Category Archives: Women Leadership

Lori Senecal Discusses About Branding Strategies Used By Wayward Celebrities

A good number of female celebrities love controversy, including flirting with disaster, hospitalization, and putting their brand products on stake. Despite their obstinate nature, these women are frequently featured on covers of prestigious magazines. They are even hired to be brand ambassadors. These willful celebrities can easily translate a minor act of buying coffee or clothes into a hyped media moment. This strategy helps to enhance the effectiveness of their brands. Below, Lori Senecal looks at innate branding secrets that corporations and their brands can learn from these seemingly clueless celebrities in order to increase their cultural currency.

Through the help of renowned stylists, Lindsay Lohan was elevated from Disney to be Karl Lagerfeld’s favorite. Hiring an excellent stylist, especially for consumer brands, is an effective strategy. For instance, Heineken Premium Light wooed many customers as soon as it was launched due to its image of a diva in a bottle. Consumers love a great comeback. Brands tend to generate more publicity with a turnaround. In the hardcore gaming world, Nintendo’s success declined after the rise of Sony PlayStation. However, it made a comeback with Wii, which received more publicity. Al Gore’s Q score was adversely affected when he failed elections, but when he shifted his focus to environmentalism, he became even more popular and influential.

Another secret is to have a double/triple threat profile. Presently, celebrities flaunt their talents in more than one discipline. One could be an actor/actress, an entrepreneur, a director or a producer. Brands have started borrowing the idea of expanding their profiles. Game devices like Xbox are now playing movies while mobile phones are multimedia platforms. Downsizing is another strategy that has worked magic for celebrities like the Oslen twins who went from sitcom to video actresses with every pound they lost. Brands like iPods and Blackberry Pearl devices are now smaller and smarter. The other tactics used by celebrities include partnering with another hot brand, creating an icon rather than a tag line, and brand parodies.

About Lori Senecal

Lori Senecal is the Global CEO of CP&B where she has spearheaded different initiatives and achieved immense success. According to Ad Week, before assuming her current role in 2015, Lori worked as the president and CEO of the MDC Partner Network. She was responsible for driving strategic vision, strengthening the unique model of MDC and partnering with the company’s agencies to fuel growth. Previously, she served as the global chairman and CEO of KBS. Under her leadership, the company made remarkable strides in growth and profitability. This achievement saw Crain recognize them as one of the “Best Places to Work in NYC.” The company was also names on Ad Age’s list of “Standout Agencies”. In addition, Ad Age named Lori among “Women to Watch” in 2014.

Follow Lori: https://twitter.com/digitalori?lang=en