The Evolution of the Martha Brand

It struck me recently with all the announcements regarding upcoming Martha Stewart TV projects that a brand transformation is in motion.  One that not many people are talking about.  My sense is that as Martha emerges from prison her brand will move from expert brand to pop/celebrity brand.  Although she was certainly famous before her legal woes, her brand was driven primarily by her knowledge not her notoriety.

The difference is important.  She will no longer compete in the same way as she used to.  Interesting is that her first big project out of prison will be the sister show to Trump's The Apprentice - the star being a prime example  of another evolved pop brand. (Trump has saved his eroding brand by becoming more pop icon than business mogul.) My sense is that the new Martha will have more in common with Paris Hilton as a brand than she will competing home lifestyle gurus.  This isn't necessarily a bad thing.  It's what you do with it. 

The role of celebrity is evolving in society.  In New York's recent Fashion Week we see the uptick in celebrity brands replacing those of designers as manufacturers compete to move merchandise from catwalk to shelf to consumer's closets.  The celebrity is the brand accelerator.  The increased pressure compounded by an increasingly competitive retail environment and a growing elusive consumer makes the use of this brand knowledge vital to compete.  It is a way of making sure people "get your brand" quick and fast enough to impact sales. 

Managing the brand DNA of Martha Stewart going forward will need to leverage  these new attributes.  Pushing the old Martha may prove confusing and lacking the authenticity people will expect.  Don't pretend you weren't in prison - use it. It will require the confronting new rules. Prepare to evolve. Perhaps a power lunch with Madonna is in order.

Related Reading from Brand Noise
Branding Beyond Martha
Mapping Celebrity Endorsements