Michael Jackson was one of the most important men in my life from the time I was 8 until I was about 13. The “Thriller” video came out on December 2, 1983, almost a month before I turned 10, and I would sit in front of the TV for hours, waiting for MTV to play it again so I could memorize the zombie dance. We played the entire album at my birthday party; imagine 20 4th graders invading a pizza parlor and belting out the hits at the top of their lungs. I even saved up to buy a pair of red parachute pants because my mom thought they were tacky. His later behavior was absolutely strange and questionable, and even though my taste in tunes (and fashion) evolved, I always found joy in his music…

Whether you liked his music or not, or despite the fact that he was a tragic, possibly criminal, figure, Michael Jackson transcended being a person and became a brand. When people heard his name, they immediately drew a connection, recalled a memory (like I do of my birthday pizza party) or had a reaction. Sure, many people have a strong negative reaction, but that’s not necessarily the point. The brand recognition that Michael Jackson attained is rare; most companies or personalities would be thrilled to achieve a smidge of his profile level. On a personal level, I feel such sadness for the turmoil he must have felt from a young age. From a marketing perspective, I’m impressed at his reach, consumer base and accomplishments. And the publicist in me is just relieved I never had to do that kind of damage control.

I know millions of people around the world are thinking about Michael Jackson today. I choose to remember his amazing contributions to pop culture rather than judge his later personal life, of which I have no firsthand knowledge. Say what you will, but less than 24 hours after his last breath I’d like to do my part to help him finally rest in peace. After all, I’m a brand loyalist.

PS. DJ DeeJay, my dear friend and occasional personal advisor, is probably the biggest Michael Jackson fan I know. His legendary MMP (Michael Madonna Prince) parties consistently draw a sold out crowd, and he always knows just the right song to play at just the right time. Tonight he’s spinning MJ at The Barbary, and it’s going to be epic. If I weren’t 12 hours away I would be the first in line. Get on the list to receive reduced admission; doors open at 9 and drinks and PBRs are just $1 until 11 pm.