The Star Power of Personality
Marketing is king in America. There is no question about it. Everything from politics to religion is powerfully marketed and almost everyone who promotes anything understands this reality. I am not an exception to this reality I assure you. I think it is important to recognize that marketing is not inherently evil. But it is always a tricky component in promoting any person or event and it does impact and corrupt virtue in certain cases.
I saw evidence of the power of marketing in the sports page of today’s Chicago Tribune (July 20). When it comes to endorsement powering today’s marketplace the Tribune reported that race car drive Danica Patrick is at the top right now. The Davie-Brown Index (DBI) determines celebrity influence on consumer buying behavior in the U.S. The DBI uses an interesting six-point scale to evaluate seven key attributes: appeal, notice, trendsetter, influence, trust, endorsement and aspiration. Danica rates higher than all other NASCAR drivers on the DBI Index. She even tops Michael Jordan’s numbers. Her ratings also exceed those of other star female athletes at the present time. […]


