I try to keep up on news in my industry, so it was with great interest that I read the latest cover story in Fast Company about fellow Twitter lover, Ashton Kutcher and his production company, Katalyst.
The cover provocatively asks if Kutcher could be "a new kind of media mogul.”
As a strategist, I can recognize a solid and smart marketing process when I see one – and Kutcher’s is watertight:
As the article states, Kutcher intends to become, “the first next-generation media mogul," using his own brand as a springboard and syndication system.
And, I have no doubt he’ll be successful at it.
But his strategy (heck, his whole company) is uniquely suited to capitalize on Kutcher’s stature, connections and lifestyle.
So where does this leave the rest of us whose personal brands aren't so much springboards as they are teeny planks?
Me? I was never on a TV show. I’m not married to a celebrity. I have no pre-existing corporate endorsements. I’ve never punk’d Justin Timberlake so bad that he nearly cried (btw…that was a great episode, AK).
And yet, I'm working this space just as aggressively as Kutcher and his posse. And, I'm looking to magazines like Fast Company for ideas and inspiration on how to be successful in my own right.
Is there anything a regular lady from the Midwest like me can learn from "team Ashton?"
While the consensus online seems to be that Fast Company took a gigantic jump over a very attractive shark in writing this article, I still think the answer is "yes."
I've got two words for you: trucker hat. Kutcher knows the value of a gimmick, a prank or a well-positioned must-have accessory, and he works that sucker for all its worth.
Do you have a “trucker hat” idea for your business?
Social is not the end-all, be-all of marketing. Part of the key to the success of Kutcher's company is that they are integrating content across multiple platforms, and seeding projects in television, movies and the Web.
Are you thinking outside of the social media box, too?
Yeah, Kutcher’s good looks are doing him some favors in his race to “mogul-ness.” But, “be hotter” isn’t a real practical strategy for the rest of us to pursue. Perhaps a more tangible lesson we can learn from this former model is that working your looks is just as important as having them.
Is your company ready for its close-up?
Kutcher knows Hollywood, and he’s cannibalizing that world to build his new business model. One lesson we can learn from him (and that world), is that everything costs money. (In Hollywood, it takes a village to raise a celebrity…and all those villagers need to get paid.)
Are you ready to capitalize on your new media investments?
For all we know, Ashton Kutcher could be reading Ayn Rand books in his spare time. But in public, the AK brand is all about having fun. And you know what? People loooove to have fun, and they are attracted to other people having fun. Marketing doesn't get any more simple than that.
Are you having any fun?
So it doesn't really matter if he's the "first next-generation media mogul," or not.
Really, the more interesting question is...
...who will be the second?
I’m a consultant, strategist, author, educator, and speaker with more than 30 years of professional experience. I’m passionately curious, fairly sassy, kinda dorky and seriously good at what I do.