Fashion Week + The dangers of celebrity ‘brand slaps’
Opppps. More embarrassment for Microsoft, as Windows Phone spokesperson Jessica Alba is photographed using a iPhone at NY Fashion Week.
For a brand straining towards cool credibility this must be a blow. It’s affectively a brand slap in the face - “I’ll take your money, but I’ll take my Apple product to Fashion Week, where people might see me”
Another mighty ‘brand slap’ came from the ironically named comedian Russel Brand this week. His acceptance speech at the GQ Men of the Year Awards has become a viral sensation, when he went on a blistering tirade about the one of the Sponsors Hugo Boss.
His comments: “Any of you who know a little bit about history and fashion will know that Hugo Boss made the uniforms for the Nazis. The Nazis did have flaws, but, you know, they did look fucking fantastic, let’s face it, while they were killing people on the basis of their religion and sexuality.”
(if you are sensitive just watch out for the foul language).
It’s always been a risky strategy to try and buy positive equity by throwing money at celebrities or sponsorships. The transferred good will is vulnerable to personal scandals (Tiger Woods), misuse (like Ms Alba) and of course it opens you up to sedition (like GQ Awards).
In marketing, just like in life there are few short cuts.