This industry op-ed is by award-winning experiential marketing leader Saul Colt.
I have been on this internet a long time…like 4800 and 9600 baud modems speeds a long time. I have seen every evolution of content and blogging, and it wasn’t too long ago when something like a Super Bowl halftime show or Elon Musk doing Elon Musk things would instantly trigger blog posts with the titles…Five things I learned from The Super Bowl, etc.
I am not going to do the whole five points thing cause, well, Mashable ruined that but here are a slew of things, let’s call it a handful of things marketing folks should learn from Kendrick Lamar’s Super Bowl performance.
Kendrick Lamar didn’t just perform at the Super Bowl halftime show—he put on a clinic in branding, storytelling, and emotional connection. The entire performance was a case study in how marketers should approach brand strategy, audience engagement, and content creation.
Here’s what we can learn from one of the most intentional artists of our time.
The Power of Authenticity: Stay True to Your Brand Voice
Kendrick Lamar has never been a mass-market, pop-radio kind of artist and he didn’t suddenly change that for the Super Bowl. Instead of chasing the flashy, over-the-top spectacle we expect from halftime shows, he stayed true to his style: cinematic, layered, and deeply personal.
How marketers can apply this:
Don’t chase trends—build your own. Brands that try to appeal to everyone often lose the audience that matters most.
Be consistent with your messaging. If your brand stands for something, don’t water it down just because a bigger stage is in front of you.
Speak to your audience in a way that feels authentic. Kendrick’s fans knew exactly what they were getting, and they respected it.
Look at how brands like Supreme and Tesla stick to their identity—they don’t market for mass appeal, but their loyal audience hangs on every move they make.
Minimalism Can Have Maximum Impact
Kendrick’s set wasn’t overloaded with pyrotechnics, a massive dance crew, or surprise gimmicks. Instead, it was tight, intentional, and visually striking. The simplicity made every movement, every lyric, and every transition feel more impactful.
How marketers can apply this:
Less is more. Instead of stuffing a campaign with a dozen ideas, focus on one killer concept and execute it perfectly.
Simplicity makes messaging clearer. A clean, bold message is always more effective than a cluttered one.
Trust your product to shine without unnecessary distractions. If your brand is strong, you don’t need gimmicks.
Think of how Apple advertises—clean visuals, minimal text, and a clear focus on the product. No distractions, just impact.
Cultural Storytelling That Feels Natural
Kendrick has mastered the art of storytelling through music and visuals, and his halftime show was no different. It wasn’t just a performance it was a carefully crafted narrative that blended his personal journey, cultural moments, and larger social themes.
How marketers can apply this:
Tell a story, don’t just sell a product. The best campaigns make consumers feel something, not just see something.
Lean into cultural relevance, but make it real. Audiences can tell when a brand is just hopping on a trend versus when it actually understands the culture.
Show, don’t tell. Instead of over-explaining, let your brand’s visuals, tone, and creative choices speak for themselves.
Nike’s “You Can’t Stop Us” campaign blended sports, culture, and social movements in a way that felt real, not performative.
Exclusivity Makes People Pay Attention
Kendrick doesn’t oversaturate the market. He releases music on his own timeline, performs selectively, and rarely gives in to industry pressure. Because of that, every time he does something, it feels special, rare, and important.
How marketers can apply this:
Make people want to see what’s next. Don’t put out content just for the sake of it—make every release feel like an event.
Use scarcity to build hype. Limited-edition drops, exclusive events, and surprise announcements keep people engaged.
Don’t flood the market build anticipation. The best brands don’t overwhelm people, they make them crave the next big thing.
Look at how brands like Supreme, Porsche, and Beyoncé drop products and projects—it’s always an event, not just another release.
Emotional Connection Wins Every Time
Kendrick’s performance wasn’t just about hype it was about emotion. His music resonates because it feels personal, honest, and deeply connected to his audience’s experiences.
How marketers can apply this:
Create campaigns that hit on emotions. People don’t remember product features, they remember how a brand made them feel.
Be relatable and human. Show vulnerability, real moments, and genuine connection in your messaging.
Make your audience feel like they’re part of something bigger. Kendrick’s performance wasn’t just about him it was about the people who connect with his message.
Dove’s “Real Beauty” campaign isn’t about selling soap it’s about making women feel seen, heard, and empowered.
Final Verdict: What Marketers Should Take Away from Kendrick’s Halftime Show
Kendrick Lamar’s Super Bowl performance wasn’t just a concert it was a brand masterclass.
Authenticity wins. Stick to your brand identity and don’t dilute it just to appeal to a broader audience.
Minimalism makes impact. Focus on a strong idea and execute it flawlessly.
Storytelling matters. Every campaign should tell a compelling narrative, not just list product features.
Exclusivity builds hype. If you make everything an event, people will care more.
Emotion drives connection. The best marketing doesn’t just inform—it makes people feel something.
At the end of the day, great marketing isn’t about chasing trends—it’s about creating movements.
Saul Colt is an award-winning and somewhat notorious real-world and online marketing leader and the founder of The Idea Integration Company, a 29-person creative shop staffed with alumni from Facebook, Wall Street Journal, Mad Magazine, Disney, and The Simpsons, specializing in marketing, advertising, word of mouth, and experiences for his clients that exceed expectations. Saul has been transforming the world of experiential marketing and community building for over two decades and has no plans to stop any time soon.
This was originally posted on Saul Colt’s LinkedIn newsletter, Saul’s Ideas.af.
Header image by Susan Wilkinson for Unsplash+.
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