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Extra info for Wizard!: Harry Potter's Brand Magic (Great Brand Stories series)

Sample text

41 BABBLING BRANDS The texts, then, are unusually transparent, and inevitably Harryheads spend many a happy hour ruminating on the sources of, inspiration for and titbits hidden in Rowling’s writings. Marketing titbits included. However, one doesn’t need to scour the stories in order to get some sense of JK’s commercial nous. It’s readily apparent in real life as well. Indeed, for someone who is singularly protective of her literary creation, she has often acceded to marketingenforced alterations.

As J. D. Salinger, Thomas Pynchon and Don DeLillo demonstrate, there’s nothing more newsworthy than a newswary celebrity. It doesn’t end with teasing. Rowling is a natural in another sense. She is aware of her corporate social responsibilities. She gives generously to charities including Comic Relief and the Multiple Sclerosis Society, works tirelessly on behalf of the National Council for One Parent Families, and has spoken out on controversial issues such as student grants, welfare reform and the maltreatment of disabled children in Eastern Europe.

She has been praised by Prince Charles, included in Who’s Who, deemed worthy of abandonment on Desert Island Discs and lauded by lots of leading luvvies, including Stephen Fry, Richard Curtis, Griff Rhys Jones and the luvvy’s luvvy himself, Sir Richard Attenborough. Rowling’s readings, what’s more, are the literary equivalent of stadium rock. Not only has she filled London’s Royal Albert Hall and Toronto’s Skydome, but her gig in Vancouver attracted ticket touts and bootleg memento merchants. 2 Can the call of the Hall of Fame be far away?

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