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Craig Ferguson – Branding Maven?


Craig Ferguson is funny. His humor is hard to peg and definitely not appreciated by all. At first I thought he was gay – not true, he’s married and has a young son, he’s “just European!” I watch his show regularly via DVR and have seen him perform live. He is funny.

There are two things I admire about Craig. First, he became an American citizen in January 2008. In his book American On Purpose: The Improbable Adventures of an Unlikely Patriot, Ferguson writes about being Scottish by birth and American by choice. “I didn’t flee a dictator or swim an ocean to be an American like some do. I just thought long and hard about it. I looked at the evidence of my life and gratefully signed up,” says Ferguson.

Ferguson has played by the rules, even embraced them – and won! His breakout role was on The Drew Carey Show. When CBS selected him to host The Late Late Show – his career took off.

I also admire his personal branding. “It’s a Great Day for America”, is a standing component of his opening monologue. His audience goes crazy when he says it because they appreciate his sincerity and know it’s the kick off of his monologue.

It’s a Great Day for America – say it often enough, deliver on the proposition and you own it. As Ferguson does

So many brands, companies, great-ideas never grasp the concept.

Craig has – and I admire him for it!

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