Famous Behavior

I create programs that align and reinforce the behavior of a targeted audience with the corporate goals of my clients. One of the ways I do that is through Recognition. Recognition is a good way to reinforce behavioral norms within an company. 

Here's an article from Reveries Magazine on people's desire to be famous.  I wonder if there is a difference between being recognized and being famous. Would finding a way to provide someone with their "Warholian 15 minutes" be worth more to the individual and their local social network than a plaque and a letter from the company President?

One thing that this article doesn't address is how long someone has to be "famous" to fill the vacuum they reference. Is 15 minutes enough? Does the need to be famous diminish once you've had it for a short period of time? In other words - what is the residual effect of fame?