Re-Branding a Villainess – Michelle Money Personal Branding CampaignWritten by Branding Magazine / Featured in: Agency / 14.09.2012.
Reality star Michelle Money, the memorable villainess on ABC’s popular Bachelor series, has chosen Canopy Brand Group, a fast-growing New York City-based strategic marketing and design agency, to create her personal branding campaign. Canopys Lifestyle team launched a new website in early September, communicating Michelles message Empowering Beauty from Within. According to Michelle, “I truly hope to inspire my fans to share my world of hair, makeup, fashion, and beauty, while focusing on empowering women today.”.
Canopys mission has been to re-brand Michelle, transitioning from the narrow characterization of The Bachelor to a more complete picture of her authentic personality. According to Frank Sampogna, Canopy Chairman, “While communicating Michelles Empowering Beauty from Within message, our program is designed to connect with and expand Michelles fan base, giving her an on-going forum for personal conversation and expression with her fans. It is also intended to spearhead marketing opportunities and endorsements.”.
The Empowering Beauty from Within website,will offer Michelles words of personal encouragement, beauty tips, fan photos, compelling stories of true beauty, information on her charitable causes, and links to favorite products. Canopy will also develop a public relations and social media campaign demonstrating Michelles desire to empower the lives of teenage girls.