How long until Oprah pulls the trigger on the full launch of the Nate Berkus brand? Clearly he is a huge ratings engine for her show since his appearances are growing in frequency. Oprah is doing another Ugliest Room in American contest featuring a makeover from Berkus. I suspect that there must be book deals and most likely a production deal at work in the background for Berkus. The Oprah machinery that has minted other personality brands like Dr.Phil, Suze Orman and others must certainly be at work on this one. They have learned to get all of their ducks in a row before launching. Witness the success of Dr. Phil’s Weight Loss Challenge. It has been the perfect storm of book promotion, television reality programming, charismatic personality media appearances and community building all aimed at a audience that is clearly open and receptive to the core message. People have purchased the book, watched the shows, seen Dr. Phil on everything from the Today show to the local news, and even joined local and online support groups. Now I have even seen food products branded by Dr. Phil.
Oprah's brands have found their way into the lives of millions of Americans. Clearly the audience is there for a new designer brand. Just witness the popularity of shows like Trading Spaces and the whole HGTV network on cable. With Oprah behind him Nate Berkus is poised to be a huge brand. I predict that 2004 will be the year that launches Nate Berkus. Todd Oldham and Phillipe Stark better watch their backs.
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