The Power of Personal Branding: Richard Kirshenbaum Of NSG SWAT On How Publicists Shape Influential Leaders
An Interview With Chad Silverstein
What is your passion, and how are you bringing your “A” game? I have worked with so many well known founders and each who has built a successful personal or professional brand owns who they are in relation to their product and offering. As an example, I worked with the enormously talented Venus Williams on her sportswear line called ELeven. Because she is a tennis champion and an Olympian, consumers know that Venus would only give them her very best sportswear through her personal experience of what works on the court. The name ELeven represents her ideals of going beyond ten to the next level! I enjoyed getting to know Venus and found her philosophy on winning to be so inspiring (which also includes occasionally losing.) Because of her, we also brought our ELeven game. Going above and beyond and bringing your “A” game is what it’s all about and you don’t need to be a tennis champion to do that.
In today’s digital-first world, personal branding has emerged as a cornerstone of professional success and influence. Behind many of the most recognized leaders and personalities stands a strategic partnership with skilled publicists who craft and convey their stories, values, and visions to the world.
As a part of this series, we had the pleasure of interviewing Richard Kirshenbaum.
Richard Kirshenbaum is one of the most legendary and exciting personalities in advertising, brand building and publishing. His storied career began at twenty-six when he co-founded the Kirshenbaum and Bond Advertising Agency, credited with inventing guerilla marketing. He is also a #1 best-selling author and his latest novel The Hollywood Fix debuted in December. He is CEO of the marketing and branding firm Swat by Kirshenbaum and resides in NYC with his wife and children.
Thank you so much for joining us in this interview series! To start, could you share your “origin story” with our readers? How did you begin your journey, and what challenges did you face in the early days?
Getting a first job in any creative field was and is virtually impossible. Knowing this, I knew after college graduation I would have to zag or remain unemployed in my parents attic. After the Newhouse School of Communications and possessing a small advertising portfolio, I had a degree but no connections and no “ways in.” The traditional route of sending resumes and being “seen” by advertising agencies yielded nada. There was no getting a headhunter without any experience. I was living at home after graduation and also knew the action was in the city — so that was also a problem.
My late father was a renaissance kind of guy who did yoga, juiced and was self taught. He advised me to read The Wall Street Journal and Barron’s. I poo pooed him until one day he gave me a copy of the Journal and there was an article on a new advertising firm started by a legendary comedy writer and Copywriter Lois Korey. The article (with her WSJ Caricature) said she had written for the Show of Shows, hence understanding humor. So, I went against my late mother’s instincts and wrote a racy five page comedy monologue on what it was like to be unemployed. I read it to my mother who said “you can’t send a woman like that to something like this.” I promptly went to the mailbox and sent it on its way. The very next day I magically got a call from Lois’s office who wanted to meet me. I put on my one interview suit and took the train into the city and met her and her partner Allen Kay. Lois liked my work (Allen said it had to pass his ‘who gives a shit test.’ It didn’t.” Lois prevailed and asked me if I wanted to work for free as an intern and compete for a job that summer against a Harvard grad and heir to a great fortune. Of course, I said yes. In the end, not thinking I had a chance, I got the job and the rest is history, including the heir then working for me at my new startup.
The experience taught me it’s not where you are from but about where you are going. Hard work, zagging, a can-do attitude and service with a smile will get you anywhere and everywhere you want to be. I learned a lesson; don’t let lack of connections or prestige get you down. Talent and personality and zagging can and will win in the end. And sometimes you have to not listen to Mom, maybe about 5%.
Can you share a transformative moment or campaign in your career where you significantly altered the personal brand of a leader, and what was the impact of that change?
Many people associate me with my ad agency Kirshenbaum’s first campaign for shoe designer Kenneth Cole. And while that iconic campaign did put us on the map with a new way to infuse politics into branding, I am most proud of the work I did for the legendary Steve Wynn and the late, great Elaine Wynn for their eponymous hotel in Las Vegas. Steve was the King in Vegas and Elaine was the Queen. Their previous hotel the Bellagio had been a rocket ship and changed the face of Vegas and the hotel business there. He was building a new kind of hotel and hired me to do the branding. Steve has incredible energy and would always call and command “be in my office in Las Vegas Monday morning at 8:00 am.” This was on Friday, of course. My twins had just been born but I flew out and we had many meetings ideating the new hotel and what it would become. It was all very exciting. Steve was also a visionary in art who had one of the great art collections and had the thought he should name the hotel after his famed Picasso (the one he eventually put his elbow through.) It was called La Reve, (the Dream.) I always thought Americans might think this would be a bit lofty and not be able to pronounce the word the right way. I have always looked at a founder, their equity and story and no one had a better name in Vegas than the Wynns and no one was blessed with a name imbued with winning. WHY NOT name the hotel The Wynn I asked? It was Vegas after all. Well, as simple that might have seemed it was fraught with many discussions and some indecision. The idea was bandied about and of course, the right decision for Steve and Elaine was to call it the Wynn. One day I was in the office with Steve and he was on the phone with President Trump and asked his opinion and President Trump (before he was President) said “Steve, you know what I would do, just look out the window and what do you see?” and of course there was the Trump Casino. It was brilliant, so Steve and Elaine were convinced. Then I had a breakthrough creative idea. I had always collected books on old Hollywood (hence my new novel The Hollywood Fix) and they had used Judy Garland’s signature to sell sheet music and record albums. The book had shown a before-and-after of Judy’s signature and I then asked Steve to write his own signature on a napkin which we did a polish on. Hence the Wynn logo. If you notice at the very end the signature there is a dot and Steve asked if it looked like a mistake. I said no, that is your signature and you sign your name with a declarative dot at the end. I said “It shows decisiveness and power.” The Wynn logo and brand gave Steve the iconography and truly legendary status he deserved both in Vegas and globally. To this day The Wynn has changed the Vegas skyline and Steve deserves all the accolades for being the icon he is. Steve and Elaine were always on top of their game; forward thinking, meticulous and pioneers in building something that is truly American — Las Vegas. I have always been proud of this logo and branding which embodies and channeled the greatness that is Steve and Elaine Wynn and how we changed the Vegas skyline with a truly personal brand.
How do you navigate the balance between a leader’s authentic self and the public persona you craft for them in their branding strategy?
I must say I do not believe there should be a separation between a person’s authentic self and their public persona.
One thing I learned early on when I was a young comedy writer for the legendary Joan Rivers ($8 a joke) is that the truth is where you need to be — as the truth is funny. Similarly when you are crafting a strategy for a client and their public persona one should aim for the truth. The truth of who they are, what they feel and represent. If they are not truthful or authentic the public will eventually find out and hold it against them. Today authenticity is a real asset as most people are not, or hiding something. One cannot “layer” a false narrative on someone or some thing. The more one aligns the truth of the public and the private the more successful one will be. Some members of the Royal family are now finding this out the hard way. It’s one of the reasons Princess Diana is still so beloved; she lived her truth and authentic self in a world that wasn’t as accepting. That is why she became and still is “the People’s Princess.”
What are the most common misconceptions leaders have about personal branding, and how do you address these in your work?
The actress and housewife Lisa Rinna (who I quite admire) recently said in an interview “Everyone wanted to be famous.” Despite liking her, I wholeheartedly disagree. I have worked with many clients who are gun shy about being in the press and front and center in the media. Being famous is a huge misconception. It’s not for everyone. Whether they are shy, are not telegenic or don’t enjoy the attention, there are a lot of people who have to force themselves to “get out there”. I know because I was one of them. Many years ago I worked for Donny Deutsch and his father. Early on, I always said Donny was going to have a TV show or be in the media because he loved it and was a natural. I was the opposite. I like being behind the camera. My motto is “personally, I don’t want to be famous but just well known enough to get the best table in a great restaurant.” And I have had to actually push myself to go on CNN or CNBC to promote the agency or my latest novel. Being famous today or a famous CEO can also be a liability. Just look at the couple who were caught having an affair on the big screens at the Coldplay concert! I think one also needs an understanding of why it’s important to be public when you need to be and to stay out of the press when that’s called for. I continue to think good media training is important for clients. (I also think men get a kick out of hair and makeup.) I recently had a small cameo in the new Devil Wears Prada movie and yes I enjoy a good under eye coverup by a professional!
In a crisis situation, what steps do you take to protect or rehabilitate the personal brand of a leader?
Once again, I always say ”creating a smokescreen… just gives you burning eyes!“ Most people don’t know how to handle a crisis as they are in “the blame game”. This is true of most people. In order to be truthful, depending on the situation, a really heartfelt apology is sometimes needed. In some cases, taking a break from the press or entering a program is needed. It depends upon the crisis but certainly not dodging and accepting responsibility is always a good thing. The Hollywood Fix, my latest novel, is all about crisis management in the 30’s and 40’s and how the Publicists white-washed the stars scandals. However, that was a more naive time where the public wasn’t ready for the truth and would accept any manufactured lie. Today, the tech landscape and cellphone cameras document all in real time. I always think getting ahead of a scandal or an issue is wise. This way you get a hand in controlling the press and the press not controlling you or your client. One needs to buck up at times. Life isn’t pretty but one thing is for sure, the American public always loves a good apology and a good comeback.
Could you list and briefly explain “5 Things You Need to Know to Shape a Personal Brand” based on your experiences and insights? If you can, please share a story or example for each.
1) KNOW WHO YOU ARE
What is your passion, and how are you bringing your “A” game? I have worked with so many well known founders and each who has built a successful personal or professional brand owns who they are in relation to their product and offering. As an example, I worked with the enormously talented Venus Williams on her sportswear line called ELeven. Because she is a tennis champion and an Olympian, consumers know that Venus would only give them her very best sportswear through her personal experience of what works on the court. The name ELeven represents her ideals of going beyond ten to the next level! I enjoyed getting to know Venus and found her philosophy on winning to be so inspiring (which also includes occasionally losing.) Because of her, we also brought our ELeven game. Going above and beyond and bringing your “A” game is what it’s all about and you don’t need to be a tennis champion to do that.
2) GAIN AND MASTER THE KNOWLEDGE
Know who you are and what experience and knowledge you bring to the table. I was lucky enough to work with the amazing Martha Stewart a few years back on her rebrand. The thing about Martha is, she is the consummate professional; the real deal and has the experience, the knowledge and expertise when it comes to her lifestyle brand. I was blown away that in every meeting she would bring a cake or a pie and serve it and always educated us on what made the recipe special. One cannot manufacture real knowledge. Many people want to do a lifestyle brand but haven’t spent the time Martha has (She was a caterer and has written so many wonderful educational books ). If you don’t become a master at what you do then you automatically are a dilettante by default. One may start out with a pop — up or streaming deal but one cannot duplicate real knowledge and expertise and this will not resonate with the American public because they know nothing is quick and easy. It all proves that one needs real knowledge to create and compete and build a real authentic lifestyle brand. The real question is what makes your lifestyle different, unique and worthy of a brand and what experience can you share to help people achieve that. Ie. What can you really teach them!
3) HAVE A FRESH NEW IDEA SOMEONE DIDN’T KNOW THEY NEEDED
In order to succeed one also needs to bring a fresh new idea to the category. When I was much younger, I was privileged to work with the original founders of Snapple and handle their account. Before the beverage craze they thought of creating something new. Were they Harvard graduates? No. They were simple but intuitive smart businessmen who had actually started as window washers! Their fresh idea was to harken back to their childhoods when their grandmothers made sweet tea and lemonade in old, reused jelly jars. America already had Coke, Pepsi and carbonated soft drinks. They thought “How about a non-carbonated one?” The product was considered ahead of the “good for you” beverage craze and resonated deeply with consumers who yearned for a new old fashioned drink with multiple, unique flavors. The great product, speed to market, Howard Stern’s amazing endorsements and our breakthrough advertising (with discovery of Wendy the Snapple Lady answering real consumer letters) truly put their brand on the map. The idea of competing with a non-carbonated drink was truly the best stuff on earth.
4) THINK BIG AROUND THE BEST PEOPLE
No one thinks bigger than my friend and client Kenny Dichter or Kenny D, as he is affectionately called. The founder of Marquis Jet Card, Vice Chairman of Netjets, founder of Wheels Up, Co-founder of Avion (and the list goes on and on.) I have had the privilege of working with Kenny on a number of his brands: Marquis, Netjets and Wheels Up. Kenny thinks bigger than anyone but he also gathers and works with the best talent because he knows that together they will raise the game. Kenny has the confidence to work with and inspire the best and get the best out of people and I think when you are building brands you need an army of greatness. Anyone I have ever met through Kenny was the top of their game from the sales person to the celebrity partner and were around to raise the bar and get the impossible to be possible. Ie. No one thought we could do my idea… a Warren Buffet/ Bill Gates ad for Netsjets but between Kenny and I, we got it done, making it the most famous ad in private aviation. Only Kenny and only Netjets!
5) IF YOUR LOSING MONEY, IT’S A HOBBY
I have seen so many business plans and raises. What I now know is most people are good at spending other people’s money but they don’t necessarily know how to generate revenue for themselves. I always say when I turn down a fancy investment; “I’m just not into “the build it and they will come business.” Having a big idea is great and you need that, but if you don’t know how to create the revenue or the funding to keep a business growing (especially in the growth stages) your amazing brand idea could be over before it’s even begun. My late father Stanely who grew up in the Depression always cautioned me on spending more money than what was coming in. He always said that he had met tons of Ivy League entrepreneurs who knew how to spend but always told them “Show me how you are making your first dollar!” Ie. “ Show me the money. ” The street is littered with big dreams and bigger ideas that ran out of steam because … does one know how to execute and turn a profit? My Dad was a common-sense businessman. He was wary of MBA’s. He said he’d rather have a ME (Masters of Experience) and if you don’t know how to find the revenue you will never be truly successful in getting your brand off the ground, out there and finding brand peace; i.e. brand longevity.
Looking forward, how do you see the role of technology and social media evolving in the way publicists shape and manage the personal brands of leaders?
Most people are terrified of technology and AI. I’ve seen it my whole career; those trying to stave off the new and desperately clinging to the past and hoping things would not change. That said, the only thing you can count on is change. I, for one, always think the new is amazing and you have to evolve and pivot to embrace it and change with the times. And that there is always opportunity in change. I think two areas that people in our profession will need to be more adept at are image protection and image innovation.
As technology makes it easier to use people’s images in negative and positive ways, people no longer control their own image 100%. I advise owning your own URL. Making sure you trademark your name (not just a URL but an actual trademark) and protect it. That means having a smart brand person (someone like me and a smarter law firm. ) If you allow it, someone else will own you. Do you want that? No, so be vigilant, And have a great team. The second thing is to embrace all the innovation and change and how to understand how to use it to your benefit. Take research; most people would find it unbelievable that when I was in my twenties I had to go to a public library to physically check out a research book and then return it when I was done. Then came Google and now ChatGPT. Research I need is now literally at my fingertips.This has helped my writing my historical novels and research for my clients and it’s much more enjoyable to be able to do this in the bath or in bed. The ability to promote my novels on social media is also another great tool to reach a wider audience. There will always be negative and always positives in change. Protect your image and your content, embrace the positive and you will win!
How can our readers follow your work?
Readers can follow Richard_Kirshenbaum on instagram and on Facebook, X and Linkedin and buy The Hollywood Fix on Amazon, Barnes and Noble, Walmart, Simon and Schuster and Post Hill Press.
Thank you for sharing these insights!
About The Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
The Power of Personal Branding: Richard Kirshenbaum Of NSG SWAT On How Publicists Shape Influential… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.