How some 'Idols' are managing their brands

By SAMANTHA ETTUS
Scripps Howard News Service
09-DEC-04

The sudden rise to fame enjoyed by "American Idol" winners is unprecedented in the music industry. How these newly anointed superstars navigate the rocky waters of celebrity impacts their personal brands and future success. As we watch the most recent winner and runner-up _ Fantasia Barrino and Diana DeGarmo _ enter the music industry and leave their "American Idol" heritage behind, it pays to examine how their predecessors have fared in the real world of music. Let's take a peek at three such alums, Kelly Clarkson, Clay Aiken and Ruben Studdard.

Kelly Clarkson

With her huge smile and girl-next-door appeal, Clarkson captured our hearts and rode her enormous talent to the first "American Idol" crown. Yet she's now barely recognizable, replacing her natural good looks and womanly form with a trim, buff body, while trading her casual style for a fashionista flair.

Perhaps Clarkson's transformation was inspired by personal goals, but it is far more likely that she has fallen prey to the traditional music-industry standards of beauty. Too often celebrities win fans with their natural looks, talent and personality, only to abandon their roots as suddenly as fame arrived.

Clarkson should pay close attention to Britney Spears' ill-fated departure from the wholesome brand that launched her to fame. It is not too late for her to redirect her image and avoid Spears' mistakes. We have faith in you, Kelly, and are eager to see you prove us wrong.

Kelly Clarkson's Brand A$$$ets

Ruben Studdard

Studdard's upset over Clay Aiken in "American Idol's" second season caused quite a stir, yet he has been on a downhill slide ever since capturing the throne. Unlike Clarkson, Studdard was unable to stay on top and lost the media-popularity war to Aiken. Nonetheless, Studdard has recently remained relevant by attracting attention for his improved physique and latest exercise regimen. This is a dangerous game for Studdard to play, for it reduces the focus on his musical talents. He must divert media attention from his body and back onto his natural gift, the voice that drove him to the top in the first place.

Note to Fantasia: Watch closely and don't let Diana steal your spotlight the way Clay usurped Ruben's.

Ruben Studdard's Brand A$$ets

Clay Aiken

Casual observers might easily mistake Aiken for an "American Idol" champion based on his rapid rise to stardom. Though he actually lost a heartbreakingly close vote to Studdard, Aiken's flawless strategic brand management since that loss has made him the bigger star.

And while the rest of his "Idol" competitors were busy bumping into one another like mice in a maze, Aiken abandoned his "Idol" routes and launched a tremendously successful solo career that is increasingly gaining strength. He deserves immense credit for his success. He possesses neither sex appeal nor movie-star looks, yet he has won the hearts of America with an earnest persona and distinct musical style.

When interviewed, he rarely mentions "American Idol" and talks instead about his music and his future. While he may ruffle a few feathers along the way, Aiken has proven that the old business adage _ every man for himself _ still holds true.

Clay Aiken's Brand A$$$$ets

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

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House). Contact her at Samantha(at)celebrityassets.com.)

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