06/21: Diddy Highlighted in Celebrity Brands New York Times Article
Julie Creswell at The New York Times has an article discussing celebrity brands. Diddy is highlighted.
Last fall, the rapper-impresario Sean Combs created a 50-50 joint venture with Diageo, the spirits giant, for Mr. Combs to be the brand manager of the Ciroc vodka line. Mr. Combs says he made the profit-sharing deal only after refusing to work solely as a pitchman.
“My brand is rocket fuel. It would take this brand 10 years to get to where I can take it in one year,” he says. “I’ve gotten to the point where I don’t want to do just endorsements. I want ownership.”
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