Snoop Dogg’s Market Disruption Fail

Fame & Branding Don’t Always Mix

Photo by Clayton Cardinalli on Unsplash

Y’all know I’m a Snoop Dogg fan. He’s a major example of personal branding on steroids. But just because I’m a fan doesn’t mean he gets a pass when he messes up. And oh, baby, his Snoopermarket sub-brand? That’s a whole ass mess.

All the hype and marketing for Missionary (his new album with Dr. Dre), and then I find this. I was like, Calvin Broadus Jr., you should know better. Yes, I did the momma calling out your whole name thing. And even if he doesn’t know better, he has enough money to hire better. I mean, what in the gin-and-juice fuck is going on here?

Snoopermarket is destined to die in its current state.

Personal Brand vs. Public Image

Here’s my issue: the Snoopermarket isn’t about furthering the Snoop Dogg brand; it’s trading on celebrity. It’s the kind of sloppy shit you’d expect from a Shopify newbie, not a cultural icon. And this is exactly why so many folx think they can get away with doing basic shit.

Brandbaby, trust and believe, you don’t have the fame for…