You know how brands sometimes become synonymous with their product? Like Kleenex, or Escalator (which I recently learned was once a brand).  The interview below with Nicki Minaj, in which she explains her “Barbie” movement, exemplifies a reverse phenomenon. Barbie was used interchangeably with doll. But since Nicki co-opted the word, it has become less associated with a brand, and more associated with a bad chick carrying some attitude- Barbie Bitch!!  Also, in her language Nickinese, Barbies are not objects of unrealistic body aspirations. They are real girls who go to school, are independent, and work it! What is this kind of brand name-appropriation called? De- copyrighting? I like…

Nicki’s interview also made me think about the Seth Godin TED talk below. In it, he describes mobilizing groups around common interest, thus creating tribes. Nicki touches on this when she mentions girls identifying with her through the “Barbie” approach to life.

Nicki has created a name and social media space for her tribe members (Pink Fridays on her Twitter). Although I love Nicki’s definition of a Barbie, I feel like the message of independence gets lost when fans Twitpic photos of themselves as Nicki clones.

Although I don’t consider myself as a Barbie, I am a huge fan of Nicki Minaj’s wit and aesthetic. Intended or not, her reinterpretation of the Barbie brand-name is a fierce move!

TASHA SAY YEAH!