Celebrity endorsements have been popular for a long time, but fashion experts are reportedly now practicing a new marketing strategy loosely known as “unbranding”: “Allegedly, the anxious folks at these various luxury houses are all aggressively gifting our gal Snookums with free bags. No surprise, right? But here’s the shocker: They are not sending her their?own bags. They are sending her each other’s bags!?Competitors‘ bags!” Apparently an endorsement from “Snookums,” a.k.a. Snooki of Jersey Shore fame, is poison for a luxury handbag designer. Surely this strategy has been, or will be, practiced by other agents, large and small. (And yes, signing one’s enemy up for a porn-magazine subscription really does get his attention.) Readers, any thoughts? What are the limits to an unbranding strategy? (HT: Marginal Revolution) [%comments]
What Are the Limits of Unbranding?
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JB – Champagne Roederer (makers of Cristal) hasn’t completely unbranded themselves from hip-hop artists, but their managing director has made some… questionable statements about it. When asked in an interview with The Economist in 2006 if he thought the association with rap artists would harm the brand, he replied, “that’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business.”
I agree with Dan, nothing wrong here. If people are dumb enough to make choices based on irrelevant celebs’ apparent preferences, it is fine for marketers to exploit that.
I found Doonan’s original article hysterical and brilliant (being completely unaware of the state of Snooki’s Swag) As far as “unbranding” goes the fashion/luxury business can go the route of the Cristal debacle-foot firmly in mouth- or hone their sense of humor. And perhaps figure out a way to run with it, (or not as the case may be) but at least have a little fun with it!
Seems like a typical marketing stunt with Snooki gaming everyone. If I was her I’d simply sell the bags on eBay and call it a day… or maybe I’d sign them first and get even more out of them.
Didn’t Edison encourage the use of an AC electrocution chair to promote the use of his DC as the safe electricity?
http://en.wikipedia.org/wiki/War_of_Currents#Edison.27s_publicity_campaign
What was the quote?-
“The only bad publicity is no publicity at all?”
Celebrity marketing brand shills like Paris Hilton know this to the nth degree.
Wow, could they actually end up giving competitor’s products to criminals? I don’t know if you have this in the US but here in Ireland very often journalists will try to photograph criminal suspects leaving court, and the suspects sometimes try to hide their faces beneath hoods, scarves or sweaters pulled over their heads.
…Just make sure it’s your rival’s hood, scarf or sweater they’re wearing!
Tyler- Ah right, that’s the quote. More of a tactless comment than an conscious attempt at “un-branding.”