Celebrities have become brands ("Brand it like Beckham")

So, one again I’d like to discuss how celebrities turn their personality into brands as the whole blog is supposed to focus on this very theme. There is an interesting article about it on the web site of main British news broadcasting corporation BBC (see http://news.bbc.co.uk/2/hi/uk_news/4042435.stm). It’s based on the interview with a personal branding consultant Gabriella Goddard, whose explanations of how things work in this particular sphere run through the entire article. The central idea of the essay is concentrated around methods that are used by celebrities to survive in the glossy world of show business. So, famous people work hard on the way the public sees and perceives them. Nowadays they need to be vivid brands to get a lucrative advertising deal (it’s required to be highly recognizable), to start their own business, to sell new albums or increase the rating of a TV program/film and so on (Buckley, M. (n.d.). BBC NEWS | UK | Brand it like Beckham. BBC NEWS | News Front Page. Retrieved May 17, 2010, from http://news.bbc.co.uk/2/hi/uk_news/4042435.stm). It’s also mentioned that there are personal brands that are being built up for a long period of time (i.e. years) and also quick campaigns aimed to impress the audience.