By SAMANTHA ETTUS
Scripps Howard News Service
31-MAR-05

While many celebrities neither appreciate nor adhere to the concept of staying true to one's brand, Sylvester "Sly" Stallone has consistently and successfully put this simple principal into practice.

Whether or not his Rambo and Rocky roles strike your fancy, Stallone deserves accolades for sticking with a winning formula.

Boxing is a lifelong passion of Stallone's and was the focus of the "Rocky" series, which put him on the map as an actor and writer. Stallone has cultivated his roughneck image so well that many fail to realize that he wrote and created "Rocky." But he is not short on smarts. Stallone simply knows his core competency and has made a killing off it. Audiences love him for being the strong, tough hero and he has given them what they want.

With his latest venture _ and first foray into so-called unscripted series television _ Stallone has once again taken on a role well within his comfort zone.

NBC's "The Contender" showcases Stallone at his best, portraying him as the host, den daddy and cheerleader for a group of young men fighting to be the next boxing star. The show is something of a comeback for Stallone, and it is his focused brand that enabled him to bounce back so seamlessly.

"Rambo III" was released in 1988 and the final "Rocky" installment in 1990. Stallone has starred in a consistent stream of films since, most notably "Cliffhanger" and "Cop Land." But none of his recent efforts has produced the box-office bang of these earlier franchises.

Nonetheless, by staying true to his brand, Stallone has been rewarded with a loyal following. While many of his peers try, and frequently fail, to expand their audience through roles that extend their range, Stallone has never succumbed to the temptation.

Celebrities often get caught up in their own fame and embark upon non-strategic brand extensions. By endorsing products or starting new ventures that unreasonably stretch their personal brand, these stars diminish their credibility and often damage their careers.

Does anyone really believe that "The View's" resident diva, Star Jones Reynolds, was really spending her money at the low-cost shoe retailer Payless? In contrast, Stallone has embraced his image as a buff, lean fighting machine and chosen product extensions with appropriate restraint and a keen eye toward commercial viability.

He recently launched InStone, a line of low-carbohydrate, high-protein puddings and supplements that leverage his vigorous image. This extension makes a fitting complement to his first literary endeavor, a book on fitness. Titled "Sly Moves: My Proven Program to Lose Weight, Build Strength, Gain Will Power, and Live your Dream," his book is well-timed to hit stores in May, just three weeks shy of "The Contender" finale.

In addition, Stallone is following in the footsteps of Oprah and Rosie, launching the magazine Sly. Aimed at men and sporting the tag line, "Stay in the Game Past 40," the first issue features such diverse but targeted content as an interview with porn star Jenna Jameson and anti-aging tips.

With this handful of new projects, Stallone is proving once again that he knows his audience and understands how to reach them.

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

(Samantha Ettus' latest book, "The Experts' Guide to Life at Home" (Random House) is now in bookstores. She welcomes your comments at Samantha@celebrityassets.com.)