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
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.