Wow, between the shenanigans of Kanye and Serena this has been quite a week!
Has their bad behavior done permanent damage to their brands?
Or is it just part of who they are?
Both of these celebrities have built personal brands that are purposely outside of the lines (no foot fault pun intended here).
But have they gone too far?
I think so.
It’s one thing to cultivate a rebel image by expressing yourself through your art (whether it’s music or tennis).
It’s quite another thing to attack the innocent bystander.
In the case of Kanye/Taylor I think it’s pretty obvious that Taylor is having the last laugh.
The notoriety and sympathy after the VMA incident has undoubtedly raised her brand profile and brand awareness beyond her core audience.
From the interview I saw on “The View” she came across as gracious, with more of a sense of humor than I had previously given her credit for.
The other winner was of course Jay Leno who got an unexpected ratings boost for his new show with his exclusive on Kanye’s apology.
Although the world of music seems to be fueled by bad behavior – so maybe this will either blow over or give him more cred.
I’d be more worried as a corporate sponsor of Serena.
I could almost accept the “heat of the moment” argument. After all, it was a horrendous call at a very inopportune moment.
However, what I found most appalling (and potentially brand damaging) was her refusal afterwards at the press conference to apologize.
She made a big statement about learning from her mistakes but seemed to omit the biggest mistake of all…which was losing her cool and berating someone publically for doing her job.
I know she apologized the next day on her website, but it felt like too little too late.
That’s my point of view. What’s your twist?
Is bad behavior bad for brands or is it just par for the course?