Thursday, September 5, 2013

JLo is the Best Example of Celebrity Branding Today

FlyGirl. Selena lookalike. Jenny from the block. Romantic comedy star. Fragrance branding megastar. Latino cellular marketing mogul. Idol judge. Through all her reinventions and course corrections, Jennifer Lopez has steadily moved up the ladder, to the point that she stands alone on top of the field of celebrity branding. Her confidence and strong sense of self have guided her onward and upward to the pinnacle. Here, see the principles that JLo's path to superstar branding can teach to any company that is seeking to establish a strong, lasting brand identity.
Hunter Communications Original News Source:
Forbes

Link to article: 

Excerpt: "Celebrities are best-in-class examples of personal brand managers. They work tirelessly to manage their brands. Each time I work with a celebrity, his or her team of fashion stylists, make-up artists, personal trainers, dialect coaches, body movement and fragrance experts – yes, the list goes on – never fails to amaze me. So, who best to learn about personal branding from than superstar Jennifer Lopez: a modern-day showbiz phenomena – entertainer, singer, actress, model, philanthropist, entrepreneur and mother.

I had the pleasure of working with Jennifer and her brilliant manager Benny Medina to better understand her personal brand while positioning Viva Móvil, a recently announced and highly ambitious retail and online telecommunications partnership between Jennifer Lopez and Verizon. And while I’ve worked with many A-list celebrities over the years, I must admit that I have an added level of respect for Lola–not only for her work ethic and charming demeanor (yes, I said charming) but also for her sheer intelligence in strategically building and managing her brand. She’s everywhere– from cosmetics and automobiles, to catering and telecommunications. Over the past few years, JLo has grown into one of the most complex brands in the world.

Here are some key takeaways:

Remember your block
. Among the sea of blond-haired and blue-eyed leading ladies of Hollywood, Jenny from the Block has never forgotten her roots as a Puerto Rican Latina from The Bronx. In fact, she’s actively supported her community to further define her personal brand, and in doing so has broken down some notoriously strong stereotypical racial barriers in the entertainment industry. Fellow actress Jessica Alba has claimed the entertainer 'opened doors for ethnic girls like me,' while Latin pop singer DeLuna also acknowledged how JLo 'paved the way' for Latinas. Most recently, JLo has openly supported rising Latina teen artist Becky G. The key takeaway? Acting as a weaker version of someone great will rarely pave a path to a powerful personal brand, so be confident and embrace your DNA. Just as there is only one JLo, there should be only one you.

Never underestimate the power of a plunging neckline
. Who can forget the Versace dress with its risqué neckline that JLo wore to the 42nd Grammy Awards? The only thing more notable than that sexy chiffon number was the phenomenal worldwide media attention that it garnered, with over half a million images of Jennifer being downloaded within the first 24 hours of the event. It was a deliberate attempt by JLo to be daring and different, recasting herself as a sex symbol. And it worked.

A recent performance on 'Britain’s Got Talent' led to JLo receiving criticism from British viewers for wearing a racy black body suit thought too sexy for family viewing. JLo simply stood her ground, claiming that she loved her body and that her outfits were no sexier than her female pop counterparts.

When it comes to building a strong personal brand, understand how you’re currently perceived and how you’d like to be perceived. While verbal messages are important, visual cues in today’s Instagram era are arguably even more critical. (Any skeptics out there should recall a certain Britney car-exiting image here. It didn’t matter what our ex Princess of Pop said after that blooper, did it?) Also, check out your competition and do something different. If everyone’s wearing jeans and a tee, make your signature piece a bold jacket. And if everyone’s wearing black to a formal event, wear green. Dare to shock and inspire."

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