It is not new that strong personal brand can play a major success for corporate brands. A human brand is like a leader, people follow and trust what a leader say.
Oprah is great example of famous strong personal brand. Oprah’s Book Club is a place where Word Of Mouth (WoM) spread at the speed of light not only because its Oprah’s brand but because Oprah gives you why you should buy this book and what was her experience with the book. Its real experience not just a way to get money.
Cristiano Ronaldo is one of my favorite football players (soccer in American dictionary), he transferred to Real Madrid from Manchester United in a deal worth €94m (US$132m). Cristiano Ronaldo’s brand is unique and that is enough to attract hundreds of companies for commercial ads but who wins? Yes, who pay more.
The latest Ronaldo’s ad is for Clear Shampoo for men. Ronaldo did the 30 seconds for $$$ and shows the sport side of him to promote the product but wait? What did he say at the end?
“I Use Clear for Man”, I don’t think Ronaldo used Clear or at least heard about it before but it is matter of how much money he got for making this commercials. If it is not Clear then it could be any shampoo brands that Ronaldo play the role for so it is not matter of real experience.
I have been using “Clear” since a year and that’s OK for me. However, I made a survey and asked my friends. Would you buy “Clear” after Ronaldo’s commercial ad?
Most of them reposed with NO! I’m sure millions of people will buy it because Ronaldo’s brand associate with it but people think and they know its just an ad. My point here is that companies can full benefit from commercial’s ad if they just add the real experience for using their products, like Oprah who read the books before giving her recommendation. Its real not acting.
Today, Ronaldo’s posters are placed everywhere in Amman, Jordan. You don’t move 500 meters without seeing him. Taxi drivers said that they are seeing him more than their family. I wish if Clear used Ronaldo more than just a Robot.