3 Branding Lessons From The Cardi B Defamation Court Case
Rule number one, always control your narrative before someone else does.
Jury Awards Cardi B Over $4M In Libel Lawsuit
Businesswoman, philanthropist, rapper, songwriter, and actress, Belcalis Marlenis Almánzar, known to the public as Cardi B, won her federal libel lawsuit against a YouTube blogger. The outcome of this case is an important case to follow in that it will set law precedence as it relates to hard to defend public issues such as tabloid gossip, slander, lies, and cyberbullying.
This high-profile celebrity suing a blogger was about principle, accountability, and the ability of the offender to capitalize from malicous dishonesty.
Cardi B, recently named Playboy’s first Creative Director, is known for using her platform to advocate for the welfare of others as well as quietly giving generous donations towards good causes. Coming from humble beginnings and known for what would be categorized as off-color commentary, Cardi B has undeniably created a personal brand that is in high demand. Her path towards success includes ground-breaking firsts inside and outside of her industry. This is the result of personal branding while controlling your own narrative.
Branding Lesson 101
In 2013 Cardi B had become widely popular in digital spaces such as Vine and Instagram. We were introduced to a wayward young lady striving to find her way in the world. While her conversation, lifestyle, or earlier chosen profession does not meet everyone’s approval, what can not be denied is her authenticity. Living life in full transparency and unapologetically was instrumental in her reaching success. As her popularity increased, so did her brand profile, value, and her equity. What is her secret? She remains in control of her brand narrative.
What has been interesting to watch with Cardi B is the ability to establish a multi-million dollar brand in less than a couple of years while staying true to who she was when first arriving on the scene. With over a million followers on social media prior to joining a reality tv cast, her ability to influence has been remarkable. Any academic institution leading and driving marketing concepts should have a course delving into the Cardi B brand.
The key to developing a high-demand personal brand is to be unapologetically authentic. Authenticity is attractive and liberating. It also requires integrity.
Celebrity Status and Litigations
The latest feather in Cardi’s hat is her win from a malicious campaign aimed to destroy her reputation and livelihood. As with many celebrities, this wasn’t her first court case, nor will it likely be her last. Because of their fame and fortune, celebrities are accused often-times with charges being thrown.
However, in this instance, the celebrity had taken the offender to court and won. I have followed this brand and its growth for the past several years. Her team has always impressed me as they gently allowed her to own her brand narrative while elevating her brand status. There is a distinct transformation, yet, maintaining the essence of who she is to the core. And it has worked. Her fanbase includes all ages, cultures, and celebrity status. This is the power of owning and controlling your own narrative.
Albeit slight, there is a difference between owning your narrative and controlling your narrative. I believe an average person can own their narrative, while celebrities must master the art to control their narrative.
Following the case with this blogger, I was eager to observe public statements from each party. Specifically, I was interested in each brand narrative and how they were going to bring closure and move forward. While Cardi does have a PR team and some credit should be given, she stated things that she’s advocated for in public via social media since gaining celebrity status.
3 Branding Take-a-Ways
- Transparency. Consumers love brands that are transparent. If a brand wants audiences to celebrate its wins, then the brand must also have the courage to share some of its losses. In court Cardi was transparent about the mental health issues she encountered, the hopelessness she felt as a new mother, and newfound insecurity within her marriage — all as a result of the repeated slander, the cyberbullying.
- Authenticity. Consumers can spot a fraud a mile away. In the early stages of developing her brand, Cardi’s authenticity and truths about her lifestyle and bad life choices garnered her a large and loyal following. This mega-star exhibited the same colorful authenticity and carried it into the courtroom. She maintains the integrity of who she is in any and all spaces. For anyone thinking she would be someone other than her to win a case — would have lost the bet.
- Ownership. Cardi owns and controls her brand narratives. This case is the perfect example of controlling one’s narrative. The bloggers attempted to paint a false narrative about Cardi and were extremely in expanding the reach of her platform with the slander, but Cardi refused to sit idly by and took action to regain control of her narrative by speaking out about it and taking this blogger to court.
Controlling Your Brand Narratives
Belcalis Marlenis Almánzar, known to us as Cardi B has always owned and controlled her brand narrative. Thus, she remains a leading inspirational success story and brand to follow. It is her mark and what cemented her claim within the music industry. She is telling her story better than anyone else ever could.
Do you love watching brands as much as I do? If so, drop me a few to follow, and let’s discuss them.