What does Angelina Jolie-Pitt & Amal Clooney have in common ? Two women, two stories. They both drastically managed and transformed their image in the past years by building and developing a strong ” Brand Biography” through the medias. Angelina Jolie : From wild actress to movie director Angelina Jolie has the best publicity game in Hollywood. Her image slowly changed, through the years, going from the bad mistress, sexy savor, man eater to the Good Wife, Good Mother, Good Women, Good Actress, Good Human. She was acclaimed for her double mastectomy and depicted as a role model for her New York Times piece. She build her fiction character persona through the story of her real life. That’s the Jolie Effect. The most famous actress on earth, now a movie director, was once a wild Hollywood child turned wild actress later on. A persona shaped in scandalous gossip of sex drug & rock’n’roll. In 2005, she shockingly became the most famous homewrecker of Hollywood, seducing one of the sexiest husband at the time and is now known as the most …
Last week was the MTV’s Video Music Awards (VMAs) where Rihanna was honored by getting the VMA’s Vanguard Award. She got to perform 4 sets of medleys, each one with a specific tone. She was, however, “dethroned” by Beyonce whose performance was on everybody’s lips the day after. Queen Bey made a huge impression on the red carpet, where she showed up not only accompanied by her daughter Blue Ivy but also by Mike Brown’s mother, Lesley McSpadden-Head; Trayvon Martin’s mother, Sybrina Fulton; Oscar Grant’s mother, Wanda Johnson; and Eric Garner’s mother, Gwen Carr. (billboard.com) She also got to interpret most of the songs from her mini-album Lemonade in a near 17 minutes performance !! She celebrated her womanhood, her motherhood and especially her blackness. Congratulations to Beyonce for getting 8 awards that night and being the talk of the town the day after. All this while maintaining that aura of mystery around her. This is what you call true star power! Sorry Rihanna! It was supposed to be your night. And let’s not talk about …
For some brands, like Nike and H&M, writing large checks to prominent figures is a small price to pay for significant exposure and brand alignment with people who have their own powerful brands. But for other brands that are repositioning or transforming their image it can be a very delicate operation. We all agree with the fact that a celebrity must match up against an advertising objective, but the process of determining that propriety is very ambiguous. Read more : Best H&M Celebrities and Designers Collaborations Over the Years ♦ Celebrity vs Social Media Stars ? Celebrity or social media influencer selection involves more than just strategy; indeed, the engagement of a celebrity may demand a significant financial commitment as well. For both reasons, a systematic approach to the selection of an appropriate celebrity is an important practical task. The first interrogation is should we choose a celebrity with a big name recognition or a web influencer with a large online audience? Each brand as to be aware that beyond the high image recognition and persuasive impact …
Alba & the $1 Billion Honest company Last month, I talked about Tidal and the battle of Jay-Z to make his newest company to happen ( it still a mess if you want to know). That month I want to talk about an another celebrity brand business but this time it’s more successful and a bit more discreet. Jessica Alba is best known for her acting career, but in January 2012, the celebrity ventured into entrepreneurship and launched The Honest Company. According to Forbes, Jessica Alba’s America’s Richest Self Made Women.
I like Lupita Nyong’o. Everyone does, right? She’s great. This is not about her. It’s about what you might call the white liberal construction of Lupita Nyong’o. Lupita Nyong’o’s riveting performance in 12 Years a Slave skyrocketed the 31-year-old newcomer to the Hollywood A-list. Millions of women rejoiced at the prospect of a stunning woman of color becoming the belle of the ball, and the news that she’d been tapped by Lancôme cosmetics to be their new brand ambassador.
Depuis le temps que je tiens ce blogue, je me suis rendu compte que je n’avais jamais écris sur les fondements de ce fabuleux concept qu’est la Marque-Personne. Du haut de mon petit blogue, et de mon article publié l’année dernière avec ma merveilleuse directrice de maîtrise Marie-Agnès Parmentier sur les effets d’un scandale sur une marque-personne, je deviens petit à petit experte en la matière (ce qui me plait énormément!). Du coup, je reçois de plus en plus de questions sur le sujet. En fait, la plupart des gens qui s’intérrogent sur ce concept sont déjà en train de construire leur propre marque sans le savoir….
Jared Leto: Successful actor, acclaimed artist and thriving entrepreneur. “I am more of a creator; I like to get my hands dirty.”_Huffpo Jared Leto had an amazing award season. He won every awards for supporting actor in nomination. From nothing, not even one nomination in his entire actor career, to countless of awards. Leto gave a touching speech when winning his very first oscar. Leto’s speech emphasized family, and was carefully correct when he touched on politics. We can say his performance as a trans woman in Dallas Buyers Club was a role of a lifetime. But now what next?
How Kardashian/Jenners went from F to A+ Brand 4 Years ago I read an article on Daily Mail on how Kris Jenner built a $65M family empire, and I knew at that time that this family would play a crucial role in the celebrity space. But back in 2011 I wouldn’t ever guess to what point they would become that powerful. Unless that today, one of the most famous of the Kardashian Klan had managed to be included in the very hot list of Time’s most influential people of the year. Kim Kardashian “The first lady of #fame” is among Pope France, Angela Merkel or Tim Cook one of the titans of our time. Read More: Beyond Kim Kardashian | The secret behind the “#breaktheinternet” hashtag.
Did Jay-Z Go Too Far With The Celebrity Marketing? In celebrity business and branding, the Carters are King and Queen. So it wasn’t surprising at all when yesterday Jay-Z made a huge buzz by launching TIDAL With 16 Artist Stakeholders Shawn Carter himself, Beyonce, Rihanna, Kanye West, Jack White, Arcade Fire, Usher, Nicki Minaj, Coldplay, Alicia Keys, Calvin Harris, Daft Punk, deadmau5, Jason Aldean, J. Cole and Madonna are all part of this new streaming venture. Read more : Beats By Dre : Celebrities Are Taking The Pill
Sometimes celebrities are doing the job they are employed to, which is acting as spokesperson and role models. According to Richard Dyer, the bible of celebrity studies, the celebrity persona is not confined to her professional image but consists of everything publicly available about her. This week gave us three brilliant speeches. Read More : Does Celebrity Helped The ALS #icebucketchallenge ? Pros & Cons