Brand Destruction

What happens when you destroy the brand that you have worked so hard to build? I guess within the next few weeks we will find out. I am talking about Chris Brown and his alleged attack against Rihanna. I started researching the Internet about the incident because I am curious from the perspective of business owner managing image and marketing self.

Here is a couple who has presented an image to the public of young love and "having it all", and that may not be the reality.

As far as I understand from the Chris Brown bios, he has built a reputation as a "clean" performer and has earned some impressive endorsement deals. His appeal is considerable and he succeeded in achieving market penetration. As I am writing this and reading his official site, my son ( who will be 4 tomorrow) is singing along to the lyrics "I am going to take you away" and informing me that he "loves that song". So, Chris Brown has figured out the "hook" - he has the product (his music), he has a piece of the market (proven by his Billboard rankings and Grammy award nominations) and investors (his endorsement deals). The young man has built an enviable brand - and it looks like the hubris of youth will set him back.

He is now accused of felony assault against another young singer who has also built an amazing brand. Up until now they were even smart enough to form a strategic alliance (romantic relationship) that brought them even more visibility. According to Rihanna's bio, she is also a powerful brand in her own right. She has released many hit singles and has won a Grammy award. Interestingly, she does not have her own vanity website. Her official web presence is via her label, Def Jam Recordings , leaving no question as to who "owns" the brand Rihanna.

This sad situation is an example of how quickly a brand can deteriorate. His reps are probably scrambling to protect as much of their product as possible. He has lost his Wrigley endorsement and the respect of many people who once called themselves fans. This is also the second story in about as many weeks of a young man losing an endorsement (investor) after acting stupidly (let's just call it for what it is). Michael Phelps, the Olympic medal-winning swimmer who has built his image entirely on the fitness platform was caught using a bong and lost his Kellogg endorsement. I mean, really! What WAS he thinking? Does he not own a cellphone with picture-taking capability? Does he not understand the basic modus operandi of humans: build up and then tear down??

Most likely, with time, these incidents will just become footnotes in their biographies about the mistakes of youth - but it is so much more than that. In Chris Brown's case, if the allegations are true, he has many more issues that must be resolved. All reports indicate that Rihanna is cooperating with the police and is not recanting, which (sad to say) is unusual - and the woman in me is proud that she is not accepting the situation and walking away. Michael Phelps must now deal with ever present doubt that he did not use performance enhancing drugs to gain his achievements even though a bong is not usually associated with increasing any athletic ability - drug use is drug use.

I don't want this to become a dictum on the evils of domestic violence or drug use, but I do want to learn the lesson that, as a business owner, you should always remain cautious. Don't act reflexively. Take time to think. In my case, I am not 19 and I don't have the luxury of time to build again - so I can't afford steps backwards. More power to those who can. I already know how this will turn out, and while a part of me is disgusted - it actually gives me hope that if I stumble, I can get back up and keep going.