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Lesson #1: Build a Brand with No Bounds

Article Overview: Simon Fuller’s specialty is not that he finds particularly outstanding talent and introduces it to the world. Rather, Fuller’s gift is that he is able to take almost anyone and build them up into a brand – a brand that the world cannot resist.

Lesson #1: Build a Brand with No Bounds

Simon Fuller’s specialty is not that he finds particularly outstanding talent and introduces it to the world. Rather, Fuller’s gift is that he is able to take almost anyone and build them up into a brand – a brand that the world cannot resist.

David Beckham might be a great soccer player but thanks to Fuller, he is now so much more than that. David and his wife, Victoria, have been built into a brand – Brand Beckham – and it is that brand that will ensure that long after whatever talents they had have disappeared, the Beckham family will continue to enjoy the fruits of their success.

Fuller has perfected the art of branding people. He does it by pulling off marketing stunts the likes of which have previously never been seen in the industry. Who would have thought of promoting David and Victoria Beckham as the voices on computer software that will be used to teach English to children around the world? The only answer is Fuller, whose plan to introduce the Beckham voices to households worldwide is just one part of his grand strategic plan to turn the Beckhams into a global brand.

And Fuller knew no limits in securing that Beckham brand for himself. Indeed, Fuller went to great pains to secure the couple would choose him as their manager. He employed his personal jet to fly them to southern France, where they were pampered in Elton John’s mansion and then driven to his house in Provence for a six-day vacation.
After that, Fuller knew there would be no way the Beckhams could turn down his management. They had gotten too used to his vision for them to turn back now.

Victoria Beckham no longer wanted to be known as Posh Spice, a has-been in the entertainment world. She needed her career to be rejuvenated. She wanted to establish herself in Hollywood. She wanted to be back on the front pages, once saying she wanted “to be as famous as Daz Automatic.” Fuller might have been too controlling as the manager of the Spice Girls, but now Victoria Beckham wanted some of that back, whatever it took.

Fuller not only knew no bounds in building his brands, but in diversifying those brands. Before Fuller, sports may have been a multimillion dollar industry, but it was never to be confused with the entertainment business. Thanks to Fuller, the lines between the two have been blurred. David Beckham is no longer just a soccer player. He’s also a model, a clothing designer, and above all else, a superstar.

19 Management brands itself as an entertainment company, but it has become so much more than that. Thanks to the efforts of Fuller, it has become an all-encompassing lifestyle brand. Millions of viewers turn into his shows and tune into his artists not just because of what they have come to expect, but because of exactly the opposite – to get what they are not expecting.

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Article Tags: beckhams, children around the world, david and victoria beckham, david beckham, elton johns, entertainment world, front pages, fullers, global brand, lesson 1, personal jet, posh spice, soccer player, southern france, spice girls, strategic plan, stunts, victoria beckha, victoria beckham, wife victoria



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