BRANDING
With the impending launch of his African American-targeted portal UrbanMagic.com, Magic Johnson dribbles onto a crowded court of celebrities catching a second wind on the Net. Some, like David Bowie (www.davidbowie.com), seem to be going in entirely new directions. Others, like Oprah, view the Web as a necessary conquest in their ever-expanding multi-media empires (O, The Oprah Magazine - on newsstands this April!). And then there are the craven carpetbaggers. Here's how the Web of celebrity is being spun.
John Elway/Michael Jordan/Wayne Gretzky
Online venture MVP.comwww.mvp.com
Launch date January 2000
Official role(s) Chair/director/director
Visible presence Dishing athletic-equipment advice for their respective sports
Recommended brand extension Michael Jordan "retires" from site, then rejoins it three months later
Tony Robbins
Online venture Dreamlifewww.dreamlife.com
Launch date February 2000
Official role(s) Founder
Visible presence Dreamlife Experts, where Robbins offers his courses and books on personal power and wealth
Recommended brand extension MP3s of Robbins' motivational tapes
Lou Dobbs
Online venture Space.comwww.space.com
Launch date June 1999
Official role(s) Founder, chair and CEO
Visible presence "Launching" soon
Recommended brand extension NASA's Shrinking Moneyline with Lou Dobbs
Cindy Crawford
Online venture eStylewww.estyle.com
Launch date Cindy joined September 1999
Official role(s) Director, strategic adviser, and celebrity spokesperson
Visible presence Cindy's Corner on babystyle.com - "celebrate motherhood with babystyle's supermom"
Recommended brand extension Spinoff site: Beautymark.com
Oprah Winfrey
Online venture Oprah.comwww.oprah.com
Launch date June 1997
Official role(s) Chair
Visible presence Oprah's Book Club, sections on living and health
Recommended brand extension Oprah's Web Club offers direct links to her personally selected URLs
Martha Stewart
Online venture marthastewart.comwww.marthastewart.com
Launch date September 1997
Official role(s) Chair and CEO
Visible presence Martha by Mail, marthasflowers, Martha Stewart Weddings ...
Recommended brand extension Martha Stewart Service Generator places "Martha" in front of randomly selected nouns
MUST READ
You've Got Security
Spying on the Echelon Spy Network
Web of Celebs
Social Climber
The Ultimate Hiring Machine
Zen and the Art of the Deal
Dear Everybody: I'm Dead
People
Jargon Watch
Peace-Over-IP
Laser-Accurate Forecasts
Burn, Baby, Burn
The C2G Portal Play
Sissyhood Is Powerful
Raw Data
