Know-How Exchange : Branding

Are you really not a celeb or do you have the world's worst agent? These are things your agent should be covering with you. Since you have no experience in this, NO do not make any offers in the meeting! Stay quiet and let them tell you what they have in mind. Most likely, they will want to use your name and likeness in conjunction with their product, make public appearances, perhaps make commercials endorsing their product, and so forth.

But, seriously, if your agent hasn't covered these things, ask him/her. If he/she can't answer your questions or doesn't have the experience, get someone who does know what they are doing! With the wrong handling, you can make HUGE mistakes that can mean BIG differences in your income short and long term!

I hope this helps.

Wayde

If your manager can't answer the questions you asked and advise you ahead of time, it's time for a new manager!

If your manager is not equipped to work with you on this, consider hiring a talent attorney to advise and accompany you to this meeting.

You're getting the right advice. If you have to show up at the meeting before you can get an expert on your team, your best bet is to listen and ask a few questions ... so you leave understanding exactly what is expected of you.

Don't offer anything, and don't agree to anything. Just listen, ask your questions, and take good notes. Let the company define exactly what they want and what it's worth to them.

I've only been on the company end of this, so I may not be the expert from your side of the table. You need one of those. (If all else fails, contact me and I'll do what I can ... but it would be even better if you can get a manager or attorney who has done this sort of thing multiple times before. Can you get a referral from another celebrity who has done this?)

Ask them about their brand.
Ask them how do they think they'll benifit from your endorsement of the brand.
Ask them what kind of a brand fit they see in the brand personality and the brand endorser's personality.
Ask them how fast/soon/late they think the consumers start reacting to the brand association claims.

And most important, all of this, should be asked by your manager.

ThnQ,

RJ

Dear bigbamo,

I agree that you might need to look for a new manager because it's this person's job to figure all this stuff out on your behalf.

At the meeting, it's your job to smile, nod politely, and be a nice person. Ask a few intelligent questions if you're not sure about something but remember: you're being watched. Your sponsors want to know that you are right for them.

As the "face" of a brand it's also your job to keep out of trouble, steer clear of the media spotlight (unless you're directed to enter it), and generally, be a fully paid up member of the good person society.

When celebrities start farting around and pulling the kinds of stunts we've seen in recent months from the likes of Tiger Woods, Mel Gibson, and Lindsay Lohan, sponsors tend to get a tad "jittery", and when this happens, those sponsors (and their money) sprint for the exits.

So, what's expected of you?

Turn up on the day and time you're supposed to. Say, do, think, and act the right things to maintain a sweet relationship between you and the companies you're representing. Be nice to the media (hateful I know, but you DO want to get paid, don't you?).

And when you're not sure about something, or when you're overwrought or when you've had one too many, beware of hot mics and rolling cameras and keep your pie hole shut ... as you'll see in this video of former British PM, Gordon Brown: https://www.youtube.com/watch?v=C3F_ly9xSqQ

One final thing: endorsement-wise, you are endorsing them ... but they're also endorsing you. This means that's what good for you is good for them and what's bad for them is bad for you ... and vice versa for both.

I hope this helps. Good luck with your new gig.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA