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 »
US Sports lead with value….sucess follows
Strive not to be a success, but rather to be of value. A. Einstein
(Picked up this article from the Mailmangroup where CEO Andrew Collins talks about international sports who are successfully breaking into China market and the game plan for doing so)
Someone had it right very early – the digital age is now living proof of how a value led strategy can lead to greater relationships with customers, long term engagement and can literally win substantial market share. What I’m really saying is this: If you have a great product, you can merely lead with value (specific to that audience), listen and open the doors to your brand. Read the rest of this entry »
Nike. Changing the way we run.
An insight by Andrew Howie
It is one of the most recognizable brands that exist on this planet. Founded in January 1964 as Blue Ribbon Sports, later changing its name to Nike Inc in 1978, it takes its name from the Greek goddess of Victory.
Under the Nike umbrella, there are other brands such as Umbro, Hurley and Converse. Plus the more expected ones such as Nike Golf, Nike Pro, Air Jordan and Nike +.
When it comes to successful communications strategies, Nike is second to none. They kicked off this success in 1982 with their first ever TV commercial. It was produced by Wieden + Kennedy, their advertising agency. That relationship is still in place today nearly 30 years later.
They have produced so many memorable campaigns it seems unfair to single out just one. But I am going to go ahead and do it anyway. The one that I am going to single out is a non-traditional campaign for Nike +. Read the rest of this entry »
Effective use of Celebrity endorsement. Part 1
An insight by Andrew Howie
This hugely successful campaign was the brain child of Rawson Marshall Thurber, who also played a huge role in the writing and directing of ‘Dodgeball: A True Underdog Story’.
The ‘Terry Tate – Office Line Backer’ series was first produced in 2002 and aired during half time of the 2003 NFL Super Bowl. The main character, ‘Terrible’ Terry Tate, also known as Triple T and The Pain Train, was played by Leister Speight, a little known professional footballer who also had a short lived professional wrestling career.
The series originally featured 6 episodes, including ‘Terry’s World’, “Draft Day’ and ‘Vacation’ with the hilarious ‘Sensitivity Training’ following as the 7th episode. Read the rest of this entry »
Men in Black
An insight by Andrew Howie
With just over a year to go until the 2011 RWC in New Zealand, the home nation is executing a familiar script. Over the past fortnight they have given the reigning world champions a hiding in the Tri Nations tournament. They have done so with conviction and with great sense of purpose.
They appear so strong that teams around the globe are no doubt beginning to fear that this may finally be their turn to shine.
The All Blacks have not won the tournament since they co-hosted the event in 1987 with Australia. They have managed second in 1995 and third on two other occasions. These statistics are the root much sledging, slandering and ridicule from both the New Zealand and international press. Read the rest of this entry »
Computer says no…
An insight by Andrew Howie
Since the birth of sport, players have been complaining about the referees. It seems there is rarely a match where teams are happy with the decisions. In some cases, both teams are fiercely unhappy.
As technology has improved, most sports have adopted it in some form or other. Cricket first brought in a 3rd umpire to adjudicate on run outs. They were able to slow down the broadcast footage to frame-by-frame so as to see if batsmen were out. That has since progressed to Hawkeye, which can predict the path of the ball. This Hawkeye technology has expanded to now feature in a few of the major tennis tournaments, allowing players to challenge a limited number of calls in a set. If you get it right, you keep the challenge. Read the rest of this entry »
Here comes the bandwagon
An insight by Andrew Howie
With the FIFA World Cup kicking off this week, the time is ripe for the bandwagon to rattle into action. There is no better time to start brushing up on your lingo and working on your outfit. Not to mention annoying all those around you with your new found passion for the sport.
The bandwagon supporter can be found all over the globe. They know little or nothing about the sport they are currently following. What they do have however is an insanely one eyed view of their country and how it is performing. They drift from competition to competition suffering insomnia as their body struggles to come to grips with their irregular sleeping patterns.
Bandwagon supporters are the people who at the start of the tournament abuse the ref at the wrong time and complain about nuances of the game they don’t yet understand, to the great frustration of those nearby. As the tournament progresses, however, they become more and more in tune with the rules. And by the time it is all over, they have finally mastered what is happening and can be relied on to recite endless useless facts like an encyclopaedia. All this, in a bid to build their credentials as a true die-hard fan. Read the rest of this entry »
The old grey mare- she an’t what she she used to be…
An insight by Andrew Howie
With seven world titles and 91 grand prix victories to his name, there is little that Michael Schumacher has not achieved. He has driven for several teams and conquered all who stood up to him. All except one person. Father Time.
It seems that despite having more talent in his little finger than most Formula 1 drivers in their whole body, he just isn’t as fast as he was.
Despite this, there can be no taking away from all that he has achieved in his mind blowing career. Beyond that, he has been integral to the development of many of Ferrari’s game changing road cars. He was integral to the development of the Enzo and more recently the 458 and California. Read the rest of this entry »
-
Recent Articles
MGI Supports
Inspiration
MGI Social
Copyright © 2012 MGI Entertainment | Designed and powered by All 9 Lives