Jan
29
Brand Icon or Iconic Figure
Filed Under Marketing | Author: Ryan Chamberlin |
What comes to mind when you think of Nike? A swoosh… Michael Jordan… Tiger Woods? And what about Apple? Do you envision an apple missing a bite… or Steve Jobs? Examples of brand icons and corresponding iconic figures are endless. My question is what happens when the later takes precedence over the former?
The recent Tiger Woods saga may shape your initial opinion, and for good reason. There has never been an iconic figure more impactful on the brands he/she represented or the industry as a whole. And though this example represents an extreme, there are countless accounts of brands suffering at the expense of those who misrepresent them publicly.
But where’s the application for smaller to medium brands? They aren’t participating in major endorsements and aren’t often in the mass media space… so what’s the relevance? Enter social media.
As more brand leaders participate in social media, the line between the brand and its people continues to blur. In many ways this is a positive thing as brands are now demonstrating more personality and authenticity than ever before. And though it’s not an endorsement, there is a parallel in that brands leaders are becoming the faces of brands.
Whenever people become brand icons it creates a risk in sustainability. Brand image is a mainstay, but people may come and go. And if they go what implications does this have for the brand? Could it effect the organization like an endorsement deal gone bad?
I’m not advocating against social media. Brands cannot afford to not participate in the social space. But a balance must be created between a brand and its representatives. Those brands continuing to take the laissez-faire approach miss opportunities to shape the face of their brand.
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