Many times throughout the year, clients or individuals will challenge myself or the firm on how valuable marketing has changed history or moved the meter in some regards.

I want to start by saying that I never perceive marketing to be slimly or deceitful. Marketing steers brands from being good to great. Marketing paves the way by introducing you to something you may or may not try. Remember Pet Rocks or Moon Rocks? Who knew of a word; Ginsu before 1978? Did you really want the pocket fisherman or did marketing help with your decision?

What I found interesting recently was how marketing is changing our culture with Celebrities. They have orchestrated taking the negative and reversing that image so smartly that it is seamless to the average viewer.

So that takes us to my first observation, I just saw a new show commercial advertising “The Marriage Ref” starring Jerry Seinfield. Was it really that long ago that we forget that Jerry went after his babysitter that was 15 years old? She was in HIGH SCHOOL. He dated Shoshanna Lonstein for quite a few years. They were getting married when she was 17 and at the time, that was all the rage. It never came to be.  And now, he has a show that deals with being a Marriage Ref. I believe the premise finds real couples having arguments and a panel of celebrities review the fight and offer tips and suggestions. The panel consist of people like Larry David and Madonna. They both have been divorced and have no right on that panel except for laughs. Anyway Jerry has used his Marketing and PR efforts to change that image.  Other marketing image changers include Hugh Grant being caught with a prostitute, Mel Gibson stating racial slurs, and guess what, ten years from now everyone will still be talking about how great Tiger is on the current tour. It is all about marketing and how it is all positioned. PR is also interwoven into this mix. You can never pay too much for a good PR firm that is going to lift your image. Celebrities truly understand the value of image and the power of marketing.

Are you still not convinced that Celebrities are using Marketing to turn their product around? Let’s take Paul Rubens as another example, we all know what he did, but he is introducing the new Pee Wee Herman show to the next generation of children.
Jerry Lee Lewis married Myra who was not only his first cousin once removed but 13 years old, Roseanne’s butcher of the National Anthem, Michael Richard’s racist rant, Britney’s bizarre hair cut, Dixie Chicks disliking the President, and Janet Jackson/Justin Timberlake reveal a boob on the Superbowl.  The Beatles records were burned a few decades back because of something John Lennon said out of context. Guess what, all these celebs still sell very well. Whether its CD sales, downloads of movies or being a regular on digital shorts on SNL, marketing has helped every one of these individuals. You cannot tell me that it has not. Right or wrong we are also a very forgiving Country. Remember when Michael Jordan and Kobe Bryant had affair after affair? Me either!

Marketing and time is the sole reason each of these individuals have moved forward and in some cases become stronger as a brand. Marketing can solve your image or create a new one. Marketing can empower the viewer to respond positively to your brand. However, not all marketing can be a savior. A good example of this would be looking at a case study of O.J. Simpson. His image cannot be erased, for one his brand is revolved around a murder, his book “If I did it” could not save O.J. from the brand he created in that year long trial. All the other years of the O.J. brand was erased by a car chase and a gun. Roman Polanski and Ronnie Spector are in the same boat.

Watch Presidents Obama’s debates again especially his first one. Watch President Clinton’s debates again especially his last one. They both promised Healthcare would be resolved in 90 days upon election. Why is this forgiven? Simply, good marketing and great PR to every newspaper in the country. Marketing works. Imagine having every media outlet known to man at your disposal everyday and how you could change and manipulate your brand. Eventually you need to perform, but not as much as you use to. Great example of this was a musical group called the Bay City Rollers, they were coined as the next Beatles, but guess what, without great songs, good music and lots of hard work they faded into the sunset as almost one hit wonders. They had no vision yet great marketing-you still need to perform.

So how do we transform YOUR brand. Is it time for a facelift? Is it time to change your image? Marketing is a wonderful tool when used correctly and I’m sure if it has helped Celebrities then it can surely elevate your brand regardless of the past.