Paris Hilton to teach a Personal Branding seminar for $1 million
July 5, 2007 at 11:06 am | In Career Development, Networking, Personal Branding, news | 16 Comments
Many of you have asked me about Paris Hilton speaking on Personal Branding. Being a huge Personal Branding evangelist, I thought i would share the situation with everyone.
Background on Paris:
Paris Hilton has been one of the hottest and well known celebrities in the past year. She has been written about by almost every magazine, newspaper and stars in her own TV show. Her brand consists of her being a model, actress, recording artist and now businesswoman. She actually rose to fame when an amateur sex video of her and her boyfriend surfaced on the internet. She is set to inherit millions of dollars from her father, real estate mogul Richard Hilton.
The Offer:
This week Paris was offered the sum of $1 million dollars by The Learning Annex to teach a one-hour class on “How to Build Your Brand.” If the offer is accepted, she will be the second highest paid speaker by the company, next to Donald Trump, who was paid $1.5 million in the past. “We just sent over the offer to her this morning, and I think there’s a good chance she’d do it.” – President Bill Zanker
My Thoughts:
When I first heard this news, my preliminary thoughts were that she is a poor example of branding because of all her scandals. The Hilton Hotel franchise reflects the Brand of Richard Hilton and family. His last name, as with Paris’s is reflected in the corporate brand name, so their Personal Brands are the faces of the corporate entity. Saying this, it’s only natural that the fact that Paris went to jail would severely tarnish the perception of the Hilton franchise. For instance, if you are planning your next trip, would you stay in a Hilton Hotel, after hearing everything about Paris? Her antics would repel most people from even debating a stay in a Hilton Hotel.
My second thoughts are that Paris was only known as a wealthy Hilton until she broke into the media with her partying routines, video and all her other attempts to make a name for herself. She has in fact build a reputation out of using her last name and building a her own unique brand off of it. The problem is that his new brand isn’t acceptable by the public. To pay Paris $1 million is the Learning Annex’s attempt to get media attention and in my opinion I don’t think that Paris could handle teaching a class on this subject.
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Dan, I don’t think she knows anything about the subject. Certainly don’t think she had the skill set to communicate intelligently enough to impart new information to an audience.
Certainly her behavior doesn’t indicate to me that she has any coherent strategy for increasing the value of her personal brand.
PS – Good link bait!
Comment by Restaurant Recruiters — July 5, 2007 #
I agree with you, Dan. She does have a brand — I don’t know that she manages or just lives her life with a this is who I am attitude. I don’t believe she is purposely being consistent, clear, concise or utilizing any of the “measuring sticks” to determine brand equity.
And a big YOU BET – that she doesn’t have a clue how to communicate that to anyone in a way that a meaningful message could be received.
Some organizations really injure their “brand” by association. And, by utilizing blatant publicity stunts of no merit to create buzz!
Coach Maria Elena Duron
http://www.buzz2bucks.com
Comment by Maria Elena — July 6, 2007 #
My blog post Do You Have A Personal Brand was just talking how she sent mixed signals. On one hand, she is viewed positively as a rich girl who maximized her personal brand to create TV series, song album, etc. This is not something other rich kids are achieving. On the other hand, it’s kinda coincidental that there’s always some news worthy gossips going around before she launched something big like her tv show or album. Good or bad, Paris Hilton knows how to use her personal brand to the fullest.
As to whether she is capable of pulling off the talk-show, my take is she can get someone to write the script, coach her how to do public speaking and get a panel of experts to handle the FAQ session. After all, we know that many successful people did not write their books; ghostwriters are the behind scene unsung heroes. Still, it is interesting to see how she maximize this opportunity.
Dan, your blog on branding is certainly very informative and interesting. Visit me at my marketing & advertising whenever you’re free.
Comment by Vivienne Quek — July 6, 2007 #
So when was the last time you guys got paid to party? How about earning a few bucks to try new gadgets? How about any free clothes and jewelry?
And look at us… capitalizing on her brand right here.
I’m not a huge fan of hers… but she’s got millions of fans — many of whom will pay to see her and to hock their products leveraging her success. I had a client that sold doggy clothing that would love to have Paris’ mut parade in my clients’ fashions. (And while I’m embarrassed to admit, I kinda liked her pop-reggae dance hit)
A personal brand – like a corporate brand – is from the perspective of the Community. She obviously doesn’t care what we think: We don’t want to pay her, or attract her audience.
Another case in point: Howard Stern. His brand is compelling BECAUSE he alienates those outside of his core constituency (or fan base).
Niching a target market Community is the #1 Focus Factor I help my clients hone.
Her personal brand has the 3 powers: Purpose (or lifestyle), Community, and Endorsement (people talk, dress, and buy what she does).
Wow… I’m actually heralding Paris Hilton. Look what you made me do Dan!
Comment by Vikram Rajan — July 6, 2007 #
I agree with Vivienne to an extent. It wouldn’t be difficult to get someone else to write the lecture for her, teach her how to say it, etc. etc.
But Paris Hilton is quite possibly one of the most bland people I’ve ever seen on television. Just go on YouTube and watch the interview she had with Larry King.
Boorrriing. I think it would take about 20 minutes for everyone in that class to get over her celebrity. After that it would be a serious snoozefest.
The issue isn’t whether or not she actually knows anything about branding, it’s whether people can actually sit there and listen to her teach it.
Comment by Scott — July 6, 2007 #
Dan,
I agree wholeheartedly. She is a celebrity who really only has one talent – being a celebrity. It is up for debate if that is even a talent. She represents everything that I find reprehensible about our culture. She is pretty and perhaps she is even nice, but her brand is one that does not represent quality.
Good post, thanks.
Comment by Eric Boehme — July 6, 2007 #
While I don’t really think her seminar would be worth it for the content (but you better believe people would go and pay big money, just to see her – it’s not like she’s going on a concert tour or anything), I don’t know if her brand is actually ineffective. Even for a personal brand. as far as this question goes, what matters is not actually as much the brand itself (is it good, bad or ugly?) as it is what the purpose of the brand is. If the purpose is to be good, bad or ugly, and that goal is achieved, then it’s a successful brand – if it in turn achieves the goals set out for it. Whether it’s an admirable or noble or palatable-to-the-public or ethical brand seems to me an entirely different question.
I certainly wouldn’t want her brand, or that of the Girls Gone Wild founders, for example, and I would assume most professionals aren’t aiming for that either. But for these people, having a notorious brand may be their intent. Or, even if it wasn’t what they were going after, they’re cool with what they got.
I think as the daughter of a billionaire, Paris probably wanted to be noticed, not for her parents’ money, but for who she is. Who she is may have changed to accomplish that goal, but if it is, as I suspect, something she always desired, then I’d say she did a pretty good job.
Very interesting post. I hadn’t heard the news until I read it here! Keep up the good writing.
Comment by littleredsuit — July 7, 2007 #
Hmmm, interesting. Is she really as stupid and ignorant as she appears, or is she actually somewhat intelligent?
It is simple impossible to tell. None of us know her (I assume). She might actually be brilliant (uhhh, except for the jail episode) and scamming us all! “Look at me, I’m a dumb rich blonde.”
Comment by Ted Demopoulos, The Blogging for Business Guy — July 9, 2007 #
‘For instance, if you are planning your next trip, would you stay in a Hilton Hotel, after hearing everything about Paris? Her antics would repel most people from even debating a stay in a Hilton Hotel.’ I’ve been wondering that as well, but apparently so far I guess it hasn’t made any difference to the lodging consumer. But I think founder Conrad Hilton would be apalled and be turning in his grave right now.
Comment by JL — July 9, 2007 #
[...] society is another story. With all the reality show mania and with reputable organizations paying talentless people like Paris Hilton ridiculous amounts of money for an appearance, the American culture of celebrity [...]
Pingback by Annansi Chronicles » The Paris Hilton effect on Africa’s development — July 13, 2007 #
[...] the end of the day, you should rather ask Paris Hilton, if you can afford the $1 Million for a personal branding seminar.) For your bookmarks: These icons link to social bookmarking sites where readers can share and [...]
Pingback by Individualism, echochambers or microcelebrities? at Web Jungle — July 13, 2007 #
[...] I recently read on Dan Schawbel’s blog that Paris Hilton maybe teaching a personal branding seminar for $1,000,000. [...]
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[...] to Dan Schwabel at personalbrandingblog, Paris Hilton was offered $1M to teach a one hour class on brand [...]
Pingback by Learning Annex Offers Paris Hilton $1M to Lead Seminar — seminarcharter.com — July 17, 2007 #
From one who trains (fitness) clients in the Hollywood area, where I see many blonds trying to get attention, she must be doing something right. She has received tremendous exposure, albeit not good, but I’m sure we could all learn many things from her.
Best,
Coop
Comment by Coop — July 19, 2007 #
[...] Blog techniques – Dan is no fool when it comes to blogging… I shared my secrets earlier this month but can tell that he has some of his own. I think one of the most important things he is doing is using blogging to increase his network, aside from that, in his blog he is giving others their own two minutes of fame with interviews, linking out to others (through the roundups), bragging of his own (which gives him more credibility), obviously the awards, most recently a Brand Autopsy contest/game, and even a fair amount of link baiting. [...]
Pingback by JibberJobber Blog » Blog Archive » Jason Alba… The Award Winner — July 27, 2007 #
Who would really want to pay that much to hear her talk ?
Comment by music — November 4, 2007 #