OPRAH

WINFREY – THE
BRAND !!
(HER JOURNEY
F R O M P O V E RT Y
AND BEING A
SINGLE
TEENAGE
M O T H E R TO
BEING AN
E X C E E D I N G LY
INFLUENTIAL
BRAND)

GROUP 3
GROUP 3 MEMBERS
18PT2-28 Jitish Jhamb
18PT2-30 Lalit Jangra
18PT2-31 Neeraj Mittal
18PT2-33 Pankaj Mynee
18PT2-34 Piyush Kumar
18PT2-36 Prateek Singh
18PT2-44 Rohit Pande
18PT2-47 Shivam Katiyar
18PT2-48 Siddharth Kher
18PT2-51 Sumit Goel
18PT2-52 Supriti Sharma
18PT2-53 Swapnil Misra
18PT2-54 Umang Sapra
OPRAH GAIL WINFREY -
INTRODUCTION
 Born: January 29, 1954 in Mississippi US
 Nationality: American
 Occupation: TV Host, Entrepreneur, Actress, Producer & Author
 Net Worth: 2.7 Billion US $
 Political bent: Democratic (Supported Obama in 2008)
 THE EARLY LIFE
 Winfrey was born into poverty in rural Mississippi to a single
teenage mother and later raised in an inter-city Milwaukee
neighbourhood.

 She experienced considerable hardship during her childhood.

Her grandmother raised her in the initial years.

 Spent her early years in house without electricity and running

water. She learned to read at home, and skipped kindergarten
to go straight into first grade.

 She was molested at the age of 9. She got pregnant at the age
of 14, her child died in infancy.

 She was then sent live with the man she calls her father, a
barber in Tennesse.
 THE EARLY LIFE
 She attended TSU in 1971 on a full scholarship and majored
in speech communication and performing arts.

 At age 17, she won the Miss Black Tennessee beauty pageant
and was offered an on-air job at WVOL, a radio station
serving the African American community in Nashville.

 She left school and signed on with a local television station

as a reporter and anchor.

 At 19 years old, she became the youngest person and 1st

African-American woman to anchor the news at WTVF-TV.

 In 1977, she co-anchored the Six O-Clock News in Baltimore.

She also co-hosted her first talk show, People Are Talking,
while continuing to serve as anchor and news reporter.
THE BREAKTHROUGH -
INITIAL SUCCESS
SELF DETERMINATION

Competence(Effective)
• Demoted to ‘Weekend feature reporter’
• Host of ‘People Are Talking Show’
THEORY

Autonomy(Control)
• Show picked up for National
Syndication
• Show achieved Highest ratings
Relatedness(Close relations)
• Power to control image
• Faith of “If I can do it, you can do it”
LEADERSHIP STYLE
• Transformational and charismatic leader
•Transformational leader Oprah Winfrey had a clear vision and
mission best seen in her multi award show the Oprah Winfrey
Show whereby she influenced and inspired millions worldwide to
dream big
•Charismatic leadership is seen of Oprah’s dominance as the first
woman to own her own network broadcast changing the lives of
millions of her viewers
•Level 5 of leadership
4-H LEADERSHIP MODEL
THE HUDSON
LEADERSHIP MODEL
• Oprah is a visionary
• Is constantly working towards it
(Action)
• Impact is created by a shared sense
of purpose
• Connection – Embracing diversity
while fostering positive emotions
• Drive towards success with
continuous feedback
PERSONALITY – AN
AMALGAMATION OF
FIVE FACTORS
 4 CORES OF CREDIBILITY
• Integrity
• She is honest
• She has congruence (TWAB in
Sync)
• Humility in personality
• Courageous
• Intent
• She has clear motives
• Agenda is clear
• Behaviour / TWAB in Sync
• Capabilities
• Tasks done diligently
• She is multi talented
• Displays positive Attitude
• She is highly skilled,
knowledgeable and has unique
style
• Results are hence delivered
 CODE OF ETHICS –
INTERPERSONAL

“I don’t yell at people, I don’t mistreat people, I don’t

talk down to people. Treating people with respect is
the most important thing to me “
 CODE OF ETHICS –
BUSINESS

“Real Integrity is doing the right thing, knowing that

nobody’s going to know whether you did it or not “
CODE OF ETHICS – BUSINESS
& INTERPERSONAL
• Keep every point of view in mind for
an optimal outcome in all situations

• Respect the opinions of others, and

consider them even if they aren’t my
own

• Work Hard at every task I am given,

no matter how big or little

• Be honest with others and myself

• Be reliable and trustworthy

FRAMEWORK
TRANSFORMATI
ON INTO A CULT
BRAND
Oprah Effect – All celebrities who
appeared on her show benefitted, her image
amongst the audience was such that it
helped them believe in what she trusted.
However, the biggest beneficiary was not
the celebrities she invited or brands she
approved, but it was Oprah herself….Her
brand grew with each endorsement and
celebrity visit
Even Barak Obama won both his
presidential bids with blessings from
Oprah….
TRANSFORMATION
INTO A CULT
BRAND
1st TV Show: ½ hr morning talk show in Chicago in
1983 (it was an instant success)
In 1985 she acted in a Spielberg movie.
By 1986 her talk show started getting broadcasted
nationally
She started by inviting very ordinary guests in her
show (like a 4th grade school teacher, a fire
fighter….mostly very common man). This connected
with audience and there was always a lot of crying
and emotions which further helped her connect to the
audience
There was also a lot of tragedies and deep emotional
stories being shared in her show.
TRANSFORMATION
INTO A CULT
BRAND

Tears became the unmistakable trademark of the “Oprah

Winfrey Show”
This emotional connect had an underlying framework of
authenticity as her crying on the shows and her emotions
were a result of deep rooted sufferings she faced in her
childhood.
She became a millionaire with immediate success of “The
Oprah Winfrey Show”
She spoke about hard subjects like Social Justice,
Diseases, Geo Politics, Spirituality, anorexia etc.
The tears kept flowing & her audience continued to
grow!!
TRANSFORMATION
INTO A CULT BRAND

She also started endorsing books and other products and

promoted them through her show.
In 1996 she started a Book club and became the most
powerful book marketer.
This is when she also started writing and has authored
many hugely successful books till now, on subjects like
Autobiography, Weight loss & Self Help
In 2008 her last show was aired on TV, she then launched
her own TV station “OWN” – Oprah Winfrey Network
She made a fortune with her association with Weight
watchers
TRANSFORMATIO
N INTO A CULT
BRAND She became one of the richest and most
powerful Women in the world.
She donated a lot of money to various
charities and also has her own charity “Oprah
Angel Network”
 Smithsonian's museum for African culture
 African American cause in US
 Environmental efforts in Africa
 Community development in Africa

So what's next, Politics?….There were already

lot of people who started Oprah for 2020
campaign.
With the current unrest in US over recent
incidents she might just end up being the
Democratic candidate in 2024
 HER PERSONAL BRANDING
MAGIC FORMULA
Purpose Intent
To uplift, enlighten,
encourage and
entertain through the
medium of television.

Core Values Courage,

Perseverance, Integrity
Generosity, Progress
Sincerity

Strengths Excellent Orator, great host, good

Capability
writer, Strong willed, Branding &
Marketing, Wealth Management

Credibility Top running talk show for over 30 years with several awards, Many
best seller books, Times – Most Influential Women, Billionaire,
Medal of distinguished contribution to American Society
Results
Tangible
Brand Chairwoman and CEO of Harpo Productions (1986–present)
Chairwoman, CEO and CCO of the Oprah Winfrey Network (2011–present)
Elements
HER PERSONAL BRANDING
MAGIC FORMULA
HER PERSONAL BRANDING
MAGIC FORMULA
REPUTATION ANALYSIS
Identity
• First African American woman on the Air.
• First AA woman to own and produce own talk show.
• Father a Barber, an elected city councilor, a grocery,
store owner and a deacon in his church.
• Voluntarily declared about sexually abused several
times from age 9 to 14yrs.in her childhood
Image
• Philanthropist ,entrepreneur.
• Ground Breaking interviews with Obama
Michael Jackson. & Tom cruise
• opened OWLAG in 2007 for reformation of life
for women exploitation
• Managed to shed her image as the “Queen of
Trash TV,
Brand
• “Queen of all Media”. “Queen of talk”
• The “Oprah Winfrey shows” in superstardom.
• Youngest and First Female anchor for WTVF-TV ,
Nashvilla.
• Ranked 55th on the list of most powerful. People in
entertainment
• The Color Purple, created the Oprah.com website.
launched a 24-hour channel called Oprah Radio on
XM Satellite Radio.
Reputation
• Awards and Accolades.
• Ist reciepient of BOB. hope humanitarian Awards
at 2002 Emmy Awards.
• In2018-IstBlackFemale entrepreneur to rank on
Bloomsberg Billionaire Index rank 494 in world.
• Ist female of Cecil B Demille awards.
• In 1986 got Women of Achievement Award.
 SELF- MADE STATISTICS
If I can do it, You can too.
Oprah Winfrey Show (25 seasons)
• 1.3 million audience members
• Over 20m letters received
• 48m show viewers in U.S.
• 150 countries
• 80m homes carry OWN
• Almost 600 cars give away
• Angel Network built 55 schools in 12
countries
• 55m books sold
• 25,000 emails received weekly
• $350m over her own money given to charities
• Real time net worth $2.6B
• Top 10 America's Self-Made Women 2019
• Top 20 Power Women 2019
OW
OPRAH WINFREY
 AWARDS AND
ACCOLADES
1976 
At age 19, while still a sophomore
in college, becomes the youngest
and first African-American 1985-2011
anchor for WTVF-TV in "The Oprah Winfrey Show"
Nashville. received a total of
16 Daytime Emmy
Awards for "Outstanding Talk
Show Host" and " Outstanding
Talk Show.
1993
Wins the Daytime Emmy Award for
Outstanding Children's Special, "ABC
Afterschool Special: Shades of a Single 2010
Protein." Oprah is also inducted into the
Television Academy Hall of Fame. Winfrey is honoured at the Kennedy Centre as
part of the 33rd annual Kennedy Centre Honours
gala.
2011
Receives the Chairman's Crystal 2018
Pillar Award for her decades of work
in network television from the Academy Winfrey receives the 2018 Golden Globes' Cecil B. DeMille
of Television Arts and Sciences. Award, which is given "to a talented individual for outstanding
contributions to the world of entertainment.
@OPRAH ON SOCIAL
MEDIA
@OPRAH ON SOCIAL
MEDIA
@OPRAH ON SOCIAL
MEDIA
 “The whole point
of being alive is
OPRAH’S MOST to evolve into the
complete person
PROMINENT PERSONALITY you were
FEATURE IS HER EMPATHY. intended to be.”

It shines through her every

public appearance without
exception. It sets her apart
from everybody else. It’s in
her words, her tone of voice,
her body language. It
emanates from how she tells
a story and how she helps
others tell their stories.
She connects because she
understands — and she
makes everyone feel
connected. Even during the
announcement about her
leaving the show, she
couldn’t hold her tears.
SHE STANDS
“I was once afraid of people
saying, “Who does she think

FOR WHAT SHE she is?” Now I have the

courage to stand and say, “This

BELIEVES IN is who I am.”

Oprah received the Cecil B.

deMille Award at the
Golden Globes 2018. She
could've used that time to
talk about her career and
superficial award show
things, but what an
incredible, meaningful
moment she created. She
spent her entire life fighting
and advocating for civil
rights and thought of
utilising this platform for
publicising it. This shows
what she truly believes and
that is what gets
communicated across to
millions of people.

LET EXCELLENCE BE
YOUR BRAND
Drug cheat Lance Armstrong
opened up to Oprah Winfrey and
admitted his substance abuse. He
opened up more than even Oprah
expected.
“Be thankful for what
you have; you'll end
up having more. If
you concentrate on
what you don't have,
you will never, ever
have enough.”

A woman in the audience of the

Oprah Winfrey Show once
revealed she bought a pair of
Oprah’s shoes in an auction and
would stand in them to give
herself confidence.

Oprah has interviewed an

amazing bevy of stars; the
Michael Jackson episode became
the fourth most watched event on
American TV. But it’s the regular
people with extraordinary stories
that have really made her
personal brand so loved.
KEY TAKEAWAYS &
LEARNINGS
1. Never let anything hold you back
2. Be yourself
3. Take ownership of your destiny
4. Set BHAGs (big hairy audacious goals)
5. What can you do to propel others?
6. Encourage others to share their story and become a trusted partner
to help them move forward
7. We all make mistakes. When it happens, tell the truth and get the
media on your side.
 KEY TAKEAWAYS &
LEARNINGS
8. Instead of aiming to be rich, work out how to make a difference in the world.
9. Have great mentors
10. Understand your roots and embrace what makes you and your personal brand unique
11. Being human and opening your soul to the world is vital for your personal brand.
12. Be the real you and others will want to be part of your brand
13. Let go. You will get there.
14. Your natural gifts will serve you well
15. You can compete or you can collaborate, which makes you the more powerful
personal brand?
16. Be your own brand
17. Your personal brand is based on what you share, not just on what you know.
 KEY TAKEAWAYS &
LEARNINGS
18. Worry less about what others think, and more about what’s important to
you
19. Find your why and live your brand
20. Don’t let your personal brand be dragged down by others
21. Use your natural gifts and talents to inspire and help others
22. While you can grow your brand with celebrity endorsement to capture
attention, being real and engaging with everyday people will capture hearts.
23. Having self-confidence and self-belief is important to build a strong
personal brand, but don’t lose yourself in the process
24. Even your shoes can inspire others
Thank You