Posted Wednesday 20, June 2007 by: JJG

Is the Diana brand strong enough to sing about this Summer?On July 1st a rock concert billed as ‘a celebration of the late Diana, Princess of Wales’ will be held at the newly re-launched Wembley Stadium.The concert for Diana, conceived by her sons, will be facing some tough competition. Already one million tickets have been sold for 150 concerts to be held at the rebranded south-east Millennium Dome in Greenwich. Then there will be summer gigs throughout the country ranging from ‘Rock Ness’’ in Scotland to Glastonbury.Big branded musical names performing at the venues will include Bon Jovi, Ozzy Osborn, The Who, Gwen Stefani, The Killers, Artic Monkeys, Razorlight, Red Hot Chili Peppers, The Rolling Stones, Take That, The Scissor Sisters and the ultimate global diva: Barbara Streisand.Your mother will love itSo who has already signed up to front the Diana concert? Rather than ‘cool’, think upper middle class ‘Daddy-Cool’: Sir Elton John, Duran Duran, Tom Jones and Rod Stewart, Joss Stone, Bryan Ferry, P. Diddy and the English National Ballet. (Other names rumoured to appear include: The Spice Girls – to be introduced by David Beckham – as well as Robbie Williams).Managers advising the stars are weighing up if their clients’ personal brands would be better off waiting for the really ‘big one’ of the summer: the ‘climate in crises’ concert whose clear charity message affects just about everyone on the planet. That’s one gig that, in addition to being held on a brobdingnagian scale, promises the perfect image for any cool celebrity aiming to be associated with new ‘black’: green.A mixed blessingThe Diana concert is already shrouded in mixed brand messages that are falling like lead weights on the ears of would-be sponsors. For example, the red-carpet after-show party has been shunned by brands like Pepsi, Moet and Budweiser. Part of the problem is that the main event isn’t being clearly marketed as a fund-raiser but a shindig to celebrate Diana’s life. Prince William said: “ We wanted to have this big concert on her birthday, full of energy.” Whilst this is a fine gesture by her sons – the driving forces behind the show- it confuses Diana’s core brand legacy of charity raising. Instead it seemingly draws on her image as a basis for a good time to be had by all.Getting by with a little help from their friendsThe princess cant be simply dismissed as well-intentioned amateurs in putting the concert together. After all, they have enjoyed a tremendous marketing helping-hand to get the event going. Their advisory board includes: Nicholas Coleridge, Managing Director of the Conde Nast magazine group, Willie Walsh, Chief Executive of British Airways, Andy Cosslett of Intercontinental hotels, Nicholas Hytner, director of the National Theatre and Lucian Grainge, Chairman and Chief Executive of Universal Music. (Diana’s sister, Lady Sarah McCorquodale and Tom Shebbeare, director of Prince Charles’ charities, are also deeply involved). With notable exceptions, such as Lucian Grainge, some may be forgiven in thinking that the board isn’t exactly the most pop-dynamic groups. Unsurprisingly, in keeping with the middle-aged audience profile, in America VH1.com and VH1 Classic will be broadcasting the event.No such thing as a free lunchOrganisations, to which Diana lent her name are being asked to pay for space at the concert. According to reports, one charity has already forked out £13,500 on tickets. The organisers’ rational behind this strategy is that the event, including extravagant back stage catering, has been extraordinarily expensive to finance. (The prospect of press pictures showing Harry and William bleary-eyed in the early morning on the back of a party sporting their late mother’s name, is bound to cause at least a small degree of cynicism in the marketplace).Despite the official website for the concert featuring profiles of charities including the Diana, Princess of Wales Memorial Fund, Centrepoint and the National Aids Trust, Doug Wright, part of the official team behind the event says: “The event is actually not being put on to raise money for charity.” Instead charities have been ‘donated’ tickets at the cost of £45 each, which they can use to raise funds. The National Aids Trust was offered up to 300 tickets. Some will go to staff and supporters; others will be used to raise charity funds. The Royal Marsden cancer hospital bought 250 tickets for £11, 250. Great Ormond Street Hospital spent £13,500 on tickets. According to reports, Jean Jones from the Leprosy Mission was told that raising money from the concert was ‘banned’.Diana will always be fondly remembered as the ‘people’s princess’. However with so much confusion surrounding the merits of the planned summer concert, along with tough competition from the following week’s message-focussed climate awareness concert, whilst the middle-classes will surely be tapping their toes in glee and raising the odd glass of white wine, the event doesn’t promise to hold that much street appeal to the die-hard concert going younger audiences looking for a gig that connects with the core rock, heart and soul of the common-man.On the other hand seeing the royals of Beckingham Palace introduce the Spice Girls might be a giggle for all ages alike.