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The world’s leading expert on celebrity branding Jeetendr Sehdev explains how social media stars grab more attention than Hollywood A-listers and reveals what the rise of reality television personality Kim Kardashian and the election of Donald Trump have in common.

Sehdev says today’s successful images – Kim Kardashian being the most famous – are not the perfect photoshopped images of the past. They are flawed, vulnerable and in your face. It delivers a level of intimacy and authenticity that traditional marketing does not. Sehdev reveals the new breed of digital and YouTube stars who do it best and explains what we can learn from them to make our own ideas, products and services break through.

Sehdev has become one of the most prominent figures in celebrity news and a sought-after adviser for international businesses. His research on the power of YouTube has gained him his own influencer status and more than a million followers on social media. He is a familiar face on US television and writes for publications such as The Guardian and Forbes. Sehdev is a British national who was educated at the University of Oxford and Harvard and is the author of the new book, The Kim Kardashian Principle.