This weekend, I had the pleasure of diving into Behind the Seams: My Life in Rhinestones by the legendary Dolly Parton.

More than just a dazzling collection of costumes, accessories, and sequins, it offered a rare glimpse into the powerhouse mind of a woman who’s not just a global superstar — but also an absolute marketing genius.

Dolly Parton isn’t just loved — she’s trusted, admired, and unstoppable.

And behind all the rhinestones are some serious lessons we can all take into our marketing and business strategies:

1. Authenticity Wins Every Time - Dolly has always known exactly who she is — and she’s never tried to be anyone else.  From her big hair to her bigger heart, everything about Dolly is 100% Dolly. And that’s why people connect with her on such a deep level.  Marketing takeaway: Don’t try to be everything to everyone. Stand proud in your brand’s identity. Own your values, your story, and your “sparkle” — and you’ll attract the right audience naturally.
2. Storytelling is Your Superpower - Dolly’s songs, clothes, and interviews all tell a story. Whether it’s "Jolene," "9 to 5," or even a bejewelled denim jacket, every part of her brand feeds into a narrative people feel.  Marketing takeaway: Good marketing doesn’t just list features. It tells a story that your audience can see themselves in. Build a narrative around your products, your services, your people — and make it memorable.
3. Consistency Creates Trust - Decade after decade, Dolly has stayed consistent.  Yes, the costumes evolved. Yes, the music adapted. But at the heart of it all? The same relatable, humble, hard-working Dolly.  Marketing takeaway: Consistency builds recognition — and recognition builds trust. Whether it's your tone of voice, your visual branding, or how you show up for customers, consistency is key to long-term success.
4. Purpose Drives Loyalty - Beyond the glitz and the glam, Dolly’s commitment to children’s literacy through her Imagination Library is nothing short of extraordinary.  By giving away over 200 million books worldwide, she’s built a legacy far bigger than entertainment.  Marketing takeaway:  Today’s audiences care about purpose. Having a clear mission — and living it — isn’t just “nice to have” anymore; it’s a competitive advantage. Your brand purpose should shine just as brightly as your products.
5. Evolution is Essential - Dolly didn’t stay stuck in one lane. She crossed into movies, theme parks, philanthropy — even pop culture collaborations. She evolved, while staying true to her roots.  Marketing takeaway:  Brands that don't adapt, die. Keep your core values strong, but be willing to innovate, expand, and surprise people along the way.

Final Thought

Dolly Parton teaches us that marketing isn’t about being the loudest voice — it’s about being the most real, the most resonant, and the most relevant.



So next time you’re wondering how to stand out in a crowded market, just ask yourself: "What would Dolly do?"

Spoiler alert: She’d be unapologetically herself, tell a cracking story, and probably add a few rhinestones for good measure.