Synopsis

Paul Gambaccini continues his exploration of the Elvis brand by looking at how, though the King may (arguably!) be dead, the Elvis brand is still alive and gyrating.

He considers some of the latest attempts to reinvent, package and market Presley such as the Cirque du Soleil show, Viva Elvis, which has just opened in Las Vegas. He looks at the ingenious, and some argue exploitative, branding strategy of the almighty force that is Elvis Presley Enterprises.

Contributors include die-hard British fan, Peter Phillips, who talks about plans for launching the first Elvis Presley Tribute Artist World Cup; and branding guru Jasmine Montgomery, who considers whether the brand could go on thriving forever.