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The Kardasians, "Naughty and nice."

The Kardasians, “Naughty and nice.”

People are always writing about brand building. I’ve been watching the GoDaddy  “almost made it to the Super Bowl commercial “and wondered if GoDaddy was just trying to be cute; to “whom” might be your question, but it makes us remember them. The commercial makes me wonder what type of brand’s GoDaddy.  Are they smart, cute, outrageous, uncaring or just stupid? Personally I think they are all of them.

And then there’s Kim Kardasian with her “shelf.” This is who she is.

I know her clothes don’t really sell at Sears; they’re a cross between “hooker and nice” but don’t fit real well. I did buy a pair of white, silk short that I really like. Every time I wear them I think of Kim. Crazy huh? My friend Shelia Carmody , who’s a great marketer, watches ‘The Kardasians.’ I thought she was crazy and then I started watching it. It’s a brand builder’s dream; where do you start? Do you create what you want or is it there to start with? How about a little of both.

I remember when I was blogging for the Costumer I found out that Kim uses Ben Nye stage makeup. “True Reflection”  is her perfume and in WalMart. Kim has become the spokesperson for all things “naughty and nice.” And her GoDaddy commercial, cute!

Let’s go Jenna Bush Hagar. I bring her up because I like the Today Show and enjoy Jenna’s no-nonsense approach. Jenna’s background would indicate that she is well-bred, has an interest in making the world better and a bit of a dare devil.

The “Today Show” is building Jenna’s brand. She has become the exercise guru, has become Today’s  first Lifestyle and Fitness Correspondent.  If you go to the site she has become the guru of all things good for your body.

Building a personal brand isn’t as hard as you think. According to the experts, you must display your core values, be personable, always be at your best, be open and honest and a few other things. (Jenna  was only a college student when she had those drinking indiscretions—that just makes her more real.)

Jenna, at 5 foot 8 inches,  was  a guest trainer on the “Biggest Loser.” What I like best about her is that she’s not a wimp, painfully straight forward  and seemingly not afraid to take a chance.   She is growing into her own soul. She has done her matronly part and become a mom and no doubt  soon  will  hiking the entire length of the Mountains-to-Sea Trail with Margaret Laura ‘Mila’ Hager strapped to her back.

Everything you do is building your brand.

Not long ago I made a vacuum cleaner commercial for Capital Vacuums. It was fun and I’m very happy in front of the camera. From the gym to the grocery store to the Good Will Store; people seem excited that I’m on the television. Somehow that makes me a different person; it gives me discounts and people want to take their photo with me! I can’t believe it. In a short time, I’m on the “brand bandwagon!”

I can’t wait to hear the stories about me and my one minute of fame.

Lisbeth Calandrino has been a sales and marketing consultant for over 20 years. She lives in Historic Hudson Park, Albany, New York, with her cat Rainyday. To schedule training or have her speak to your staff, connect at lcalandrino@nycap.rr.com.

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