One name many vendors agreed they do not want associated with their brand: Britney Spears.

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His show, now in its seventh season, is a brand built not on gold diggers or Britney Spears' mental problems but on advice about relationships--McGraw got his start as a couples counselor on Oprah.

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"My personality doesn't work without fame, " says Brand in a flash of self-awareness, before launching into an anecdote about meeting Britney Spears and an elephant.

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