Yes, it’s true. The Paula Deen Network is launching in September. The celebrity cook, whose career was nearly burnt, is cooking up something new – and digital.
Paula Deen Ventures, a new company formed to cook up a comeback for Deen, announced June 11 the creation of the Paula Deen Network. A paid, subscription-based network that will be accessible to anyone that owns a computer, smartphone or tablet. The network will feature daily programming in an unscripted format with new recipes, cooking demos and other entertainment for foodies.
“We’re going to have so much fun being together and cooking up some wonderful new and classic dishes,” Deen said in a news release. “Y’all can get my recipes, tips and cooking anytime you want — this is for you. I can’t wait to crank up the oven and get cooking for the people I love: My family, my friends and my fans!”
Last June, The Food Network dropped Paula Deen from its lineup by not renewing the cooking classic’s contract when it expired. Deen lost corporate sponsors and fell under fire for making racist comments exposed during a lawsuit by the former manager of her Georgia restaurant, Uncle Bubba’s Seafood and Oyster House.
Deen was roasted in front of a global audience – on every medium – for the entire world to witness. It was the end of the brand that was Paula Deen.
The announcement of Deen’s digital network is the latest step in a comeback strategy Deen kicked off in earlier this year. Now, with a new cooking show set to shoot in front of a live audience at a new studio in Savannah, Ga, Deen is once again seasoning her brand.
Just in case your brand ever gets grilled, below are three fast and easy tips inspired by the digital rebranding of Paula Deen. (Warning: May contain nuts.)
Relish New Tools
Paula Deen isn’t afraid to use a new cooking tool or digital tool to power her recipes or her brand. So why should you be? If you are not promoting your brand on Facebook, Google+ or Twitter, what’s stopping you?
Your brand is a cross-platform passion. Leverage all available and appropriate communications, social media and lead generation platforms and strategies. Think inbound marketing. Think blogging. Think social engagement. Think open house event. Think creative and clever and leverage new tools and opportunities to show your brand in all its glory.
Let It Simmer
Your brand is always in motion. You are promoting on social media. You are leveraging your position in your market with online marketing, inbound marketing, content strategies, clever videos and every ounce of public relations and media relations mojo you can pickle.
With all of that bubbling, don’t be afraid to let your branding simmer. You don’t always have to come up with something viral. Cultivate your social media ambassadors with consistent engagement and deploy marketing strategies that nourish and support your brand’s persona.
Never Say Never, Y’All
Always believe in your brand. If your brand comes under fire, hold on tight. Defend your brand with professionalism. Don’t be afraid to ride out the storm so you can rise like a phoenix when the time is right.
Optimize social media. Convey your brand’s philosophies, beliefs, opinions and reactions with integrity. Leverage all appropriate mediums to solidify your support of and pride in your brand. By maintaining your conviction, you strengthen your brand’s positioning and give it the power to fight, if necessary – another day.