Betting on Brand Bret

Celebrity Apprentice winner Bret Michaels enjoying a taste of his Diet Snapple Trop-A-Rocka tea at the show's after-party at Trump SoHo

Image: Michael Simon, Ketchum

By all accounts, Bret Michaels shouldn’t have become the Celebrity Apprentice. After all, the rock-and-roll lifestyle doesn’t typically fit in with boardroom culture, and let’s not forget that timing was a bit of an issue early on as Michaels struggled to get up on the morning of the first few tasks.

And then there was the small matter of his recovery from a brain hemorrhage followed by a “warning stroke” and the discovery of a hole in his heart. But the 20-year music-industry veteran's battle to the finish gives entrepreneurs and small-business owners who want to make it big an unconventional view into what it takes to keep an established brand fresh and a lesson in how to correct course and never give up.

Being a successful entrepreneur often turns on three key elements: personality, a product that fills a market need, and the ability to raise money. Both finalists had the same challenge—to create a new Snapple flavor that ties in with their charity. Both have demonstrated their ability to bring in money, with Holly Robinson Peete raising a Celebrity Apprentice record of $347,000 for her charity the HollyRod Foundation, which helps families affected by autism, in a single project. On the personality front, they couldn't be more different. Peete led with a quiet resolve and often delegated. Michaels, playing for the American Diabetes Association, was very hands-on and made many decisions by relying on his gut.

So what other criteria does Donald Trump, or any other investor, consider when deciding between Brand Bret and Brand Holly? Andrew Springate, senior vice president for finale sponsor Snapple, said his decision came down to personality and the contestant's ability to identify a growing trend. “Holly is awesome and someone we’d definitely hire to be on our board. She’s a smart thinker and strategist,” he said. “Bret is Snappalicious. He’s humble and not mainstream. The essence of our brand is blending the extraordinary with the familiar. And with Bret, you feel his extraordinary presence right away, but he’s also approachable, and that makes him familiar.”

What pushed Michaels to claim the coveted role as Trump's Celebrity Apprentice and win $250,000 from the beverage company for his charity (Peete received a matching donation from Snapple) was his understanding that Snapple had a lot to gain in the diet market. “Bret was right on when he chose to focus on a diet drink,” said Springate. “With people being more health conscious, finding a way to get them the flavors they crave without the calories is something we’re focusing on, and Bret tapped right into it.”

Former contestant and Olympic medalist Summer Sanders agrees that Michaels’ focus and conduct on the show helped him win. She says she learned some important lessons while serving as a project manager and being able to work with both finalists. “No matter what task you’re approaching, it’s key to be organized. Make a decision and go with it. Take your criticism in a positive way and learn from it because it will only make you a stronger businessperson,” she said. “But, most importantly, conduct yourself in a respectful way and be mindful of your interactions with people. That’s what sets apart good managers from great ones.”

Next season, the celebrities take a break to give everyday people the chance to vie for a job with The Donald as the mogul goes back to his roots. “We want to help those who are hard hit by the economy,” he said. “People think that I love to fire people—but, really, I love to hire.”