F(T) = B+P(1/10T+1/2T2)

This is, according to top PR agent Mark Borkowski, the formula to determine the decline in fame from its peak.

The formula applies to stars-as-brand. This conception has been impressed upon a generation of publicists by the American corporate PR firm, Rogers & Cowan.

Mark Borkowski's came up with his formula (which you can see a fuller explanation of here) by studying famous people, somewhat famous people, and consumer brands like Red Bull, Stella, and Adidas. According to Borkowski, fame is not measured in 15 minutes, as Warhol suggested, but 15 months.

What does this mean for brands? If your brand rises in the public consciousness, you can expect it to stay there for 15 months. If you want to keep it there, you have to remember that people like stories. In a world of PR, these stories are told through events (think of Madonna's enduring fame and the various phases she has gone through).

Read the article and see what you think.