Brand Paul Potts

Like many around the world, I have been taken up by the wonderful, unfolding saga of Paul Potts, unassuming mobile phone salesman who suddenly burst on the scene like a supernova of singing ability on Britain’s Got Talent.

If you haven’t seen the sequence of videos from this stirring event, here they are, in order:

First Audition:

Semi-final Performance:

Final Performance:

Winner Announced, and Encore:

Why has Paul Potts captured the imagination of so many? And, what makes up the core of Brand Paul?

It’s the story. There are many good tenors in the world. But here’s a Joe Nobody, with crooked teeth, unimpressive bearing, and a humble heart. He’s been bullied growing up, lacks confidence, seems to be going nowhere…but hidden under all of that is a wonderful talent. It’s irresistible. You have to be utterly heartless not to be rooting for a guy like this.

Normally, a somewhat overweight, nondescript fellow with a shy smile and a clear discomfort in the spotlight would not be chosen as a brand icon. But it’s that very thing – the humble packaging – that makes Brand Paul compelling. Some strapping Italian lothario belting out operatic notes on-stage – so what? But Nobody/Everyman Paul? – hey, maybe there’s hope for all the rest of us!

I hope he remains Paul Potts, Everyman, and chooses to spend his days inspiring others. Lord knows there are millions beaten down by the (literal and figurative) bullies of life, and we need the Paul Pottses of the world to remind us that it’s worth taking the risk to bring forth whatever gifts we have, naysayers be damned. Go Paul!

(now, a quick marketing exercise, for you brand experts in the audience – what tagline would you affix to Brand Paul to sum up who he is, as he is “marketed” to the world?)

(Image credit)