Many celebrities are thinking bigger and more long-term about their personal brand. Rather than endorse various corporate brands, they're creating their own, taking on entrepreneurial risk in the hopes of a bigger return.

But it takes more than a famous name to make a profit. Last week, Portfolio.com interviewed me about the best celebrity brands. There's a reason why David Beckham can sell underwear and Martha Stewart has a home goods line. Check out my explanation in the full article.