We all know about building brand identity and developing brand personality, but what about building personality brands? What about taking the identity and personality of an individual, or a group of people, and creating brands out of it?
Think of the Rolling Stones. First, they were just musicians. Then they were the Rolling Stones. Now, their branded apparel is sold in mega-retailers all over the place. They’ve done a decent job of building a brand through their personality.
Now think of Tom Cruise. He was riding high on a wave of great publicity for years, but recently the Tom Cruise brand has been tarnished rather severely. Whether or not this will have a huge financial impact on him remains to be seen, but the point is that he hurt the Tom Cruise Brand.
Publicists are generally the ones dealing with promoting someone’s personality as a brand, and I’m not claiming to be a publicist. I just find intriguing the balance between the person and the brand that they project .
Can you achieve fame, can you achieve notoriety, without projecting some sort of brand? Is it more likely today for personalities to become brands than 10, 20 years?
Does anyone really care?
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