Competitive Edge - Sports & Entertainment Marketing News

Can Ellen’s “Be Kind” Brand Survive a Not-Very-Nice Scandal?

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Ellen DeGeneres’ Twitter profile picture looks like a lot of other COVID-era ones. The illustrated image features the talk show host, her signature blond crop and piercing blue eyes on display, wearing a mask. But the written message across the pandemic-friendly face covering that was once considered her mantra is likely now to elicit derision and eye rolls: “Be kind to one another.”

Click here to read the story from hollywoodreporter.com.

Questions for Classroom Discussion

  1. What is a brand?
  2. Does Ellen have a brand? What is the brand?
  3. What is positioning?
  4. How has Ellen, prior to this scandal, positioned her brand?
  5. What is publicity? How might the publicity generated by this scandal damage Ellen’s brand? How might she be able to repair that damage? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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