Can Michael Jackson's Brand Thrill Again

By SAMANTHA ETTUS
Scripps Howard News Service
15-JUN-05

There is further good news for Michael Jackson this week: America loves a comeback story. Though a debate has emerged as to whether the Michael Jackson brand is revivable, with many pundits focused on the 48% of people in a CNN poll that disagreed with the “not guilty” verdict, those who have called Jackson’s brand dead are dead wrong. With a majority of the country not objecting to the jury’s decision and an unshakeable core of ardent supporters, Jackson has an enormous opportunity for a rebirth.

But the court of public opinion is an entirely different beast than the court of law, and if Jackson wants to reenergize his fan base and reclaim his role as a pop icon, he will need to make a concerted effort to change his image. With his career marred by some significant and disturbing missteps, Jackson must refocus on his undeniable musical talents. If I were advising Jackson on a three year plan to steadily rebuild his brand credibility and seize upon Americans’ forgiving nature, here is what I would tell him:

1. Damage control.
When asked what you are doing now that the trial has ended, stop talking about your recovery from your mysterious and unexplained illness and simply tell people, “I am working on my music.”

2. Launch a new album within the next three years.
Lay low for the next two years and wow them in year three with a new album and a worldwide tour. Your music and dancing was how you won the hearts of the public years ago; you can capture their hearts again if you apply your talents to your musical career.

3. Spend time with adults.
You have many famous adult friends and some well respected family members. Lunch at a high profile Los Angeles restaurant with Janet. Visit your old friend Elizabeth Taylor. Start spending time with other adults doing mundane things and stop spending time with children, unless they are your own.

4. Put the kibosh on plastic surgery.
Your face has become a mask preventing the public from understanding you and your career. Stop mutilating your face and body so that we can see the real Michael more clearly.

5. Involve your children’s mother in your children’s lives.
When she took the stand in your defense Deborah Rowe provided a boost to your defense team, but it was clear from her testimony that she is not permitted to have a real relationship with her children. Change that situation for your kids’ sake and for yours.

6. Sell Neverland.
Your attorneys contend that you were a victim of your own generosity. The Neverland estate is associated with that “generosity” and is a constant reminder of the charges lodged against you. Selling it off will offer you a fresh start literally and figuratively.

7. Stop talking about your debt.
You own the Beatles library as well as your own music and countless other assets, but you reportedly spend 20-30 million dollars more than you earn per year. It is impossible for people to sympathize with your financial concerns when most struggle just to make mortgage payments and save for their kids’ schooling. You will not win any fans by talking about your financial woes. Face them privately.

8. Collaborate.
Writing and performing a song with another top artist would be a lofty yet productive long term goal. Associating yourself with a popular, scandal-free artist you admire could do wonders for your reputation. Though convincing an artist to collaborate at this point could be a challenge, planting a seed now could reap great rewards in the future.
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). Send your comments to Samantha@celebrityassets.com.)