Fad Or Fixture: How Relevant Are CGI Models To The Fashion And Beauty Industries?
The question is, do CGI models hold true value for such businesses, or is this just a fad? Is such a move merely about gaining from some of the hype such models currently present? Or can it in fact drive ROI for the brands making use of them long term?
Following on from the Fashion shows in NYLON I spoke with CGTN’s Rachelle Akuffo about growing popularity of CGI models. Here’s the link.
Bloomberg News “As chief executive officer of Unilever, Paul Polman transformed the sprawling maker of Dove soap, Knorr stock cubes, Cif cleaning sprays, and Hellmann’s mayonnaise into a test bed for the idea that companies can benefit from affiliation with social causes, such as improved hygiene or better access to toilets. While investors and analysts were initially skeptical, Polman was ultimately lauded for redefining the corporation as something more benign than a purely profit-driven enterprise, even as margins edged up slightly from the midteens to almost 20% during his tenure. Now, Alan Jope, the Scotsman who succeeded Polman in January, is amping up the strategy. Article here.
Great article from Forbes that sheds some useful insights on why and when to rebrand…
“Rebranding can be a good way to better reflect your company’s current focus and growth, but the process must be handled with the utmost care. Otherwise, you risk alienating your existing customers while failing to attract any new ones.“
“An arrogant behemoth”
From Yahoo Financial:
Dean Crutchfield, a New York-based branding specialist, struck an even more dire tone than Kerris.
“The first thing they have to recognize is that brands, like people, get sick,” Crutchfield explained. “Uber needs to admit it’s slightly broken. This was a cool, game-changing brand, and now it’s an arrogant behemoth. It sort of lost itself in its success. One has to respect customer and driver’s emotions, and I think they’ve forgotten about that. It’s a problem not just of their business, it’s a problem of the leadership. That leadership reflects poorly on the brand.”
Crutchfield pointed to United Airlines’ (UAL) recent controversy, in which a passenger was forcibly removed from a flight. United CEO Oscar Munoz exacerbated the public backlash by initially blaming the passenger for the brouhaha. United subsequently issued several apologies and promised a sweeping review of policies, particularly around crew behavior and passenger incentives.
“[T]here was a real arrogance where the CEO did not recognize their weaknesses and faults,” Crutchfield said.
Uber, for its part, knows it has a serious problem on its hands. Kalanick told employees in March he planned on hiring a COO “who can partner with me to write the next chapter in our journey.” Uber board member Arianna Huffington, meanwhile, is helping lead an “urgent” investigation into one engineer’s sexual harassment claims against the company.
But while that’s certainly a start, it’s clear company-wide changes to Uber must go far deeper. Full article.
Great brands are about storytelling and brand voice success comes when you mitigate the turned-off reaction.
Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead…Ouch
91% of mobile users say that access to content is very important. Doh