Louis
Louis CK: comedian AND expert brand manager.
That there is the note you find when buying Louis CK’s new comedy special and while not quite as progressive as Radioheads “pay if you want’ model, it’s another great example of how a really well managed brand doesn’t need to fear it’s customers or pirates or whatever.
The fact is: someone (probably a lot of people) will torrent this. But here’s another fact: someone (probably a lot of people) who has never seen him before will see this show because of that torrent and become a fan, and watch his show (which will add to his ratings), and will buy his next video, and will pay to see him next time his in their town, and become one of the vast majority of people who, like myself, WANT to pay for his videos.
Instead of spending his time and money finding strategies to wring every last cent out of any who ever might want to see him, Louis is spending his time and money making fans.
