How real is the value of reality brands?

Last night I sat down and watched Inception. Today I spied this article on the Kardashians – and I couldn’t help but wonder whether the dream states of the film mirror the “reality” of the brand value of reality brands.

The Kardashians appear to be a retail success story, for now, and we’re told they have raked in millions. What’s the business model? Their “real” lives? And those millions of followers – what are they following? The real Kardashians or three levels down?

Does the Kardashians’ show and product portfolio add up to a brand, souvenir merchandise or fashion? Does that become stronger, or more real, when it diversifies?

Why all the questions? Well, because if I was Sears, and I was looking at setting up a Kardashian shop within my shop, it might hugely influence my decision to know what exactly I was partnering with. Of all the celebrities in the world, why them? What’s the connection between what they are and what Sears represents? And, as I say, is what Sears are seeing in the Kardashians really their brand?

Have Sears nailed an astute marketing association or have they too been caught up in what appears to be happening around them, and are hoping it somehow rubs off on them? Can that even happen? Whose really dreaming here?

Spin the totem. Guess, we’ll see.


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