celebrity Archives - Mutant Communications

Brangelina: The PR Breakdown of a Break-Up

The story of Brad Pitt and Angelina Jolie is one of a carefully constructed image. Since day dot, their public relations machine has been churning out stories to present a snapshot of their performances and their personal lives with the widest public appeal.

This is the same for every celebrity. Charlie Sheen is a Hollywood bad boy; Beyonce is “Queen Bee”; Jennifer Lawrence is the dorky girl next door, and Kim Kardashian (no matter what you think of her) is America’s sex tape celebrity-turned marketing genius.

However, when Brad and Angelina first ‘came out’ to the world, their respective images went from Hollywood’s leading man and woman to homewrecker, cheats and liars. You know the story – Brad was married to Jennifer Aniston, and met Jolie while filming Mr and Mrs Smith. Both denied any romance between them, yet it was a matter of days between Brad and Jen announcing their divorce and Brangelina being snapped on the beach together. Our favourite Friend was painted as the sweet, innocent victim while Angelina was the sexy-but-evil ‘other woman’.

(Brad, as the man in this equation, mostly got off scot-free while the media pitted (lol) #TeamAng and #TeamJen against each other. But that gender narrative is a whole other blog.)

The point is, there is so much that can be learned about creating, managing and framing your public presence from celebrities – especially now that Brangelina is no more. Yep, Angelina filed for divorce on September 15, citing “irreconcilable differences”.

So let’s take a stroll through the history of their relationship, and follow the PR powerhouse of Brangelina for a few insights into taking control of your own story.

Control your narrative

As celebrities, people are always going to talk about you. In fact, that’s the point (and the job description.) The only problem is that it can be difficult to manage your own story when everyone is in on it – but it’s a great lesson to the rest of us about front-footing any news where and when you can.

As soon as Brad and Ang were photographed together for the first time, their PR machine was quick to turn things around. It didn’t take long for the stories to change from “Homewrecker Angelina!” to “Angelina Jolie – The New Mother Theresa”. A global humanitarian outreach strategy was the perfect antidote to the backlash the Tomb Raider star was facing, placing both her and Brad in strong positions as they helped with relief efforts and won humanitarian awards.

The photo that started it all (Credit: US Weekly)

Beyond this, they were experts at linking their growing, global family to the ‘do-good’ narrative they had going. They were healers, humanitarians, adoptive parents of children from third world countries, and were using their power to heal the world. Even Brad’s image benefitted from the strength of the Jolie narrative. He went from being Jolie’s ‘victim’ (or the main villain, depending on which way it was spun) to a “great dad” and humble sidekick to her global humanitarian efforts.

Their story flipped from sex and scandal to one of family and fundraising. Talk about a 180-degree campaign.

Stronger together: A PR portmanteau

It probably took less than a year for Ang and Brad to shed the negativity and become a brand united. They weren’t individual celebrities anymore – they were Brangelina.

The United States of Brangelina (Source: gesichtermix)

Many other celebrities have tried to ride the same mashed-up name train, and failed. It wasn’t that Brangelina had a better ring to it than Bennifer or TomKat – it was that their joint story was stronger, more believable, and unique. Apart, they probably would have done alright for themselves (okay, who are we kidding, they’re millionaires and on-screen royalty – they would have been fine) but together…. they became unstoppable.

Indeed, any story about Ang also became about Brad, and vice versa. When Angelina announced her double mastectomy via an op-ed in the New York Times, Brad also released a statement to say how “heroic” his wife was, cementing their partnership and joint brand. See? Alone? Okay. Together? Better.

From a PR perspective, two is so often better than one: An entrepreneur who launches a successful business is a great story, but a ‘philanthropreneur’ who also gives millions to solve the world’s problems is an even better one. If your business has a founder with an interesting story, that’s great, but two founders with incredible backstories is front page material.

Staying on-brand, for better or for worse

Even when things go south, it’s important that a brand’s messaging stays on track and all parties involved aren’t thrown to the wolves. Even though Ang and Brad have split up, the news and announcement of their divorce would have likely been no accident. Just because the main players have split doesn’t mean the game stops being played.

It would have been a calculated decision to ‘leak’ the divorce papers at the same time his new film trailer for Allied dropped. In fact, it works in Angelina’s favour, too, as their joint production company, Plan B, depends on the film doing well. At the same time, she gets to be the public front-footer of the divorce news, as the one who filed the papers in the first place.

Plus, Angelina has her lawyer in her corner being on brand by saying that she filed for divorce “for the health of the family”.

Perfect messaging from a well-oiled PR machine – something everyone can learn from.

Looking for strategic help to create, manage and pitch your brand? Get in touch with us at hello@mutant.com.sg

Be the boss of YOUR brand: Personal branding 101

The concept of personal branding has been thrown around the web a fair bit in the last few years. But how much do we actually know about it? What does it mean? Why would someone need it? And how do we create it?

Put simply, your personal brand is how others view you and what they associate you with. Think about your favourite (or least favourite) celebrity, and then ask yourself why you like them. Or, why do you dislike them? Essentially, it all comes down to the image and aspects of their lives that they put forward for us to see. In the celebrity world, personal branding is a very strategic game –their brand is how they get work and become successful. We could all learn a thing or two from them.

My personal favourites include Jennifer Lawrence and David Beckham.

Over the past 12 months, Jennifer Lawrence’s profile and career has simply skyrocketed. With leading roles in some of Hollywood’s top blockbusters, Ms Lawrence is the talk of Tinsletown. She has worked so hard to create this lovable, girl-next door image for herself. She loves pizza, she loves wine and is just an all-round cool chick… an ideal friend. We feel we can relate to her on a deeper level, and as well as her killer acting skills, she is an absolute delight in interviews and on the Red Carpet.

Watch this video – she’s fantastic:

But what’s important to know, is that her publicist plays a key role in what we think of her. Her team will strategically craft what she says and how she says it and through this, she’s clearly shown us all that she has brains, beauty and great banter!

On a similar level, we have David Beckham. I know I’ve written about him before, but he is seriously on point when it comes to his personal branding. Ex-football superstar, husband to Posh Spice and loving father of four beautiful children – life as Becks seems pretty darn sweet.

I was watching a documentary the other night called Into the Unknown. It was about his recent travels into the Amazon where Becks and his three good mates rode through Brazil’s remote lands on their motorcycles. The footage delved into a side of him that you don’t normally see, but what stuck out to me the most was the footage and commentary surrounding his family.

Becks heavily brands himself as a devoted family man and in the documentary, they made room to show him emotionally reading some letters from his children and placing pictures of Victoria and the kids on his bedside table. He also made a point to say that he carries family letters and pictures everywhere he travels.

Then it got me thinking – of course his PR team made sure that this was clearly shown. Beckham’s team have found a sweet spot, and have trained him to portray this everywhere he goes. And because of this, the Beckhams remain a global power couple, and have done so for at least the last ten years! They are the ideal couple – classy, sophisticated and timeless!

Through great personal branding, celebrities create a myriad of opportunities for themselves, ranging from endorsements, to top movie deals, right through to all sorts of collaborations. They are selling their ‘personality’ to better their careers.

So what about the corporate world? In an ideal world, everyone should have a strong personal brand. We should always be looking at creating new and exciting opportunities for ourselves.

Personal branding is a result of who you are, what you stand for, what you want to be known for and how you express yourself. The trick is to be strategic with the information you share with your target audience and how you position it.

Here are three quick ways to help you make a brand for yourself:

Discover yourself

Like a company brand, a personal brand should also have a clear set of objectives, goals, interests and areas of expertise. Work out what you want to be known for and where you can contribute – what is your niche?

Once people know who you are, they will begin to identify you with a specific area of understanding or expertise. You will likely be the go-to person for industry commentary and knowledge.

Create your brand

The next step is to create your brand. Start by having an online presence. LinkedIn, for example, provides a great platform to share your pearls of wisdom and connect with like-minded individuals. Set up a website or blog, update your resume, partner with businesses or industry groups that align with your values and remember to assess your wardrobe – your image counts.

Share your personality

So you’ve decided how you want to be perceived, now it’s time to show the world what you’re made of. Start writing content, secure relevant speaking slots, introduce yourself to the media and any industry groups, network with relevant people, and contribute your knowledge to topics that you specialise in. Essentially, become a thought-leader in your field. It can do wonders for your personal opportunities but also for the company you work for, or the brand/s you align yourself with.

If you need help building your personal brand please get in touch with us at hello@mutant.com.sg.

Social media lessons from the rich and famous

The growth and popularity of social media has been incredible. As consumers, we use a multitude of platforms to keep in touch with people across the globe and to access information about products, events or brands, while the end goal for businesses is to make sales and connect to a target audience.

Many brands splash big bucks on social media spend in hope of explosive engagement, but many fail to ever get the traction they desire. They just seem to miss what their audience really wants to see, and too often lack personality and structure to their plans.

Celebrities are some of the best brands out there. They’re everywhere. Yes, they typically have a team of people shaping the way are seen to the public, but the biggest celebs in the world have an innate understanding of their appeal, their target audience, and the key messages then ensure they’re presented in the way they wish to be seen. And they do it damn well.

So, how can companies get their brand to become insta-famous? Gaining a little bit of inspiration from E!, I’ve outlined some of the best tips we can take away from our A-list mates.

Watch your tone

This may seem simple enough. Companies know what their brand stands for, right? Consumers generally respond when they feel the brand is talking directly to them, appealing to their needs.

While it’s nice to boast about your success, this gets old quickly. Instead, write like you would speak and include content that resonates with the audience.

Take actor Ryan Reynolds, whose lovable personality, humility and humour is showcased so well on social media. This recent Twitter post really made me laugh – he’s personable, funny and relatable, making me want to read more from him (luckily his posts just get better by the day).

Be recognisable

Ok, so before you judge me for my next comment, I’d like to make it clear that I do not support the Kardashians, nor do I actually really like them, but there is something about that family that makes me (and the rest of the world!) pay attention. You have to give it to them – their social media following is through the roof! Between Kim, Khloe and Kourtney, the girls have a collective Instagram following in excess of 100 million – yep that’s right!

What makes their profiles work is their content. Take Kim Kardashian – just do me a favour and visit her Instagram profile. It’s filled with selfies, an act she has damn well perfected and more or less claimed as her own. It’s what her fans recognise her for! Kim’s narcissistic personality has worked in her favour (not an easy feat) but she also showcases behind-the-scenes shots and a glimpse into the crazy world that is Kim and her husband, Kanye West.

While companies might not be able to compare themselves to the Kardashians, you can learn a lot about building a recognisable brand, giving the customers what they want, and constantly, constantly engaging with them.

Avoid the sales pitch and bring out your personality

Too often I stumble across a Facebook or Instagram page where a sales pitch is just screaming at me. And yes, these platforms are great for getting directly in front of the customer, but there are more subtle ways of doing this.

Musician Taylor Swift has become a social media master. This savvy artist has an excess of 140 million followers across all her social media platforms. How does she do it? Well, she doesn’t sell her music directly – instead, she ‘sells’ her personality.

This video she uploaded to Facebook is just brilliant (click on the image below to view). Her likeable personality and ‘girl next door’ attitude is what people love her for, and she knows it.

Similarly, let’s consider Lady Gaga, who’s ‘Little Monsters’ follow her every move. She loves her fans, shows genuine appreciation for her success and knows what works where. By showcasing her personality and letting her fans into her life through social media, Lady Gaga is indirectly selling records.

Brands need to understand that providing consumers with quality content is more likely to generate sales than direct marketing alone.

Learn the difference

Each social media platform is different and caters to a different audience. I’m sure many of you are thinking, “well that’s pretty obvious” but it’s important to mention, because too many companies are still posting the exact same content in the same manner across all their social platforms – a big no no!

Since retiring from professional football, David Beckham’s popularity has risen to new heights. Of course, being one half of ‘The Beckhams’ helps, but his social media presence really demonstrates who he is – something many professional sports personalities fail to do.

Go through some of his accounts and you’ll see a trend. We see more of his charitable side on Facebook, his adoration for his kids on Instagram, and constant support for his wife’s career on Twitter. With each social network that David Beckham joins, he finds new and unique ways to engage with his fans. He is strategically growing the Beckham social media empire by allowing fans to, in a way, experience life in the Beckham family.

Looking for some structure and strategy around your social media campaign? Get in touch with us at hello@mutant.com.sg