It’s official. I’ve named the Queen the world’s biggest celebrity brand in the True Royalty documentary, Elizabeth at 95: The Invincible Queen. Bigger than the Beckhams, bigger than Bieber, bigger than Barack.
Why did I say that?
Because there isn’t anyone on this planet that hasn’t heard of Queen Elizabeth, she’s iconic, and she’s immortalized even though she’s still living. She’s even bigger than Coke, Nike, and Ferrari combined too. (Vanity Fair and the Daily Mail seem to agree.)
But the other reason I crowned the Queen, the biggest celebrity brand in the world, in the True Royalty documentary is that her brand behaves in three distinct ways.
Enter your week’s Royal #goals.
First of all, aim to develop brand immunity. The Queen has done precisely that to become “unbreakable” or “invincible,” as the documentary is titled.
As I explained to the talented production team behind the documentary at Spun Gold, despite the controversies surrounding the royal family, including Meghan and Harry’s exit from the UK and Prince Andrew’s scandal, the Queen’s image remains firmly intact. (More so than the likes of Barack Obama, Hillary Clinton, and Bill Gates over the past four years.)
Coke has reaped the benefits of brand immunity too. In 1999, the Coca-Cola Company publicly acknowledged the contamination in Belgium that led to the biggest recall in its 113-year history, and the brand quickly recovered. Coke had built some serious brand immunity over the years, and people started trusting them again. But, when the company’s much less known Dasani brand had a similar contamination scare in 2004, the Dasani brand nearly died. Dasani just didn’t have the same level of immunity.
A strong brand affords you immunity.
Secondly, build some cultural currency. Sure, the Queen’s face is on postage stamps and currency worldwide, so she’s had a bit of a head start. But her brand continues to be talked about and referenced within culture. It remains relevant. The Queen shows up in street art courtesy of Banksy and others, and on bus stops. Her name and image are used in all sorts of iconography, etc.
Combing through the Statista data for the documentary, I also explained to the production team at Spun Gold how Queen Elizabeth is a whopping 16 times bigger than the self-appointed Queen Beyoncé. And six times bigger than the Queen of social media, Kim Kardashian. That’s by looking at the number of positive media mentions anyway.
Cultural relevance is an obvious and powerful indicator of brand strength.
Last but not least, the Queen benefits from a serious halo effect from brand Britain, brand Royal, and the Royal family at large.
A halo what, I hear you ask?
Halo effects play on the “cognitive bias” of your consumer. You want to chase the halo effect because it’s known to establish brand loyalty.
We develop a bias toward certain products because of our favorable experiences with other products made by the same brand. Most famously, Apple used the halo effect strategy to establish itself as a technology leader with just the iPod. They knew they could win in that product market and the positive perspective then spilled over onto its other products. They then started winning in the other more crowded product spaces.
All this to say, check out my fellow April-born, Elizabeth at 95: The Invincible Queen on the world’s first TV channel dedicated to all things Royal, True Royalty.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker, and the author of the New York Times best-selling book, “The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right).” Follow him on Twitter @jeetendrsehdev, Instagram @jeetendr_sehdev.
Original posted at www.forbes.com