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PERSONAL BRANDING, TALENT MARKETING
AND TALENT COMMUNICATION
AURÉLIE FERSING
KEDGE BUSINESS SCHOOL – INTERNATIONAL SUMMER SCHOOL
KEY ACCOUNT MANAGER WTA AND ATP TENNIS EVENTS
STADIUM MANAGER UEFA EURO 2016
COMMUNICATION, MARKETING AND MEDIA RIGHT DIRECTOR
SOCCER CLUB FRENCH SECOND LEAGUE
Since 2009 - Currently
Introduction
From 2008 to 2016
From 2009 to 2013
In 2016
From 2009 to 2010
Before 2008
In 2013
Celebrity brand Introduction
1. Brand Management
2. Advantages of a brand strategy for a celebrity
3. Build a brand: brand identification
4. Build a brand with differences
5.The talent marketing strategy
6. The talent communication plan : The media approach
7. The talent communication plan : The event approach
8. The talent communication plan : The digital approach
9. Brand extension and celebrity Co-branding
Summary
“I’m not a businessman, I am a business, man.”
Jay Z
-Can a celebrity be a brand?
-What are the different advantages of this strategy?
-This kind of thought thinking that people can be sold as products, like brands, does not always unanimity and may even shock.
-However many personalities apply the main principles of marketing in order to negotiate their image, their notoriety, or to sell lines
of products using their own names.
Celebrity Brand Introduction
1. Brand Management
BRAND: Unique design, sign, symbol, words, or a combination of these,
employed in creating an image that identifies a product and differentiates it
from its competitors. Over time, this image becomes associated with a level
of credibility, quality, and satisfaction in the consumer's mind.
Thus brands help harried consumers in crowded and complex marketplace,
by standing for certain benefits and value. Legal name for a brand is
trademark and, when it identifies or represents a firm, it is called a brand
name.
ORIGINS OF SEVERAL FAMOUS BRANDS
Adidas : name of the creator of the brand, Adolf ‘Adi’
Dassler
Audi :
The name comes from the Latin translation of the name of the
founder Horch (meaning "hear" in German)..
Adobe : name of the river next to the creator’s house, John
Warnock
Amazon :
The term Amazon is intended to illustrate the possibility of
offering a larger number of books in an on-line library. The
arrow of the logo goes from A to Z.
Coca-Cola : This name is related to the Coca leaves and Cola
seeds that were originally used as a flavor in the preparation
of the beverage
Reebok : version of Rhebok, a breed of African antelope
Volkswagen :
Means car of the people in Germany
Sony :
It comes from the Latin word Sonus which means its. Sony was
chosen because it was an easy name to pronounce in all languages
Levi’s 1853
Fiat 1859 Louis Vuitton 1896
Bourjois 1863 Pepsi Cola 1898
Lipton 1869 Renault 1899
Coca Cola 1886
Birth of different famous brands
2.1. USE A POTENTIAL OF NOTORIETY AND PRE-EXISTING IMAGE
-THE CELEBRITY DON’T NEED A COMMUNICATION PLAN TO LAUNCH THE BRAND
-THE CELEBRITY ALREADY IS KNOWN BY THE PUBLIC AND THE WORLD
-THE CELEBRITY ALREADY HAS A BRAND, HIS OR HER OWN BRAND
-THE CELEBRITY ALREADY IS FAMOUS
-THE CELEBRITY ALREADY HAS A MEDIA VISIBILITY
2. Advantages of a brand strategy for a celebrity
2.2. PROTECT THEMSELVES FROM COMPETITION
-THE MORE DEFINITE, PRECISE, PROTECTED AND
EXPLOITED THE IDENTITY OF CELEBRITY IS, THE MORE
DIFFICULT IT WILL BE FOR A COMPETITOR TO COPY, OR TO
BE ON THE TERRITORY OF THAT CELEBRITY
2.3. IRREGULAR ACTIVITIES REFLECTING ONE-TIME FINANCIAL NEEDS
-UN MUSICIAN RELEASES A NEW ALBUM EVERY 3 YEARS…
- A FAMOUS DIRECTOR REALIZES A MOVIE ONCE A YEAR
ONLY..
- THE SPORTSMEN HAVE AN IRREGULAR SEASON. THEY ARE
OFF DURING MANY WEEKS OR MONTHS…
2.4. A STRUCTURAL CHANGE
- MUSIC BUSINESS IS NOT THE SAME AFTER DOWNLOADING
- FEWER ALBUM SOLD
- FEWER REVENUS FOR THE MUSICIENS AND SINGERS
- ADOPT A DIVERFIFICATION STRATEGY
FOR INSTANCE: PRIVATE BRAND CONCERT
2.5. SHORT CAREERS
- SPORSTMEN= 15 YEARS OF HIGH LEVEL SPORT NO MORE
- TOP MODEL = 10 YEARS
- WHAT CAN THEY DO AFTER…..?
2.6. EXPAND AUDIENCE
- TO HAVE A DIFFERENT NOTORIETY
- EXAMPLE: YANNICK NOAH FAMOUS IN THE TENNIS WORLD
AND IN THE MUSIC WORLD
2.7. RATIONALIZE YOURPORTFOLIO OF ADVERTISINGBRAND CONTRACTS
- BE CREDIBLE WITH THE BRAND YOU ENDORSE
- BE CLOSE TO THE PRODUCTS AND BRAND
- CHOOSE COMMERCIAL PARTNERS IN ADEQUATION WITH
YOUR POSITIONING
2.8. SUCCESS AND CREDIBILITY
- IF YOU SUCCESS IN ANOTHER UNUSUAL PROFESSIONAL
FIELD YOU WILL BE MORE RESPECTED
- MORE AND MORE BRANDS WOULD LIKE TO BE IN
ASSOCIATION WITH YOU/ YOU WILL ATTRACT THEM
3.1. THE ELEMENTS OF THE IDENTITY
-NAME
-SLOGAN
-LOGO
-DESIGN
-MASCOT
-PACKAGING
-JINGLE
3. Build a brand: brand identification
-NAME: THEY CAN CHANGE THEIR NAME….
EX: JOHNY HALLYDAY (JEAN PHILIPPE SMET), WOODY ALLEN (HEYWOOD ALLEN),
50 CENT (CURTIS JAMES JACKSON), EMINEN (MARSHALL BRUCE MATHERS)
-ALTERNATIVE NAMES: THE KING (ELVIS), SHAQ (SHAQUILLE O NEIL)
What’s important for the celebrity?
-DESIGN/APPEARANCE:
-JINGLE/ SLOGAN:
« YES WE CAN »
OBAMA
« ONE MORE THING »
STEVE JOBS
What’s important for the celebrity?
MANY CELEBRITIES ARE ASSOCIATED WITH AN ORGANISATION:
-LIONEL MESSI/FC BARCELONE
-BARACK OBAMA/ AMERICAN POLITICAL PARTY CALLED DEMOCRAT
-STEPHEN KING/ FANTASTIC BOOKS
-EMINEM/ RAP ARTIST
-DAVID GUETTA/ DJ
-MICK JAGGER/ ROCK MUSIC
- SPECIALIZATION: THE CELEBRITY IS KNOWN TO BE FAMOUS
IN THIS ACTIVITY SECTOR (EX: OPRAH WINFREY)
-LEADER: A LOT OF PEOPLE ARE FOLLOWING HIM OR HER
EX (MARK ZUCKERBERG)
-PERSONALITY: BEHAVIOUR, ATTITUDE
EX (NICK KYRGIOS)
-DISTINCTIVE: THE CELEBRITY IS UNIQUE
EX (MARILYN MONROE)
- UNITY: THE CELEBRITY SHOULD BE CONSTANT
EX (JUSTIN BIEBER)
-PERSISTENCE: ADAPTATION TO THE NEW TRENDS, TRANSFORMATIONS
EX (MADONNA)
-RESPONSABILITY: HAVE A POSITIVE IMAGE
-THE MARKETING STRATEGY WILL CONCLUDE THE CELEBRITY COMMERCIAL
INTENTION
-GOAL: TO TRANSFORM A MUSICIAN, SPORTSMAN, ACTOR ….. INTO A
BUSINESSMAN
-USE YOUR IMAGE WITH DIFFERENT TARGETS
-MANY CELEBRITIES USE A AGENT
(NO TIME, NO KNOWLEDGE)
5. The Talent marketing strategy
5.1. THE SEGMENTATION
THE PROCESS OF DEFINING AND SUBDIVIDING A LARGE HOMOGENOUS MARKET INTO CLEARLY
IDENTIFIABLE SEGMENTS HAVING SIMILAR NEEDS, WANTS, OR DEMAND CHARACTERISTICS.
ITS OBJECTIVE IS TO DESIGN A MARKETING MIX THAT PRECISELY MATCHES THE
EXPECTATIONS OF CUSTOMERS IN THE TARGETED SEGMENT.
FEW COMPANIES ARE BIG ENOUGH TO SUPPLY THE NEEDS OF AN ENTIRE MARKET; MOST MUST
BREAKDOWN THE TOTAL DEMAND INTO SEGMENTS AND CHOOSE THOSE THAT THE COMPANY
IS BEST EQUIPPED TO HANDLE.
THE FOUR BASIC MARKET SEGMENTATION-STRATEGIES ARE BASED ON
BEHAVIORAL,
DEMOGRAPHIC,
PSYCHOGRAPHIC, AND
GEOGRAPHICAL DIFFERENCES.
THE FOUR BASIC MARKET SEGMENTATION-STRATEGIES ARE BASED ON
BEHAVIORAL,
DEMOGRAPHIC,
PSYCHOGRAPHIC, AND
GEOGRAPHICAL DIFFERENCES.
THE BEST SEGMENTS FOR CELEBRITIES ARE:
Professionnals
Company, brand
Fans
Medias
THEY MUST HAVE A STRONG PROFESSIONAL NETWORK AND COMPANIES CONTACTS IN ORDER TO PROMOTE THEIR
PRODUCTS…..A POSITIVE MEDIA IMAGE AND MANY FANS…
-PROFESSIONAL SOCCER OR FOOTBALL OR BASKETBALL PLAYER: CHOOSE THE
BEST CLUB YOU CAN….THE MORE VISIBLE YOU WILL BE
-ACTOR: THE COMPETITION IS REALY HARD DURING
THE CASTINGS…YOU HAVE TO SELL YOUR IMAGE
-A TV PRESENTER WILL BE KNOW ON ONE OF THE MAIN
CHANNELS…NOT IN A LOCAL CHANNEL…
Professionnals
-BE VISIBLE
-GIVE INFORMATION ABOUT YOUR PROFESSIONAL LIFE
-GIVE INFORMATION ABOUT YOUR
PERSONAL LIFE, YOUR LEISURES,
YOUR ENGAGEMENTS
medias
-INCOME FOR TE CELEBRITY
-THE MEDIA POTENTIAL OF THE CELEBRITY, THE NUMBER OF FANS, AND THE
PROFESSIONAL NETWORK CAN ATTRACT DIFFERENT COMPANIES
Company, brand
5.2. TARGETING
THE SELECTION OF POTENTIAL CUSTOMERS TO WHOM A BUSINESS WISHES TO
SELL PRODUCTS OR SERVICES. THE TARGETING STRATEGY INVOLVES
SEGMENTING THE MARKET, CHOOSING WHICH SEGMENTS OF THE MARKET ARE
APPROPRIATE, AND DETERMINING THE PRODUCTS THAT WILL BE OFFERED IN
EACH SEGMENT. A BUSINESS OFFERING MULTIPLE PRODUCTS CAN DETERMINE IF
THE VARIOUS SEGMENTS SHOULD RECEIVE ONE GENERIC PRODUCT (SUCH AS IN
MASS MARKETING), OR IF EACH SEGMENT SHOULD RECEIVE A CUSTOMIZED
PRODUCT (MULTI-SEGMENT), BASED UPON THE MARKET'S DIVERSITY,
MATURITY, THE LEVEL OF COMPETITION AND THE VOLUME OF SALES EXPECTED.
ALSO CALLED TARGETING
1986: RUN DMC, THE HIP-HOP MUSIC GROUP WHICH HAS TARGET AND WIN WITH ADIDAS BRAND …
$ 1 000 000 ……OF SPONSORING CONTRACT
-IT’S ESSENTIAL TO BE IN THE MEDIAS
-BE CARREFULL: WICH KIND OF MEDIA??
WHERE?? WHEN??
-CHOOSE A GOOD PRESS OFFICER
6. The Talent Communication: the media approach
6.1. NON SPECIALIZED MEDIAS-THEY WILL TALK ABOUT THE PROFESSIONAL NEWS OF THE CELEBRITY ONLY (NEW MOVIE,
NEW MUSIC ALBUM, SPORTING RESULTS, SPORTING QUALIFICATION, SPORTING
TRANSFER…)
CONFRONT THE STAR WITH CRITICISM BY EXPERTS RECOGNIZED IN THEIR FIELD OF
INTERVENTION
Private aspects of the life of celebrity in a permitted way or not
6.2. SPECIALIZED MEDIAS
6.2. CELEBRITY MAGAZINES
-ALLOW THE MEETING CELEBRITY/FANS, CELEBRITY/MEDIA, CELEBRITY/BRANDS
• THE PRESS CONFERENCE: ONE OF THE MAIN TOOL
7. The Talent Communication: the Event approach
• THE PREVIEWS ARE SPECTACULAR FOR THE YOUNG FANS
-THE PRESENCE OF THE DIRECTOR AND ACTORS IS THE MAIN POINT IN THIS
EVENT (FOR JOURNALISTS AND FANS)
-NO MORE DANGEROUS PHYSICAL MEETINGS WITH THE FANS THANKS TO THE WEB
8. The Talent Communication: the Digital approach
Interaction, share,
answer
Differentcompatible
tools
Not expensive
universal
fast
interactive
Giveinformation,
datas
Can generate
promoton, ads
8.1. OFFICIAL WEB SITE
• INFORMATION IN THE RELATION WITH THE NEWS OF THE CELEBRITY
• VIDEOS
• OFFICIAL PICTURES
• NO CREATIVE
• NO INTERACTIVE
8.2. BLOG
• EASY TO USE
• NOT EXPENSIVE
• MORE QUALITATIVE THAN AN OFFICIAL WEBSITE IF YOU HAVE A STORY TO TELL
8.3. SOCIAL MEDIAS
• DIRECT
• PRIVATE
• ESSENTIAL FOR THE CELEBRITY COMMUNICATION MIX
• MILLIONS OF FANS CAN FOLLOW THE CELEBRITY LIFE
• DAILY NEWS
• CAN BE MANAGED BY A COMMUNITY MANAGER OR BY THE CELEBRITY
• FACEBOOK CAN BE A SEGMENTATION TOOL (YOU KNOW WHO ARE YOUR
FOLLOWERS)
• TWITTER CAN BE A ONE TO ONE FAN RELATION
• OBAMA DIGITAL STRATEGY 2008:
-NEW KIND OF DIGITAL COMMUNICATION MIX IN THE
POLITIC WORLD
-100 COMMUNITY AND WEB MANAGERS
-ON THE OFFICAL WEBSITE YOU CAN FIND A WEB TV, WEBSTORE, BLOGS….
-$16 000 000 IN THE WEB ADS
-$600 000 IN THE FACEBOOK ADS
-13 000 000 OF PERSONS IN THE EMAILING CAMPAIGN
-PRODUCTS PLACEMENT IN DIFFERENT KIND OF VIDEO GAMES
-PRESENT ON FACEBOOK, TWITTER, ASIANAVE, BLACKPLANET…. AND CREATION OF MY BO
(BARACK OBAMA SOCIAL MEDIA)
-CREATION OF THE BO WEB TV WITH MORE THAN 120 000 000 OF FOLLOWERS
-THE NATURAL EXTENSIONS HAVE A LINK WITH THE MAIN CELEBRITY ACTIVITIES
EX:
9. Brand extension and celebrity co-branding
9.1. BRAND EXTENSION
-THE IRREGULAR EXTENSIONS HAVE NO LINK WITH THE MAIN CELEBRITY ACTIVITIES
-THIS IS A NEW ACTIVITY SECTOR
CO-BRANDING IS THE PRACTICE OF USING MULTIPLE BRAND NAMES TOGETHER ON A
SINGLE PRODUCT OR SERVICE. (OR 1 BRAND AND 1 CELEBRITY)
WHEN EFFECTIVELY DONE, CO-BRANDING PROVIDES A WAY FOR COMPANIES AND
CELEBRITY TO COMBINE FORCES SO THAT THEIR MARKETING EFFORTS WORK
IN SYNERGY
THE CELEBRITY GIVES SOME VALUE TO THE PRODUCT OF THE BRAND.
9.2. CELEBRITY CO-BRANDING
• MICHAEL JORDAN AND THE NIKE CO BRANDING:
-IN 1990 1/12 AMERICAN HAS JORDAN SNEAKERS
-THIS IS A LIFE CONTRACT WITH M. JORDAN
Thanks to this strategy, the “Air Jordan Project” was born in 1980s. Nike has created a whole new segment focused on basketball with the implication of Michael Jordan. At the beginning, the shoes were so colorful that the NBA banned it. Michael Jordan wore the shoes despite the NBA opinion and, of course, played like no one has ever played before.