Lori Senecal has wondered whether corporates can go to school to the youngsters in the music industry who are in the storm of controversy every now and then, yet still remain ahead of their game. Music idols like Amy Winehouse and Britney Spears she points out will flirt, embarrass themselves and endanger their product, but somehow they are on the cover pages of glossy magazines.
Lori Senecal points out eight lessons that corporates should learn from the seemingly innate ease of branding these celebrities demonstrate. Some of the areas corporates should emulate include:
Hiring of stylists as has been done by Lindsay Lohan and Nicole Ritchie. Consumer brands that have employed great stylists are doing well in the market as is testified by Heineken Premium Light at http://www.adweek.com/agencyspy/cpb-names-lori-senecal-global-ceo/82157. Apple’s iPhone may have had issues but the design was what drew people to it in spite of these areas of weakness.
Come back is something that customers love. Although train wrecks are also loved, the comeback is treasured even more. Martha Steward doing time for tax evasion won her greater celebrity and sympathy. Al Gore who lost the elections on prnewswire.com came back in the shape of an environmentalist so that he became even more famous.
Being multi-disciplinary has many advantages on adweek.com. Today books are being sold with CDs. Xboxes are no longer about games alone but also include movie provisions
Downsizing is also encouraged. Celebrities who go on and lose weight drastically end up even more talked about. IPod Nano and the Mini-Cooper downsized to become smaller and hotter. They are today some of the most sought gadgets on NYTimes.
When two brands come together, success is almost definite. Nike and Apple joint to form Nike plus and together they achieved great feats. Kohl is now working together with Vera Wang as is Stella McCartney and Adidas.
Lori points out another lesson corporates should use: adopting a cause. Consider the celebrities of the day and how most, if not all, are involved in environmental conservation, humanitarian efforts and rescue efforts. Lori also encourages corporates to adopt an icon.
Parody sometimes means popularity as Lori demonstrates. Examples like Britney Spears and Paris Washington have been ridiculed, yet in spite of the negative publicity they have come out on top.
Lori has worked at Global as the chief executive since 2015. She served as chief executive officer at MDC and Kirshenbaum Bond and Partners from 2009.