It seems like my post last week about the benefits to backlash couldn’t have come at a better time. For the last 10 days Charlie Sheen’s antics have dominated the conversation. In his rants we continue to hear him say that he’s “winning” his war against his bosses at CBS, “winning” his custody battles, “winning” public opinion, etc.

But, is he?

• He managed to get into the Guinness Book of World Records, gaining 1 million followers on Twitter in less than a day (he’s up to well over 2 million now).
• He’s been on The Today Show every day for the last week and even Saturday Night Live and Jimmy Fallon have done parodies.

• He’s coined a series of phrases, like “Tiger Blood” and “Sober Valley Lodge” which are discussed all over social networks and in day-to-day conversation. Sirius XM Radio even created a channel called “Tiger Blood Radio” all about Charlie.
• His webcast “Sheen’s Korner” attracted 100 million views in two nights.

Charlie Sheen has reinvented himself and essentially created a new brand. Whether you like him or not we’re all talking about him and that leads to opportunities.

But at what expense? Warner Bros. and CBS fired him on Monday from “Two and a Half Men” and they’re insisting that he pay for all lost revenue, which could cost him millions. Both his ex Denise Richards and his estranged wife Brook Mueller are fighting him for custody of their kids. And his image is forever tarnished. (A March 3^rd survey found that 71% of Americans had an unfavorable impression of Sheen and 16% had a positive opinion of him).

Who’s winning?