Thursday, April 15

Kitty Kelley's "Oprah"

All the hoopla over Kitty Kelley's unauthorized biography on Oprah made me realize something. Oprah is one powerful brand. As if we needed to be reminded ... but I'm talking true branding power.

Not powerful because of her vast empire or fortune or connections (that's a different kind of "power"). Powerful in that her brand is so strong, that something somewhat negative like this book could not possibly penetrate her equity. I've heard some call her "Teflon". I don't think that's what it is. I think that it's sheer marketing power from a true consumer brand.

A brand that is well defined, for sure, like any good brand should be. Totally in tune with her consumer base. Unique from any other brand in the market. Consistent. Adding value to people's lives, day in and day out. Creating a dialogue and a relationship with and among its consumers (and its consumers with each other).

So sure she has money and influence, but whether you like her or not, she also is a brand that many could aspire to, with lots of longevity through thick and thin (and a tell-all book).

I was quoted in an AdAge article on this very topic if you'd like to check it out:

For me, what's more interesting than this book, though, is to watch the path over time that the Oprah brand will continue to take.

What's your experience? Jim.

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