Elle Macpherson: Not Just Another Pretty Face
May 18, 2009
by David Krell
david@davidkrell.com
Elle Macpherson told a room of several thousand trademark lawyers that she was a little nervous as she began her Keynote Speech for the International Trademark Association's Annual Meeting last night.
She was honest.
She was thoughtful.
And she was thought provoking.
I had the opportunity to meet her after the INTA speech at the Loeb & Loeb dessert reception. I can personally attest that Elle Macpherson has the gift of beauty, poise, and charm. But she's not just another pretty face.
In her speech, Ms. Macpherson gave some background on her extraordinary modeling history as pictures of her on magazine covers, billboards, and print ads complemented her presentation.
She said that she didn't like certain aspects of modeling.
She didn't like runway work.
She didn't like the insecurity she felt.
She didn't like being objectified.
So, she made her quotes higher to dissuade companies from hiring her.
More people wanted her.
Consequently, financial independence arrived. It was not the only stop for Ms. Macpherson. Twenty years ago, she financed a business with her monetary success because of her passion for lingerie. Elle Macpherson Intimates is now a leader in the lingerie industry.
That leadership took discipline, commitment, and passion. All qualities were clearly evident in Ms. Macpherson's presentation. She did not merely read the words, she meant them. And she pointed out an important lesson she learned in her business life -- Learn to listen. Listen to learn.
But the supermodel turned self-described 'accidental executive' did not only illustrate how a celebrity can turn herself into a brand and turn that brand into a worldwide powerhouse.
She took the opportunity to talk to the trademark and branding community about corporate responsibility beginning at home. She used BP as an example. British Petroleum promotes itself with the tag line Beyond Petroleum to indicate its commitment to renewable energy sources.
Ms. Macpherson also emphasized that the pursuit of the fast buck has a detrimental effect on the value of a brand. Consumers are questioning 'buy now pay later.'
She also embraced the power of instant communication in the digital age and its potential exposure of brand sensitivity. For example, Ms. Macpherson talked about Marks & Spencer placing a two-pound premium on bigger bras. 14,000 people complained on Facebook. Marks & Spencer reacted by reducing the cost to the same level as other bras.
Connect with brand values and the sales will follow, states Macpherson.
Macpherson's axiom is time-tested. Think about the brands enduring recessions, wars, and intense competition. Their collective endurance enjoys a foundation of strength based on core values.
Macpherson's described her seven main brand values for Elle Macpherson Intimates.
Faith, Intimacy, Spontaneity, Evolution, Rebel, Tribal, True.
So, what's the biggest challenge for maintaining her brand and staying true to her values?
My challenge is to remain who I am and not what I sell.
david@davidkrell.com
Elle Macpherson told a room of several thousand trademark lawyers that she was a little nervous as she began her Keynote Speech for the International Trademark Association's Annual Meeting last night.
She was honest.
She was thoughtful.
And she was thought provoking.
I had the opportunity to meet her after the INTA speech at the Loeb & Loeb dessert reception. I can personally attest that Elle Macpherson has the gift of beauty, poise, and charm. But she's not just another pretty face.
In her speech, Ms. Macpherson gave some background on her extraordinary modeling history as pictures of her on magazine covers, billboards, and print ads complemented her presentation.
She said that she didn't like certain aspects of modeling.
She didn't like runway work.
She didn't like the insecurity she felt.
She didn't like being objectified.
So, she made her quotes higher to dissuade companies from hiring her.
More people wanted her.
Consequently, financial independence arrived. It was not the only stop for Ms. Macpherson. Twenty years ago, she financed a business with her monetary success because of her passion for lingerie. Elle Macpherson Intimates is now a leader in the lingerie industry.
That leadership took discipline, commitment, and passion. All qualities were clearly evident in Ms. Macpherson's presentation. She did not merely read the words, she meant them. And she pointed out an important lesson she learned in her business life -- Learn to listen. Listen to learn.
But the supermodel turned self-described 'accidental executive' did not only illustrate how a celebrity can turn herself into a brand and turn that brand into a worldwide powerhouse.
She took the opportunity to talk to the trademark and branding community about corporate responsibility beginning at home. She used BP as an example. British Petroleum promotes itself with the tag line Beyond Petroleum to indicate its commitment to renewable energy sources.
Ms. Macpherson also emphasized that the pursuit of the fast buck has a detrimental effect on the value of a brand. Consumers are questioning 'buy now pay later.'
She also embraced the power of instant communication in the digital age and its potential exposure of brand sensitivity. For example, Ms. Macpherson talked about Marks & Spencer placing a two-pound premium on bigger bras. 14,000 people complained on Facebook. Marks & Spencer reacted by reducing the cost to the same level as other bras.
Connect with brand values and the sales will follow, states Macpherson.
Macpherson's axiom is time-tested. Think about the brands enduring recessions, wars, and intense competition. Their collective endurance enjoys a foundation of strength based on core values.
Macpherson's described her seven main brand values for Elle Macpherson Intimates.
Faith, Intimacy, Spontaneity, Evolution, Rebel, Tribal, True.
So, what's the biggest challenge for maintaining her brand and staying true to her values?
My challenge is to remain who I am and not what I sell.