How Couric, Jackson, Hanks manage their brands

By SAMANTHA ETTUS
Scripps Howard News Service
12-AUG-04

With the Athens Olympics beginning, all eyes have turned to athletes who are chasing that elusive gold medal. Once an Olympian has won gold, no subsequent failure can ever really take that achievement away.

Similarly, celebrities of all kinds can create brands that, with rare exception, cannot be tarnished. This week we take a peek at how three high-profile people have managed their brands: Katie Couric, Michael Jackson and Tom Hanks.

These three have achieved at the highest level in their respective professions _ television, music and acting _ but have they maximized their achievements, or jeopardized their personal brands?

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

Katie Couric

Couric embodies success, sweetness and survival. After rising to fame as a journalist covering the Pentagon from NBC's Washington bureau, she took on the role of "Today Show" co-anchor in 1991 and has defied the odds by holding onto it since, entering her 14th year on the highest-rated morning show.

It was tragedy that cemented her gold-medal-brand status.

After the painful loss of her husband, Jay Monahan, to colon cancer in 1998, Couric returned to television and to raising their two daughters. Losing her spouse showed America that, despite her glamour, Couric faced the same fears, personal tragedies and challenges as other women. And medical researchers have begun using the term "The Couric Effect" to describe the significant increase in colonoscopies since she adopted the cause of preventive health-care against colon cancer _ thus proving Couric's gold-medal-brand status both on and off the air.

Katie Couric's Brand A$$$$ets

Michael Jackson

Jackson seemed destined for fame and success since childhood. As the shining member of his all-brother band, the Jackson Five, he emerged as the most successful artist in his family, topping the charts in 1982 with the record-breaking album, "Thriller." The following year, he unveiled his signature "Moonwalk," creating a dancing sensation that rocked fans around the world. The next 18 years were layered with best-selling albums, sold-out concerts and a public fascination with all things Michael.

But even though he seemed untouchable, his world came crashing down after repeated allegations of child molestation. While most of Jackson's fans stayed loyal through the first set of accusations, continuing accusations have eroded his fan base and sent his brand into freefall.

The public's memory of the golden child will only be resurrected if Jackson is found innocent of the charges and emerges with another winning album. Right now that looks unlikely, and Jackson has accomplished what seemed impossible _ he has brought down a gold-medal brand.

Michael Jackson's Brand A$ets

Tom Hanks

As one of only two thespians (the other is Spencer Tracy) to win consecutive Best Actor Academy Awards, Tom Hanks is perhaps America's favorite leading man.

After an unusual path to fame (his big-screen success followed a turn in the goofy television comedy, "Bosom Buddies"), Hanks chalked up a string of memorable starring roles. There were those back-to-back Oscars for "Philadelphia" and "Forrest Gump," of course. But other major films included "Splash," "Big," "Saving Private Ryan" and "Sleepless in Seattle."

He has chosen films wisely, often playing meaty roles in which he depicts conflicted regular guys. And he has been smart enough to stay out of the tabloids, which can be largely attributed to his public love and affection for second wife Rita Wilson, with whom he has two children and has produced successful films.

His high-profile friendship with Steven Spielberg has been beneficial as well; socially and professionally, these two have enhanced one another's brands. In his customarily effortless manner, Hanks wins a gold medal for consistency and flawless brand management.

Tom Hank'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. Send comments and questions to Samantha(at)celebrityassets.com.)

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