A brand that's never idol

Mortimer, Ruth
December 2004
Brand Strategy;Dec2004/Jan2005, Issue 188, p20
Trade Publication
Investigates the success of the Idol format, a talent show which allows viewers to be groomed as a celebrity. Popularity of the television program; Example of the triumph of a master brand over its constituent parts; Challenge of building the brand rather than the reputations of the participant pop stars.


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