The "Rebranding" Secret of Snoop Dogg...

Unless you’ve been living under a rock for the past 20 years, the name “Snoop Dogg” has some relevance with you.?Some will smile.?Others frown and grimace.?And some, will have the desire to light a particular plant and 45 minutes later, eat everything in their home.?But that’s not what this is about.?This is about the marketing lessons of the ?“Doggfather”,?Calvin Broadus, aka, Snoop Dogg, aka Snoop Lion, aka Snoop Doggy Dogg.?One of the most recognized and celebrated entertainers in the entire world who will be sharing the stage with an incredible lineup of entertainers on February 13th, 2022.

However…it almost didn’t happen.

It’s no secret that in the early 1990’s, Snoop was one of the most celebrated, and sometimes hated gangsta-rap icons of the generation.?His alignment with Marion “Suge” Knight and Tupac Shakur cemented him as one of the premier “gangsta” rap artists in the world.

I will admit – I owned his “Doggystyle” tape.?(Note: TAPE – not MP3, download or stream, or CD for that matter.)

But in August 1993, Snoop was arrested in connection with the murder of a rival gang member who was allegedly shot and killed by his then bodyguard.?Snoop himself was charged with being the getaway or “drive by” driver, and therefore was charged with murder.

(Remember "Murder Was the Case"?)

In a heartbeat, Mr. Snoop D-O-G-G went from rap icon, to accused murderer looking at life in prison.

Now, we all face trouble at some time or another.?So how did one of the most famous entertainers in the world who’s facing a life sentence make it to where he is now?

Better yet, how can you change your life and get similar results?

Pay close attention…because here we go.

First, when Snoop was charged with murder, he didn’t enlist the help of just “anyone”.?He hired world-renowed defense attorney, the late Johnny Cochran.?Now in case you didn’t remember, Mr. Cochran was famous for the “not guilty” verdict with the world famous “O.J. Simpson” case.?His famous, “if the glove doesn’t fit, you must acquit…” still has people reeling with its relevance.

Enter Johnnie Cochran.

And therein lies the first lesson…

If you’re in trouble, connect and make sure people associate you with the absolute BEST you can.?Period.?Let’s be honest – while most people did think Snoop did it, what was your gut telling you when he hired Johnnie Cochran?

I’ll tell you what mine and millions of other Americans were thinking in their subconscious…

…he’s going to get off.

And let’s be honest here – if you were black in the 1990’s and you got in legal trouble, the FIRST name you thought of…was Johnnie Cochran.?Whether you could afford him or not.

Next lesson – and this is a freebie:?Associate with people that will cause people so assume something about YOU…not your associate.?(i.e., because Johnnie Cochran got O.J. off for a crime many people – myself included – this he committed, by associating himself with Johnnie Cochran, he was almost assured to beat the charges.)

That’s the power of the “first power” of association.?When you connect with people with a certain “reputation”, you then adopt that “reputation” as well.?It may be to a lesser degree, but it is adopted nonetheless.?

Onward.

Now, when Snoop got past all of this, he was still signed to Death Row Records.?Here’s where he made an almost fatal mistake.?While still in California even AFTER beating the charge, Snoop almost lost everything AGAIN.

You see, he was supposed to be in the same vehicle with Marion “Suge” Knight and Tupac Shakur at the night of the Mike Tyson fight.?And unfortunately, we all know how that ended for one of the car’s occupants.

Here, he made a decision.?And a great one at that.

You see, while he was still a “gangsta” rapper, he didn’t want to live the gangsta lifestyle.

Enter Master P of the famed New Orleans based No Limit Records.?

While Master P himself was also a “gangsta” rapper, he was a smart and shrewd businessman.?In fact, it was Master P who went and visited Marion “Suge” Knight in prison and negotiated Snoop’s release from Death Row Records.

And according to Snoop, the story goes like this:

“Suge Knight was holding all my money and not letting go.?So one day I get a call from Master P of No Limit.?He knew my contract was ending so he flew me down to New Orleans.?This dude who I knew of in passing, FLEW me down to New Orleans for a meeting.?Never happened before.?Then, he asked me if I was interested in signing with him.?I said “maybe, let’s see what you talking about.”?This dude drove us through a neighborhood of mansions.?Yeah…d*mn mansions!?Then he said two words that changed me, and my family’s life.?He said, “PICK ONE.”?Yes, when I signed with No Limit, this dude bought me a house, got me a new car, and flew my entire family in.?He took care of us man…”

Smart.

Which brings us to our next lesson.?If you’re good at something and want to change, don’t be afraid to change lanes and change TEAMS.

While Snoop was great at rapping about the “gangsta” lifestyle, he’d been far to close to “Suge” Knight’s incarceration and Tupac’s murder. ?That’s TOO close.?He knew it was too much for him and the life he truly wanted.?So he moved.?Everything.?He kept doing what he was good at (gangsta rap), but he shifted his strategy, image, and location.

As an employee, entrepreneur, or whatever you want to be or do – sometimes you may have to “shift” to get success on your terms.?Do it.?Don’t be afraid.?Look long term.?Because doing this led to one of the most prominent decisions Snoop ever made.

And it’s a move that all entrepreneurs should make as well.

DIVERSIFICATION.

While he was a musician, he was a “gangsta” rapper.?But he knew he needed to change his image.?Therefore, he began collaborations with many different artists across the entertainment spectrum. He wanted to "be" different, so he worked with many different artists across the musical spectrum so he could be "different". Artists like -

Gwen Stefani.?Pharrell of the Neptunes.?Willie Nelson (surprised??Don’t be.?They share a “mutual” love).?

Justin Timberlake.?Miley Cyrus.?Katy Perry.?Mariah Carey. Rita Ora.?Jessica Mauboy.

Not only that, but he branched out into film & TV as well.

Training Day with Denzel Washington.?Martin.?King of the Hill.?Crank Yankers.?Weeds (big surprise there, right?).?Monk. Even One Life to Life.

In a short time, he was EVERYWHERE. But he still needed an "edge"...and that edge came in one of the most unexpected forms of friendship...

His greatest partnership thus far??Well, he needed someone who had a bit of an “edge” and background as he did.?Someone who was as comfortable with a jailhouse shank as they were in front of the camera.?Someone who could introduce him to an entire new world….

Inmate #55170-054.

“M. Diddy” herself, Martha Stewart.

Which leads me to one of the biggest lessons of this entire post:

REINVENTION through ASSOCIATION.

Whether you want to believe it or not, one of the best moves of Snoop’s career was to align himself with Martha Stewart.?Because even because of her conviction, Martha was still considered “safe”.

Martha = Safe.?Snoop is Martha Stewart’s friend.?

Therefore, Snoop = SAFE. Being "safe" literally meant he could market everything from video games to Corona beer....and collect the residuals and royalties.

See how that works??

Snoop took himself from a “gangsta” rapper, to literally America’s sweetheart.?

(but I certainly wouldn’t say that to his face…)

The power of that ONE association, put him at a place where few, few rap stars have ever had the opportunity to go.

The future is very, very bright for the D-O Double “G”….

…and it’s all because of strategic association.?

Take this to heart, even millionaires and influencers say it.

“If you’re the smartest person in the room, find another room.”

“You are the average net worth of the 5 closest people you hang out with.”

Association counts.

And for Snoop, it could have possibly cost him his life.?But by understanding the magic of association and associating himself with some of the brightest and most “safe” stars in the business, Snoop Dogg’s legend will continue to grow.

As will his bank account.

LESSONS to take home – If you can’t associate with this best, associate with the best you can, and move up.?Tyrese Gibson, tells a similar story of the power of association before he got his big break:

He says, “Listen, there was a club night where John Singleton and all the Hollywood big wigs were at.?But, it cost $300 to get in.?I didn’t have $300 at the time, but I knew I could make it if I had a chance.?So, I borrowed $300, and I drank water all night while everybody else was drinking Cristal.”

Sounds crazy, right??But this event led to his first commercial with Coca-Cola. Which then led to...well, EVERYTHING.

And history was made after that for him.

Believe me – ASSOCIATION counts.

So ask yourself, do you have the right associations? If not,

It was important for Snoop Dogg, and it should be important for you.?So do, research, and go where you need to be to get the right association.

Tomorrow – the Strategic positioning secret of the “Queen” Mary J. Blige.?You don’t want to miss lessons from the “Queen” herself.

Until then…

(This article was composed listening to John Coltrane's "My Favorite Things", composed 1961.)