The history of Coachella's branding and marketing strategies
World-famous music festival Coachella, also known as the Coachella Valley Music and Arts Festival, is held every year in the Californian desert. Together with its musical performances, Coachella is renowned for its distinctive branding and marketing tactics, which have contributed to it becoming one of the most popular music festivals in the world. From the original iteration of Coachella in 1999, the festival's branding and marketing tactics have changed. The festival was initially advertised as a one-day event, and its branding was straightforward, with just a simple logo bearing the festival's name and the year it was founded. College students made up the majority of the festival's target demographic, and word-of-mouth advertising, fliers, and posters were used to promote it. Coachella's branding and marketing tactics evolved along with its growth. The festival's branding was changed in 2001 to feature a vibrant sunburst logo that is being used today, and it was...