A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.

I see her parading around in her odd-looking clothing choices, leading her loyal following of giddy anorexic schoolgirls around by their noses, and I think, "Skank."

I saw Paris condescend to the working class farmers of America, and I didn't like it at all. So I decided not to watch her show.

But I will say one thing about Paris. She's got branding down to a science.

First she gets folks talking with that sex tape of hers. Nice hook, Paris.

Then she buddies up with Nicole Richie for the spoiled rich girl's crash course in Reality 101.

Then she starts saying this one phrase, all the time, "That's hot." She says it any time she can't think of anything else to say, which is often, but she does it with that uppity girl sneer that makes the fellas drool and makes other girls want to imitate it.

Then she gets some show on MTV where she gets to sit on a judging panel and rate young, good looking people's outfit choices. "That's hot," she says, smiling in her dingy way. "That's hot."

Then she stars in a "controversial" TV commercial for the Carl's Jr. hamburger chain, where she's rather scantily dressed (or shall I say not dressed), lathering up a Bentley and putting on some serious burlesque show moves and draping herself all over the suds-drenched car. They're playing that song, "I love Paris in the springtime... (etc.)" At the end, she takes a ravenous bite of a big sloppy burger and then comes the slogan, you know what it is, say it with me: "THAT'S HOT."

I heard rumors that the commercial was banned by the FCC, but I don't keep up with such things so I'm not sure if it's correct information. Even if it was, it doesn't matter because the video is all over the internet anyway. That's some HUGE brand exposure for all parties involved: Paris, for the performance and the song that features her name, and for Carl's Jr. (who by the way I never knew existed, but you can bet I won't forget them now - and neither will the rest of the country.)

So, I don't know if Paris is actually a lot smarter than I ever gave her credit for, or she just acts on the advice of media giants and publicity agents. But whatever she's doing, it's working. Whoever is behind all of this controversy is a branding genius. And That's Hot.

Copyright 2005 Dina Giolitto. All rights reserved.

Find out how crisp, targeted copywriting can make a world of difference for your internet-based business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Wordfeeder.com for free tips on branding, copywriting, marketing and more.

---

Branded Email: Email Branding is the Next Generation of Email

All You Need is Branded Email Or Always Branded Email... Read More

Optimize Your Mailing List For Better Results

A list of customers who have previously bought from you... Read More

The MOST Expensive Mistake You Can Make

Most people who own a small business have a huge... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

New Uniforms Could be the Gold Charm for the Golden Arches

New designer uniforms could be the gold charm McDonald's needs... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

Power Your Word for Profit

Discovering and owning a powerful word that reflects you and... Read More

Donald Trump On Branding - Brand Identity Guru

Love him or hate him, one thing is certain: Donald... Read More

Hawaiian Heirloom Jewelry

Back to the era of the Hawaiian monarchy, the origin... Read More

Brand to Sell Well

Branding is an application of appropriate marketing techniques in the... Read More

Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards

June 13, 2005 -- Jane Chen (Producer) of the Red... Read More

Too Dull? Too Sharp?

You work hard getting the right cover message and words... Read More

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

No Logo? Launching A Business Without a Logo Can Sabotage You

Initial lack of customers and cash flow often causes a... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

Corporate Logo Design ? 6 Keys to Success

A corporate logo design should be highly instrumental in building... Read More

Branding Services - Brand Identity Guru

Branding Services is a tactic that marketing executives and managers... Read More

Eye On The Pie: Branding From an Investors P.O.V.

When building a business as a brand it's important to... Read More

Choosing the Right Color Palette

Color is a highly personal experience ? everyone has favorite... Read More

Your Small Business Name -- Important?

You bet a name is important. Many small business owners... Read More

Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)

Make A Bold Promise Then Back It Up With An... Read More

What is an Artists Statement & How Often Should It Be Updated?

An artist's statement is a statement of ideas and thoughts... Read More

How To Create A Brand That Sticks

Most people, when they hear the word branding, think logos... Read More

Acquire, Then Rebrand

Acquiring another corporation usually means that the acquiring company's name... Read More

A Successful Failure

A successfully positioned business sometimes doesn't win a new client.... Read More

The Secrets of Starting Business Successfully

Starting Business Secrets will help you to start your own... Read More

How a Great Tagline can Help your Business

"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More

Internet Branding

Having been in the franchising business all my life and... Read More

Branding Is Not Selling Out: ITS SELLING IN

Ever see an amazing band perform and wonder why you've... Read More

Importance of Business Branding

Branding is very important to a business, whether it is... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you... Read More