The Most Beloved Celebrity Brand is Betty White!

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I Love this TV ad.

In a recent poll, Betty White beat out the likes of Oprah, Kate Middleton, Denzel Washington and Tom Hanks for the most loved celebrity.

The comeback for Betty started with the 2010 Super Bowl Ad for Snickers, where she was tackled during a game of football.  In most polls, that TV ad won “Best Super Bowl Ad”.  

Grassroots Facebook page generated 500k people, and convinced NBC to make Betty the SNL host.

From there, a grassroots campaign on facebook was started to start a petition to get Betty White to Host Saturday Night Live.   With 500,000 members (myself included), NBC confirmed she would host.  The show was the highest rated SNL in the previous 3 years.  In her opening monologue, White thanked Facebook and said  “I didn’t know what Facebook was, and now that I do know what it is, I have to say, it sounds like a huge waste of time.”  Betty was everywhere:  Larry King, Late Night TV, and got her own TV show called “Hot in Cleveland”

Sue Anne Nivens was a great character among many on Mary Tyler Moore in the 70s.

At the age of 89, Betty was able to generate $3 Million from all the activity generated from her new claim to fame, which added to her Net Worth of $18 Million.   Unless you’ve got a darn good pension of some amazing stock swings, none of us will be earning that amount at 89!   It’s her 4th comeback in a long career that started as a model in the 40s. She was big in the early days of TV, with her first Emmy nomination in 1951.   She then played Sue Anne Nivens on the Mary Tyler Moore show in the 70s, where she won three Emmy Awards then played Rose on the Golden Girls in the 80s.  It even makes her more loved to know that Bea Arthur hated her.   Heck, she won her first Lifetime Achievement award back twenty years ago.

What is it about Betty that we like?   She has that sweet demeanor,  yet she’s quick witted and sharp-tongued, which makes it come out so unexpected.   Most of us have a Grandmother like that.  She called Sarah Palin a “crazy bitch”.   When told that 500,000 people signed the Facebook petition she said “my god, that’s more people than I’ve dated”.  And of course, only she could have said “Why do people say Grow Some balls?   Balls are weak and Sensitive!  If you really wanna get tough, grow a Vagina!  Those things take a pounding”.  And “I’ve always liked older men. They’re just more attractive to me. Of course, at my age there aren’t that many left!”

For those wondering who else is on the list:

Most Beloved:

1. Betty White – 86% Favorable
2. Denzel Washington – 85%
3. Sandra Bullock – 84%
4. Clint Eastwood – 83%
5. Tom Hanks – 81%
6. Harrison Ford – 80%
7. Kate Middleton (Duchess of Cambridge) – 79%
7. Morgan Freeman – 79%
9. Will Smith – 77%
10. Johnny Depp – 76%

And those on the Mot Hated List, Paris Hilton and Charlie Sheen head up that list:

Most Unpopular

1. Paris Hilton – 60% Unfavorable
2. Charlie Sheen – 52%
3. Britney Spears – 45% (tie)
3. Kanye West – 45% (tie)
5. Arnold Schwarzenegger – 44%
6. Tiger Woods – 42%
7. Kim Kardashian – 38%
8. Mel Gibson – 33%
9. Donald Trump – 31%
10. LeBron James – 29%

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Published by

Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award. Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics. Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

One thought on “The Most Beloved Celebrity Brand is Betty White!”

  1. she’s hot–she’s witty, pretty and gay (in the old school sense)! Gotta love her! Wish I could have her meet my 93-year old Grandma that still polkas, yodels and throws back a PBR every day! 🙂

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