We know celebrities can use their fame to sell movie tickets, albums and the brands they endorse, but the savvy among them have taken it a step further by creating entertainment destinations (Dollywood), restaurants (Jimmy Buffet’s Margaritaville) and even their own products (George Foreman Grill). Now a new breed of celebs are recognizing the opportunity to create their own publishing platforms, and smart brands are inserting themselves into the equation.
If you don’t follow her closely, you may be surprised to hear that Gwyneth Paltrow is leading this new trend with a proprietary platform that mixes content, commerce and exclusive collaborations.
This post originally appeared on The Marketing Innovation Blog. Continue reading here.