Posts Tagged ‘brand’

Tiger Woods is preparing his comeback and the first step on his road to recovery is taking place tomorrow. It’s not clear what the event tomorrow morning is, other than it isn’t a press conference. Many are suggesting that it will be a day of apologies. I’m not convinced. It may be speculation, a leap in the dark, but I would suggest that this tenebrous public outing, in the presence of a few yes men, is aimed at helping Tiger take back control of his life.

If he is setting out to refocus the world’s attention on Tiger the golfer rather than Tiger the philanderer, he is unlikely to want to apologise for the very thing he wants to avoid. It also helps to remember that the current trend is for not saying sorry at all. Mel Gibson didn’t, David Letterman didn’t, Beckham didn’t, Blair didn’t. So why should Tiger Woods be any different? I think that, tomorrow, Tiger will set about redefining the word sorry. Read the rest of this entry »

The more we hear from the endless Brangelina rumour mill and the less we hear from anyone officially representing the couple, the more likely it seems that there is some truth in the suggestion that their long romance with the tabloids and each other is over.

But in amongst the suggestions that they’re losing it because of lack of Oscar nominations, that Jolie is seeking comfort in the arms of Wyclef Jean and so on ad nauseam, why has there been so little concern about what happens to the family? Read the rest of this entry »

I spent a little of last night, as the festive season faded and a whole new year and the return to work hove into view, watching the latest iteration of Celebrity Big Brother wipe it’s arse across my TV screen. As the usual array of desperate people, half-arsed film heroes and one hit blips on the music radar began to settle into the Big Brother house, in much the same fashion as their predecessors had last year, I got to thinking – is 2010 going to be any different from 2009? Will we have ANYTHING new in the coming months, rather than just a retread of everything that’s gone before? As we seep into January, it seems not. Read the rest of this entry »

Another piece, by me, on the Tiger Woods brand disintegration has appeared in Guardian Online’s Media section. It looks at the way that sports endorsement has been shifting away from volatile and risky sports stars, and at where the big money is settling in the aftermath of the Tiger Woods PR meltdown.

“Let’s get one thing straight: Tiger’s situation is no ordinary brand collapse. This is the high watermark for individual brand disintegration. It’s not of massive media interest just because of the girls; the attendant hoo-ha surrounding Tiger’s spectacular brand disintegration has been heightened to such an extraordinary degree because of the high level of brand protection surrounding A-list celebrities and sporting giants.”

To read the full article, click here.

I was asked to comment on the fallout from Tiger Woods’s bad week in the press by the Guardian last week – the resulting article appears in today’s Media section and online under the headline In Need of a Tigerish Attorney. I took a critical look at the way he and his lawyer, Mark NeJame, are handling the story. Here’s an excerpt:

“Tiger Woods’s nasty bump on the head after his car’s tussle with a fire hydrant has rendered the golfer mostly speechless. It’s all very well that he’s admitted “transgressions” and muttered an apology, but at the heart of the press release he put out is a cry for silence and privacy. Unsurprisingly, perhaps, the Orlando attorney Mark NeJame, who has made his name defending drug offenders and people accused of murder, is the man behind this strategy. The ‘Johnnie Cochran of Central Florida’ has thrown his weight behind the Tiger Woods brand at the formerly squeaky-clean golfer’s darkest hour.

“Attorneys are the new breed of tough image protector – PR spin technicians are losing out to hard-nosed lawyers. But will NeJame’s strategy help his client to regain his flawless veneer of celebrity? Woods’s ignominy is fast becoming one of 2009’s top trending topics and has exposed the media-shy golfer to the dark side of ‘improperganda’.”

To read the full article, click here.

I was also asked for my opinion on the Tiger Woods affair and whether or not he can rebuild his brand’s reputation by Channel 4 News – to read the article, click here.

I was asked by the Times what could save Tiger Woods’ reputation in the wake of the revelations that he has, as he put it in his guarded press release the other day, “transgressed”.

I told them that the next step for Woods could be a public display of contrition, perhaps in a television interview. He certainly needs to let people in behind the veneer of perfection and let the public – and the press – see that he is human after all. It worked for David Beckham – his brand was always built on his home life as well as his sporting career and he has survived a number of incautious moments in the last 12 years.

To read the full article, click here.

Jedward may finally be gone from the X Factor, but that’s no reason to expect that they have automatically dipped straight off the fame radar. For all of you wondering why and how they lasted so long on the X Factor, I contributed to a couple of articles in the Independent and the Telegraph looking into the phenomenon, the manipulation and the plundering of the Jedward brand.

To read the Independent article, click here. To read the Telegraph article, click here.

I’ve just been reading an intriguing post by that doyenne of the celebrity underbelly, Madame Arcati, querying the disappearance of an article by the Times’s Dan Sabbagh on Sir Philip Green’s involvement in trying to break the X Factor in America.

Arcati, whose blog is the current darling of the blogoshphere and one of its best, sexiest reads, muses, with an amused raised eyebrow, on the possibility that the article – which threw light on Green’s angling for a $9 million raise for Cowell and the idea of broadcasting an American X Factor on Fox to tie Cowell to American Idol for the next two and a half years.

Arcati wryly pricks the egos at work, acknowledging that the story could either be a fabrication or an irritant to the moguls behind X Factor and American Idol. The missing Sabbagh story is either full of “unusually fearless objectivity” or “total tosh” – either could have prompted its pulling.

Regardless, the good Madame, by exposing the article’s vanishment, is gleefully and gloriously helping expose the powerful PR muscle that keeps the X Factor in the public eye.

As we know, the X Factor is the current role model for promoting celebrities, if not neccessarily the ones it is purportedly creating. I’ve been looking at the rise of Cheryl Cole; the Independent asked for my opinion on her success. It all ties in rather nicely with Madam Arcati’s timely piece.

“She is a phenomenon of the moment,” I told the Independent. “There is a time and place for opportunities driven by The X Factor. Marketing is built to capitalise on the moment. With every level of pop, it’s going to be transient. It’s about harvesting the brand at its prime, and knowing their sell by date is firmly tattooed on their arse. There’s no long-term future with Cheryl Cole. You drill your marketing through the ears listening at that moment in time to the music. They’re sinking the drill into the deep well and sucking up the crude while it’s where it is.”

You could say the same about the X Factor and, if the missing Times article is to be believed, the people behind it know this and are pushing to squeeze out every last drop of milk whilst they still can…

Celebrity death is best done young, or youngish, whilst all the characteristics that enamour the public to them remain intact. It’s not great for the celebrity in question, perhaps, but certain brand-builders love a good image that’s been soused in aspic and preserved for an eternity of milking.

Take Michael Jackson, whose death has seen the worst elements of him shorn away, with only the adulation left; there’s now a competition to design a fitting memorial for him. And of the entries, there’s not one but three suggestions to build a Jackson-shaped island off Dubai, next to the other man made islands. The proposals would, of course, all have theme-parks on them – a home for Neverland ranch, if the new owner feels the need to sell it.

It’s astonishingly gauche, but somehow hardly surprising. I half expect one of the entries to win and then we’ll be able to see a Jackson-shaped landmass from space. What an alien visitor would make of this is another question.

An alien visitor’s reaction to the relentless plundering of Jackson’s brand in the months since his death would make for interesting reading, too. The family started it, with Jackson’s father launching a record label in the wake of his son’s death. The only way from here is to plunder more, until all the contrary mystery that Jackson maintained is gone.

Not that you have to be dead for your brand to be plundered: licensing firm CKX Inc recently bought an 80% stake in the image rights to the great boxer Muhammed Ali, paying around $50 million to use his name, image and likeness of the boxing champ, as he was at the height of his powers, as they see fit. Ali retains 20% of himself in the deal (more, I suspect, than is actually left of the iconic boxing champion in him) as well as taking the money upfront, a shrewd deal for a man who was so badly damaged by boxing, one which guarantees his survival in the collective consciousness.

The same plunder is happening with all sorts of iconic figures of the 20th century, from Marilyn Monroe to Elvis to Che Guevara. Their images have been in use for years, generating awesome amounts of money for the license holders and for the estates of the dead stars, but it will be interesting to see where new technology takes their images – we’ve already seen Laurence Olivier resurrected for theatre and film, but as the technology advances, so will the scope for looting the brands of dead stars. Whole films carried by computer-generated versions of James Dean? A new romcom starring Elvis and Marilyn with a supporting role for Che? The possibilities are terrifyingly endless.

What fun the brand looters could have with Peter Mandelson, who stood up at the Labour conference the other day and completed his resurrection. As Quentin Letts pointed out in the Mail: “There were self-puncturing jokes, swishes of kitten claw and a series of exaggerated waist swivels, arm gesticulations and eye flashes worthy of a Michael Jackson impersonator.”

It leaves me wondering what we would be left with if Mandelson were to shuffle, untimely, off this mortal coil. Preserve him in aspic now and we would have the new, pantomime Machiavelli, the glamorous manipulator, the ultimate in Lazarene politician-kind.

Simply, he is the current brand apotheosis of this type of politics and the standing ovation he received at the Labour conference is as good as any baptism in waves of spin. Now he is free to fight his way to the leadership of the Labour party. I wonder which way the Sun would turn if he was in charge?

That said, I doubt anyone would consider building an island in his honour, should he pass on suddenly. A scale model of the Millennium Dome in a model village somewhere, perhaps, but that’s about it. Which is more than can be said for Gordon Brown, mind you, who, despite a rousing speech at the conference yesterday, has yet to shake off Steve Bell’s branding of him as a rain-cloud. His only hope for long-term brand management is his wife…

And so Michael Jackson is to be put to rest – or his physical form is at least. There is no doubt that his name, his brand and his image will live on for as long as it makes money. Death is merely a chapter break in the life of Michael Jackson – it’s not a full stop.

Floral tributes for Michael Jackson in LA

The allegations of paedophilia that haunted Jackson’s final years have all but disappeared and now is the time for a show to close that chapter of Jackson’s life – a show to end all shows and to begin new ones. The funeral seems to be gearing up to be a show for people to demonstrate love and adoration for Jackson – but it also seems to be more about the people commemorating Jackson than about Jackson himself. Shaheen Jafargholi, who sang a Jackson song on Britain’s Got Talent, will be there, singing alongside Stevie Wonder, Mariah Carey and more.

Like Princess Diana before, the crowds are gathering to mutually support each other at the Staples Centre and mutually assure that they forget the rough patches in Jackson’s life. But I’m more interested in the people who aren’t going to be there – David Blaine is in this country, Lisa Marie Presley is abroad. How will they be mourning?

The media gearing up for Jackson's funeral

There’s another funeral Jackson’s looks set to resemble – that of Phineas Taylor Barnum. It’s curious, given the freakish nature of much of Jackson’s life in the limelight, that his funeral should resemble that of the man who travelled the world with a freak show. But Barnum was canny enough to know that he was dying and well loved enough to get a copy of his own obituary a day or two before he died. It’s hard to imagine Jackson even countenancing the idea that he might die.

Here’s a report on the funeral of Barnum, written a little after the event over 100 years ago.

“The morning was cold, gray, and dismal. Nature’s heart, with the spring joy put back and deadened, symboled the melancholy that had fallen upon Bridgeport. No town was ever more transformed than was this city by one earthly event. On the public and private buildings were hung the habiliments of woe; flags were at half mast, and, in the store windows were to be seen innumerable portraits and likenesses of the dead citizen, surrounded by dark drapery, or embedded in flowers.

“Nor was this all. The people on the street and in the windows of their houses seemed to be thinking of but one thing–their common loss. The pedestrian walked slower; the voices of talkers, even among the rougher classes, were more subdued, and in their looks was imprinted the unmistakable signal of no common or ordinary bereavement.

“The large church was not only filled, with its lecture-room, a considerable time before the hour set for the services; but thousands of people crowded the sidewalks near-by for hours, knowing they could only see the arrival and departure of the funeral cortege. The private services at the house, “Marina,” near the Seaside Park, which preceded the public services in the church, were simple and were only witnessed and participated in by the relatives and immediate friends.”

More preparations for Jackson's funeral

It will be interesting to see how long the current state of post-Jackson euphoria-in-loss lasts – a lot of smoke went up over the allegations that marred his final years. Will any of it be blown away in the coming months? One thing is certain; if a brand is powerful enough and has enough money behind it, anything unsavoury can be made to disappear, as the fixers at MGM proved in the 1930s.

I’ll close with another quote from the report on Barnum’s death:

“When, in 1889, the veteran brought over his shipload of giants and dwarfs, chariots and waxworks, spangles and circus-riders, to entertain the people of London, one wanted a Carlyle to come forward with a discourse upon ‘the Hero as Showman.’ It was the ne plus ultra of publicity. There was a three-fold show–the things in the stalls and cages, the showman, and the world itself. And of the three perhaps Barnum himself was the most interesting. The chariot races and the monstrosities we can get elsewhere, but the octogenarian showman was unique. His name is a proverb already, and a proverb it will continue.”

Jackson was, without doubt, a huge brand at the heart of a huge, freakish circus and was the most interesting thing in it – as the recent outpourings prove. But will Jackson become a proverb – or just a bogeyman? Only time will tell.