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Creating The Brand That Is Leonardo DiCaprio

Brand managers who want to learn from Hollywood: Check out "His Brand Is Excellence": How Leonardo DiCaprio Became Hollywood's Last Movie Star," in The Hollywood Reporter for tips on how the superstar -- now newsworthy because he's in the just-opened "Once Upon a Time in Hollywood -- developed a career "offering that rare blend of prestige...and box office prowess." For one: "Instead of following up the blockbuster [that was 1997's 'Titanic'] with a tried-and-true formula of tentpoles or high-concept thrillers, the Los Angeles native eschewed box office glory to work with the top directors in Hollywood." In other words, go for quality over mass appeal.

Read the whole story at The Hollywood Reporter »

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