Sex Sells….
An insight by Michael MacRitchie
I picked this article up from success magazine which talks about the successful connection between ‘brands’ and ‘celebrities’- it can be found here
or…If you read on it is here as well.
“Sex sells”. Or so they say. But maybe that’s not quite right. Maybe this is more accurate: The mystery of sex sells. The suggestion of it. What’s the difference? Mystery and suggestion do something that showing everything can’t – they engage the imagination. Sex experts the world over will tell you that the most sensitive and responsive erogenous zone of a person’s body is the brain. That’s what advertisers aim for every time. Some celebrities try to engage our brains in the same way. Meet the master (or is it mistress?): Scarlett Johansson.
In an industry where virtually every actress takes off her clothes at some point , Johansson remains all allure, all suggestion — at least by choice. The recent hacked nude images from her mobile phone were a blip on an otherwise conservative radar.
The best directors in the world recognize the allure of her mystery. Christopher Nolan, who cast her in The Prestige
Insight by Andrew Collins
I found this article up from Mailman Group website where CEO Andrew Collins makes some interesting points about brands staying relevant the article can be found here;
http://www.mailmangroup.com/2011/12/watch-for-consumer-cues-to-stay-relevent/
If you keep reading it is here as well…
How many brands closely watch ‘consumer cues’ to drive brand decisions? After all it’s the consumers whom actually create trends, push trends or even squash trends. So if it is the very consumer whom decides that the fate of your brand is the question- how much are you paying attention? Read the rest of this entry »
Chinese models for global brands
I picked up this article from Frances Wang a freelance journalist based in Shanghai. The complete article can be found here and also below….
SHANGHAI, China – The Chinese market – with China surpassing Japan as the world’s second largest economic power in August – has become an important Asian market for big foreign companies. Cosmetics makers, for example, are showing tremendous interest in the market by signing Chinese models to advertise their products.
In 2010, this trend was highlighted when supermodel Liu Wen was picked up by New York-based Estée Lauder as its first Asian face. Actresses Yao Chen and Jiang Yiyan were hired by both Biotherm and Shu Uemura, two brands owned by Paris-based L’Oréal Group. And model Chunxiao became the face used by Tokyo-based Shiseido Co. Ltd.
Building a closer tie with local Chinese consumers is one major reason these companies have chosen Chinese faces, says Philippe Lamy, general manager of the luxury division at L’Oréal China. Read the rest of this entry »
Luxury Brands & Celebrities: An Enduring Branding Romance
Found this interesting summary on celebrity luxury partnerships by Uche Okonkwo , Executive Director, Luxe Corp and author of Luxury Fashion Branding and Luxury online www.luxe-corp.com
The complete article can be found just below..
Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries. Charles Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. To promote his fashion house La Maison Worth, he sought a high society lady and an influencer of the court fashions, Princess Von Metternich, wife of the then Austria’s ambassador to France and close friend of Napoleon’s wife Empress Eugenie. This celebrity’s patronage and connection with La Maison Worth contributed immensely to the success and status of this couture house as the most influential in the world at its time.
Celebrities are extremely important and valuable to brands, especially in the luxury fashion sector. There is no argument about it. They wield enormous power in fashion circles and can contribute to making and breaking brands. Fashion designers pamper them and brand managers recognize their potential to brands and utilize this effectively. Celebrity endorsement does not however begin and end with shooting and printing the photo of a beautiful model in a fashion magazine. There are several factors and dimensions involved in choosing a celebrity to endorse a brand. It is however worthwhile to understand what the true value of celebrity endorsement is. Read the rest of this entry »
TV sponsorship on the rise on Chinese TV
An insight by Michael MacRitchie
CHINA’S UGLY BETTY “UGLY WUDI”
China — A raft of new Chinese television advertising restrictions have made sponsorship and product placement a strong alternative route to reaching a ballooning consumer market, according to an independent analysts’ report released recently.
The series of new TV ad rules put in place in the first quarter of 2010 by the State Administration of Radio Film and Television “play directly into the hands of sponsors and product placers,” the report from Beijing-based media consultants China Media Monitor-Intelligence said.
“There has never been a better time to start closing the gap between reaching consumers and making quality programming,” Kristian Kender, CMM-I’s research director, told MGI Entertainment. Read the rest of this entry »
The right celebrity can give your brand sex appeal
An insight by Michael MacRitchie
It is not uncommon to switch on the television and be confronted by celebrity after celebrity propounding the virtues of some brand or other. Celebrity advertising has always been popular and a fast growing economy attracts celebrities by the dozen in this space.
People are easily influenced and impressed by celebrities, and consider it a status symbol to sport brands endorsed by them in an effort to aspire to the same status. (A brand associates itself with a celebrity to enhance its attractiveness to the consumer. But it is important to choose the right celebrity for a product as scandals relating to them can be disastrous in a milieu where attitudes are conservative.)
Here is a quick look at some; Read the rest of this entry »
Feminism delivered in fabulous heels
An insight by Andrew Howie
Over the years, small screen hits have made their way to the big screen. Many have been successful too and spawned sequels. A great example of this is Mission Impossible. Certainly some of the better work we have seen from Tom Cruise in recent memory.
We have two famous franchises hitting the big screen and making waves as we speak. I am talking about Sex and they City 2 and The A Team. Whilst I have absolutely no interest in the former, it would be remiss of me not to discuss the culture phenomenon that it is. And the impact it has had on women around the world.
Many women have grown up emulating these women and they way they live their lives. Powerful, sexy, successful and most importantly comfortable in their own skin, these four women have sprouted trends that have made people, including themselves, rich and famous many times over. In the most recent second installment, the stars, now firmly in their 40’s and 50’s, move with ever more style and grace. They show that age is no barrier and often, a little bit of experience can help you manage some tough situations with poise. For example, people who chose to question your ability to wear an outfit, based on a pre-conceived social expectation. Read the rest of this entry »
When Big Ideas Come to town…
An insight by Andrew Howie
Seen by most as the premier film festival on the plant, Cannes is here again. The world’s greatest actors, most beautiful people and movie executives trot along to watch the latest movies. There is a mix of art-house films and big budget productions. The big one this year is with Russell Crowe and Cate Blanchett. The remake of ‘Robin Hood’ is headlining the event. Ably supported by the sequel to the classic ‘Wall Street’. The big draw card at the event is of course the star factor. This year’s event has been judged as having less ‘A-list appeal’ than previous years.
Once all the glitz and glamor of the movie festival winds down and the movie stars go back to their mansions in the hills, the advertising guys roll in. Black tie and ball gowns are replaced with tight jeans and black shirts. People sporting edgy haircuts and even edgier attitudes. Read the rest of this entry »
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