The List

Fast Company - - Contents - By David Lid­sky

Ten pi­o­neers of per­sonal brand­ing.

1. Hec­tor Boiardi 1929

Boiardi (boy-ar-dee), a Cleve­land chef, sold take­home meal kits of his dishes due to cus­tomer de­mand. Dur­ing World War II, he canned his pasta meals for ser­vice­men, pop­u­lar­iz­ing Ital­ian food.

The im­pact: That’s Boiardi’s face in the Chef Bo­yardee logo, mak­ing him god­fa­ther to celebrity chefs like Wolf­gang Puck and Rachael Ray.

2. Andy Warhol 1962

The painter turned Camp­bell’s Soup into art and brand-ified celebri­ties with silk-screen por­traits of Mar­i­lyn Mon­roe, Elvis Pres­ley, and oth­ers.

The im­pact: Warhol’s 1968 ob­ser­va­tion that “in the fu­ture, ev­ery­one will be world-fa­mous for 15 min­utes” has be­come the ral­ly­ing cry for as­pir­ing so­cial me­dia in­flu­encers and re­al­ity-tv stars.

3. Muham­mad Ali 1966

The out­spo­ken heavy­weight box­ing cham­pion con­sci­en­tiously ob­jected to be­ing drafted to fight in Viet­nam—at great per­sonal cost.

The im­pact: Ali helped turn pub­lic sen­ti­ment against the war. To­day’s star athletes, from Le­bron James to Colin Kaeper­nick, risk their broad ap­peal to speak out about racial in­jus­tice.

4. Betty Ford 1974

Shortly after be­com­ing First Lady, Ford was di­ag­nosed with breast can­cer and had a mas­tec­tomy. She bravely shared her story, re­mov­ing the stigma around the dis­ease and treat­ment.

The im­pact: Ford’s can­dor helped save count­less women’s lives. She would go on to do the same for al­co­holism after she ad­mit­ted her ad­dic­tion.

5. Martha Ste­wart 1980

The stock­bro­ker turned caterer pub­lished her first cook­book, and its suc­cess led to dozens more, a mag­a­zine, TV shows, and house­wares that still gross hun­dreds of mil­lions in rev­enue.

The im­pact: Ste­wart’s em­brace of mul­ti­me­dia paved the way for ev­ery life­style doyenne since, in­clud­ing Gwyneth Pal­trow and Brit Morin.

6. Richard Bran­son 1985

Bran­son, who owned a record la­bel, at­tempted the fastest nau­ti­cal cross­ing of the At­lantic Ocean, the first of many stunts that made him fa­mous.

The im­pact: His swash­buck­ling style dou­bled as good mar­ket­ing for his Vir­gin brand. Jeff Be­zos and Elon Musk mimic Bran­son’s play­book, in­clud­ing fol­low­ing him into space ex­plo­ration.

7. Oprah Win­frey 1986

Win­frey’s mix of charisma and vul­ner­a­bil­ity as a na­tional day­time-tv host in­spired view­ers to buy any­thing she en­dorsed.

The im­pact: Win­frey’s ad­vis­ers—in­clud­ing Drs. Phil and Oz—be­came per­sonal brands in their own right. Her hard-core fans now hope she’ll use her pul­pit to run for pres­i­dent in 2020.

8. Tom Peters 1997

The busi­ness au­thor and con­sul­tant posited—in Fast Com­pany—that employees needed to think of them­selves as brands, “cre­at­ing their own mi­croe­quiv­a­lent of the Nike swoosh.”

The im­pact: Spend a few min­utes among thought lead­ers on Linkedin to see how whitecol­lar work­ers have em­braced Peters’s vi­sion.

9. Bey­oncé 2013

The pop su­per­star reaped the power she’d ac­crued in her ca­reer to break the old model for al­bum re­leases, drop­ping Bey­oncé on itunes at mid­night with only an In­sta­gram post pub­li­ciz­ing it.

The im­pact: Bey­oncé set sales records and a new stan­dard for how stars launch new work, in­spir­ing Drake and Tay­lor Swift to fol­low suit.

10. Kylie Jen­ner 2018

In Fe­bru­ary, the re­al­ity-tv star and cosmetics en­tre­pre­neur tweeted that she no longer opened Snapchat, adding, “ugh this is so sad.”

The im­pact: The tweet cat­alyzed con­cerns about Snap, and its stock lost $1.3 bil­lion in value, re­in­forc­ing that per­sonal brands can be even more pow­er­ful than the plat­forms that build them.

Il­lus­tra­tion by Peter Ou­man­ski

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.