Word: brandings
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...When you're banking on a celebrity as uniquely a celebrity, when everybody knows about their private lives, you always run the risk of the brand and the celebrity not being in synch," Chiquet says. "But the No. 5 ad was like going to a movie. Nicole was playing a character in a story...
...creating the Marilyn Monroe image in those Christian Dior ads, and Chanel's Nicole Kidman ad is like a mini Moulin Rouge. They're playing characters, which is why these examples work," says Raul Martinez, CEO and creative director of AR Media. "As long as the concept is on brand, you're O.K. And we've seen what happens when it doesn't work...
...made $12 million) is the one most cited as an unsuccessful match. It warranted a "What went wrong?" story in the New York Times suggesting that the artsy black-and-white photos of a prone Jolie alienated St. John's conservative customer base. Although St. John is an apparel brand, the incident represents what can happen when an image upgrade isn't consistent with the brand and loyal customers feel abandoned by the extreme change...
...drawback for consumers, aside from celeb fatigue, is that they miss out on some of the fun of discovering a small new brand through an unpaid plug in a magazine from their favorite starlet, like those that MAC cosmetics and Stila experienced in the 1990s. It's no surprise that a nod from a star who receives no compensation beyond a bag of freebie products has a more meaningful impact...
...didn't get picked to be James Bond either. That had to be worth something. Even more surprising, Diane Keaton, who is 60, scored a major deal to be a spokeswoman for L'Oréal Paris, even though she's 60. I had to get out there and brand myself quickly before this money train finds a smarter conductor...