2014 Brandcameo Product Placement Awards

personal brands

Oprah Helps Paula Deen Open Her Next Chapter

Posted by Sheila Shayon on March 5, 2012 06:45 PM

In a twist of irony, girlfriends Paula Deen and Oprah Winfrey (with a hand from Winfrey's BFF, Gayle King) are helping each other regroup.

The three got together for a pajama party at Deen’s Savannah, Georgia home, donned rubber boots to check on the hens in the chicken coop and talk about life and loss, as show in Sunday night’s episode of Oprah’s Next Chapter on Winfrey's OWN channel, in a pitch for forgiveness and rebranding.

While Winfrey's OWN is in need of a ratings boost, Deen's in need of an image makeover following a startling revelation from the Queen of Southern cooking in January that she’s had Type 2 Diabetes for three years, an announcement that came in tandem with the news that she was being paid by Novo Nordisk to promote its diabetes drug.Continue reading...

personal brands

Houston, We Have a Problem: The Challenges Facing Whitney Houston's Post-Mortem Earning Power

Posted by Mark J. Miller on February 17, 2012 04:01 PM

After Whitney Houston’s unfortunate death last Saturday, anyone turning on a TV or radio got to hear her signature tune, “I Will Always Love You,” countless times, whether it was Jennifer Hudson singing it on the Grammys or Amber Riley performing it, apparently coincidentally, on the Valentine’s Day episode of Glee on FOX.

Of course Houston had a slew of other massive hits, such as “How Will I Know,” “The Greatest Love of All,” and “I Want to Dance With Somebody (Who Loves Me),” but the fact that one tune kept spilling out of the speakers over and over again didn’t speak well of her brand’s ability to stick around for generations to come.

Metro reports that Houston, whose funeral is taking place on Saturday (with a live-stream for fans via the Associated Press), has a chance to “have a legacy that can outlive our collective memory of her somewhat tainted past” of drug and alcohol abuse. That legacy may lie in the hands of marketing pros “who specialize in the act of ‘sanitizing’ the image of a deceased celebrity."Continue reading...

personal brands

With Jeremy Lin Shoe, Nike Seeks Linsane Asylum

Posted by Mark J. Miller on February 16, 2012 12:23 PM

The world, in case you hadn't noticed, has gone nuts for New York Knicks point guard Jeremy Lin. He finally started a game Wednesday during which he didn’t score 20 or more points. Instead, he provided 10 points and a season-high 13 assists in the team’s seventh straight win.

Now Nike is planning to give the people what they want: to be #Linning too. According to ESPN Radio's blog, the shoe manufacturer is "set to release the Nike Hyperfuse 2011 Linsanity PE," a shoe that features New York Knick's iconic orange and blue with ‘Lin’ written in script, "sweeping across the side of the heel" — they even got a sneak peek, as you can see from their photo above.Continue reading...

personal brands

Should Oprah Winfrey Regret Striking Out on Her OWN?

Posted by Sheila Shayon on February 14, 2012 02:04 PM

Oprah Winfrey made a major faux pas during Sunday's Grammy Award broadcast on Sunday night by tweeting: “Every 1 who can please turn to OWN especially if u have a Neilsen box,” as OWN debuted the latest episode of Winfrey's flagship series, Oprah’s Next Chapter.

Not only did Oprah violate Nielsen rules, (and misspell its name as "Neilsen"), she surprised and offended many. In fact, social media experts like Ian Schafer, CEO of Deep Focus, Gary Vaynerchuk and New York Times media reporter Brian Stelter all questioned if the tweet really came from Oprah.

Indeed it did. She also defended the action after a Twitter follower called the request "desperate" by responding: "'desperate' not ever part of my vocab." Is this what Brand Oprah has come to?Continue reading...

personal brands

Macy's Sues Martha Stewart Over J.C.Penney Deal

Posted by Shirley Brady on January 23, 2012 07:10 PM

Since 2006, Macy's has carried the Martha Stewart Collection of home products under the banner, "Only at Macy's." So when Martha Stewart Living Omnimedia struck a 10-year deal last month to sell some branded products at rival department store J.C.Penney, which also acquired a large stake in MSLO, Macy's legal department took notice.

Today Macy's filed a New York state Supreme Court filing to stop Martha Stewart's company from moving ahead with the J.C.Penney arrangement, which includes launching an e-commerce site and branded in-store boutiques in 2013, and to reinforce its existing contract.Continue reading...

personal brands

Does Diabetes Silence Tarnish Paula Deen's Personal Brand?

Posted by Shirley Brady on January 17, 2012 05:33 PM

Paula Deen confirmed this morning to Al Roker on The Today Show that she has had type-2 Diabetes for the past three years but chose to keep it "close to her chest," despite continuing to espouse butter-laden comfort food (stuffing on a stick or donut burgers, anyone?) on the Food Network.

Deen, who told Roker that she doesn't intend to change the way she cooks now that her diabetes is public, has timed her announcement to the signing of a deal to be a paid spokesperson for Novo Nordisk, which produces the diabetes drug Victoza. The drug company is featuring Deen on a new website (called "Diabetes in a New Light") that offers "recipes, lifestyle tips and support"). Deen's ads for the diabetes drug are slated to appear later this month.Continue reading...

personal brands

Memphis Finally Giving Street King’s Name

Posted by Mark J. Miller on January 12, 2012 02:07 PM

About 900 cities across America have named streets in honor of Martin Luther King, Jr. since he was gunned down in 1968, but not Memphis, where he suffered his assassination (unless you count a stretch of nearby interstate highway). It appears that that all is about to change – just in time for Martin Luther King, Jr., Weekend.

The Associated Press reports that Memphis officials “will consider naming a key downtown street for the civil rights icon.” The subject is due to come up before the Memphis and Shelby County Land Use Control Board Thursday and is expected to pass.

"It was something that had a place in my heart for some time," former city councilman Berlin Boyd, who proposed the change when he was still in office, told AP. "Here is a city where Martin Luther King's blood cries from the streets, and we don't have anything to pay tribute to him."Continue reading...

personal brands

NBA's Big Names Get Even Bigger

Posted by Mark J. Miller on January 4, 2012 10:05 AM

If there is one thing NBA stars LeBron James, Kobe Bryant, and Derrick Rose need, it's more exposure, don’t you think? Forget their break-ups and make-ups... basketball's major personal brands are making sure their names are out there in bold print across the nation with three totally different deals.

You’d think the Chicago Bulls point guard, Rose, who is making almost $95 million over five seasons, had enough cash in the bank to survive for some time, but the word from Business Insider is that he’s bolstering his accounts by signing a “lifetime endorsement” deal with Adidas that will pay him $250 million. Not bad for a 23-year-old in a rough economy who may or may not have had someone else take his SATs for him. It’s actually a 10-year deal, according to ESPN, that would have Rose serve as the “face” of Adidas. As ESPN hears it, Rose’s shoes outsell LeBron’s in China.

Meanwhile, James is shoring up his name and fame by opening his own retail store in Miami over the holidays, while Bryant is having fun spoofing his image for Nike.Continue reading...

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