PERSONAL BRAND:

JIMMY KIMMEL
HARRY VASLO, KLEA HAXHIU, EMILY COLLETTE, KATELYNN
FARMER
BIOGRAPHY
● Birth name: James Christian Kimmel
● Born in Brooklyn Borough of New York,
New York, but spent childhood in Las
Vegas, Nevada
● Began entertainment career as a comic on
various radio shows
● Started television career as co-host on
Comedy Central game show “Win Ben
Stein’s Money”
● Created and hosted “The Man Show” (also
on Comedy Central) in 1999, and would
remain there until 2003, when he created
ABC’s “Jimmy Kimmel Live!”
ACCOMPLISHMENTS
● Most successful American talk show hosts.
● In fact, one of the longest running late night talk
shows in the History of ABC network.
● Estimated net worth of $35 million
● Writers Guild Awards Nominee
● Producers Guild Awards Winner
● Emmy — Outstanding Variety Talk Series Nominee
● Critics Choice Awards for Best Talk show
● Host of numerous academy awards shows

In 1999, he was the recipient of the Daytime Emmy Award as

‘Outstanding Game Show Host’ along with Ben Stein

In 2013, he was featured on Time Magazine’s list of ‘100 Most

Influential People in the World’.

In 2013, he received a star on the Hollywood Walk of Fame.

PERSONAL BRAND: BEGINNING OF
PROJECT
Compassionate Jokester Workaholic
PERSONAL BRAND: BEGINNING OF PROJECT:

Compassionate:

● Hired his parking lot ● Advocated for health care by

security guard, Guillermo, ● Promoting different
sharing his own story. charities.
to work on his show by ● Thanking the medical staff
being his side kick. that treated his son.
● Encouraged people to donate.
PERSONAL BRAND: BEGINNING OF PROJECT
Jokester:

https://www.instagram.com/p/0OKr-EvtsH/?hl=en&taken-by=jimmykimmel
 PERSONAL BRAND: BEGINNING OF PROJECT
Workaholic:

● At 16 years old he got a job working at a clothing store, pizza place and
later at radio stations for free.

● Kimmel appeared as a guest host of Live with Regis and Kelly from October 22
through October 26, and commuted every day between New York and Los Angeles.

● In the end, Kimmel traveled a total of 22,406 miles in a single work week winning
the Guiness World Record for most miles commuted in a work week.

● Described as someone that “squeeze 30 hours’ worth of work into a 24-hour

day.”

● His day starts off at 9:00 AM and does not end until late at night.
PERSONAL BRAND TODAY
Major Changes

- Shift to more political jokes

- More activism and compassion (tied to politics and family)

Three Main Characteristics at End
Funny Political Activist
DIGITAL FOOTPRINT
DIGITAL FOOTPRINT
● TV personality with arguably the most presence on social media
● True both at beginning of project and end of project:

● Consistently increases Twitter following, Instagram following, Youtube

subscribers, etc
DIGITAL FOOTPRINT
● Posts mixture of activity with family, clips of show, and jokes
● However, most popular content, involves stunts and beefs he’s engaged with
other notable figures

Kimmel’s tweet to President Trump at 2017 Oscars

Tweet ending Kimmel’s fight with Sean

Hannity
DIGITAL FOOTPRINT
● The impact of Kimmel’s social media presence has been that everyone knows
what Kimmel is doing and thinking, even if you do not watch his show
● If you did not watch Kimmel’s monologue following the Parkland High School
shooting, you probably saw it:

On YouTube On Twitter
BRAND COMPARISON: BUDWEISER
● When people drink they are more likely to tell the truth and be honest about
what they’re thinking which is something that Kimmel consistently does
● Alcohol can make some people super charismatic, while late-night hosts have
to be charismatic to hold a job
BRAND COMPARISON: BUDWEISER
● Budweiser is considered an all american company and Jimmy is an all
American comedian
○ Brash, not afraid to say what’s on his mind
● Alcohol helps you take your mind off daily life, similar to that of a comedian
RECOMMENDATIONS FOR BRAND
ELEVATION
● In early April, Kimmel made several jokes on Melania Trump’s accent
○ Melania Trump is Donald Trump’s wife
● In response, Fox News host Sean Hannity attacked Kimmel, calling his jokes
insensitive and him personally an “ass clown” and “despicable disgrace”
● The feud spilled over to Twitter, where the two traded barbs for several days
RECOMMENDATIONS FOR BRAND
ELEVATION
● If Kimmel continues to talk about politics and joke about political figures, he
needs to become more assertive
● Other late night hosts mock Trump but do not receive nearly the same
backlash

Stephen Colbert with Melania Trump impersonator on

“The Late Show with Stephen Colbert”
RECOMMENDATIONS FOR BRAND
ELEVATION
● Being satirical is Stephen Colbert’s brand
○ Has been doing political satire for years
● In comparison, Kimmel is fairly new to talking about politics on his show
● Colbert’s brand of comedy also comes from a place of outrage, while Kimmel’s
comes from a place of compassion

Kimmel’s monologue following 2017 Las Vegas Kimmel’s monologue with son, Billy, following
Massacre heart surgery
RECOMMENDATIONS FOR BRAND
ELEVATION
● Our recommendations on Kimmel becoming more assertive:
○ Keep the compassion (it’s what makes Kimmel unique), but be
compassionate about more topics, and do not just talk about topics when
they pop up in the news
■ Be relentless, it’s how Colbert has managed to not be criticized when making political
statements
○ Do NOT beef with people who start arguments over dumb reasons
■ Hannity was just playing to his base, and by fighting him, just gave him the attention he so
craves
■ Makes Kimmel seem weak and reactionary, not Hannity