Personality Crisis
Is it just me, or has there been a bit of media coverage regarding Martha Stewart recently? Something about insider trading not being a “good thing”? Maybe it was coverage of her new flan recipe. Or was it borscht?
I can’t recall exactly.
At any rate, regular readers may remember that I’ve made fun of Ms. Stewart in these pages several times before. But that’s no surprise — after all, its only natural for one to mock what they fear. Since I haven’t tackled the subject recently, the crumbling of her media empire seemed like a prime time to jump on the bandwagon again.
The folly of her alleged ways is a perfect example of why not to invest in a corporation that’s built on a cult of personality. No matter how loyal the followers may be, once their adored leader takes a tumble, so too do those loyalties.
Or do they?
Judging by the reported reaction of some furniture industry representatives to the new Martha Stewart Signature Collection, not all of Martha’s disciples are ready to throw in their color-coordinated towels on her yet.
The Associated Press reported that Martha met with retailers at a High Point, NC showroom in August to preview her collection, which will be debuted at the International Home Furnishings Market this month.
“This might be the biggest thing ever to hit the furniture industry,” Alex Bernhardt, chairman and CEO of Lenoir, NC-based Bernhardt Furniture Co. gushed to the AP.
Of course, one can only imagine that Bernhardt was crossing his fingers and saying a prayer to whatever deity he favors as he spoke — his firm announced the Stewart licensing deal last fall before the insider trading allegations were known.
Still, even if Martha ends up having to learn the way to bake the perfect chocolate cake with a file in it, I’m sure some fans will still want to buy a divan from the domestic diva. Bernhardt reported that more dealers than expected took in the preview, liked the product and “saw its potential.” And I’m sure none of them were there just to do a little celebrity rubbernecking, because that would be a bad thing.
With foibles like Martha’s, it’s no wonder that companies — hopefully — choose their celebrity spokespersons with care. It’s always amusing when a corporation is outraged that the celeb displays the very qualities that made them attractive mouthpieces in the first place. For example, wasn’t it odd back when Pepsi abruptly dumped Madonna after her controversial “Like a Prayer” video? Gee…Madonna doing something on the edge with religious symbolism? Wow, there’s a shocker.
I doubt Eddie Bauer will have such concerns about its new celebrity spokesman, Charles Osgood. The cataloger/retailer has tapped the veteran “CBS News Sunday Morning” anchor to be the voice for a new line of radio commercials capitalizing on the bicentennial of the Lewis and Clark expedition. The Seattle Times reported that the ads — part of a $12 million “Look Homeward” campaign to enforce the company’s outdoorsy image — will run for three months during “The Osgood File.”
Reading sponsors’ commercials during his program is nothing new for Osgood, the newsman told the Times. And, he added, because he’s known as something of a storyteller, recounting one of the great tales of American history seems like a good fit.
Sounds like a good match to me too. And it’s a safe bet for a campaign. I can’t remember one story of either Lewis or Clark dancing around in lingerie in front of a burning crucifix. And y’know, I bet Charles Osgood hasn’t done that lately either.
BETH NEGUS VIVEIROS ([email protected]) is the executive editor of DIRECT.
