Discover how a night with Gene Simmons of KISS taught the CEO of Gator Magnetics invaluable branding lessons, from building an empire to launching innovative magnetic storage solutions.
The Journey to Gene Simmons’ House in Los Angeles
It was a beautiful night in southern California. Here I was in my rental car, driving up the winding road into the foothills of Los Angeles, looking for the gate that held the address for Gene Simmons… Kiss, Beth, Rock and Roll All Night, the tongue, the Ax…that Gene Simmons.
It’s kind of a long, convoluted story but let’s just say this trip began when I was “summoned” by Gene with an interesting call to my cell phone. With a deep and ominous voice I heard; “Jon, this is Gene Simmons. I’d like to meet with you to talk about some opportunities.”
Ok, I’ll admit it. He had me at "Jon, this is Gene Simmons."
As embarrassing as it is, I actually missed his house by one gate. After the neighbor said on his speaker something like: “his house is next door”… It’s what he didn’t say that I think is funny…he might as well have said; “hey dork, you’re an idiot.” Nevertheless, I made it.
Inside Gene Simmons’ World: From Family Jewels to KISS Branding
I knocked at the door and Gene welcomed me kindly. From there began a surreal and incredibly memorable evening.
If you have ever seen his show “Family Jewels” you may recall his house. After a quick conversation in his living room we walked to what I can only refer to as his “gallery of licensed products” room. That’s where we spent the next 4 hours discussing opportunities, marketing, the essence of branding, merchandising, how the KISS brand turned into such a world-wide phenomenon, talking about all of the various manifestations of the KISS nation products from bass guitars to figurines to caskets…it was awesome.
Lessons in Licensing and Merchandising From KISS
As the night drew late, Gene was sitting behind his desk and he began to pull out old recordings of him and other artists such as Bon Jovi jamming on Beatles covers that no one has likely ever heard. We began a time of reminiscing and talking about the nostalgia of rock history. We talked about my father, who was a music director and chairman of a college music department and what his passion for music meant to so many. Here I was talking with arguably one of the most iconic rock star characters of his time and he was like talking to the guy next door.
A Rockstar Invitation and KISS Memorabilia
It was getting late and Gene said, “I have a gig tonight where I need to be in LA to introduce a band that I’ve never met but I’m getting paid a lot of money to do it. Want to come?” For some reason I felt I had such a great evening, it was time to say no. So, we finished up our evening conversation and Gene walked over to his collection of licensed goods and began handing me several KISS branded items…t-shirts, lighter, cologne, hats, jewelry, etc.
I left with my pile of product that night but more importantly a memory of one of the most prolific licensing experts, music promoters, marketers and branders of our time.
What Gene Simmons Taught Me About Branding
How Gene Simmons Built a Brand Empire With KISS
Years later, as we work to introduce and grow the Gator Magnetics brand, I keep coming back to the lessons I learned that night. Gene didn’t just build a band; he built a brand empire. He understood that to become a successful brand, it is more than just a product—it’s about emotion, identity, differentiation, and creating something people connect with.
Applying KISS Branding to Gator Magnetics’ Magnetic Solutions
At Gator Magnetics, we’re not just selling magnetic products. We’re selling a revolutionary magnetic solution that has never been seen before. Just like KISS entered the world with “never-been-seen-before” fantastic face paint and outfits, a long tongue, and pyrotechnics, along with catchy music, Gator has entered the market with a technology that works to hold most anything you want to hang creating the most flexible and fantastic storage solution available today and capturing the attention of fans everywhere.
Gene turned a rock band into a lifestyle brand—we’re turning magnetic storage into something people get genuinely excited about.
The Power of Brand Placement and Product Expansion
And then there’s the power of placement. Gene knew that to build a brand, you needed to be everywhere—concerts, TV, lunchboxes, even caskets. We’re applying that same philosophy to Gator Magnetics, expanding across e-commerce, big-box retailers, and specialty markets.
Finally, Gene showed me the importance of product expansion. The KISS brand didn’t stop at music, and Gator Magnetics isn’t stopping at our current products. We’re evolving our product line to become the go-to solution for flexible, high-performance magnetic storage across multiple industries.
Turning Gator Magnetics Into a Rockstar Brand
Looking back, I realize that my night with Gene Simmons was more than just a cool story. It was a masterclass in branding, marketing, authenticity, and relentless vision. And today, those lessons are helping drive Gator Magnetics toward its own rockstar status in the world of organization.