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I’ll tell you why most celebrities should shut the hell up about politics in a sec. But first, we need to take a step back and understand the process that goes into building a celebrity’s brand.
Therearethreebasicsteps:
Youbeginwiththecelebrity.Whatdifferentiatesthemfromtheircategorypeers?Ofalltheirqualitiesthatareuniqueandspecial,isthereanythingthatsynergizeswellwithcorporateinterests?Forexample,ifanathlete’slastnamewasBanksorifheorshehadamoney-themednickname,anendorsementdealwithfinancialinstitutionsmightmakesense(orcents).Ifsomeoneisnaturallypassionateaboutvideogames,that’sfine,too:Therearedeeppocketsinthatindustryaswell.AnNFLdraftpickwho’sacountryboyatheartmightbeaperfectfitforaWesternlifestylebrand.Thepossibilitiesareendless.
Yourlocationalsomatters.IfDetroitdraftsabaseballplayer,youmightlookatautomotivebrands.IftheAtlantaFalconsdraftafootballplayer,Coca-Colawouldprobablybeworthexploring.Usually,eachmid-to-large-sizedcommunityhasahandfuloflargebrandsthatwilloverpayfortherightkindoflocalaffiliation
