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Taking Kontrol: Bruce Jenner Distancing Himself From Kardashian Brand, Hires His Own Publicist

Bruce Jenner Takes Control Of His Career, Hires Publicist

Apr. 11 2015, Updated 8:10 p.m. ET

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Bruce Jenner is ready to step out of the Kardashians' shadow!

Jenner, who is transitioning to a woman, is taking steps to distance himself from E! and the Keeping Up With The Kardashians empire. The first step was excluding himself from the reported $100 million deal his family signed for their reality show.

He's also reportedly hired publicist Alan Nierob to guide him and has already filmed a tell-all interview with ABC's Diane Sawyer.

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"His brand has been diluted and controlled by the Kardashians," Chad Kawalec, founder of The Brand Identity Center, told TheWrap. "And all of the associations that go with that is what he's breaking from. And one of those associations is E!. It's all of those pieces where he's basically saying 'I am no longer in the shadow of that brand. I am taking control of this brand now.' I think he's doing it in a really smart way."

Now Jenner will begin to shop his own docu-series to the highest bidder. "It allows him the ability to continue to negotiate. So, he's not beholden to anybody any longer. He's going to create a price war," Kawalec predicted.

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