From my office in Jacksonville, Florida, to a corner store in Hawaii, you would be hard-pressed to find anyone in the 12-35 year old demographic who does not know
Beyonce.
For all six of you who don't, here's a quick pop-culture review: a former member of the '90s R&B trio, "Destiny's Child," Beyonce released her first solo album in 2003. From there, her commercial appeal exploded. Her success as an entertainer includes:
- multiple movie roles, one of which earned her a Golden Globe nomination for her role on the big-screen adaptation of the Broadway hit, "Dreamgirls;"
- endorsement contracts for Pepsi, L'Oreal, and Tommy Hilfiger; and
- bragging rights for being crowned as the first non-model and non-athlete woman to grace the cover "Sports Illustrated Swimsuit Issue."
Why would Beyonce, whose name is a registered trademark with incredible brand name recognition, suddenly want to change her name to "Sasha Fierce?"
Beyonce wants to be known by the name of her alter ego, whom she describes as: "the fun, more sensual, more aggressive, more outspoken side and more glamorous side that comes out when I'm working and when I'm on the stage."
In all seriousness, my question remains, "Why?" I am skeptical that Beyonce wants to change her name for personal reasons. I think "Sasha Fierce" has much more aggressive connotations, but what it makes up for in vamped up sex appeal, it lacks in sincerity. I also imagine that the name change is an attempt to market a whole new line of products, cuing consumers to fear being associated with a brand that was SO five minutes ago.
This Pseudonym Movement has been done by other artists, often as an early indication of the demise of their popularity. These celebrities panic to re-create themselves, rather than attempt a come-back in the more-distant future. For example, Prince became "The Artist Formerly Known as Prince." Puff Daddy has been known as P. Diddy, Sean Combs, and Sean John. And in the extreme, Garth Brooks took a walk on the rock side as his alter ego, Chris Gaines.
My advice to Beyonce would be to stick with what works. People around the world envy her talent and career opportunities. Be greatful and proud of who she is, and the brand that she has become. Leave re-inventing the wheel to the has-beens.
Labels: Celebrity Trademarks
Controversy surrounds a future Washington D.C. 
