Via: Hollywood Reporter
“She was impulsive and flighty and naive or money hungry. I mean none of these things are good qualities,” Truth Consulting’s Linda Ong tells THR.
Kim Kardashian may not fully understand how Monday’s quickie divorce filing has affected the way people look at her, otherwise known as her brand. Yet, experts in the marketing field already know that her actions have damaged her brand identity and threaten to change how the masses and future employers view her.
“She’s completely betrayed the expectations of her brand, because she was a girl with ordinary values, ordinary hopes and dreams who happened to be very glamorous and exotic and happened to be living a very extraordinary life,” President and Brand Strategist at New York’s Truth Consulting, Linda Ong, tells The Hollywood Reporter. Ong’s company produces a comprehensive biannual cultural analysis of reality TV, which they started in January 2010.
“Now, what she’s done is shown that she is as shallow as people like Paris Hilton and Lindsay Lohan and the train wrecks of Hollywood that we detest,” Ong continues. “She’s exposed herself as really not one of us, but someone who is the kind of person we thought she wasn’t.”
Christine Kirk, CEO and founder of the Los Angeles-based boutique PR and social media marketing firm, Social Muse Communications, also believes that damage has been done to Kardashian’s brand, though she doesn’t call the affect “shallow.”
“I think it’s more about revealing her desire, her hunger for continuing to grow this empire that she’s built,” Kirk says. “And I don’t necessarily think it’s shallowness, I think it’s getting caught up in maybe dollar signs and the overall potential that the wedding could have on her overall brand and her empire. And I think that she revealed that.”
Kardashian’s actions after the divorce filing was confirmed didn’t help with the impression that she was driven by monetary gain either. Kirk points out that soon after the news broke, Kardashian tweeted that she’s leaving for Australia to launch her and her sisters’ Kardashian Kollection handbag line.
“It was literally posted about an hour after the divorce announcement was made,” Kirk says. “And that was kind of the last message on there for at least 24 hours and I just thought it was an ill-timed tweet.”
And then there was the statement she released on Tuesday where she admitted that she should have called off the wedding, but she was caught up in the “hoopla” of the event, E!’s filming of it, and her fear of disappointing everyone involved.
“I think it was a very calculated effort to make her more relatable,” Ong says of the statement. “I think what it did was prove she was materialistic, because the fact that she’s cited the TV show is a big clue, right? It’s not that ‘I didn’t want to disappoint my family.’ It was like ‘We had a TV show.’ It tells you that the goals were fame and money.”
“And you know the fact that she didn’t want disappoint people, sure everybody can relate to that,” Ong adds. “But the reasons that she gave for going on with the show are literally that her primary motivation was she had to make good TV, so she could make money, and stay famous and get endorsements and that is what’s obvious in her statement.”
“While she’s known for her sponsorships and things like that,” Kirk says. “Maybe people didn’t realize just how much this kind of thing takes over. And we’ve seen that it’s kind of taken over Kim in that way.”
So, the big question is will Kardashian’s divorce and subsequent actions affect her ability to make money. The experts tell us there are still opportunities for her even if the public’s view of her has changed.
“When people hire and when they do endorsement deals they are looking to have the same qualities and the same credibility as the person that’s endorsing them,” Ong explains. “She was impulsive and flighty and naive or money hungry. I mean none of these things are good qualities.”
“It will depend on the brand,” Kirk says. “Certainly, conservative, family-oriented brands won’t want to hire her for their spokesperson. But, there will be others who don’t care and will want to ride the wave of the buzz around this.”
“If anything, there’s even more of a fascination now with Kim Kardashian,” Bob Horowitz, President of Reality TV production company, JUMA Entertainment (Ultimate Merger, The Singing Bee) tells THR. “This will be huge for the Kardashian brand on E!.”
“It will be kind of similar to the Taylor Armstrong situation with the Real Housewives,” Kirk, who’s careful to point out that big fans of the reality star will probably rally around her, but brand identity includes how the masses view a product. And she says that curiosity will definitely translate into big numbers for the upcoming series.
“People are going to want to tune in just to see what they can see, to read between the lines and see the events leading up to a tragic event,” she says.
On the other hand, while Kardashian’s brand has suffered as a result of the failed marriage and her actions after the divorce filing, the experts agree that her family’s brand has been greatly strengthened by their support of Kim at this time.
“I think they’re doing everything right,” Ong says. “I think you know their whole message is family, family, family. ‘We stand by our sister. We stand by our daughter.’ What they’re communicating to the public are exactly this ordinary person values. Some people will buy it, but other people are going to say “yeah right.’ I think if I was their communication strategist, I would give them the same advice. The worst the family could do is turn against her.”
Kim Kardashian before fame.
It has been several months since The Talk fans have been able to hear Holly Robinson Peete sound off on the day’s hot topics. But, that doesn’t mean she doesn’t have something to say when it comes to the big celebrity news of the week: Kim Kardashian’s quickie divorce filing from Kris Humphries. And the actress doesn’t feel sorry for the E! reality star.
“If a sex tape doesn’t ruin your brand, how does a divorce ruin your brand?” Peete, 47, tells The Hollywood Reporter about whether she believed the failed marriage would damage Kardashian’s image. “It’s not going to ruin her brand. It’s going to be good for her brand. No one is thinking of her as this love-struck puppy. No one ever thought of that. They just wanted to see a wedding and they watched.”
“The conversation that, well, America is upset with her, because she has no respect for the covenant of marriage is silly,” she continues. “This is all about money, and fame, and all those things. This is her brand. I think it’s going to be totally fine. It’s the next chapter. It’s now who’s she going to date next.”
Peete, who has been married to former NFL player,Rodney Peete, since 1995, tells THR that she found herself hanging out with some pro basketball players and their wives over Halloween and they had plenty to say about the divorce news.
“That’s all those guys can talk about,” she says. “And the gist of it was they just felt so sorry for him, because they know he just got so caught up in stuff. And I just feel bad that no one’s talking about him, I really do. I feel terrible for that boy. They were saying that when you’re known for marrying someone who has a sex tape out, that was all they can talk about, and how that isn’t sexy right there.”
“I feel terrible for that boy,” Peete, who begins her multiple episode guest role Monday on CBS’s Mike & Molly, goes on to say. “I think he really loves her and he’s young and he’s not used to that type of world. I think he got used, I really do.”
Humphries released a statement soon after the divorce filing was confirmed saying it took him by surprise and that he’d like to still work on the marriage.
Do you agree with Peete? What are your thoughts on the hand Kris Humphries was dealt in his relationship with Kim Kardashian? Tell us in the comments section below.
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Celebrities aren’t born; they’re cultivated. And in Kim Kardashian’s case, that means allegedly staging photo ops and divorcing because “marriage was a bad P.R. move.” Kim’s former friend and publicist Jonathan Jaxson spills all to RadarOnline: “She’s very selfish and she knows what she wants her image to be.”
“She’s very selfish and she knows what she wants her image to be,” Jonathan Jaxson, owner of JJ Public Relations, who worked as Kim’s publicist way back when, toldRadarOnline.com in an exclusive interview. “She knew marriage was a bad P.R. move as her value has dropped since the wedding.” Jaxson has known Kardashian since 2007 and helped her through both her sex tape scandaland her relationship with NFL star Reggie Bush – both of which managed to catapult her star power. “When we first met it was all about getting publicity and turning her into a star,” As RadarOnline.com previously reported, the NBA player said he was “devastated” when his wife of 72 days filed for divorce on Monday.
“I love my wife and am devastated to learn she filed for divorce,” Kris Humphries said via his rep. “I’m committed to this marriage and everything this covenant represents. I’m willing to do whatever it takes to make it work.”
Kris was caught off-guard, but his uber famous wife’s old pal saw it coming and said even before she had her own reality show, Kim was determined to live her life out in front of the cameras.
“I staged so many paparazzi moments for her,” claimed Jaxson. “I arranged for her to be coming out of a jewelry store and made it look like Reggie was planning to propose to her.
“She would call and tell me to alert the press so there were cameras there whenever anything happened,” he revealed.
“Reggie cottoned onto it and he didn’t like it, that was part of the reason they split up. He couldn’t handle the fame and her desire for it.”
Just like Bush, Humphries didn’t like being in the spotlight all the time and having cameras following his every move, “Kris just wanted a wife, he didn’t care about the rest of the stuff,” revealed Jaxson.
The money-and attention-hungry reality star that is constantly hitting the headlines is a far cry from the girl Jaxson first met.
“Kim used to be the sweetest, down-to-earth person, she was the coolest chick around! She has just become this different person who is eager and hungry for fame. She has a mass craving for attention.”
The pair are not in contact anymore and the last time her former friend saw Kardashian she ignored him.
What? We’re not going to get any “Kim‘s Fairytale Divorce Special?!”
Apparently, the reality starlet refuses to shoot any footage for Keeping Up With The Kardashians until the beginning of next year, as to prove to her fans and the public that she is not trying to exploit and profit off the end of her marriage to Kris Humphries!
But we can’t help but wonder if she’s only decided to do this given the amount of backlash she’s received already?!