Three celebrities and the All-American image

By SAMANTHA ETTUS
Scripps Howard News Service
01-JUL-04

With July Fourth upon us, it is an appropriate time to reflect on how the term "All-American" has had an impact on celebrity. Though the term is derived from "All America," which refers to premier college athletes, it has come to signify patriotism and goodness_ an "All-American girl" or "All-American guy" is thought to be pure and wholesome.

Yet despite all the positive associations, surprisingly few celebrities have tied their brands closely to the phrase. While most talent (actors, musicians and writers included) crave change and challenge, fans typically prefer predictability from their favorite celebrities. Though Madonna has made a brand out of change, and her consistent evolution has become her signature, very few celebrities have been able to successfully accomplish such a feat.

This week we take a peek at three celebrities whose careers have been affected by an All-American image. Some have maximized the brand advantage that this image can offer while others have squandered it.

The brand-assets meter ranges from $ to $$$$.

Meg Ryan

"When Harry Met Sally" thrust Meg Ryan into the spotlight and christened her as the unofficial All-American girl. Another romantic comedy, "Sleepless in Seattle," sealed the deal. Since then, the actress has flouted her squeaky-clean image, sometimes intentionally and other times accidentally. Lately she has shied away from comedy and veered towards dramatic roles, with disappointing results _ her films have performed poorly with critics and audiences alike.

While filming "Proof of Life," Ryan had an affair with co-star and notorious bad boy Russell Crowe and, shortly thereafter, her nine-year relationship with Dennis Quaid ended in divorce. Though the Crowe affair was short-lived, the impact on Ryan's personal brand was not, and her girl-next-door image took a huge hit.

For Ryan to once again become a box-office and critical favorite, she should go back to what she does best: starring in romantic comedies. It is time for a return, Meg. Your fans still love you. And by highlighting the talent you are historically known for, you can line your pocketbook while your agent blows you kisses.

Meg Ryan's Brand A$$ets

Dolly Parton

The queen of country music is an All-American legend, with numerous hit albums, successful movies, a production company and her own theme park, Dollywood. Parton rose from a simple background to create an American legacy, with her ballads hailed as some of the country's greatest love songs.

The secret to her success? She never leaves character. Even in movies, Parton gives her fans what they expect and love: country singing, her charismatic smile, Southern charm and, of course, plenty of cleavage, bright red lipstick, and a head crowned with one of her signature wigs.

Dolly Parton's Brand A$$$$ets

Will Smith

This charismatic actor-musician started his career as one half of the rap team DJ Jazzy Jeff and the Fresh Prince, a duo distinguished by their clean lyrics in a genre littered with filthy language and menacing odes to the criminal life. After starring in the popular sitcom "The Fresh Prince of Bel Air," Smith soared to big-screen success playing roles associated with strength and patriotism_ "Independence Day," "Men in Black," "Enemy of the State" and, finally, "Ali," in which he starred as All-American legend Muhammad Ali.

Marrying actress Jada Pinkett perpetuated the theme and completed his image, creating the All-American-family brand. Smith is truly a superstar of our time, with a successful music, movie and TV career, and no noticeable blemishes on his record. He proves that playing the good guy onscreen and off is a winning role.

Will Smith's Brand A$$$$ets

Remember: The most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus, president of Ettus Media Management, is a leading voice on personality-driven brands. Her first book, "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House), will be published in September. For more information, go to www.theexpertsguideto.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)