Kim Kardashian is a genius.
Don’t get it twisted. I’m aware that before she was considered one of today’s top celebrity business women, Kim was just another beautiful girl raised in affluence. She came into the public consciousness courtesy of a conveniently leaked sex tape. Yet Kim Kardashian has transformed one of the most humiliating situations imaginable into the longest fifteen minutes of fame ever… and she’s making a small fortune doing it.
The question so many ask is, “Why does everyone seem to pay so much damn attention to Kim? What makes her so successful, even when it’s for the ‘wrong’ reasons?”
Some call it “luck.” Others call it “opportunism.” I call it “business savvy.”
Four Secrets of Kim Kardashian’s Celebrity Branding
1. Passion. Kim Kardashian is a passionate workaholic who’s known for being up at six o’clock every morning. You may believe that Kardashian’s fame isn’t difficult to maintain, but it takes a lot of effort to make celebrity seem so effortless. And while many people fight against waking up to the alarm clock because they want to live in their dreams, Kim Kardashian is living in her dreams.
2. Sex Appeal. The phrase “sex sells” may be a cliché but it’s also pretty darn true. Physically, Kim Kardashian is gorgeous beyond words; she has an hourglass figure, a petite 5’2″ frame and unworldly curves. However, her beauty is deeper than what’s on the surface. Kim rounds out her physical beauty with an intangible sex appeal that keeps viewers and fans engrossed. With a net worth estimated at $35 million, it’s hard to argue that Kim Kardashian isn’t something special.
3. Targeting. Kim’s association with a consistent complement of brands is masterful. When she’s delivering a marketing message people buy. Women don’t really believe Kim’s amazing body is the result of devoted use of QuickTrim pills and Skechers ShapeUps. But Kim Kardashian’s curvy figure, toned glutes and lush beauty represent a cosmetic ideal many women in her audience strive for.
4. On message. Kim Kardashian creates and markets products that reinforce her brand identity. Nail polish, Midori® liqueur, jewelry, butt-enhancing fitness shoes, weight loss supplements, fashion apparel, et cetera. It’s unlikely that Kim would endorse the next Call of Duty video game, for example – because consumers in the market for violent videogames are probably not watching “Keeping up with the Kardashians.” She understands what she represents and doesn’t deviate far from that identity.
Let me know if you agree with me that Kim Kardashian shows shrewd business acumen beyond her obvious beauty?