Victoria's Secret? Brand it Like Beckham
See also: End it Like Beckham
BBC World host Judy Swallow (JS) interviews sports writer Professor Ellis Cashmore (EC) about the timing of David Beckham decision to stand down as England Captain after its recent crushing World Cup defeat. Cashmore advances the theory that Beckham’s wife, Victoria, may be a gray cardinal, the power behind the throne. According to Cashmore, she is applying to David’s career the “principles, policies, and processes” of brand, celebrity, and image management that she picked up as a member of the Spice Girls.
JS: Did he have to resign because that is the noble thing to do in the beautiful game or is it that Beckham has to supply drama?EC: (Laughs.) That’s an interesting choice you’ve given me. There’s probably a bit of truth in both secreted in your question. I really think the answer is that his wife told him. She has advised him astutely on practically every move he’s made in his entire career. And of course, it has taken him to the status of being a global brand. I reckon that she’s sighted an opportunity here. McClaren may not get along so well with Beckham who has enjoyed a special relationship with Sven Erickson over the last six years. She probably said to him: Look, If McClaren comes in he may be like a new broom and say, the first thing I am going to do is ask you to stand down and appoint a new captain. That would be a rather undignified exit for you. So, why don’t we go out with some dignity and say this is the time. You play another season and you go out with your head held high. And most importantly, the brand value is not diminished.
JS: You have always had this theory that he is being micromanaged as a global brand by his wife, the former Spice Girl. Do you think that the two don’t mix, that celebrity has really hurt his game? Because these two have really redefined footballers and the whole fame around them, haven’t they?EC: I think they mix just fine, Judy. She has shown just how well they do mix. There’s never been an athlete like this in history. Not even Michael Jordan could hold a candle to Beckham’s global brand value. This is just something that is unprecedented. What she did – and I know you call it micromanagement, but it’s also macromanagement as well- because she has made the big decisions that have affected his global status. She has just applied the same formula that she went through as a Spice Girl. They made, manufactured if you like, a bunch of teenagers into a global brand of their own right. She took all the principles, processes, and policies and said okay, I am going to apply all of these to my husband, the athlete.
Commentary:
When The Spice Girls were at the peak of their popularity, you could scarcely turn on the TV or radio or surf the Web without seeing their faces and hearing their voices. I reached the conclusion that they sharing one brain among the five of them. If Professor Ellis Cashmore is to be believed, then I had it right. I just didn't know it was Victoria's, that is was Victoria's secret.
Tags: World Cup | David Beckham| posh spice | beckham | victoria beckham | Celebrities | poshspice | beckhams |
Links: Kicking over my Traces |
Comments
Prof Cashmore may well be right, and if he is, the advice from Mrs Beckham may be particularly prudent. She certainly seemed to be the most image-conscious of the Spice Girls and I include Ms Halliwell.
Posted by: Jack Yan | July 3, 2006 5:26 PM