Lori Senecal believes that there is a lot that corporations and their brands can learn from wayward celebrities such as Lindsay Lohan, Britney Spears, Jessica Simpson, and the late Amy Winehouse. She believes that these women have employed innovative strategies that have served to enhance success of their brands alive.
On many occasions, celebrities have done things that have been viewed by many as self-destructive. Lori Senecal posits that they endanger the works that made them famous and embarrass themselves. In addition, celebrities flirt with disaster and engage in activities that leave them hospitalized. These strategies have helped celebrities to continue painting the pages of glossy magazines, be hired by different corporations as their brand ambassadors, and establish successful product lines that have grown into multi-million businesses. Below are some of the lessons that could be learnt from celebrity antics.
Lori Senecal contends that brands should hire great stylists. These individuals have played a critical role in elevating the careers of various celebrities. Stylists have managed to transform Lindsay Lohan from Disney Teen Queen to Karl Lagerfeld. These professionals have also seen Nicole Ritchie transform from a ‘stripper casual’ to a red-carpet tastemaker. Brands such as Heineken Premium Light and iPhone owe their success to the strategies used by various stylists.
Consumers love a great comeback, not a good train wreck. Lori posits that celebrities have mastered the art of employing good comebacks from personal issues such as rehab and unwanted pregnancies. For instance, Martha Stewart has made millions of money from the publicity generated by her jail stint for tax evasion. A company that has managed to use the comeback strategy successfully is Nintendo. With the emergence of Sony PlayStation, many people thought that Nintendo had gown under. However, the company reinvented itself and came up with Wii.
Courtesy of these wayward celebrities, people can learn about talent expansion. For instance, B-level actors are marketing themselves as producers, directors, online entrepreneurs, and owners of fragrance or clothing lines. In the corporate world, game consoles have adopted the expansion of talents by increasing the functionalities of their products. Today, one can browse the internet and playing movies through the Xbox.
Corporates should be able to downsize. Lori Senecal argues that female celebrities have used these strategies for years. There is usually a star dropping below 100 pounds and sparking rumors on her eating disorder. Such moves have helped The Olsen Twins to reinvent their careers. The idea of downsizing can be stopped in the iPod Nano and the Mini-Cooper. In today’s world, smaller means hotter and buzzier.
About Lori Senecal
Lori Senecal is the chief executive officer of Crispin Porter + Bogusky advertising agency. She is in charge of expansion and growth of the company. In addition, she is responsible for coordinating operations in nine international offices belonging to the firm. Previously, Lori worked for MDC Partners, McCann Erickson, and McCann World group. Lori is an alumnus of the renowned McGill University where she graduated with a degree in commerce.
Find out more about Lori Senecal on Adweek