Strong Brand, Strong Excuse?
A fashion designer (named Rudolf Moshammer) here in town was very popular for about 20 years. Recently, he was murdered by a gay hustler (he didn’t get the payment which he demanded, about $2500). There are witnesses that he even had sex with underage boys. Usually this gets a really strong reaction from society, the yellow journalists, and so on. Just think of the Michael Jackson indictments. But not in his case. He did a great job in promoting his personality in many ways. Here in the local stadium, he got a bigger cheer by taking his seat than musicians playing the concert. He did TV commercials, show appearances, minor appearances in movies and theater plays. How did he come to this “fame”? Very simply, just by branding his name and his face all over again for years. A few examples:
- He never changed his look (except the suits) For years he used the same peruke, so his hair was always in the same condition. (Branding his face)
- He behaved like a baroquest king, and his suits are somehow reminiscent of this time, and somehow Rolls is as well. (Keeping the image over months and years, living and loving it. It’s not something one can leave at the checkroom.)
- He had a mascot which he used every day. It was some kind of a little dog called “Daisy.” He had 4 look-a-like dogs, some stuffed ones. So he always had one with him. (A logo or mascot is an add-on which keeps you in mind. Like his dog, you were reminded of him everytime you saw a similar one.)
- To start his business, he used to walk up and down in front of his little show with a leopard to make people curious about him. He also appeared at parties with this animal. The leopard rasped one society lady, so he had a really good story for the tabloids. (Good publicity stunts pay off if they are related to the product and somehow unique)
- Charity was a big subject for him, but not as an unknown donor. He supported a shelter for homeless people and every year around Christmas. You could see him giving out presents to them. He alluded to his “poor dad, rich son” background and gained a lot of credibility that way. (Select a small group, drawing a relation to them, keeping it local and staying visible)
If you are intested in his ending… The tabloids still praise him above all, and the people love him. There are hundreds of flowers in front of his show, people call the police and ask if they can do anything for his dog, and so on. As it looks now, he will be buried in a golden glass casket. There he will be laying somehow plasticized, like a king. So his face will be kept alive even after his death.
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