Brand Dots

Sean John Combs has created one of the strongest entertainment brands of this generation.   He is involved in hip-hop’s Bad Boy Records, has two clothing lines (Sean John and Sean by Sean Combs), a film production company, and two restaurants.  There is no question that he has built an empire out of his personal brand.

The world’s most powerful brands typically align themselves with a well-known archetype.  This is true for all types of brands, including celebrities.

I’ve enjoyed watching Comb’s celebrity evolve over time.  He started his rapping career as Puff Daddy.  People nicknamed him Puff or Puffy.   In 2005 he decided to change is name to P. Diddy, which eventually was changed to plain-ole’ Diddy.  This guy has had more names than I can count on one hand.  Through all of these name changes, you would think that Comb’s brand would be worthless, but quite the opposite happened.  With every name change, he worked toward reinventing himself.

In the beginning Diddy personified the outlaw archetype.  He was born in the Harlem projects, his father was shot and killed when he was a small child, and when he started the Bad Boy label, he became involved in the East-Coast/West-Coast Hip-Hop Feud.  In true outlaw form, he eventually faced gun possession and bribery charges.  Combs and his brand embraced the outlaw archetype.  He was a rebel, completely outrageous, and eager to start a hip-hop revolution.

Combs knew he couldn’t maintain success if he continued to embrace the outlaw persona.  He had to change his image.   This is where the name changing began.   Diddy’s new name, or maybe I should say names, were an attempt to reinvent himself as the ruler archetype that he is known as today.

Sean Combs has been able to reposition himself as the king of hip-hop, fashion, and all things entrepreneurial.  This is evident through his I am King fragrance campaign, Sean John ads, Ciroc commercials, and every interview that he is in.  He is an empowered, successful leader.  He’s gained credibility by showing the public that he can be a trusted, responsible, and dependable role model.

This rebranding strategy has worked for him.  He has taken control of his image and has acquired overwhelming success.  His net worth is currently estimated to be more than $346 million and will only continue to grow.

Celebrities reinvent themselves all the time.  Can you think of any good examples of celebrities that have switched from one archetype to another?

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