There have been a number of blog posts about Bob Geldof’s campaign with Maurice Lacroix and how those two brands go together. They even made a video clip – though in my mind it doesn’t really help change the perception that Bob has perhaps gone for the bucks rather than the ethos.
This blog post by merrick describes the moral dilemma rather nicely.
There is however another issue in this – one where I question the watch brand’s choice to use Bob Geldof as their ambassador – and the main question why they could not manage to create a better image of him representing their high quality products! Greasy hair, bags under the eyes, unhealthy looking skin, a rather cynical look – the whole poster shouts everything other than individualism, integrity and high quality.
Perhaps they are appealing to an audience I do not understand but it would put me off considering their watches as desirable no matter what the price tag.
… In the case of Wayne Rooney, some may say that brand personality may be debatable compared to David Beckham or Stevie Gerrard, but he has undeniably an amazing followership on twitter and the brains behind him to make money from his brand.
Turns out, a lot of other celebrities have done the same and that kind of endorsement has been debated by the ASA and in the case of a tweet relating to the NIKE campaign, he has been asked to change/remove the sponsored tweet.
In an article the BBC writes:
“This is relatively new territory for us as a regulator,” ASA spokesman Matt Wilson told the BBC.
“People are experimenting and using Twitter to reach consumers, but the same advertising rules apply. It’s an ongoing process and this illustrates the care firms must take.”
It is an interesting development and perhaps a sign of things to come as commerce exploits people brands as key influencers on social media. It also makes me wonder if such strategies will be a long-term success for both sides; the celebrity and the consumer brand. Either may be taken less serious or be seen in the wrong light when the true motivation behind brand endorsements is made obvious.
It does seem a logical way to use influencers to evoke desirability and connect a product or service with a certain status – but in my mind this works much better when it is not as obviously doctored or orchestrated as the Tag Heuer watches ad campaigns.
On the whole though I agree with Ed Aranda, cited in an article about the twitter endorsement issue, that people should be grown up and wise enough by now to understand those new emerging adverts and to take them for what they are – an invitation to pay to join the tribe of the endorser but by no means any more forcefully than all the other marketing surrounding us daily.
We talk about reputation and how to build it. We know it’s nothing that happens overnight – unless one is lucky enough to get featured in the mass media successfully ‘Dragon’s Den’ style. It will take time and effort to show the world that you are an expert in your field and can be trusted with your products and services.
You should always try to seize opportunities though that present themselves in slightly more unusual circumstances. I have been working with a group of surgeons for a while now and we are developing their brand strategy and brand identity – so I am always on the lookout for what could be relevant and useful for their reputation building and the communication of their brand values.
So when the media is full of articles about the PIP breast implant controversy, what better excuse than to voice their expert opinion, give their clients information and reassurance, comment and advise in forums to answer questions and to differentiate themselves from the big corporates by being caring and bespoke.
That’s just a simple example, but if you look around, there will be those little gems out there that will address your market, your audience and give you the perfect opportunity to speak your expert opinion. A few resources for communicating with the media and for monitoring a brand are:
Muckrack – what do reporters write about? Muck Rack tracks thousands of journalists on twitter and social media.
HARO (Help a reporter out) – Tool for sharing your expertise with reporters.
Being in tune with what the media is reporting and how your brand fares right now on the internet, especially in social media, you have the advantage of appearing current and to be proactive when it comes to showcasing your strengths.
I would love to hear about other useful tools for reputation building and managing.
Much has been written about personal branding and how important it is to grow and maintain a professional image especially when one is closely observed by the media and public.
So you’d think that a party leader would be extremely careful to show his brand as reputable and reliable. It seems as though Ed Miliband had a little snooze during the labour party’s brand management training and just woke up with a messy tie and weary eyes amidst a press conference with youngsters looking far more alive and professional than him!
It’s not like this was an unfortunate snapshot of an awkward moment caught on camera – it was an orchestrated photo shoot! It just beggars belief how he could ever have the stature of a leader.
Personal brands, just like consumer brands, evoke a gut feeling about a person, service or goods – sadly, looking at this little boy lost in the big world, mine is ‘not in a million years!’.