At least that is what gossip columnist, Jo Piazza, asserts in her book :
Stars, starlets, bestselling authors are not human beings she implies.
No, they are BRANDS
"Brand consistency is the hallmark of a successful product. When brands act erratically, consumers become confused and wary. By 2011, Lindsay Lohan had become an untenable brand. She wasn't unbankable or uninsurable; she was inconsistent and that is what caused her value to plummet."
Ms. Piazza dehumanizes to a nauseating degree even for a Hollywood columnist :
"Q scores help to determine an actor and actresses likability so that studios know whether consumers will see a project.
By 2010, 84 percent of those polled were familiar with Lohan. And yet her positive rating reached a new low of 9, her negative rating remaining at 52. More than five times as many people disliked Lohan as liked her.
"Michael Jackson had Qs in that range for a long time," Levitt,of Marketing Evaluations, explained to me. Almost as an afterthought he added, "His stats only went up after he died."
"Executives within the dead celebrity business refer to the high-net-worth deceased as 'delebs,'
and today these executives preside over an industry that is valued at more than $800 million a year and growing.
The attraction of this segment of the celebrity market is obvious: The dead are the easiest clients to manage.
Not only do they not meddle in their business affairs, they won't get caught with their pants down, drunk-driving, or making a racist remark to TMZ.
And in an industry where vast sums are made in merchandise licensing and symbiotic partnerships, dead celebrities have just as much earning power as the living and sometimes more."
"So, at this point," cackles Ms. Piazza, "we get yet another glimpse at Lohan's prematurely aging breasts in PLAYBOY, paying homage to Marilyn Monroe.
It will not reinvigorate Lindsay's sagging brand and career. The only thing that will save brand Lohan from total Kristy McNichol-dom is if she truly channels Monroe and actually leaves us for good."
I grew ill at reading those words.
Is there no humanity in Hollywood anymore? Any decency?
The tragic fact is that Ms. Piazza's book will sell like hotcakes.
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