A Personal Branding Lesson From Kate Moss
ningcontentEvery marketing and general management professional thinks we can teach Kate Moss-just a “dumb model”- chapter and verse about business. Man are we donkeys.
I can hear Kate laughing at us. (In fact, she is sitting right next to me as I write this.)
[Editors Note: Yea, in your dreams, Mark.]
What do I mean by this deification of Moss? In business, the art of recovery is critical. From time to time, we all blow it. How and if we emerge from the mud is what separates the real world stars from the college professors.
And Kate, well she was considered done, fried, fini, just months ago. Now she is not only back from the muck, she has cemented her position as the el primo “dumb model” in the world.
How she did it reflects a bedrock business principle.
If people love you
your product
your service
-not just like, LOVE
-they will forgive everything and keep buying.
For Kate, there were no sloppy Today show Mel Gibson 10 cent apologies. No groveling for forgiveness. She simply stood there and broadcast her greatest asset: drop dead, sex machine, ice cool beauty. Forget all the nonsense crisis management scrap metal shoveled out by the “professionals.” Just lead with love. Listen to Kate.
Article by, Mark Stevens, the bestselling author of “Your Marketing Sucks,” “Your Management Sucks” and”God Is A Salesman.” Stevens is CEO of MSCO, a global marketing firm, who has advised many clients over the years such as Estee Lauder, Virgin Atlantic, Guardian Insurance, MONY, Giorgio Armani, Starwood, Intrawest, etc. Stevens delivers more than 40 speeches annually and is a regularly featured media commentator, lending his insights and opinions on Fox Business Network, to the Associated Press, on CNN International, BBC Radio and Bloomberg TV.
