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|Thursday, 07 June 2012|
There are many things in life that are fascinating. These things include, but are not limited things such as, Old Faithful, Stone Mountain and the process of De-Branding.
What’s de-branding you ask? It’s something that’s quite simple, and something most people would find either comical or just plain rude.
There has always been the somewhat ironic existence when one achieves a certain level of fame person in the US. The irony comes into play when the person that has worked so hard to buy expensive things - gets them for free! Yes, that’s correct, these people work so hard to get what they want - then the people that run the brands want these people to be seen wearing, driving or simply using their product or service.
In theory, if you see a famous person that you admire wearing the new Levis jeans then you will want to wear the jeans. It’s simply setting up the marketplace on an inspirational platform. However, what happens when a pseudo celebrity is wearing a brand that the brand managers don’t want them being seen in?
The answer to this question is actually quite funny. If a brand manager for hmmmmm. let’s say A&F sees someone wearing their brand that they don’t want to they may/will do the following:
1. They will ask the person not to wear their brand
2. They will offer to pay the person not to wear the brand
3. They will negotiate with the person and send them an unlimited amount of another brand
Yes, you read that last one correctly. The brand managers for brand A will give you a large stock of brand B just to get you out of their brand.
This is the process that is deemed de-branding. The brands try to put space between the high-profile people that they don’t want wearing their clothes or using their products and/or services.
I guess what this shows us is that brands put a lot of stock in their belief that “the average Joe” will try to emulate their favorite celebrity.
It’s funny, but true......
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