Tina Fey has this to say about Amy Poehler:
This is perhaps another way of saying that Poehler isn't needy. She doesn't crave our approval. And this gives her a certain freedom and confidence. She's like the cool kid in high school, the one who will take any comedic or social risk because, really, she just doesn't care whether she succeeds or we approve.
Fey's observation is a good way to think about comedians, but I think it's also a nice way to think about branding. The new brand is self confident in just this way. It's less agreeable, less eager to please, less unapologetically pleasant. The old brand was a bland brand. The new brand is Amy Poehler.
This perhaps another way of pointing out the death of mass marketing. And if that's all it is, I apologize. But I thought Fey's comment was paradoxical in a useful way. (Fey warns us with the adjective "complicated.")
That we find it complicated and a little paradoxical tells us that we have a long way to go before we are completely comfortable with or ready for the new brand. The old logic of mass marketing, the one that makes us agreeable at all costs, continues live in our instincts and inclinations. It remains a kind of cultural stowaway, there in our reflexes. And will remain so for decades to come.
Stack, Tim. 2009. Poehler Express. Entertainment Weekly. p. 34. April 10, 2009. [source for Tina Fey quote]