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Jay Z’s Brand Is Suffering Because People Don’t Trust Him!

Based on a new piece in the Business Insider, it seems that the business ventures that Jay Z has taken part in during the last few years have possibly put a damper on the image he’s worked so hard for years to build.
 
Celebrity branding expert Jeetendr Sehdev conducted a survey, and the survey says he is one of the least influential celebrities. 
 
Actually, among the 80 celebrities polled, Jay Z was least influential to their purchase decisions. Sehdev's findings are based on a survey of 1,000 Americans aged 13-31, he reports.
 
Sehdev reports cites Jay's Samsung deal as the second least popular celebrity marketing deal of 2013 among 13 to 31-year-olds. Justin Bieber’s deal with OPI was actually the most hated.
 
According to Sehdev, it’s a trust thing: Hov's brand lacks "authenticity,". Sehdev said that while Jay Z remains popular with Americans of all ages, his brand is missing one crucial piece needed to persuade them to spend hard-earned money on the products he touts: authenticity.
 
The survey found that Jay Z scored 70% lower in the categories of trustworthiness and honesty than did celebrities like Morgan Freeman and Jennifer Lawrence, an issue Sehdev chalks up to Jay’s intense focus on making money seemingly however he can.
 
“Millennials (Those born in 1980 to about 2000) question the exact nature of Jay Z’s role in the artistic process,” Sehdev said. “Does he really write his own songs? Is he choosing the artists to collaborate with, or is he just the face of a money-making empire?”
 
“Millennials question his approach to loyalty, whether it be to a business deal or his fans,” Sehdev said. “His motivations to just make money can be viewed by this audience as self-centered, even if they may be business savvy.”
 
However, Sehdev praised Jay Z’s participation in a revealing Vanity Fair cover story last month as a positive step toward regaining the trust of millennial consumers by shedding light on his social views and the family life he shares with his wife, Beyoncé, and their baby daughter Blue Ivy.
 
To continue this progress, Sehdev said Jay will have to continue to feed the public’s thirst for knowledge about his relationship with his superstar wife and be mindful of only taking on partnerships that mesh with the Jay Z brand.
 
“We rarely see this true side of him,” Sehdev said. “I believe Jay Z is going to need more exposure of his true self, meaningful partnerships, and true philanthropic efforts to get back into the good books of Millennials.”
 
Read the full article here. 
 
Why do you think people have lost trust in Jay Z? What are your thoughts? Tweet us @MOBOAwards
 
 

Author: 

Adenike Gboyega