Brands, Authenticity and Rosie O'Donnell

We hear and see words like brand and authenticity all the time. Often times together. In my view a brand is not a brand unless it is authentic. Only when a brand stands for something can it be considered real. Unfortunately most marketers think that a brand is a logo, tagline, motto, advertising campaign or some other representation of the name. Those are tactics that may or may not be sustainable. They are often not authentic. To me your brand is your name, what your name stands for and the associations that people make with your name. Yesterday I referenced Chad Ochocinco in this context. Today I reference another person who appears to be trying to reinvent themself, Rosie O'Donnell.

Two days ago I read about the new Rosie O'Donnell satellite radio show, Rose Radio, which will soon air M-F, 10:00 am- 12:00 pm ET on XM Radio. In Monday's USA Today story Rosie chronicles her career. She describes many of her past challenges and discusses how restrictive many of her efforts were because of corporate or other interests. She says her goal for the second half of her career is to be authentic, and how the no-holds barred freedom of satellite radio can help her do so.

While I have seldom been a big fan of hers in the past, I have always felt that Rosie O'Donnell was authentic. She stood up for issues that did not have mainstream support. It is interesting to read that she either did not feel that way or that because of the motives of others, people did not think her brand was authentic. I look forward to seeing how this latest career move plays out and if Rosie is able to recruit new brand champions, and if she is able to retain her current brand champions. Ideally she should be able to do both.

Will XM Radio enhance or dilute the Rosie O'Donnell brand? Will she enhance or dilute the XM Radio brand?

Comments

[1Day1Brand]

Another great post. I agree about Rosie. The feud between her and The Donald sort of summed it up. I can't recall what it was about but he was all ego, she was authentic.

With consumers more and more empowered, and technology forcing brands to be more honest, it looks like authenticity is overdue for its day in the sun.

[Rex Whisman]

Thanks 1Day1Brand for your insightful comment. You are right about authenticity. I think it is now a minimum expectation.