The branding of authority – The HFPA & Golden Globes (Part 1 of 2)

(How did the HFPA, a group of seemingly insignificant people, gain such authority with their Golden Globe award show? More importantly, how can other brands emulate their success?)
This is Part of 1 of a 2 part article. Click here for part 2

The 2007 Golden Globe awards were on TV last night. I didn’t watch the show for two reasons: firstly, it conflicted with 24, and frankly Jack Bauer’s antics take precedent over everything but the death of a parent (maybe). Secondly, I don’t really care what The Hollywood Foreign Press Association (HFPA) thinks of this year’s movies.

Although there is a large group of rabid 24 fans who agree with my first point, it turns out that I am actually in the minority with my second. The Golden Globe Awards is considered by many to be the second most important entertainment award show.

So why does anybody give a damn what the HFPA thinks?

Wait, let’s start with the basics.

Who exactly are the HFPA?
According to Wikipedia, the HFPA, the group which operates the Golden Globes, was set up in 1943 by foreign entertainment journalists based in Hollywood.

According to The New York Times,
the HFPA “functions like an exclusive club, admitting a maximum of five new members a year, though more often…accepting only one. Any single member may object to a new member, making it extremely difficult to join. The association does not represent internationally renowned publications like Le Monde or The Times of London — indeed, it has repeatedly rejected applications from a Le Monde correspondent, while accepting applications from freelance writers from Bangladesh and South Korea”.

Some other fun points of interest:

• The organization has a total of 92 members (source)
• According to Wikipedia, “As of 2004, some are in their nineties, several others in their eighties.”
• Only about one-third of the HFPA are full-time film journalists.
  None represent Africa. Members include Jack Tewksbury (writes for
  French readers), Ali Sar (Russian!?), Ron Krueger (Japan!!?), and Ray
  Arco (China, Romania and Singapore!!??!!) (source)
• The Golden globes previously lost its television contract with CBS
  because it was discovered judges’ decisions were being influenced by
  bribes (source)

If you are interesting in more Golden Globe bashing, check out the documentary film, “Hollywood’s Dirty Little Secret”.

Back to the focus of this article: to try and learn something from the fact that a seemingly unimpressive organization has established a significant amount of respect and authority.

I’m looking for anyone’s ideas as to how the Golden Globes and HFPA became so authoritative and influential in the entertainment business. I’m also looking for insight into how marketers can build similar authority for their brands. I have a few ideas which I’ll be sharing in Part 2 of this article, but would really be interested in what you have to say (feel free to use the comment section)

Also, just a reminder: On Jack Bauer’s Tax Returns, he has to claim the entire world as his dependants.

(Continue to Part 2 of the article )