5 brand-building takeaways from my time in a car park
I’m just back from a trip to the UK to see my family, and while I was there I caught a Billie Eilish concert in Manchester. She’s not exactly my first choice for a night out, but my daughter loves her — so much so that this was her fourth time seeing her this year, — so I figured I’d give her a go to support my daughter.
Seeing a teenager with that kind of passion for an artist isn’t new, but while I was sitting in what felt like the world’s longest line (yes, it really did take 2+ hours waiting in a car park to get in), I started wondering: What makes Eilish different? Why has she managed to create such a bond with her fans?
Sure, the music is part of it: she co-writes most of it with her brother Finneas, creating this intimate sibling dynamic that feels very real and honest. But it’s much more than catchy hooks and whispered vocals.
Looking around the crowd in Manchester, I saw an army of kids sporting neon green hair and dressed in oversized hoodies. It got me thinking: What could brands learn from this 23-year-old who’s somehow cracked the code on authentic connection?
Peel back the layers of Eilish’s career, from her viral SoundCloud moments to Grammy sweep at just 18 years old, and you’ll see a masterclass in brand building for Gen Z. Eilish isn’t just a singer; she’s an entire content ecosystem. And for those of us in marketing, there’s a ton of lessons in how she’s cultivated and sustained global attention in our oversaturated, algorithm-driven world.
1. Authenticity isn’t a buzzword — it’s a business model
From day one, Billie Eilish did everything “wrong” by traditional pop standards. Oversized clothes instead of skin-tight outfits. Whispered vocals instead of belting ballads. Moody visuals instead of sparkly pop confections. But that’s exactly what made her resonate with her audience.
Her image, music, and message all feel genuinely her, not focus-grouped to death or polished by a team of consultants. In a world drowning in perfectly curated Instagram feeds and AI-generated content, that realness hits different.
My takeaway for marketers: Authenticity isn’t something you can fake your way into (trust me, Gen Z — the heart of Eilish’s fanbase — can smell BS from a mile away). In an age where filters and algorithms blur reality, being genuinely yourself — flaws and all — is your biggest competitive advantage. Figure out what your brand actually stands for, then let your real voice come through. Content that feels human will always outperform content that feels manufactured.
2. Design every detail to build a world
Eilish’s brand isn’t just her music — it’s a fully immersive universe. Each album era comes with its own color palette, visual themes, and emotional landscape. The neon green and black of her early days. The beige and vulnerability of Happier Than Ever. The blonde bombshell era. She understands that in our visual-first world, every touchpoint matters, from music videos and merchandise (which, judging by the lines for the merch booths at the concert, sells like crazy) to social media aesthetics and tour visuals.
My takeaway for marketers: Today’s consumers don’t just browse — they live in your brand world across multiple platforms. They hop from TikTok to YouTube to Spotify, expecting seamless, recognizable experiences at every stop. Stop thinking in individual campaigns and start building brand ecosystems. Make your visual identity so distinctive that people recognize your content in their peripheral vision while scrolling.
3. Let the audience behind the velvet rope
Billie grew up in public, posting bedroom recordings on SoundCloud and sharing unfiltered moments on Instagram. As she got bigger, that intimacy didn’t disappear — it evolved. She still brings fans along for the ride, showing them studio sessions, sharing her struggles with fame, and being vulnerable about mental health.
The genius move? She makes her massive success feel somehow accessible. Fans don’t just admire her from afar; they feel like they’re part of her journey.
My takeaway for marketers: In the age of user-generated content and two-way conversations, consumers expect to be collaborators, not just consumers. They want to comment, react, and feel heard. Smart brands aren’t just broadcasting; they’re building communities. Invite your audience behind the curtain. Let them shape the story with you. Make them feel like insiders, not outsiders.
4. Content should provoke, not just please
Billie isn’t afraid to make people uncomfortable. She tackles fame, body image, mental health, and societal expectations head-on. Her content doesn’t always make you feel good — sometimes it makes you think, sometimes it disturbs you, but it always makes you feel something.
My takeaway for marketers: Algorithms reward engagement, not politeness. Content that sparks conversation, debate, or genuine emotion travels further than content designed to offend no one (and therefore delight no one). Don’t be afraid to have opinions. In a noisy world, the brands that whisper get ignored — but the ones that make people stop scrolling get remembered. At the same time, brands shouldn’t be in every conversation and subject. Figure out which ones are relevant to you.
5. Evolution over revolution — keep them guessing
From the moody darkness of When We All Fall Asleep, Where Do We Go? to the cinematic vulnerability of Happier Than Ever, Billie has continuously evolved without losing her core identity. She doesn’t chase trends — she aims to set them. Each era feels like a natural progression, not an unnecessary pivot.
My takeaway for marketers: Consumer behavior shifts faster than ever. Gen Z now uses TikTok and You Tube as search engines. Podcasts have replaced blogs. AI is exploding (though tread carefully there). To stay relevant, you need to constantly adapt your formats and experiment with new platforms, but never lose what makes your brand yours. Evolution, not revolution.
Finally, we all need to be more Billie
Here’s my interpretation: Billie Eilish didn’t follow some carefully crafted record label playbook. She wrote her own rules, and that’s exactly the point.
In today’s fragmented digital landscape, your brand isn’t just competing with other companies. You’re also competing with every scroll, swipe, and stream your audience makes. Every TikTok video, every Netflix episode, every podcast they could choose instead of engaging with your content.
So stop thinking like a marketer and start thinking like an artist. Create content that actually means something to your audience. Build a world people want to inhabit, not just visit. Embrace new technologies and platforms, but stay grounded in what makes your story worth telling. This means knowing exactly what your brand represents – not only your value proposition, but the ways in which it’s relevant to your customers’ and prospects’ life.
Do that, and your audience won’t just listen; they’ll keep coming back for more. Will I go back for more? I might just, but will tell you one thing: The night was worth it just to see the sheer joy in my daughter’s face and being in the moment with her to experience it.
If you need help finding the soul of your content strategy, let’s talk. I promise it’ll not be in a car park in Manchester though, I’ve spent enough time there.
And thank you to my friend Miles for providing the inspiration for this article.
Author Bio
Robin Riddle is the Chief Strategy Officer at DDM Content Solutions. He works across B2B as well as B2C and specializes in financial services, insurance and healthcare. Prior to his time here, he led content marketing businesses at both The Economist and The Wall Street Journal. A passionate advocate for the value of content marketing, Riddle is also heavily involved in industry issues and speaks at many events on the intersections of content marketing, native advertising and AI.