There is another thread that covered this recently. The IRS has clarified that the businesses that depend on a person's reputation mean only famous people, like Oprah advertising Weight Watchers or Michael Jordan Nikes. This from KITCES:
According to the proposed regulations, a business is only considered an SSTB by virtue of the “reputation or skill” provision if, and only if, it generates fees, compensation, or other income via one or more of the following:
Endorsements of products or services;
Use of an individual’s image, likeness, name, signature, voice, trademark, or any other symbol associated with the individual’s identity;
Appearances on radio, television, or other media.
As a result of the IRS’s extremely narrow interpretation of the “reputation or skill” provision in the 199A regulations, the provision has gone from potentially being one of the primary culprits of classifying a business as an SSTB, to being fairly benign, and applicable only to an extremely limited number of “businesses” that are truly built around “celebrity” endorsements, appearances, and the like.