It took me a while to write this blog post because the topic is a touchy one. The wait was not because I was unsure about the message, but because the discussion of rape or rape accusations is touchy to so many I did not want to offend anyone. It is also difficult to write about when the rape allegations are directed at a beloved celebrity. Although the latest rape allegations have been directed at Bill Cosby, there are a number of other celebrities who have been accused of sexual assault (Faerman, 2014). It seems that the allegations of Sean Penn, Britney Spears, and CeeLo Green have faded away. Maybe it is the sheer number of women who have come forward that sets Bill Cosby’s celebrity brand damage apart from others. Bill Cosby has been labeled an icon by a generation who watched him perform (Bill Cosby, 2013). Today, his statue has been removed from Disneyland and endorsements have been pulled.
I am passionate about the subject of personal branding. When the subject also includes the effect of one immoral act (and in this case many) has on brand equity, I am interested in who, why, and outcome of personal choice. Human behavior is fascinating! So, when discussing a human interaction that harms one of the people involved, how can the aggressor not be affected by their poor choice? Whether an immoral act is proven or not, it can have a strong affect on brand image. Vaynerchuk (2013) suggests that to connect with others we must talk about pop culture.
With this in mind, I hope to spark a conversation about celebrity brands to determine, or not, if a brand can rebound after an ethical and moral wrong has been committed.
Khedher (2014) suggests that a personal brand includes; 1) brand identity, 2) brand position, and 3) brand image (p. 37). Cosby’s celebrity brand status was built on his lovable personality and strengthened with his desire to promote education across the globe. His voice of reason to absent-fathers created a generation of youth who looked up to Bill Cosby as a father they wanted to have for their own. His mission of education and responsibility of fatherhood catapulted his celebrity brand status due to his vision and mission that he shared widely.
His celebrity brand symbolizes fatherhood, education, fun, and family. He was the face of Jell-O pudding and the lovable, yet strict father in the sitcom, The Cosby Show
I remember watching The Cosby Show with such admiration for Dr. Heathcliff Huxtable. His kind yet stern parenting skills drew me to him. His kind and humorous interactions with the children on the show drew in fans from all over the world. In the past decade, Cosby’s fame had not faltered even though he has not been as visible. Until now.
Bill Cosby’s personal and professional brand image has stood the test of time, until recently. As most are familiar with the rape accusations of many, many women – It begs the question, “How harmful are these accusations to Bill Cosby’s brand image and will it last?”
In the voice of public opinion, Cosby has already been found guilty of rape. Weather he is guilty or not, it doesn’t seem to matter. His poor choices, and possibly his lies about his true brand may hurt his brand image forever. What is it that causes a celebrity brand to crumble and why do some rebound?
Let’s also add that there are many celebrities that have been accused of misconduct by people trying to get money or recognition. I find this behavior extremely harmful to the celebrity brand.
And if we can learn from this brand image debacle, what can we teach other high power celebrities so they will not suffer at the hands of poor choices.
So what is on your mind? Can a celebrity brand rebound after numerous rape allegations? Are there some celebrity brands that seem to rebound no matter what has injured the brand image initially?
References
Bill cosby (2013).
Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6(2), 29.
Faerman, Z. (2014, Feb 19). 6 celebrities you didn’t know were accused of sexual assault. Sheknows.com. Retrieved on July 12, 2015 from http://www.sheknows.com/entertainment/articles/1030559/6-celebrities-you-didnt-know-were-accused-of-sexual-assault
Vaynerchuk, G. (2013). Jab, Jab, Jab, Right Hook: How to tell your story in a noisy, social world.