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Is There Such A Thing As People Branding? What Is The Process?
Posted By: catchtricia* on 6/27/2004 2:28 PM (CST) 250 Points
I am doing some research for my Masters dissertation which is looking at the role branding plays in the practice of celebrity public relations.
The question that is to be answered is: Can branding be effectively used within the practice of celebrity public relations, taking on with in the same context as the practice of product or corporate public relations?
My dissertation will look at the development of branding as a marketing/ communication tool designed for the branding an individual, as opposed to products and organisations.
People Branding: Is this a valid concept?
The media claims more celebrities are branding themselves but are they really? Or is there a gross misuse of the word itself? Is people branding an extension or a misconception of celebrity endorsements.

Would be glad to here your views on the subject

Posted by: virago* Accepted Answer
6/28/2004 7:08 AM (CST)
Interesting question and very valid.

Branding is about creating a personality so why can't people be branded? People have a personality. To me why not?

Actors control how people view themselves through the projects they undertake and also the products they endorse so if you can control this you can brand an individual.

There has also been radical thought on companies branding people from birth right through their entire lives both physical and mentially. This has alot of moral issues due to the person in question having the right to choose to be branded.

It opens a very fasinating issue for the future of 'the brand'. Thankyou for bringing it up.
 
Posted by: SRyan ;] Accepted Answer
6/28/2004 1:19 PM (CST)
I remember when Fast Company magazine did a cover story on Tom Peter's concept of of personal branding. You can look it up in their archives (www.fastcompany.com) by searching on "brand you." The first feature was in August 2000, and the cover was a striking take-off of a box of Tide detergent.

Incidentally, they are revisiting this topic in the current magazine issue (June 2004)!

Good luck on the dissertation.

- Shelley
 
Posted by: SteveByrneBranding Accepted Answer
6/28/2004 4:49 PM (CST)
When I think of people (or celebrity) branding I think of the powerful archetypes behind the person of choice. See excerpt & link:


"Briefly, archetypes are forms or images of a collective nature that naturally establish meaning and relevance at a subconscious level. Archetypes are authentic, genuine, compelling, credible, universal, and deeply moving.

Why do we persist in having myths and archetypes? What is their purpose? Carl Jung, who developed the idea of archetypes, had this to say about them:
“All the most powerful ideas in history go back to archetypes. This is particularly true of religious ideas, but the central concepts of science, philosophy, and ethics are no exception to this rule. In their present form they are variants of archetypal ideas, created by consciously applying and adapting these ideas to reality. For it is the function of consciousness not only to recognize and assimilate the external world through the gateway of the senses, but to translate into visible reality the world within us.”
Thus, according to Jung, it is the archetypes that help us understand visible reality. Because archetypes speak in the language of our mind itself, archetypes are the most efficient “language” to use when building the foundation for a strong personal brand. Personal brand archetypes go beyond merely stating our features and benefits to connect with others in a deep and profoundly meaningful way."

http://www.genecehamby.com/Archetypes.htm

hope this helps
 
Posted by: Jim Deveau/Catalyst* Accepted Answer
6/29/2004 12:11 PM (CST)
Hi:

I absolutely concur that people can be branded - and I think this would be an excellent dissertation topic.

Think of the traditional positioning process:

SEGEMENTATION + DIFFERENTIATION = POSITIONING

...and then think of the branding process, which take into account values and beliefs and projects a specific personality.

Some of the most successful celebrities and newscasters are masters at branding - and yes - for many this is done in conjunction with an agent, publicist, or PR agency. Their branding is manifested in the media projects they choose, the charities they help, and the publicity they allow around their leisure and provate lives.

Here - in my opinion - is an example of two distinct brands that are both action adventure "heros":

Steven Seagal and Jackie Chan.

Look at their differences as brands. Look at the different target segment, differentiaion, positionioning, values, and beliefs. Look at what they choose to publicize about themselves. Most interestingly - look at the evolution of Jackie Chan's brand imagery over the years.

I hope this helps.
 
Posted by: Deremiah *CPE Accepted Answer
6/29/2004 7:07 PM (CST)
catchtricia, sure people can be branded.

If farmers use to brand their cattle so that other farmers new "hey this cow belongs to me" I believe we use our branding today in a similar nature.

Martha (Stewart), MJ...Michael (Jordan), Mark Victor Hansen and Oprah (Winfrey) I believe are all successful brands. In the motivational speaking industry all you have to brand is the speaker.

You may not like Tom Peters but he believes in the concept of people branding. When I started approaching my business career with the intention that I wanted people to remember me as the guy who went over and above the call of duty for customers the name (Customer Passion Evangelist) began to stick. That's my brand and I believe with the right approach people can position themselves as a distinct differentiator separate from the masses.

The artist Andy Warhol was a master at this all though I realize some people might debate whether his art work could be considered art. He went on to create art that had massive AD appeal. I think the answers here should all help you. Thanks for letting me share my answer with you. Is there anything else I can do for you?
 
Posted by: amandavega Accepted Answer
7/1/2004 1:06 PM (CST)
I absolutely think people can be their own brand. As a matter of fact, I think that one of the biggest things that separate the high earners from the ones complaining about being underpaid is that the ones on top realized (even if they aren't ACTIVELY promoting it) that they had a brand - and have stuck with that brand and gotten the word out.

I spend a lot of time honing my brand, developing it, nurturing it, and making sure that it's consistent. I give myself the same love, respect, research and dedication that I do my clients. Because at the end of the day, companies are buying my BRAND which includes my intellectual property, and my experience, and my niche - and my personality - all of which are my brand.
 
Posted by: rao* Accepted Answer
7/1/2004 1:41 PM (CST)
I strongly believe that people get branded weather they like it or not!!

A team mate of mine has a habit of been very generous in sharing all the office gossips.Very soon he got branded as some one who cannot keep a secret.

Though he mended his way,the image struck!!And when there was a internal job opening,though he had the required skills for the new assignment,he was not considered.

He was struck with his brand image!!

Smart professional brand themselves as "Great Negociator", Amazing in Analaysis", "Superb at operation".And they build on this persception.
 
Posted by: The Consultant ™* Accepted Answer
7/8/2004 11:58 AM (CST)
Excellent Topic for dissertation, do let me know how it turned out.
I really do believe celebrities can be branded, infact they are the best examples of an enduring brand image. Take Elvis Presley for example. He is a brand which continues to do wonders for marketers proving a point that celebrities have immense brand power even after they die.
A brand image is the perception of a particular brand in the mind of a consumer. Celebrity brand follow this rule where they have brand loyalists, brand haters etc.

Here are a few links to sites which have relevant info on your topic.

http://www.allaboutbranding.com/index.lasso?article=309

http://www.brandchannel.com/brand_speak.asp?bs_id=76

http://www.hollywoodreporter.com/thr/television/feature_display.jsp?vnu_con...

And here is a link that takes a different look on this issue:

http://www.allaboutbranding.com/index.lasso?article=313

I hope this helps. Best of Luck.
 
Posted by: Val (Moderator)* Moderator Response
7/11/2004 6:21 PM (CST)
Hello all. I am closing this question since it's 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks, so much, for participating!

Val (Moderator)
 
Posted by: timo.kugler* Member Response
10/22/2007 9:57 AM (CST)
hey catchtricia!

I am actually at the beginning of my master thesis on the topic "people branding". So I wonder if you would be so polite to get in contact with me. I have some questions and I am curious how your disertation came out at the end.....

Anyone else reading this with useful information, links, researchdata is also invited to repost a message here or directly to my eMail

Thanx a lot
 


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