Subscribe for Email Updates
RSS Feed
Technorati
Delicious bookmark
Bloglines
Howard Stern: A Misunderstood Brand
Howard Stern is a lightening rod for criticism. Honestly, I think the only person who ignites more of an electrical charge in people is Hillary Clinton, but we will save that for another blog post. I listen to Howard on Sirius satellite radio every single day. I consider myself a huge Howard fan.
I was driving into work this morning listening to Howard’s show. Last week, they had an intern named Pete join Howard in the studio for a conversation. Pete has Tourette syndrome. Turns out Pete is a great guy. His self-effacing, authentic personality was endearing and clearly Howard enjoyed his interaction with Pete. Anyhoot, this morning they had Pete sing Purple Rain via karaoke. When I tell you Pete gave a jaw-dropping rendition of Purple Rain, I am not embellishing a thing. He was phenomenal. I was grinning ear-to-ear while driving. Suddenly it dawned on me that Howard really is a misunderstood brand. I thought about how Pete’s life would never be the same again because of the opportunities Howard has given him over the past few days. Lucky for Pete, Howard is also consumed with the fact that Pete has only had sex once in his life. Howard is now obsessed with getting him laid. Haha!
When those who do not really know Howard describe him, they are likely to use the following words: smutty, disgusting, sex-driven, and controversial. Interestingly enough, all of those words are pretty damn accurate. However, those who know Howard through listening regularly would also add the following words to the list: monogamous, honest, compassionate, and respectful. Therein lies the disconnect when it comes to Howard’s brand.
Let’s break it down:
Monogamous: Is Howard sex driven? Absoeffinglutely. The guy is obsessed with sex. Even better, he is gifted at getting celebrities to talk about their sexual escapades and his listeners love hearing about it. Howard must be doing something right. In addition to being the most fined radio personality in the U.S., Howard is the highest-paid. He even makes more money than the racist, homophobic Rush Limbaugh who has a cult-like following. The point that gets lost by those who don’t know Howard and really don’t care to get to know him is that he is in a monogamous relationship with his wife Beth Ostrovsky. If you listen to his show, you would know Beth is the center of Howard’s universe. He often talks about how he would never cheat on Beth because it would put the thing he values most in life at risk. Perhaps Letterman should have followed Howard’s lead on this one.
Honest: Howard Stern is the most honest man in the world. How is that for a statement? Why do I say this? Because what other man do you know who would go on a radio show with millions of listeners day after day and talk about his small penis. Ummmm….I’m thinking zero. Howard is a tell-it-like-it-is kinda guy. He never pretends to be anything he is not, even if that means putting himself in a position of vulnerability. My guess is there is nothing more vulnerable to any man on the planet than being viewed as having a small penis.
Compassionate & Respectful: One of the secret sauce recipes for success for Howard was when he discovered early in his career that people are intrigued by lesbians. Having lesbians on the show was a big catalyst that propelled Howard to his current position of “King of All Media.” Many think Howard exploits lesbians and makes fun of them. This couldn’t be further from the truth. Eleven years ago, gay University of Wyoming student Matthew Shepard was found barely alive and tied to a fence. Beaten, robbed and left to die by two local roofers around his age, Shepard was discovered by a bike rider and taken to a hospital. He later died. In a recent interview, Matthew’s Mom Judy said Howard Stern’s pro-gay marriage stance and overall attitude towards gays is “brilliant.” Judy says “I thank Howard for his comments …I think it’s wonderful.” I can’t think of a person who would have more of a right to identify a gay-hating monger than Judy Shepard. Her endorsement of Howard’s true intentions screams volumes about his character.
What can we as marketers learn from Howard being a misunderstood brand? Stay true to who you are. Seriously, no matter how hard you as a brand may try, some people just aren’t going to see you for who you are and aren’t going to give you a chance. That’s OK. Eff ‘em. If you’ve done your homework correctly and you are truly meeting a need — as Howard clearly is — you will have more brand advocates than you will know what to do with. Never compromise the integrity of your brand by kowtowing to a small number of people who you may offend. Be true to yourself. Take a risk. Howard sure in the heck did and in his case it turned into a $500,000,000 contract.
What are your thoughts on Howard?
October 20th, 2009 at 12:28 pm
Kel, great post. I too have been a huge Howard fan and listener since 1993… I couldn’t agree more, he genuinely cares for people. It’s clear he is the champion for the underdog and the disenfranchised (ok, and sometimes those just plain weird). The point is, listening to Howard today gives me the same feeling as it did in 1993. I may not always agree with him, but I always respect him and his opinions. He is the master of crafting a clear vision of what his brand is all about and makes no excuses… brilliant.
PS - I was listening yesterday when Pete was on and didn’t sing, can’t wait to hear the replay on my ride home.
October 20th, 2009 at 12:33 pm
frank, i am with you on all points. i was disappointed the show had not posted a video or audio of pete’s performance yet. i plan to update the post with a link as soon as the show makes it available.
October 20th, 2009 at 1:26 pm
While I can’t claim to be a fan of Howard (I don’t get the throwing bologna at naked girls, although I’ve tried)- as a marketer/media junkie, it is impossible to argue that his honesty and realism appeal to millions of Americans and are one of the best parts of the current media landscape. I did catch myself listening during the “anti-Bush political phase” while still on standard radio that many fans seemed to hate, and I loved every minute. He has no fear, and represents himself 100%, always. That’s how “media” got its start in this country, which is why I respect the instituion of Stern.
October 20th, 2009 at 1:44 pm
amen sista’ meagan! i appreciate your honesty. i will refrain from commenting on anything bush-related. once i start, i can’t stop.
October 20th, 2009 at 3:01 pm
Howard rules!!! We listen every day (big fan since 1985), and totally agree that Howard is misunderstood by many people — mostly those who don’t listen. Other gay people we know are under the misconception that Howard is anti-gay because they hear that he makes gay jokes. Since they never give him a chance, they never find out that not only does he make jokes about EVERY group, but his humor is intertwined with intelligent and insightful social commentary, HIGHLY supportive of gay rights. If they gave him a chance (and have a sense of humor about themselves… who can avoid howling with laughter at old classics like the “Homo Room?) they would likely find more laughs in an hour of Howard than they find all week anywhere else. The laughter is great for us, along with the empowerment that comes from hearing someone of Howard’s stature speaking out for us from time to time. What better advocate for gay rights can there be than a totally straight guy talking to lots of other totally straight guys. If that doesn’t get the message across to an important target audience, we don’t know what does. Thanks for the great posting Kel!
October 20th, 2009 at 3:22 pm
“peter & john” — is that like “sal & richard?” haha. your first two words said it all: “howard rules!” he really does. i am gay and appreciate all the support he gives the gay community, particularly on gay rights & marriage. now if he could only bring artie around from being a homophobe, he would really be a god. thanks so much for taking the time to share your insight. i loved your comment and i’m sure my readers do as well. hope to see you here again.
October 20th, 2009 at 3:28 pm
The word’s from Matthew’s mom are really touching :)I think there’s a lot to say about “being who you are” and personal brands. I think sometimes job advice for young professionals is to completely white-wash who they are and meet some abstract standard. I remember when I first started my blog some lady wrote me a comment that basically said I was endangering my chances of getting a job because I named my blog roll “hotties.” Guess I wasn’t serious enough? I think the truth of the matter is that standards are for mediocrity but originality is for people and brands like Howard who really make a footprint.
October 20th, 2009 at 3:49 pm
janet, you really are wise at such an young age. i love the line “standards are for mediocrity but originality is for people…who really make a footprint.” i am a big believer in being whoever you are. the people who matter to me appreciate unabashed honesty — i hear that all the time from readers of my blog. i think my “it’s agency not slavery” post really struck a chord and gave a voice to many in our world. you go girl! i hope “hotties” never cools down.
October 26th, 2009 at 1:59 pm
Howard Stern is a lightening rod of criticism because we live in a world where political correctness is valued above honesty and if you ask me…it’s pretty messed up. I think the bottom line to your post is that too many people are walking around on egg shells, afraid of tarnishing their image, being disliked or saying something offensive. Too many people are absolutely full of crap. Howard Stern is a breath of fresh air. I don’t necessarily like everything he has to say, but that’s life…that’s real life. If I wanted to live in a make believe world where everyone thinks and feels the exact same way… I’d go watch an episode of “The Hills.”
October 27th, 2009 at 2:36 pm
go katie go! people need to lighten up. saturday night live gets away with a similar approach to poking fun at people and nobody appears to be giving them a hard time. as long as the teasing is at everyone versus a specific audience. howard makes more fun of himself than he does any race, religion, sexuality, etc. take a risk…and laugh a little. thanks again for sharing your perspective.
October 28th, 2009 at 7:44 am
I hate listening to Howard Stern but LOVE this post. It has really opened my eyes to his finer qualities as a person.
Also, this post came at just the right time for me. I’ve been struggling a bit as my clients are (mostly) very conservative, and I’m just not. Trying to rein in one’s personality and run one’s thoughts through multiple filters is paralyzing. Thanks for the inspiration!
October 28th, 2009 at 11:39 am
jen, thanks for your comment. it made me smile. i have been in your shoes with clients who are very conservative. it’s never easy when you are the exact opposite. tell them to read this post. haha!
November 6th, 2009 at 12:59 pm
Great POST! First, I have met Howard and he is a really great guy. He understands his brand, his personality and his audience better than most. He nails controversial and strikes the right balance on air and off air. I find, in the celebrity world, the people that filter themselves too heavily be it through politics, yoga, personal dogma, law of attraction inspirations BS etc, end up having the kind of “personality” no normal person can relate to. Howard is 100% relatable and that’s what makes his brand unique and a benchmark.
November 6th, 2009 at 5:04 pm
honestly mary — i think you totally summed up howard to a tee! right on, right on. can’t believe you met him. that would rock my world. thanks for the insight. hope to see you here again. peace out.