Magic Johnson + Michael Jackson = KFC?

[Dawn Yerger, MSW]

CLICK HERE to see the clip.

If you're a Michael Jackson fan, you're probably still recovering after yesterday's powerful memorial. Although
many of us are experiencing mixed feelings of sadness and celebration, at least something good came out it for one place in particular.

During the memorial, Magic Johnson reminisced about the first time he visited Michael's home to discuss his being in the "Remember the Time" music video. Johnson remembers Jackson's maid asking him what he would like to eat, and politely requested grilled chicken. When the maid brought out the dish, not only did she bring Johnson his grilled chicken, but she also brought out a bucket of KFC - for Jackson.

Cute story. Who would've thought that the King of Pop loved KFC? Not only does this story display the "down-to-earth sideness" of Jackson, but it also gives us a great example of the power of word of mouth and celebrity endorsements and how it all ties into the brand of a company or product.

Branding. It's a hot marketing buzz word and topic in the business world. It demonstrates and feeds into a basic human tendency - being selective and discriminate about what we like and don't like. According to BNET.com, branding is:

A means of distinguishing one firm's products or services from another's and of creating and maintaining an image that encourages confidence in the quality and performance of that firm's products and/or services.

I surely doubt that Johnson's story was meant to be an endorsement of KFC, but this example touches on all the points of the power of branding and celebrity endorsements:

*Connection/association with household-name celebrities (and not just one, but two)
*Word of mouth, personal story
*Positive emotional association and connection
*Generates warm, fuzzy feelings

As a result, when you think of KFC (at least for the time being), you'll think of Michael Jackson - and because of the emotional context, you may be more likely to go out and buy yourself a bucket of KFC chicken.

And, that my friends is the power of branding at it's best.

So, how can this example be beneficial to you and your personal, professional or business brand? Let me say up front that I am not proposing that the exploitation of otherwise sentimental moments for financial gain or publicity. However, I do suggest that you pinpoint the moments in your own experience where you, your product, or service was a meaningful factor in someone else's life or experience. Ask for testimonials from your clients and customers. If you need encouragement, ask friends or family what their favorite memories are of you for a quick boost. Make the connection between you, your product or service and the meaningful memory of those around you. This is the core of a powerful brand, whether personal or professional.