Celebrity branding

Quick! What’s Scoble’s new company called? Something to do with podcasts. Podcast.net? Podnet.com? Oh, PodTech, that’s right.

Now, what’s interesting is his new ScobleShow which is a bit like the Channel 9 Scoble started up at Microsoft: video blogging things of interest. (Did he start it? He certainly seems to have been in at the start).

ScobleShow is a bit broader, of course.

What’s got me interested is the branding. ScobleShow. Obviously PodTech want to make the most of their investment in Scoble’s geek celebrity status, and they’re doing so with this name.

But what happens when Scoble eventually leaves? Will the brand go with him? Or will it die? Or will someone else try to take it over? Will PodTech have built up their branding and audience enough in the mean time that it doesn’t matter?

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