I am struggling to find the message in the media of late.

- Tom Cruise jumping on couches
- Mel gibson's unfortunate drinking tirade

And now Paris Hilton. Check out Paris' latest reason for being in the news - because just like Anita Bryant sang "A day without Florida Orange Juice - or in this case Paris HIlton - is like a day without sunshine."

Well first off, do we remember what happened to Anita's brand image? Click here to find out. (Little know trivia, I was on the Phil Donahue show, live from the Ohio State Fair in 1974 and Anita Bryant was the guest. She was not a nice lady even then - I sang with a choir, in case you were wondering) I digress - back to Paris.

Let's recap Paris' brand messages so far this year:

- Heiress
- Video Sex Goddess
- Highly intellectual Simple Life Television Star
- Fashion-esta
- Song-stress

and now? Celibate.

I am so sorry. Do you remember anyone caring? I don't.

Have you ever known a business to change their brand or add to their brand message with as much frequency or inconsistency? What does she hope to gain.

I think the lesson we need to learn from Paris is this:

Think before you speak. Think before you act. Think about the impact of your actions on your brand value - because, although this latest Paris news flash will be replaced by someone else's character flaw before too long, they all add up to paint a picture of someone we want to try very hard NOT to be.

Click here if you REALLY want to know the scoop behind Paris' latest news item.