William Leonard Roberts II, otherwise known as "The Teflon Don" has mastered the art of branding himself and his music career by doing what we like to think of as clever brand association.
From the time you were a child up to now there were many things that you deemed worthy of your time, attention, and resources simply because of what or who they were associated with. You bought certain clothes cause your favorite athletes wore them or used certain makeup because your favorite actress used it and even listened to certain artists because of who they collaborated with. No one in that last 3 years has used this method of personal brand building better than our good friend Mr. Ross.
From his stage name "Rick Ross" which he derived from the notorious 1980's drug trafficker "Freeway Rickie Ross" to his close association with high fashion brands, Ross has consistently portrayed the image of what a true "Don" should look like. Even his comparison between his music and the world famous Aston Martin luxury sports vehicle causes his listeners to feel a sense of exclusivity when listening to his music.
Very few listeners of Ross' music know that prior to his days as a rap star he actually served as a corrections officer in a Florida prison facility. While for an ordinary rapper such uncovered truth's could mean the end of a career, Ross' ability to create an unshakable brand has allowed him to withstand the criticism. People are so bonded to his brand that they're okay accepting his false portrayal of a South Miami drug lord. I guess its true - perception is reality but at Name Branderz we still believe in living authentic.
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