Gucci Mane's Theory: How Brands Can Achieve Longevity in Any Era

Radric Davis aka Gucci Mane.

Gucci Mane is one of hip-hop’s most perplexing figures. To some, including myself, he’s a legend. To others (mostly up North), he’s an average rapper not worthy of a top slot.

No matter where you fall on the list of Gucci Fandom, two things are clear:

1. He has an ear for talent

2. He has an unshakable work ethic

Gucci’s long and storied career also presents a masterclass in brand relevance. By the end of today’s piece, you should have a sense of how you can use Gucci’s career to propel any brand forward, including your own.

Let’s get it!

I. Endorse an Up & Comer

A big reason for Gucci’s continued relevance is his willingness to co-sign new artists unconditionally.

Whether it was the Migos, Metro Boomin, Young Thug, etc. Gucci never waited for the music industry to say who was “up next.” Once he found an artist he liked, he gave them a platform/co-sign and kept it moving.

He created a project with Future right at the cusp of his come-up. He signed Pooh Shiesty in 2020, which brought the Memphis sound back to the mainstream. And, he co-signed the Migos right before their career took off:

“That was our first major look in the city. That’s what stamped us in the city” - Quavo, Migos

The result of all this?

People know who brought the next generation of rap to them, and it translates into favorability for Gucci Mane as the years go on.

Brand Example: Microsoft x OpenAI

Microsoft may be an investor in OpenAI, but they also gave it a co-sign right at the cusp of their breakthrough, like Gucci.

And though the creators of ChatGPT would have benefited from Google seeing their vision, they found a Gucci Mane-like figure in Microsoft. As a result, both companies are experiencing good PR and favorability amongst consumers.

Brands typically don’t like co-signing others in their category because of how competitive the market is but aligning yourself with up-and-comers is essential. They’re the ones with the pulse on things, and often times, that co-sign will lead to tangible business results in the future.

II. Catalog > Hits

“When my career is over they’re gonna take that sh*t and study it at Harvard”

Gucci Mane has 14 studio albums, 74 mixtapes, and 100+ singles over 14 years. Most greats don’t have that amount of work over an entire career, but that’s because they’ve built around hits.

But, Gucci understands that having a thriving career is less about hits and more about the catalog. Take a look at the interview below around the 31 min mark for his explanation:

In the clip, Gucci says he doesn’t focus on getting hits, rather he focuses on growing his catalog because that will prove more lucrative over time.

He’s right.

Marketers are like musicians. Both parties spend their careers chasing that mythical piece of work that will catapult them/the brand to the next level. But the thing is, that work is hard to make. If it doesn’t happen in moments of inspired genius, or when the stars align (i.e .you have the right talent, right clients, right cultural moment), then you’re effectively spending your days trying to catch lightning in a bottle.

Some musicians can churn out hits because they’ve got the machine behind them i.e. they have the best writers, the best producers etc.

Some creative shops have the best creatives, the right clients etc., but I’d venture to say that the vast majority of people don’t these tools, and if that’s the case then it’s best to focus on breadth of work.

Brand Example: Coca-Cola

Coke has a ton of brands. And while some of them are “hits,” they continuously add to their catalog and as a result they maintain their brand relevance through the decades. Ultimately they’re like Gucci because even if you don’t enjoy Coca-Cola, you can still try Dasani, Smart Water, Sprite, Vitamin Water etc.

Courtesy of Coca-Cola

Coke has a huge catalog, and a breadth of worth behind it. Because of that, they’ll never lose relevance.

III. Continue to Grow

Brands will refresh themselves as the years go by to keep current and that’s cool but having the same platform with an updated vis ID won’t do the trick. You have to commit to actual transformation.

Think about Gucci Mane in the early parts of his career vs now.

Courtesy of Atlanta Blackstar

His transformation post-prison was so radical that people across the internet seriously thought he was clone. And it’s because, well… They knew Gucci - or so they thought.

He was a neighborhood legend. A trapper. A robber. A rapper. But post-prison? He was in shape. Sober. An entertainment mogul.

The thing about having a brand, or maintaining one is that you’re going to falter at some point - it’s just part of the game if you’re in it long enough. Despite that, no matter how many flubs you have it’s about showing your growth — that’s what keeps people interested.

Brand Example: Old Spice

Old Spice was getting outdone by Axe in the early 2000s. They were all but dead if we’re being honest.

But luckily for them, the good folks over at Wieden + Kennedy helped them come up with a new brand platform, and a persona that came to life in the form of the Old Spice commercial “The Man Your Man Could Smell Like”

Old Spice’s transformation was so radical that people forget about any of the missteps that happened before then. Moreover, their continued growth and commitment to innovation is why they’re still a category leader today. Conversely, it’s also the reason we’ll continue to know Gucci Mane.

IV. You Gotta Have Sauce

When I didn’t have money I still had sauce.

True indeed. True indeed.

The thing about Gucci is no matter what the circumstances are you know who you are dealing with — he doesn’t mince words or lie about how he feels about someone’s music (something that’s gotten him in trouble before) and you can tell that he never doesn’t switch up.

That’s sauce.

Listen. It’s great to have money. Budgets do make spectacular things happen, but it doesn’t mean anything if you don’t have the sauce. Or if you get lost in the sauce.

Luckily as Gucci says in the clip below, you don’t have to born with sauce — he had to acquire the seasoning.

But what does “sauce” mean for brands though?

It means that a brand has to have a solid sense of who it is and who it’s for, and if the brand can’t develop a sense of that it probably won’t be successful.

Think about the most iconic brands out there — no matter what industry. The one thing they all have in common is that they have a solid purpose and core values. Those things comes across so clearly that we know them without question.

Brand Example(s):

Nike has sauce. Apple has sauce. Sh*t, Patagonia has sauce.

It’s an unmistakable, but hard to define quality, that can take some time to develop but one thing is clear. If you don’t have the sauce, you’re definitely lost. And Gucci is still relevant because he never lost the sauce.

WHAT’S THE TAKEAWAY?

The overall point is about consistency over time leading to brand growth and cultural staying power.

The longer Gucci was in the game, the more he became a skilled craftsman, and ultimately his influence stretched so far that he became a part of the fabric of the culture.

As marketers, entrepreneurs, brand stewards etc. the same opportunities are available for all of us — we just have to stay at it.

Study Gucci Mane’s career in depth when you can - there are ton of gems to learn.

Peace.