It is easy to wonder what celebrities like Prince Harry and Shakira have to do with our brands. At first glance, it may seem that little or nothing, but what could we learn from their strategies when it comes to positioning our brands in the consumer’s mind? Both of them have managed to take control of the narrative surrounding their image, which has undoubtedly benefited them in their respective fields. By understanding their approach, we can gain insights that may benefit our brands.
Prince Harry, who was denied the opportunity to become king due to his birth order, channels his emotions into storytelling. He follows in the footsteps of his late mother, Princess Diana of Wales, who was an expert at using stories to connect with the media. In response to Harry’s tales of truth, the English Royal Household, commonly known as “The Firm,” remains silent, preferring to ignore its damage as if it did not concern them despite the risks that it carries. This begs the question: what modern-day brand could survive such a crisis without responding?
On the other hand, Shakira, with her new viral song directed at her ex, Gerard Piqué, has not only boosted her personal brand by gaining thousands of new followers but has also inadvertently increased brand recognition for those she mentioned in her song. As Oscar Wilde famously said, there is one thing in the world worse than being talked about, and that is not being talked about.
Is it true, then, that he who strikes first, strikes twice? When it comes to crisis and reputation management, anticipation is key. To stay ahead of the competition, an agile response is essential. Speed is of the essence – even if it means revising the story and quickly adapting it to fit current trends and events in a rapidly changing context. To succeed in this scenario, it’s important to avoid half-measures and excuses such as “I have never had to put myself out there.” These will no longer suffice.
In short, when it comes to telling a story, brands have to be like Harry and Shakira: broadcast and communicate quickly and effectively. To ensure that their message stands out, brands should use the right amount of emotion and create an ongoing communication strategy based on engaging content and bidirectional, multichannel communication. Creativity should be prioritized to ensure that the message is attractive without being left in the dark….without being billed.
