Jeetendr Sehdev is a global authority on celebrity branding and Professor of marketing at the University of Southern California. His upcoming book, The Kim Kardashian Principle (St. Martin’s Press, March 2017), is releasing worldwide.
Prized in Hollywood and Madison Avenue for pioneering a scientific, research-based approach to quantify celebrity influence, Jeetendr Sehdev has been critical to the success of countless brand launches from world-class companies.
Sehdev's groundbreaking research continues to disrupt the industry, as he exposes the power of the YouTube celebrity on influencing American teens, reveals Jay Z's lack of authenticity among Millennials and unearths misconceptions of which celebrities best influence a multicultural audience.
Sehdev's work focuses on the power of authenticity, freedom of speech, self-expression, and self empowerment as a way for organisations to break through to millennials and generation Z. He draws upon a variety of different examples from business, history, sociology, and pop culture to highlight universal truths that the business world needs to embrace in order for the ideas, products and services to better resonate with millennials and generation Zers.
His advice is often counter-intuitive to the typical humdrum business and marketing lessons. The premise of his thinking is based on the fact that millennial and generation Z audiences today are too savvy to fall for traditional marketing tactics. They have been raised around contrived images and marketing messages and have finely tuned authenticity detectors. Today, the power firmly lies with audiences and not enterprises.
He is a familiar face on shows like Access Hollywood, The Insider and CNN Tonight and he regularly writes opinion pieces for publications like The Guardian and Forbes. A graduate of Oxford University and Harvard Business School, Jeetendr works with the United Nations helping to raise awareness and promote efforts to combat modern-day slavery.