Caitlyn : The Ultimate Underdog

How the Kardashian/ Jenner brand keeps the internet obsessed with them ?

In the last few years, ex-Bruce Jenner has been an ancillary but vivid participant in the bizarre public spectacle that is the Kardashian family.

 But last week she #broketheinternet like her stepdaughter did months ago, by publicly transitioning from male to female and coming out officially in the July issue of Vanity Fair.

HOLLY BOMB GIRL!

Read More : Kardashian, Jenner, West : A Mega Family Brand

But the real question is how  & why do they do that? How do they become one of then famous celebrity brand of our modern days ? How each and every one of their action is a breaking news. And most of all Who knew the gossipy, overexposed, selfie-taking Kardashians could be so good at keeping a secret?

In a recent New York Times interview on Kris Jenner noted that the family had plenty of experience in planning and executing media exclusives for maximum impact.

That’s the deal they made with one another. When they’re silent on Bruce, they aren’t protecting him from the judgments of a cruel world; they are protecting Bruce’s exclusive. (mashable.com)

My point is that Bruce becoming Caitlyn may have a tremendous impact on our society but what really matters is to who is making profit from it ? The trans community or the Kardashian/ Jenner brand ?

Because even if Caitlyn is not spelled with K it still belongs to the Kardashian’s trademark.

“It’s glamorized to a point where it’s not anywhere near what the reality is for the vast majority of trans people”_ The Wrap.com

Caitlyn Jenner and the creation of the Trans Celebrity

The Kardashian/Jenner’s mega brand has contributed to the rise of the celebrity news consumption. There is not a week or even a day without a breaking news from this reality TV family star. From Kim K announcing that she is pregnant the day before her famous stepdad turning into a woman, the Kardashians/Jenners are always in the news. And this huge media exposure has clearly been forging a strong brand for years.

“The Jenners and the Kardashians have been completely public about everything, They have a reality show about their lives. It’s not the same situation as somebody leading a private life. And things are seemingly about to get even more public.” (New York Times)

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The Kardashians/Jenner’s relationship with the media is a mix of seemingly authentic and personal content with tightly controlled, strategic messages representing a uniquely effective way of building buzz.

So it’s not so surprising that the transition of the father was so much mediatized. When Another more traditional celebrity would have try to hide it from the media and ask for some privacy, the Jenner is asking for more.

Besides driving ratings for Keeping Up With the Kardashians and Caitlyn’s upcoming docuseries, I Am Cait, the stories also give the family major media capital.

Caitlyn Jenner had created the ‘Ultimate Underdog story’.

The story of Caitlyn is the latest product of Kardashian inc.

“Right now we have a potential trans celebrity, and this creates a conversation,” (NYT)

The concept of the Underdog Brand is an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. [1]

The biography of an underdog brand  shares two important narrative components: a disadvantaged position and a passion and determination to triumph against the odds (Bruce becoming Caitlyn on Vanity Fair).

That’s the exact narrative of the Bruce now Caitlyn Jenner.

As soon as the Vanity Fair cover comes out, I am free.

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The underdog sells. The Underdog biography is very effective because consumers react positively when they see the underdog aspects of their own lives being reflected in branded products. The stronger a person’s own sense of struggling is, the greater the preference for the underdog brand. In that case Caitlyn is using one of the most powerful discourse : the quest of authenticity.

 And that’s exactly what the Kardashian inc. was missing : a touch of authenticity!

The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography.