Sheen came across as funny,“Very funny. The media came across like scolds trying to pull down a force of nature. Sheen really did seem like he had tiger blood in him.”
New York, NY (PRWEB) March 8, 2011
Charlie Sheen, CBS’ embattled star, is actually doing the right things for his image and the long-term success of his brand, contends Dr. John Tantillo, a/k/a The Marketing Doctor, a frequent television and radio expert on branding.
According to Tantillo, Sheen has indeed been winning. Tantillo points out that Sheen has triumphed on Twitter where he earned a Guinness world record for amassing more than one million Twitter followers and in the media where he has earned round-the-clock coverage that has extended his reach, often favorably, to a much larger demographic.
Most of all, Tantillo contends, Sheen has ridden an appetite for the unscripted and unrepentant among a public tired of what he calls “the publicist-controlled gerbil wheel of brand-damage control.”
“Sheen came across as funny,” Tantillo said. “Very funny. The media came across like scolds trying to pull down a force of nature. Sheen really did seem like he had tiger blood in him.”
“All of this has translated into huge interest in the Sheen brand, the kind of interest that stars, television shows and movies are hard-pressed to generate, especially in this ever-more fractured media environment,” he continued.
Dr. Tantillo argues that predictions of Sheen’s doom as an entertainer are based on two fundamental mistakes.
“The first mistake is this: Many people are confusing the Person with the Personality. In terms of brands, the person is who Charlie Sheen really is, but the personality is the image that he has crafted over the years,” Dr. Tantillo said. “The personality is the excellent actor and the career bad boy who people love to see on both big and small screen. This part of the Sheen package is possibly stronger than ever.”
The second mistake, according to Tantillo, is reading too much into CBS’ decision to suspend Sheen’s hit show Two-And-A-Half Men.
“Sure, if you’ve got a winning product that you can’t get onto the shelves then eventually this is going to hurt the product’s popularity. But as long as you can find a way around the distribution problem, then the brand can still thrive by finding a way to the people who like the brand,” Dr. Tantillo said. “Sheen has this kind of short-term problem – it’s definitely not a career-killing one.”
Dr. Tantillo predicts that once the distribution problem is solved, the Sheen brand will likely be stronger than ever.
John Tantillo Ph.D. is a marketing and branding expert, who has a doctorate in applied research psychology and is president of the Marketing Department of America who markets his own services as The Marketing Doctor. He is the author of the book, People Buy Brands, Not Companies.