The most recognisable face in the world belongs to a man who was born seventy five years ago last week.

Although Elvis Aaron Presley has not been on this planet for the last thirty two of those years – because he is either dead or abducted by aliens – he is as popular, and as profitable, as he was in his prime.

Say “Elvis” in Borneo or Outer Mongolia or Mali and people will know who you mean. If human civilisation lasts another hundred years, it is probable his name will be remembered when all the powerful statesmen of our time are forgotten.

The Elvis brand was the result of a unique convergence of circumstances. No one should rely on anything like it happening again. However, Elvis still has something to teach entrepreneurs about marketing.

1   A good name helps. Elvis’s odd Christian name turned out to be one of his greatest assets. It was unusual and therefore memorable, and the fact that it rhymed with “pelvis” drew attention to another of his assets. 

2   Confidence is infectious. Although polite and modest when meeting strangers, Elvis was completely sure of himself as a performer. This made him the undisputed master of every stage, film set, and sound studio.

3   Keep reinventing and renewing the brand. There were many successful young singers in the 50s, but most never moved beyond 50s material – and soon lapsed into obscurity or, worse, degenerated into nostalgia acts. Elvis kept trying new things beyond rock and roll singles – from films to 60s ballads to Las Vegas to jumpsuits.  

4   Invest in the best. Elvis bought material from talented songwriters and built up a close working relationship with skilled musicians. This gave him good songs and good presentation to show off his natural talents.

5   Make an impact. When it comes to promoting your product, it is better to be excessive than to be ignored.

6   There is no substitute for a good product. However much we might respect the salesmanship, there is still no denying that Elvis could not have been as big as he was if he had not been blessed with a unique package of talents: good looks, a magnetic stage and film presence, a genuinely likeable personality, and a beautiful singing voice. Marketing drew attention to his gifts – but only because they were already there.