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The Brand Called Yahweh

While on tour to help support her record "American Life" — and days before releasing her third children's book, pop star Madonna has announced that, inspired by her Kabbalah dabbling, she's changing her name to Esther.

Esther. While her concert tour dons the moniker Re-Invention, I'm curious whether this is what Tom Peters had in mind. From Madonna Louise Veronica Ciccone to Madonna to Esther. Can her music making innovations keep up with the name changes? Does such a personal branding change make her more — or less — relevant?

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  • Avi Solomon

    'Then Esther sent back this answer to Mordecai: "Go, assemble all the Jews who live in Shushan, and fast on my behalf; do not eat or drink for three days, night or day. I and my maidens will observe the same fast. Then I shall go to the king, though it is contrary to the law; and if I am to perish, I shall perish!"

    On the third day, Esther put on royal apparel and stood in the inner court of the king's palace, facing the king's palace, while the king was sitting on his royal throne in the throne room facing the entrance of the palace. As soon as the king saw Queen Esther standing in the court, she won his favor. The king extended to Esther the golden scepter which he had in his hand, and Esther approached and touched the tip of the scepter.'
    The Book of Esther, 4:15-16; 5:1-2

  • Jenny

    This is what is more commonly known as "attention seeking." Perhaps Madonna is finally feeling her age and, deathly afraid of falling into obscurity and therefore of feeling unloved, so she is resorting to yet another stunt to keep her in the public eye. Even if it means people laugh at her in earnest instead of worshipping her as they once did.

  • David

    In keeping with the Ancient Hebrew theme, might I suggest:

    "Whore of Babylon" as an alternate name?

  • Tim

    I don't think Esther will stick. She'll just be known as the "artist formerly known as Madonna."

  • Kerry

    Didn;t work for Prince (or whatever he calls himself now) why would it work for her.