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.

---

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

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

The Face of Your Business, Part I

When we initially started our businesses, we had to decide... Read More

Creating Powerful Names for Products, Services, and Your Business

The name of your business is important--it's one of the... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

Quality and Service - Yeah, Right!

One of the critical drivers of business success is having... Read More

Build Brand Identity Through Product Branding

Building a product into a brand leader is not easy,... Read More

Corporate Identity - A Rough Guide

A rough guide to corporate identityThe tabloids report the millions... Read More

Don?t Get Caught In the Trap: The BIG Difference Between Personal and Business Branding

When you're all alone in the privacy of your home... Read More

Revealing the Roots: The Process of Building Brand

How is branding different than marketing?Branding is not so much... 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

Logo Files: Versions Of Your Logo That You Should Own

Your logo is the most important graphic element in which... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth... Read More

Branding - More Than Just a Statement - A Memory Scar

Conjure up in your mind broad rolling meadows with runs... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

The Keys to a Great Logo

Logo, graphic, icon, logotype, typogram, logoform, image?call it what you... Read More

Differentiate and Dominate

Quite often small business owners will ask me to reveal... Read More

Branding ? Brand Identity Guru

Brands are important aspects of any business, but unlike money... Read More

Branding Strategy - Brand Identity

Today, in many organizations around the world, branding is treated... Read More

My First Year In Cyber Space

My first year as a Cyberpreneur was a steeplearning-curve. I... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More

Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru

Consumers perceive and accept many brands within a certain trade... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More

Why You? -- Professional Identity Branding

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

Do What Works

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

Does Your Message Pass the Test?

Develop an effective benefit message and you're well on your... Read More

Business Image

One of the most important things in a business is... Read More

Effective Branding...Whats in a Name!

Ask any marketing executive and they will tell you that... Read More

Into The Limelight

To stand out in a cluttered world, become a recognized... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More

Branded Email: Email Branding is the Next Generation of Email

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