Top 10 Personality Brands in America

Managing Brand YOU,brand management

What makes a powerful brand? Sales? Popularity? Longevity? According to a recent BusinessWeek article, the top five U.S. brands for 2008 were, in order: The Coca-Cola Company, IBM, Microsoft, General Electric and Intel.

Obviously, selecting those that shine the brightest and are best defined in the minds of the American public is a bit subjective yet criteria for selection are public awareness, authenticity and a well-defined personal brand identity. These are the same criteria that make a consumer product a strong brand. The more clear and concise the image other people have of them, the more memorable and impactful they are.

So, these are my Top 10 Personal Brand picks in America for 2008.

1. President Barack Obama – Sworn in on January 20, 2009, Obama became the 44^th president of the United States. A graduate of Columbia University and Harvard Law School, President Obama has credentials beyond reproach. He was the first African American to become president of the Harvard Law Review and was elected senator of Illinois in 2004. Brand Obama is more than intelligence; he is a world-class communicator, collaborator and compassionate leader. He has planted a strong seed of optimism during the greatest economic challenges since the Great Depression, leading with a genuine smile. President Obama is THE power brand of today.
2. First Lady Michelle Obama – Mrs. Obama, a graduate of Princeton University and Harvard Law School, met her future husband when he joined the law firm where she was employed. The mother of their two beautiful children, Malia Ann and Natasha (known as Sasha), Michelle was thrust into the public domain during President Obama’s marathon campaign to the White House. She proved that she could maintain her strong independent mind while letting the world get to know her personal side. Now she is a statement of education, women’s issues, fashion, parenting, communication and the turnaround of America.
3. Oprah Winfrey – Brand Oprah, reached into the democratic process and urged millions of Americans to exercise their privilege, right and obligation to VOTE. By casting her personal support and endorsement to Barack Obama she demonstrated her own willingness to take a stand. Oprah’s entertainment and media impact is huge and growing. Her Oprah Winfrey Leadership Academy for Girls in Henley-on-Keip, south of Johannesburg, South Africa, is a living statement to her commitment to human betterment. Even her open and honest confessions to the real challenges she has faced with weight management reminded everyone of her realness.
4. Miley Cyrus – Hannah Montana was omnipresent during 2008. With her father, Billy Ray Cyrus at her side and the Disney magic, Miley released her album Breakout which debuted at #1 on the U.S. Billboard 200 chart with first week sales more than 350,000 copies. Not bad for a 16 year-old.
5. Ellen DeGeneres – Fun-loving, married and making people happy on her daily talk show, Ellen has really hit her stride. Dancing her way through each Ellen DeGeneres Show, she has proven that you can be true to yourself while bringing joy into the lives of every day people. This modern Brand Ellen is proving that authenticity and confidence can translate into commercial success. Well done Ellen!
6. Michael Phelps – At a mere 23 years young, Phelps holds 14 career Olympic Gold Medals, a record eight during the Beijing Olympic Games, plus seven current world records in swimming. He has appeared in every major newspaper, the cover of Sports Illustrated and even hosted a season premier of Saturday Night Live.  In spite of the recently released party boy pictures, he remains a strong brand.
7. Brangelina – Really two people, they are known as a single brand.  Brad and Angelina are the ultimate Hollywood duo and we all know them and what they believe in.  They are big-time celebrities, but their brand extends well beyond the silver screen. From their humanitarian efforts spreading from New Orleans to Darfur, perpetual film-making and parenting, the paparazzi can’t seem to get enough of the Brangelina phenomenon.
8. Tina Fey – This 30 Rock star and veteran of Saturday Night Live transformed into a look-alike / act-alike for Sarah Palin. She single handedly galvanized a group of SNL actors with a year of comic relief during the stressful months leading up to the election.  Tina makes America laugh.
9. Anderson Cooper – AC360 has come on strong in the world of television journalism. His years of experience came to the forefront during the Katrina disaster, and now Cooper is a talented prime timer who was right in the thick of reporting the various angles of the election in real time.
10. Joel Osteen – This televangelist connects with millions of viewers each week as the senior pastor of Lakewood Church, a 16,000-seat arena previously home to the Houston Rockets. He is a best-selling author who really came on strong during 2008 with his message of optimism, goodness and empowerment. Whether you buy into his religious foundation or not, his message in these challenging times seems to be a welcome piece of positive news for his growing audience.

jerry posted on February 8, 2009

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