Soul Train Decoded: Don Cornelius Created the Hippest Brand in America

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DIGITAL BRANDING

In the wake of Cornelius’ passing, Gibbs is focused on ensuring that the legacy of Soul Train is expanded through a series of brand extensions. Thus far one of the most successful projects has been the creation of a digital identity resulting in a little over end of 27 million YouTube views and 25,000+ Facebook fans. According to Gibbs the online presence of SoulTrain.com has been so popular that the official site crashed three times on the day that news of Cornelius’ passing spread. With a newly popular awards show and solid digital presence, Gibbs is now gearing up for the launch of the 2013 Soul Train Cruise, and has plans for a movie, musical and a return to television for the brand. As Gibbs states the vision of Cornelius remains a vital force with endless possibilities to continue influencing American culture. “I think it’s a testament to what Don’s vision was and the fact that the platform that he built is so enduring,” he says.

DIGITAL BRANDING

In the wake of Cornelius’ passing, Gibbs is focused on ensuring that the legacy…

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