Branding and Talent

Elizabeth von Arnim is one of those sad cases where talent is impotent to overcome bad branding. And if I already posted about this, I apologize. It’s very hot around here, and my brain is melting.

Von Arnim published her first book under the title Elizabeth’s German Garden. There was no author’s name, only the title. The book was a mega-bestseller, earning her the insane amount of £10,000 in early 20th-century money. Her next book came out as “from the author of Elizabeth’s German Garden“. And from then on, she was known to the readers as “Elizabeth”. The inverted commas were part of the brand name. No last name. Just “Elizabeth”. Totally reminds me of “Just Jack” in the Will and Grace sitcom.

This worked well while people remembered the original Elizabeth’s German Garden book. But after that, there was no way of preserving these books for posterity. You can’t go to the library and request a book by Elizabeth.

“Elizabeth who?” you will be asked.

You can’t put “Elizabeth” in textbooks or scholarly pieces, either. As a result, enormously less talented authors of the era are widely known, while “Elizabeth” was forgotten for decades until somebody dug her out, gave her a last name and started promoting her work. Even then it was already too late to make her a household name like she deserves but at least she’s back in print.

There’s a lesson here that I can’t formulate because it’s too bloody hot but you get my meaning.

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