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A recent advertisement for the highly anticipated children’s flick Ice Age: Dawn of the Dinosaurs, makes two points. First it exemplifies the enduring powers of a strong brand. Since the first installment of the popular film series made its debut in 2002, the Ice Age brand has gone on to generate well over $1 billion dollars at the box office, which is quite impressive. What’s even more impressive is the ability of Ice Age cast member, Queen Latifah to create her own enduring brand, which is just as strong and viable. With far less resources than the producers of the film, Latifah has established herself as a brand titan in her own right. Here are three steps she used to do it.
1. She Developed Multiple Skill Sets
Hip-hop served as her launching pad, but Queen Latifah had long since set her sights on a career that would stretch well beyond rhymes. From the moment she made her first onscreen appearance in Jungle Fever and House Party 2, a detailed plan was put in motion to establish her as a multi-faceted talent. Latifah would go on to star in her own show (“Living Single”), receive an Oscar nomination (Chicago), and land prime endorsement deals (Pizza Hut, Cover Girl, and Jenny Craig), during her impressive climb up the ranks to Hollywood’s A-list. And those lofty accomplishments don’t even include her successes as a producer (The Perfect Holiday), and a celebrated jazz singer.
2. She Expanded Her Reach To Other Audiences
Many hip-hop artists have gone on to experience a considerable amount of mainstream success based solely on the merits of their musical talent alone. But Latifah is essentially the female version of Will Smith, who by pushing past the traditional perceptions of hip-hop artists has become respected and accepted by virtually all groups of people. After raking in $100 million at the box office with Bringing Down the House, which was a nice follow-up to her Golden Globe winning performance in Chicago, Latifah was no longer viewed as a “black entertainer.” Like Smith and Oprah before her, Latifah was becoming her own colorless brand.
3. She Never Forgot Her Roots
The Grammy Awards, the Oscar nomination, and the constant stream of endorsements, all serve as a testament to the strength of the “Latifah brand.” But none of that speaks to the what’s at the heart of why fans love her so much. Simply put, she’s always been consistent and never forgot where she came from. This fact is evidenced by the release of her latest hip-hop album Persona, which is set to be released this summer. She could have turned her back on the community that fostered her initial growth, and has continued to love her throughout the years. But that wouldn’t be her style, and it’s one of the main reasons that we all celebrate the brand titan that she has become.
What are your thoughts on Queen Latifah? Do you think she is a brand titan?
