Where we shared window displays in “Acquisition”, our “B” for brand ambassadorship allows, if you will, a kind of mobility for “window displays”. Or put in other terms, per Wikipedia, it’s a marketing form of employing or engaging someone to represent the products or services of a firm. Take one of the ultimate forms of brand representation, the Oscar hopefuls at the Academy Awards.
Lights, camera, red carpet. The response to the best four words a question can bear – “Who are you wearing?” – tend to have designers and uber-fashion fans alike glowing with anticipation and excitement on Oscar night. Celebrities for this year’s ceremonies were walking billboards for fashion powerhouses – such as Gucci, Dior, Versace, Prada, Armani – and even the more accessible retailers such as H&M (that Helen Hunt is classy on so many levels!). Especially if wearers are nominees AND they win.
What did you think of this year’s fashions – and how they looked on the red carpet? Were they good ambassadors for their brand?
The Oscars itself has been undergoing a transformation, electing this year to have Seth McFarlane helm the program, essentially hoping to drive a younger audience appeal and increase ratings. More on the changes…
To extend the expression at the end of the article, how did you think Seth did hosting the Oscars – did he have the chops? The critics across the country are mixed. He may not have done a great job gaining consensus on his performance but he certainly has folks talking!
Of course, another brand representation typifying ambassadorship is product endorsements by celebrities. From top athletes consigned by Nike to communicate their brand mantra to A-list stars lending their images to associate with designer labels. Charlize Theron and Natalie Portman for Dior. Scarlet Johansson for Louis Vitton. Kate Winslet for Lancome. And more recently, Brad Pitt for Chanel No. 5 (brief pause for small sigh).
One outcome of the Brad Pitt ads for Chanel was a string of parodies across the internet.
These didn’t seem to hurt either the Chanel nor Pitt brands. And most were mighty funny.
Beyond products and fashion, brand ambassadorship can also be for causes or NGOs. Angelina Jolie’s work for UNICEF has raised the profile for that organization’s platform.
At about time stamp 3:15 in the video below, Angelina engages in conversation about work related to her UN role.
Her advocacy for human rights has, whether she intended it to or not, expanded the “brand-width” and dimension of her own brand. She can represent St. John’s apparel (which she did for a few years) to saving the planet, one cause at a time.
Next time – You got ‘em hooked, how do you keep the Consumer connection “warm” and engaged?