Bringing the Text to Life
She's all over television, bookstores and magazine stands. Everywhere you look, she's dispensing advice about designer decorations and exquisite entertaining. But who is this diva of domesticity? We know her as "Martha Stewart."
Few people understand the marketing value of a name better than those in the entertainment industry. That's why we'll see Demi Moore in the movies but not Demetria Guynes. It's why we may listen to Sting, but not Gordon Matthew Sumner. We'll read a novel by Toni Morrison, but not by Chloe Anthony Wofford. We'll watch Jennifer Aniston on Friends, but not Jennifer Anistonapoulos.
Some entertainers buck the trend. Like Melina Kanakaredes, the star of the critically acclaimed television drama Providence.
Names have power. If you were a marketing executive at Nike scouting for a fresh face to function as a spokesperson, and you had a choice between offering a multi-gazillion-dollar contract to an Eldrick or a Tiger, who would get the cash?