Be Like Will: Cultivate Your Brand Persona The Low Key Way
Can a brand possibly become well known (and respected) by taking the high road in a low key approach? There’s a great commentary by Aaron Baar in MediaPost about the Will Smith brand, and how he (and his management team – no doubt) do a phenomenal job at it.
Here’s a snippet from the piece about what to do to be like Will. Brands are…
“…going to have to figure out what they stand for, and make every action be about that. They’re going to have to increase their likeability and trustworthiness through every action. And they’re going to have to find the right places and times to cross over – as Smith did from rapper to sitcom star to Global Movie Star – and be patient that it will all work out.
And they’re going to have to work at talking with – rather than at – their audience. Anyone who’s ever seen Smith promoting a movie via the talk show circuit knows he’s a master at that. He’s quick with an anecdote, an engaged conversationalist and appears to be an open book without really revealing anything.
Striving for likeability and trustworthiness, and “talking with” rather than “talking at” are all goals of effective marketing to women, by the way. If gaining women’s loyalty isn’t enough motivation – just think how smooth and red-carpet-cool your brand will be!
