Opinions about branding by Dr. Dannielle Blumenthal

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Wednesday, June 20, 2012

"No Talent" Is A Brand In Itself: The Kardashians



"The show is our platform. The show is our best commercial." - Kim Kardashian to the Wall Street Journal

I continue to be fascinated by the Kardashians. I cannot figure out how people can simultaneously be so fake, and so real at the same time.

In an interview with the Wall Street Journal, the sisters insist that that their brand is really about fashion.

But I don't see anything all that special about the way they dress.

What I do see is that they use a TV show to offer a window into what seems like family life, but is professionally produced and scripted. 

Nothing in these womens' lives seems off-limits to the cameras. Not even - especially not - their personal relationships.

The Wall Street Journal recently posted a blog dissecting the relationship between Kim Kardashian and Kanye West. It had this comment attributed to Russell Simmons:
"I know Kim and Kanye. They are both hopeful people, but cautious....Every public move they make is dissected."
Today amid all the talk about authenticity, one axiom remains: Branding is in the end an illusion.

An illusion we are willing to pay for.

And that is why this relatively untalented family is able to pull of a $40 million contract with E!.

Because one thing they can do well is fool us, even as we know we are being fooled. And for a few minutes entertain us away from real life.

I'd say that's worth the price of admission, and it teaches me a lesson or two about marketing as well.

Have a good day everyone, and good luck!