“Islands in the stream, That is what we are, No one in-between, How can we be wrong? Sail away with me, To another world, And we rely on each other, ah-ah, From one lover to another, ah-ah.”
Yep, this week we’re mourning the passing of a global treasure, a songwriting savant, and, secretly, one of the most brilliant marketing masterminds on the planet, Dolly Parton, who for decades weaponised a hyper-feminine, rhinestone-encrusted aesthetic to build a multi-million-dollar empire.
To be fair, people often underestimated her, with that towering blonde wig and those five-inch stilettos. But Dolly knew that. In fact, she counted on it, famously saying: “I’m not offended by all the dumb blonde jokes because I know I’m not dumb, and I also know that I’m not blonde,” while adding “it costs a lot of money to look this cheap”.
However, all marketers could learn more from Dolly than anything old Ritson could bash out. Her genius lay in absolute authenticity, wrapped in complete theatricality. Dolly did not just sell music; she sold a masterclass in branding.
Take her physical appearance. The big hair, the glittering makeup, and the corsets were a carefully curated uniform. She designed a look so distinct that it functioned as a human logo. You could see a single silhouette of her wig and instantly know who it is. That is not just fashion; that is elite brand recognition.
Furthermore, Dolly was a wizard at product diversification. While most musicians stick to streaming stats and concert tickets, Dolly built an entire universe. She opened Dollywood because she knew a theme park would anchor her brand in Southern hospitality forever. She launched a baking line because who wouldn’t trust Dolly Parton with a cake mix? She even created a pet apparel line called “Doggy Parton” because the only thing better than Dolly in rhinestones is a golden retriever in rhinestones.
While other celebrities alienate fans with fiery rants, Dolly wrote a cheque to fund a Covid-19 vaccine, and even supported the print and mail industry by sending millions of free books to children through her Imagination Library.
Ultimately, Dolly proved that the best marketing does not feel like marketing at all. It feels like a warm hug from a glamorous aunt who happens to own a theme park. She leaned into her stereotypes, took control of her narrative, and we have laughed and cried along with her for years. We’ve lost a sister but we’ve gained a playbook for success.
“Islands in the stream, That is what we are, No one in-between, How can we be wrong? Sail away with me, To another world, And we rely on each other, ah-ah, From one lover to another, ah-ah.”
Foxy has ditched X but is still on Instagram, just don’t get too excited as she’s never there
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