Under the cover of darkness, O.J. Simpson was released from Lovelock Correctional Center in Nevada. The reason for that arrangement, of course, was to prevent a media frenzy.
Anyone who understands the dynamics of branding knows that O.J. can restore it to its former megawatt status. Yes, that earlier branding had been powerful enough for the O.J. Simpson to go by one name. Or, actually, two initials.
The only way that will not happen is if O.J.s unconscious hasn't been rewired against self-destructiveness. That's called "neuroplasticity."
The vestige left off from Freudianism is a belief in forces beneath the surface of consciousness which determine behavior. Neuroscience found, though, that all that can be retrofitted. One way is mindfulness or meditation. Another is cognitive behavioral therapy which can change the channel in the head.
The strong controversy still surrounding O.J. is a plus for reputation restoration. For example, Daily Mail TV, which is new this fall, had Nancy Grace ranting about how a witness had not be called to testify in that infamous double murder trial a lifetime ago.
There is also the aging Goldman family who hasn't moved on from that tragedy. No surprise, the members of the media conducted brief interviews.
But the main moves in rebranding are up to O.J. himself. He was smart enough to create a helpful persona for himself in prison. That was the platform for his get-parole strategy.
On role he can take on is that of imprisoned Watergate lawyer Chuck Colson. As a guest of the state he found religion. Afterward he put together a brandname as a high-profile minister.
O.J. can launch and fundraise for a foundation to help ex-convicts start new lives-and careers.
This blog wishes O.J. success in his Next. Meanwhile, the world will be fascinated with every step of the brand restoration. And the members of the media will track it. Lawyers who fall from grace should be so fortunate.
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