Okay, Maybe Crime Does Pay Sometimes
By George Anderson
By all accounts, Martha Stewart’s conviction on federal securities charges and her subsequent jail term had little to no negative impact on the sale of products bearing her name.
Now that she’s served her time and is about to be released from jail, many believe that will not change, while others are looking for Martha ‘the brand’ to get a boost.
Count Lisa Noble, a senior vice president for Cramer-Krasselt public relations in Phoenix, among that group. “Not only will she survive,” Ms. Noble told The Arizona Republic,
“but I think she’s going to flourish. Her popularity is going to skyrocket.”
Rob Stearns, who teaches a class called ‘Delusions, Disasters and Decisions’ at the W.P. Carey School of Business said, “She has to look at the cameras the day she steps out
of prison . . . and say, ‘I was wrong. I apologize,’ ”
“Americans love stories of redemption, and she’s a terrific candidate for redemption,” he said.
Even if she doesn’t apologize for her past actions, many think Ms. Stewart will do just fine. Based on interviews done by The Arizona Republic, many who buy Ms. Stewart’s
products see her as a fall person for a common crime that normally isn’t prosecuted.
Moderator’s Comment: Will the Martha Stewart brand become even bigger now that she’s paid her debt to society? –
George Anderson – Moderator