Gisele Bundchen forgot an important rule: sometimes your (or in this case your partner’s) brand and your personal opinion don’t mix

By this time, you no doubt have either read, heard or watched something in the media on Gisele Bundchen’s outburst at hecklers who, while she was leaving Lucas Oil Stadium following last evening’s Super Bowl, made a number of remarks regarding hubby Tom Brady who happens to be the star QB for the losing New England Patriots.
While it was clear that she had initially tried to ignore them with a dismissive smile, Bundchen eventually gave in to the taunts by responding with a few disparaging remarks of her own including a shot at the Patriot’s receivers who in the latter stages of the game dropped at least 4 passes that might very well have altered the outcome in the Patriot’s favor.
So here’s a question I would like to ask.  Given similar circumstances, what would you have done in Bundchen’s place?

To start, you may have a personal opinion that is not necessarily tied to your business brand but you need to be discriminating and pick and choose when to be vocal.

Did I really Say That Out Loud?!

You are still a brand 24/7 and if in fact you are concentrating on the promotion of your brand, you have to mute personal opinions if they are controversial.  Hot buttons for most people, and therefore off limits in terms of publicly expressing a position include sex, politics, abortion, race,  etc.  You can hold strong political viewpoints without having those viewpoints leak over to your business communication.  That’s not to say you can’t express your opinions, but discretion and how you say what you say counts enormously.

Think about Ellen Degeneres.  She expressed strong opinions on gay issues and buried herself for some time.  She is now back but certainly off the topic of gay preferences and rights as a result of the backlash.

Regarding Gisele B. and as earlier stated, she was baited as she tried to smile at first and say nothing.  She then lost control and what sunk her was blaming the Patriot teammates.  She definitely could use PR training, and while she has damage control to do relative to her own brand, it is her husband who has to work with his teammates and therefore will likely have to do some unexpected bridge building during the off season.
Let’s take this out of a sports context, and apply it to an everyday life scenario such as the case with the two partners who own a paper company and recently lost a huge deal with Macy’s to supply bags.  At a company gathering, one of the partners’ spouse was asked about the lost deal and what had happened.

Instead of saying something along the lines of “While I am obviously disappointed, I accept the fact that you win some and you lose some.”  She instead blamed the lost deal on the “incompetence” of her husband’s partner.  Like Bundchen with Brady, the wife’s reaction will invariably have a negative impact on her husband’s relationship with his partner.

Once again, it pays to remember that you are your brand (and part of the brand with those whom you are close) 24/7, and as such, you should avoid making yourself and your image vulnerable to open criticism by saying something in the heat of the moment that you will likely regret later.  Which if you think about it, is the best rule of thumb for all relationships and not just the outward facing relationships we have with those with whom we interact in public.

The only exceptions to the above rule is for example a Sean Penn, who without regard to being tactful, speaks his mind confident in the fact that he is rich enough to not have to worry about the need to work, or who will get work no matter what he says.



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About piblogger

Author and Host of the PI Window on The World Show on Blog Talk Radio.

5 responses to “Gisele Bundchen forgot an important rule: sometimes your (or in this case your partner’s) brand and your personal opinion don’t mix”

  1. Dr. Susan Biali, M.D. says :

    A great reminder, Roz, thank you. This is one of the things I like least about being in the public eye (having to monitor oneself like this), but it’s so true. And better to have this front of mind than being painfully aware of it later…

    • rozcoach says :

      Hi Susan:

      Isn’t that the truth. We work so hard to build a trustworthy reputation but the giant eraser can happen when misperceptions occur.

  2. Doreen says :

    Thanks Roz for the reminder on how you have to be on “24/7” and how your expressions of your opinions can affect those around you.

    • rozcoach says :


      Thanks for your thoughts. I remember a story that was shared last year about an individual seeking employment in China. However, the headhunter had googled this individual and found out that he had blogged some controversial comments about the Chinese government. He was then told that an interview would not be granted. Better to be safe than sorry!

  3. piblogger says :

    Here is a question . . . when considering a relationship in either business or personal, how much thought should you put into the consideration of what this might say about you re you are known by the company you keep or the old “birds of a feather.”

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