Everyone knows who Kim Kardashian is, unless of course you have been living under a very very large rock. Kim Kardashian is…. well famous for being famous.
Most brands have far more value than Kim Kardashian, so why is she more famous? Every brand should strive towards being famous, and it’s possible, but we might have to take a few lessons from Kim.
How do I make my brand famous?…
Kim Kardashian is famous because she has very distinctive and memorable brand assets that she promotes incessantly. Kim Kardashian is defined by her consistent pout, overt cleavage, the alliteration in her name, the sound of her voice, her pop star husband, and of course her most prominent ASSet, that “broke the internet” a few weeks ago.
Along with being distinctive, Kim has a high reach fan base – her focus isn’t on an existing fan base, but on GROWING it. Like every brand, she loses people every day, but like the best brands, she acquires them in even greater numbers by spreading her fame to new people and new markets. A very effective acquisition strategy that every brand should emulate.
She’s currently on ‘Keeping up with the Kardashians’, has a diary full of public appearances, a plethora of product endorsements, has her own fashion and fragrance collections, a mobile game for iPhone and Android, she is always in the news, on the front of gossip magazines, penetrating your Facebook feed, and even at a mall near you. She’s everywhere, you just can’t avoid her, and this is what your brand should strive towards. Even if you don’t know about her nor care about her, you probably recognise and remember her.
This is like ANY brand. Consumers generally don’t care and don’t share brand stories. People have enough trouble building relationships with family and friends let alone brands – hence why brands have to be hugely distinctive and seek fame in order to be successful. Don’t rely on fan bases. Don’t assume strong levels of passion or knowledge. Just have that same vain desperation for your brand to be famous that Kim has for herself.
Kim Kardashian’s success is thanks to her multiple distinctive assets that are seen everywhere. This is exactly what your brand should strive towards.
- Your brand should be distinctive. Create assets that are ownable and unique. Like the McDonald’s Golden Arches and Coca-Colas “Dynamic Ribbon” typeface.
- Be everywhere, show everyone your assets. Reach as many people as possible with your marketing message and make yourself famous
Everything is in a constant battle for attention and memory. Every brand competes with Kim Kardashian. Make sure your brand is distinctive and famous in order to succeed.