Stewart's letter to fans from jail is a brilliant move

By SAMANTHA ETTUS
Scripps Howard News Service
21-OCT-04

Martha Stewart is in jail. We are now over the shock of the trial, and we have adjusted to the idea of our Home Economics Queen going to prison.

But we haven't forgotten her. Even, or maybe especially, when she is behind bars, Martha continues to intrigue us. That's because she created an enduring brand that transcended her as a personality.

The fact is, Martha Stewart Omnimedia continues to run and thrive even while its founder and namesake is in jail, demonstrating the enormous strength of the brand she has created.

This week we take a peek at how Martha has managed her personal brand during the latest developments, namely her decision to connect with the public by posting a letter on the Martha Talks (http://www.marthatalks.com) Web site _ the latest in unconventional, yet savvy behavior coming from Martha.

First and foremost, we applaud Martha's move to communicate from jail via a letter on her site. Her Web site is perhaps the only vehicle she could have used to communicate and she did so with style. The letter, intended for supporters who have written to her, demystifies her stay in jail and even includes a suggested charity for those who erroneously think she can accept the gifts and cash that they have been sending her way.

Her letter also alludes to "the next chapter of my life," a brilliant brand move to shift focus away from the past and toward the future. By the time Martha is released, she will be an even greater celebrity to all, whether they love or disapprove of her, and her every move will be watched more than ever.

The fascination with Martha post-jail will be deeper than the Martha pre-jail because Americans love a comeback story. Upon her return, she can expect new fans who are more comfortable with the newly tainted Martha than with her former image of perfection.

For Martha to continue to reap the benefits of connecting with her fans, she should continue to communicate with consistent monthly correspondence on her Web site. More than that would seem gratuitous. She should also soften the accompanying photo, which has Martha in a suit with her arms defiantly crossed. She would have been better off selecting a photo with open body language to depict an approachable, welcoming persona.

Overall, we applaud you, Martha, for a job well done.

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)