Piatkus has acquired a book by a celebrity branding expert, provisionally entitled The Kim Kardashian Principle: Why superficial things get shared the most.
Commissioning editor Meri Pentikäinen acquired UK and Commonwealth rights to Jeetendr Sehdev’s book at auction from Diana Beaumont on behalf of Marc Gerald at the United Talent Agency.
Acknowledging the influence of social-media-savvy celebrities, the book will show what companies can learn from celebrities like Kim Kardashian about engaging and growing their audiences and building "an authentic, enduring brand".
Sehdev is described as "the world's leading celebrity branding authority", having been involved in the brand launches for companies including American Express, Unilever and Verizon. He is a professor of marketing at University of Southern California as well as a commentator on popular culture, branding and marketing. Originally from Bristol, Sehdev lives in Los Angeles, California.
Pentikäinen said: "This project immediately resonated at Piatkus as something with powerful potential to change the way brands relate to their customers. It’s fresh, provocative and intuitively catchy – and absolutely on the pulse of new marketing thinking. Jeetendr is the man to write this book and I couldn’t be more pleased to be working with him."
Piatkus will publish the title in early 2017.