Would You Want Caitlyn Jenner to be The Face of Your Brand?

Because of my day job assessing celebrity value for brands and non profits, I have been asked by clients and friends over the past few days if I would recommend Caitlyn Jenner to brand clients for spokesperson, speech and/or endorsement work. As more and more brands have considered LBGT-themed marketing programs in recent years, it is a relevant question, especially since Jenner is the first celebrity with a massive following to create a stir. There aren’t many that can count a Vanity Fair cover, ESPY Award and a E! reality show in an eight-week period. Caitlyn will clearly have business opportunities in TV and media but I want to examine it from a brand perspective with the singular question:

If you were a CMO, would you want Caitlyn Jenner to be the face of your brand?

So here are my six considerations in this value proposition:

THICK SKIN

Let’s start with the detractors and close-minded consumers. By associating your brand with Caitlyn you have to expect backlash from a portion of the audience in the form of social media attacks to even boycotting of product. A well thought out communications plan must be planned in advance so that you can be on the offense versus reacting to daily comments. And don’t create this plan in a few days. Spend weeks of time to get this plan mapped out for multiple scenarios and sustainment elements. A brand will need a strong internal leader to reiterate any corporate messages consistently. If you are not prepared to do so, I would stop the consideration.

TIMING

Brands get an increase in media impressions and social conversations when you are first to market. It also shows leadership to your consumers, b2b customers and can also make future brand partners of celebrities seem like they are just jumping on the bandwagon. We have seen brands like Cheerios and Honey Maid already take a stand and create alternative-lifestyle themed marketing campaigns set to a broader audience. By being first and different, they created more attention than the actual media buy itself. Often with risk, comes reward too.

THE AUDIENCE AND MESSAGE

A brand must decide if its core audience aligns with the transgender demo, the entire LBGT community, or even a broader, mass audience. From a messaging standpoint, does focusing on acceptance and openness achieve your goals? This will be a strong consideration in deciding to use Caitlyn and just important, where and how to use her.

PUBLICITY STUNT VS. STAYING POWER

Caitlyn is THE news this week, but in today’s 24-hour news cycle, will she be news next week, next month, or even next year? Remember, you hire for the future not the present. So considering future news value and relevance is critical. There are times we recommend one-off media splashes to create water cooler conversation and differentiation in the marketplace. I would not do that for Caitlyn. People will see right through it. If you are going to consider working with her, it has to be a real, sustained effort using several marketing channels (e.g., advertising, PR, social, retail, etc.) over a period of time.

BRAND CATEGORIES

The transgender and LBGT community are no different from anyone else. They wake up, shower, eat breakfast, go to work, socialize, have families and go to bed. So let’s not limit the brand category choice just because of her lifestyle. Let’s consider audiences, like the millennial world who are more open-minded and are pushing for honest campaigns. But also brands where personal freedom, choice, honesty and reform are core values. Categories could include types of apparel, cosmetics and personal care (see Dove natural beauty campaign). And while there has been chatter if Wheaties would put Caitlyn back on the cover as they did with Bruce Jenner, it would be equally smart if a cereal competitor beat them to it. Even just licensing the Vanity Fair cover itself for the box cover.

BUDGET

It would be foolish to not include money in the conversation. Caitlyn and her newly-signed agents and management team know there is a real commercial opportunity in film, TV, corporate speaking and possibly brand work. A brand with compassion, commitment and courage may be considered in a different light to Caitlyn, and may be necessary to keep the price tag in line with a company’s budget too.

Caitlyn makes the most sense for brands that stand to be different from the norm, have a forward-thinking leadership team, as well as a strong communications strategy and core messages that align seamlessly.

There may not be many, but all it takes is one.