Branding Moment: The Importance of the Right Personality/Image!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 

Some brands like the idea of having a spokesperson who as an icon represent their style of business.  In real estate, we have encountered several companies that can point to the company founder.  They play an active (as a spokesperson) or passive role in the promotion of their company.

 

Pictured above is Audrey Hepburn in a clip from the movie, Breakfast at Tiffany's gazing into the New York Tiffany store.  For many years her portrait hung in every Tiffany's store.

Photo 140369716 by Starstock/Dreamstime

Pictured above is Lady Gaga at the Oscars in 2017 wearing the same famed yellow diamond pendant that Audrey Hepburn wore to promote Breakfast at Tiffany's.

 

At the Superbowl in February of 2017, Lady Gaga became the face of Tiffany's. Within a year Audrey Hepburn's photo was back again.  Fans of the brand did not relate to the Lady Gaga personality.

Photo by Bud Fraker

Wikipedia/Public Domain

 

In choosing a personality or spokesperson to represent a brand, it is of paramount importance to understand the personality of your marketplace. The great majority of Tiffany customers identified with Audrey Hepburn's image rather than Lady Gaga's.  

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Written by Ron & Alexandra Seigel-

 

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Comments (29)

Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Interesting how even big brands make mistakes, but are wise enough to correct and readjust.

Nov 19, 2020 12:07 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nick Vandekar, 610-203-4543 yes they do, and I have written about them previously.  It is usually based on the demographics (i.e the ones with the big bucks) and not realizing that everyone with money does not act the same way...A

Nov 19, 2020 12:10 PM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Interesting marketing.

Take care, be safe and have an outstanding day.

We have cold weather in Maryland.

Nov 19, 2020 12:23 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good afternoon Ron and Alexandra Seigel,

What a great example of a company loosing sight of what they created and understanding the whole world identifyed with their image. Michael Jacobs statement sums it up perfectly : "you don't know what you've got until you no longer have it".  

Nov 19, 2020 01:13 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley It is nippy here for us it is 61 and foggy...A

Nov 19, 2020 01:54 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie,

I agree with your assesment of Michael's comment.  I loved seeing Audrey Hepburn's picture again... Glad they saw the light.  A

Nov 19, 2020 01:56 PM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- I did not have to scroll down the page to know that the photo was of Audrey Hepburn in Breakfast at Tiffany's. (I think I've watched it at least 15 times) She IS Tiffanys. While I like Lady Gaga...I'm not sure what they were thinking. 

Nov 19, 2020 05:54 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I. too have seen the movies many times.  Like you I like Gaga, like you said, she is not Tiffany's.  They were thinking of appealing to the younger crowds and did not realize that the younger crowd does love Audrey Hepburn.  A

Nov 19, 2020 08:42 PM
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

When something is working, why change?  Good to see they have gone back to an iconic picture that works

Nov 20, 2020 01:34 AM
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

From the time I was a teenager, I have thought Audrey Hepburn was the personification of beauty and class!  I can think of few like her!  But, I also like Lady Gaga, especially because of her strong spirit.  She did a bang up job in her roll with Bradley Cooper, in "A Star is Born."  I could watch that pair performing, "Shallow," forever!

Nov 20, 2020 05:22 AM
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Nov 20, 2020 05:23 AM
Rocky Dickerson
Realty One Group - Las Vegas, NV
Superior Service!

Great post Ron and Alexandra Seigel and certainly in the age of social media, the image one chooses to be associated with can have extreme consequences if there was one obscure post 7 years ago. I'm not sure if we were just more intelligent classier people back in the day or if people want o to work harder to expose that we are not these days.

Nov 20, 2020 09:03 AM
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I'm with Myrl Jeffcoat, as you know. I love Lady Gaga's strong spirit and love for humanity and equality for "all people." Although, the second half of  the "A Star is Born" remake did fall flat for me . Also love Audrey Hepburn. I do agree, Tiffany's brand does not align with the Gaga brand. 

Nov 20, 2020 09:06 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD There is no doubt about the humanitarian efforts of Lady Gaga, they are admirable.

Had Audrey Hepburn had been alive in the age of social media age, people would have. been aware that after she retired from the movie industry, she worked with UNICEF ,  Here is an excerpt from the British Glamour article, re: a documentary is being made on her life,

who was the real Audrey Hepburn? Malnourished as a child, abandoned by her father and growing up under Nazi occupation in Holland, Hepburn faced a life-long battle with the traumas of her past, which thwarted her dreams of becoming a ballet dancer, and cast a shadow over her personal life. Yet she found inner peace using her superstardom for good as a global ambassador for UNICEF and bringing her life full circle; first a victim of war, then a source of relief to millions."

Nov 20, 2020 09:36 AM
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Thanks Ron and Alexandra Seigel. I am also a huge fan of Audrey, and did know this about her. She was beautiful inside and out. D

Nov 20, 2020 09:38 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rocky Dickerson I really feel a Renaissance is coming along as this dark era passes, history has shown us that many times over.  There will always be "classy people around!"  Thank you for your comment and observations, they are always appreciated.  A

Nov 20, 2020 09:39 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat I had a friend in college with a long swan neck like Audrey Hepburn and dark hair.  Every Halloween she would dress like Audrey with a black dress and pearls and a cigarette holder . She almost resembled her!  A

Nov 20, 2020 09:42 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you for the feature.  I think Ron and I have seen every movie of hers at least twice, including the remake of My Fair Lady where they left Audrey's voice singing rather than dubbing the professional voice...A

Nov 20, 2020 09:44 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray sometimes people are driven by bigger and better and more bucks, not realizing or appreciating what they have.  It is just how humans are.  A

Nov 20, 2020 09:45 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra loved your observation, indeed personality is critical.... I have connected and represented buyers and sellers 10-15 times over.... because we connected... then there were others we will just leave it at that...

Nov 20, 2020 09:57 PM