Just Because You Can, Doesn’t Mean You Should

In the April 18, 2011 issue of Life & Style, Mariah Carey bares it all — well, almost — by posing nude on the magazine’s front cover. Having posed for her fair share of portraits, none have been as personal as the ones of Mariah’s baby bump, or should I say, babies bump — she’s having twins.

I have received a dozen or more emails, asking for my opinion as to how these pictures will affect the singer’s personal brand.

I agree with competitive strategist Michael E. Porter who said, “The essence of strategy is choosing what not to do.”  Had I been one of Mariah’s advisors, I would have discouraged her from pursuing the opportunity for the following reasons.

It’s already been done. Mariah joins a seemingly endless list of nude-and-bulging stars, including Christina Aguilera, Britney Spears, Cindy Crawford, and the original trend-setter herself, Demi Moore.

One element of a strong, personal brand is uniqueness. Everything you do (and don’t do) and say (and don’t say) tells a story about who you are as an individual and how you differ from your competition.

In today’s Harvard Business Review management blog entitled, “What is Your Brand Against,” guest columnist Scott Goodson suggests one way to differentiate your brand is to communicate what you stand against. He cites various examples of how brands like Smart Car, Apple, and fashion brand Diesel have been successful at doing so.

Play to your strengths. While posing nude may be consistent with the singer’s past fashion stunts, do these photos further Mariah’s reputation as one of the world’s best-selling music artists? Is it the side of her fans really want to see?

Although consistency is one of the building blocks of a strong, personal brand, I highly doubt Mariah can parlay the photos into record sales.

More effective ways to connect. A strong brand always delivers a promise. Before you ever step foot in a Nordstrom, you know you’re going to have outstanding customer service. Disneyland promises to be “the happiest place on earth.” Even De Beers pledges, “a diamond is forever.” What promise does these photos provide Mariah’s fan base? Will they increase future product endorsement opportunities?

According to Mariah, her ultimate goal was to share this incredibly personal moment with her fans. That she did, but couldn’t the same outcome have been achieved through means that actually strengthened her personal brand? Where’s the Barbara Walters Special when you really need it?

For me, this was nothing short of an ill-advised, attention seeking publicity stunt, which earns Mariah a BADfortheBrand™ stamp of disapproval, but perhaps I’m missing something.

What are your thoughts?

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