Simon Clancy

Opera, like Martha Stewart has incredible influence not only in the female segment in the US, but in the entire English speaking world.

The key to their success is that they provide answers to problems and they have both built an insatiable level of trust between themselves and their audience. Both Brand Opera and Brand Martha have leveraged this trust in to an impenetrable high volume of brand equity.
Even after Stewart went to prison, she quickly rebuilt any lost ground and is now probably stronger than before.

It really comes back to the old saying – "know your audience".

Posted by Simon Clancy | May 26, 2009 6:07 AM

Rubio

The key fact here as Mr Lou, mentions in the video is only one: Oprah's positioning as a brand herself. She is so iconic, but at the same so reachable and real.
People want real experiences, and she presents herself as the real american flavour, natural and very human.

She has been an inspiration for President Obama - and in this case I would say he has definitely transcended the cultural, geographical and language limits - which the US represent.

My question is - could this be possible in a country outside of the U.S.?

Posted by Rubio | June 10, 2009 9:23 PM

James Lou

Thank you for your responses and questions.

The Oprah Effect is a great lesson for our clients' brands. As Mr. Clancy says, even when Martha Stewart went to jail, she was able to rebuild her brand relatively quickly upon her return. That is evidence of Martha Stewart’s brand's strength and elasticity. But I further posit that the incarceration may have further bolstered Martha's brand. Like Oprah’s public battle with weigh management etc, Martha is now seen as more human with genuine flaws. These flaws can make their brands more approachable and maybe even more aspirational.

We know people aren't buying into "perfect" anymore. Through our latest DDB Lifestyle Study, we know cynicism is at an all time high as the consuming public have come to realize "perfect" never really existed -- whether in our personal relationships, or our sports heroes, or our government leaders, and especially in our capitalist system.

Instead, what is endearing and ultimately influential to today's audience is a belief in a conviction ... what we call “the fight” to stand for something bigger and better.

I believe it is Oprah's conviction that attracts people to her. And to answer Rubio's question, I suggest that having a strong conviction (whether as a personal Brand or a business Brand) is a globally relevant factor that can influence people in every corner of the world today.

Thank you again for the exchange of ideas.

Best regards,
James

Posted by James Lou | June 13, 2009 5:30 AM