Kate Moss & Richard Branson Celebrate Virgin Atlantic Anniversary
Christina Butty — June 23, 2009 — Marketing
References: dailymail
To help Sir Ricard Branson celebrate Virgin Atlantic’s 25th birthday celebration, supermodel Kate Moss donned a darling red jumpsuit similarly worn by the vintage 1950s flying girls painted on the side of his planes.
At the photo shoot, Kate Moss jumped into Branson’s arms and afterward boarded the plane to recreate the inaugural flight to NYC from Heathrow.
Implications - In using Kate Moss to celebrate the anniversary of his airline, Branson inadvertently sent a branding message to his customers: Virgin is young, stylish and beautiful. Since separating one's brand from competitors is key in today's crowded marketplace, it is imperative for any company to use the right images, methods and spokespersons to create a brand message that will resound among its customers.
At the photo shoot, Kate Moss jumped into Branson’s arms and afterward boarded the plane to recreate the inaugural flight to NYC from Heathrow.
Implications - In using Kate Moss to celebrate the anniversary of his airline, Branson inadvertently sent a branding message to his customers: Virgin is young, stylish and beautiful. Since separating one's brand from competitors is key in today's crowded marketplace, it is imperative for any company to use the right images, methods and spokespersons to create a brand message that will resound among its customers.
Trend Themes
1. Celebrity Endorsements - Opportunity for companies to collaborate with influential celebrities to create a strong brand message.
2. Brand Differentiation - Importance of separating one's brand from competitors in order to stand out in a crowded marketplace.
3. Stylish Branding - Trend towards using stylish images and methods to create a brand message that resonates with customers.
Industry Implications
1. Hospitality - Disruptive innovation opportunity for hotels and airlines to collaborate with celebrities for endorsing their luxury offerings.
2. Fashion - Opportunity for fashion brands to leverage celebrity endorsements to enhance their stylish image and attract customers.
3. Marketing and Advertising - Demand for innovative marketing and advertising strategies to help companies differentiate their brands in a competitive marketplace.
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