessons is that success can sometimes lead to a loss of control. As artists grow, they often hand over key aspects of their brand — distribution, pricing and customer relationships — to third parties. The takeaway for business leaders is clear: Growth should never come at the expense of losing touch with your audience. The strongest brands maintain a direct and authentic connection with the people they serve.

2. Reward loyalty; don’t exploit it. 

McDermott was struck by how some artists approached their most loyal fans not as transactions but as relationships. When organizations prioritize access, fairness and connection, they build long-term loyalty. In contrast, when customers feel priced out or overlooked, that connection weakens. The lesson applies across industries: Your most loyal supporters should feel valued, not taken for granted.

3. Creativity requires discipline. “Bank your ideas.” 

Another key insight is that creativity isn’t something you wait for; it’s something you build. Many artists struggle with “What’s next?” The same is true in business. The solution is to collect and store ideas actively over time. Inspiration should be captured in the moment, not chased under pressure. The best creators and the best marketers are constantly observing, documenting and preparing for future opportunities.

4. Don’t wait for perfection. Launch and learn. 

One of the most transferable lessons from both artists and entrepreneurs is the importance of action over perfection. Whether it’s releasing music or launching a product, waiting too long can mean missing the moment. The concept of starting with a simple, functional version and improving based on feedback is powerful. Progress creates momentum, and momentum creates growth.