Dal divo al marchio e ritorno
Storie di riabilitazione attraverso il brand
by Francesca Coluzzi
Brand and celebrity are two semiotic entities which generate social speech. They have common features that make them similar and convergent: they can concretely be linked in many ways in which they combine to bring the expression of a meaning. The process relation between these two entities is bidirectional and the interchange of themes and content matter is continuous and osmotic.
Brand and celebrity can be considered analogous entities because they are both devices which create “possible worlds”, significant identities, expressions of a meaning project, structures of social speech. Celebrity can be considered a “brand-format” and brand can be considered a “celebrity-format”.
We will analyse the situations in which these two structures join in the universe of advertising, consumption and in the social field, and we will analyse the typologies of relation and mutual exchange of values between them: for example, the celebrity as an endorser of a brand, the name and the personality which is behind a famous griffe, and the specific cases about the consequential relations in the process that brings from celebrity to brand, through a transposition of personality’s values into an other sign entity. This process will be studied on his dialectical feature and as the achievement of a bidirectional grant of values, narrations and expressive matter of the subjected meaning project.
Through this analysis we will demonstrate how the creation of a brand from a celebrity is frequent because it is functional to his character and, in some specific cases, typical of a redemption and a new birth after a media image collapse. We will study the cases of Lapo Elkann and his brand Italia Independent and Fabrizio Corona and his brand I Corona’s.