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Kim Kardashian Principle : Why Shameless Sells (and How to Do It Right) (Hardcover) (Jeetendr Sehdev)
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Kim Kardashian recently broke the internet—or so her army of publicists and marketers would like you to think. How did she do this? She posed naked, glossed and balancing a champagne coupe on her generous and storied behind. What else is new? Yet the cheers from her legions of fans were deafening. Never before has someone with so little talent been such a sensation. Now, famous for nothing for 15 years, bringing her whole family along lucratively with millions of dollars in TV deals, endorsements, and branded clothing.
Get used to it, says celebrity branding expert Jeetendr Sehdev. Social media has ferried scores of ordinary people to a level of fame previously inconceivable—and turned the qualities of narcissism and navel-gazing, once eschewed, into genuine assets. The new rules allow a thirteen-year-old boy to become a millionaire by playing games on YouTube, a mother to subject her toddler to endless Instagram fashion shows in the hopes of attracting sponsors, and a reality TV star whose name graces every business he owns to lead the race for the Republican presidential nomination.
Sehdev shows how businesses can develop these kind of intimate, obsessive connections with their consumers. Rather than push the same old promises, brands have to look to the flawed, vulnerable, and utterly transparent example of Kim and other media-manufactured celebrities to truly connect with—and gain the trust of—their customers.