Via your classmate Vincent:
When you hear “brand,” you often think of a corporate brand image. With Pepsi and United Airlines recently making headlines with brand blunders, is it time corporations take some inspiration from individuals who have been able to make negative press a positive thing? A recent article on entrepreneur.com (https://www.entrepreneur.com/article/282473) essentially praises Kanye West for his ability to draw attention to himself – arguing that any PR is good PR. Anyone who has watched his interviews might conclude that he is borderline sociopathic; but is he really? He might just have an absolutely perfect understanding of what it means to attract attention and garner more buzz for his upcoming business ventures and music production.
His famed wife, Kim Kardashian, knows how to do the same. Sure, she’s had a tape or two (not that I’ve seen them) and tons of controversial imagery released to the public over the years but what remains true is people want to know what she’s up to. This can’t be any better for her brand. I think one thing to note about all these individuals is their ability to stand out, and remain consistent and true to their brand: Kanye West will always be Kanye and Kim will be Kim.
Is it an individual’s values that we are attracted to, or more so the fact that they are who they are and the public almost rewards them for their unique characteristics? See Donald Trump for further supporting evidence. In the article, president and CEO of a global marketing agency JWT says “it’s a matter of being able to find and activate those consumers to see who you are,” and “that doesn’t necessarily take a lot of money. It does take a lot of effort”. Is this something that corporate giants can take home and learn from? Are those millions of dollars in ad-campaigns going to the right place or has the internet completely changed the way a business should develop and maintain it’s brand?