Wednesday, September 30, 2009

Branding the face to the product

Donald Trump may have the worst hair on Wall Street, but he recognizes the power of a brand. His hair, or lack thereof is part of his brand. He wouldn't change that any more than Barbara Streisand would get a nose job.
Individual personality branding has become an international phenomenon. Martha Stewart on the international scope and national and regional celebrities like Mike Holmes. It's a calculated risk to attach a business to a personality; but not so calculated if you happen to be the personality behind the empire with much more to lose by one rambling, drunken sprawl on the town.

Personalities are not forever. They come and go with their fame as the ebb and flow of the tide. Cristy Turlington, Jill Goodacre, Cindy Crawford, Jacqueline Smith all lent their names to various product relationships. Some personalities have the ability to extend their brand beyond their own fame life cycle such as Cindy Crawford, but it's a skill that is artfully planned out.


Starbucks launches instant coffee brand
The company that added “venti” and “frappuccino” to North American vocabularies is making a push throughout North America to convince connoisseurs to sample what many see as a down-market drink–instant coffee.
It's definitely a sign of the times when a perceived higher end brand finds it necessary to go in a direction many might interpret as "anti-brand".

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