A quickie wedding with big impact

By SAMANTHA ETTUS
Scripps Howard News Service
12-MAY-05

As a new bride with an appreciation for how easy it is to be consumed by matrimonial minutia such as napkin colors and frosting flavors, I have a special admiration for the quickie weddings perfected by Hollywood's elite.

The speedy nuptial trend re-emerged this week with Renee Zellweger's wedding to her beau of a little over three months, country crooner Kenny Chesney. While most focus on the short courtship and spontaneity of Renee and Kenny's decision to wed, this week we take a peak at the duo's collective potential _ brand new and brand brilliant.

From a brand-management perspective, the couple's quickie low-key wedding will have unintentionally spectacular effects. And for a myriad of reasons, their combined impact makes them a force to be reckoned with:

In reach

Move over, Nick and Jessica; Renee and Kenny could put Sonny and Cher's fame to the test. While Renee is the movie star and therefore typically considered the bigger household name, Kenny's popularity may actually eclipse Renee's. One thing is certain _ with little overlap in their fan bases, both Renee and Kenny have the potential to dramatically increase their profiles and gain new admirers. Devoted country fans who never paid attention to Renee will be looking out for her now, and film buffs and celebrity watchers alike will be on Kenny alert.

Omnipresence

The unassuming star of the "Bridget Jones" franchise has always maintained a distance from the intense Hollywood media scrutiny. Her husband has also shied away from the spotlight, especially since his move to the Caribbean island of St. John three years ago. But with their lives now fused, the couple will find it much harder to avoid the public eye. Whether attending awards shows in Nashville or Hollywood, they are sure to make a splash.

The awards

The most successful financial portfolios are diversified, and the Hollywood-meets-Nashville union of Renee and Kenny qualifies as powerful strategic diversification. Though we believe the union was born of love, we can't help but notice the benefits of their combined talents. Kenny won awards for Best Album and Entertainer of the Year at the 2004 Country Music Association Awards. In the same year, Renee won an Oscar for her performance in "Cold Mountain." Each has reached the pinnacle of success in their industry, and now they have the good fortune to share and enjoy their achievements with a non-competitive equal.

We predict that a happy, healthy relationship will lead to even greater prosperity for Renee and Kenny. Kenny fell so hard for Renee when he first saw her in "Jerry Maguire" that he wrote a song inspired by his new muse. The pair's fateful meeting years later and their rapidly evolving love has drawn strong emotional reactions from fans. When two white-hot entities come together, they inevitably ignite a powerful spark. Intentionally or not, Renee and Kenny have joined forces to create an exceptional power brand, and we think they'll capitalize on it.

Remember: the most dependable road to the top is to treat your personal 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.)