Devoted to online marketing, viral marketing, and web marketing

Whether you love Paris Hilton or hate her; as a brand, she works. There has been a secret that many people that are successful in marketing have understood and known for years, that once is understand, will bring the success that is desired in online marketing, or any marketing for that matter.

Now concerning Hilton, it's not what she represents that makes her work. Let's face it, what she represents, in general, can be found on any street corner in the world just about. Right? Yes and no.

I'm not going to get into what she represents here, because in reality, it really doesn't matter.

Why doesn't it matter? Because it's never what you represent, but how you represent, that is the key. I mean nothing more by that than consistency and being genuine.

Whatever you read about Hilton, it's always the same; not the actual event, but the stupidity behind it. She puts on the show of doing an endless string of stupid things, and people that like that kind of stuff can't wait to get their next day fix on her dumb, but entertaining antics.

It doesn't matter what her detractors think. They aren't the ones she's trying to get the attention of.

How could she lose it all? If she were to try to do something smart, serious or even help in some way, people wouldn't pay attention at all. She would completely lose her appeal. Nobody cares whether she attempts to sing a serious song or gets up and tries to save the world in some way. It would never work because of the way she has branded herself.

That's why the shows she's been on and music haven't really done anything. She is the show to the ones that want to hear everything about her. Her life and its endless foibles are her story. When she tries to get away from that, it never works.

Think of that when marketing what you have as a brand. Being genuine and consistent is what creates consumer loyalty. They know who you are and what you stand for and what to expect tomorrow. Who wants to hear Paris Hilton talking about a serious subject? The two don't mix.