Comments on: Celebrity Endorsement Requires Effective Brand Management http://www.davidhenderson.com/2011/07/17/celebrity-endorsement-requires-effective-brand-management/?utm_source=rss&utm_medium=rss&utm_campaign=celebrity-endorsement-requires-effective-brand-management Writer, communications strategist, Emmy Award winning former CBS News correspondent Tue, 22 May 2012 15:13:07 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Mike Stearman http://www.davidhenderson.com/2011/07/17/celebrity-endorsement-requires-effective-brand-management/#comment-34854 Mike Stearman Mon, 30 Jan 2012 06:02:03 +0000 http://www.davidhenderson.com/?p=8917#comment-34854 "But we're never gonna survive, unless - we get a little crazy." Seal (1991) from the song "Crazy" in his eponymous debut album. Leica executives must have taken the verse to heart :) “But we’re never gonna survive, unless – we get a little crazy.”

Seal (1991)

from the song “Crazy” in his eponymous debut album.

Leica executives must have taken the verse to heart :)

]]> By: Dr. Ulrich Rohde http://www.davidhenderson.com/2011/07/17/celebrity-endorsement-requires-effective-brand-management/#comment-25672 Dr. Ulrich Rohde Mon, 15 Aug 2011 11:35:48 +0000 http://www.davidhenderson.com/?p=8917#comment-25672 Dear David, you are 100 % correct. I am one of the owners of a $ 2 Billion German company, and we would never ask for celebrity endorsement. Well thought out equipment is its own celebrity, and one should concentrate on the results (possible) . Thanks for your contribution. Ulrich Dear David,

you are 100 % correct. I am one of the owners of a $ 2 Billion German company, and we would never ask for celebrity endorsement. Well thought out equipment is its own celebrity, and one should concentrate on the results (possible) .

Thanks for your contribution.

Ulrich

]]> By: Sean Reid http://www.davidhenderson.com/2011/07/17/celebrity-endorsement-requires-effective-brand-management/#comment-24501 Sean Reid Tue, 19 Jul 2011 06:27:34 +0000 http://www.davidhenderson.com/?p=8917#comment-24501 On balance I regard Seal as a good Ambassador for Leica. He is a true enthusiast for photography and the M range of cameras. For me, thats preferable that having a celebrity that's doing it for the money alone, or a recognised photographer that has little, or no interest in the brand. Worst still, perhaps, are photographers who promote the brand, but don't spend their personal money on acquiring the equipment. Reading about why one should buy a Noctilux or an M9 when the writer hasn't paid, nor would ever pay the $10,000 for special glass, yet, "it's all I use for weddings" is worse than mis-leading by an otherwise reputable company. In comparison, Seal's relationship is refreshing. Leica must be in a quandary because they'd like to appeal to a much younger group of photographers, but their customer base is rather, err ... established. You need to be established to own the normal $20,000 introduction fee. Regardless, it's interesting that Leica take that market sector for granted and invest nothing in relationships with the senior group. The recent M9-P launch video with Magnum fell flat when highly regarded, by the older Leica users and internationally recognised photographers, Elliott Erwitt and Bruce Gilden dismissed the new camera with a complete lack of enthusiasm. "I shoot film" said Erwitt, "I Like a camera that fits into my hand and I shoot film" said Gilden. Masterstrokes of poor brand management.Magnum photojournalists did use Leica M cameras when film was king, but today they typically use CaNikon for their professional digital requirements. Who from Magnum was sporting an M9 ?? No one ! So, it appears you've hit the nail on the head - Leica executives want free tickets, back stage passes and to bask in the glow of the Magnum history. Nice piece. On balance I regard Seal as a good Ambassador for Leica. He is a true enthusiast for photography and the M range of cameras. For me, thats preferable that having a celebrity that’s doing it for the money alone, or a recognised photographer that has little, or no interest in the brand. Worst still, perhaps, are photographers who promote the brand, but don’t spend their personal money on acquiring the equipment. Reading about why one should buy a Noctilux or an M9 when the writer hasn’t paid, nor would ever pay the $10,000 for special glass, yet, “it’s all I use for weddings” is worse than mis-leading by an otherwise reputable company. In comparison, Seal’s relationship is refreshing.

Leica must be in a quandary because they’d like to appeal to a much younger group of photographers, but their customer base is rather, err … established. You need to be established to own the normal $20,000 introduction fee. Regardless, it’s interesting that Leica take that market sector for granted and invest nothing in relationships with the senior group.

The recent M9-P launch video with Magnum fell flat when highly regarded, by the older Leica users and internationally recognised photographers, Elliott Erwitt and Bruce Gilden dismissed the new camera with a complete lack of enthusiasm. “I shoot film” said Erwitt, “I Like a camera that fits into my hand and I shoot film” said Gilden. Masterstrokes of poor brand management.Magnum photojournalists did use Leica M cameras when film was king, but today they typically use CaNikon for their professional digital requirements. Who from Magnum was sporting an M9 ?? No one !

So, it appears you’ve hit the nail on the head – Leica executives want free tickets, back stage passes and to bask in the glow of the Magnum history.

Nice piece.

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