The Single Most Significant Branding Effort Ever…Maybe

Over the past couple of years, the show “Jersey Shore” has gone from being a silly nighttime reality show to single handedly branding a national icon in “Snooki”. Snooki’s antics seemed playful and entertaining at best; however, the young actress took a stranglehold over America. Here’s how she did it.

1. She’s Young & Appealing

America loves youth. Snooki certainly has it. At just 23 years old, Snooki is thriving through the craziest years of her life. She’s really at a perfect age; young girls want to be the next “Snooki”, teenagers can get a good laugh at her crazy antics, comedians and script writers can include her in seemingly every plot line, while older folks can sit around and question what a “Snooki” is.

2. She’s Bold & Admired

Living in a free country, why is being bold such a big deal? It’s because most people are not bold and afraid to express themselves. Snooki defines this stereotype. While she loves to be a girly girl, she’s not afraid to be one of the boys, or even burp in front of the guy she has a crush on. People admire those they can relate to, and Snooki’s expression of her personality happens to relate to a lot of people, therefore she’s loved.

3. She’s Got a Brand

Make a Snooki reference. Go ahead. I bet there isn’t one reference to Snooki that I, along with the rest of the country has heard before. That’s a great branding effort. No matter where you go, there are millions of things compared to Snooki, or actions that may be called “something Snooki would do”. She has a unified presence, and sends one image to all her viewers.

…Whoops, Almost Forgot!

Here’s something you might not know. Snooki’s real name is Nicole Polizzi. Ha, gotcha. How cool it must be to have such a strong branding effort to the point that nobody even knows your real name. Well, you heard it from Brand Yourself first.

Brand Yourself like Nicole “Snooki” Polizzi has done by signing up for Brand Yourself to see the power of branding first hand.


Add yours
  1. 1
    Andrew Nadeau

    Do you think that a snooki just happens? Someone, somewhere is helping snooki out with her personal brand to position her for life after the Jersey Shore, and whether you like it or not, they are doing a good job.

  2. 3
    Shannon Holato

    Interesting post. Though I’m not a Snooki fan and think her “fame” is unwarranted, she’s building a decent brand for herself. Though she’s “in” and “hip” right now, it won’t last. Branding done on a personal level rarely (if ever) lasts. People outgrow personal brands. Besides, we’re talking about Snooki. Once she grows up and matures (a lot), she won’t offer the appeal factor she does now.

  3. 4

    I’m not sure I’d call what Snooki does “branding”. Just being annoying, ignorant and shallow isn’t a brand. I’m sorry, but 25+ years in the advertising/branding game entitles me to respectfully disagree with you on this one.

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