This is how celebrity legends can breathe new life into brands.
The world is noisy. With hundreds of television channels, innumerable magazines and the exponential growth of online outlets, it is increasingly difficult for brands to distinguish themselves. For marketers across the spectrum, from wellness and beauty to travel and experiences, the image and legacy of a legendary icon can make a big difference.
Farrah Fawcett, who died in 2009, is another enduring icon whose legacy continues to resonate with consumers. Not only did Fawcett define the look of an era, but the depth and range of her talent also redefined the role of the stereotypical Hollywood beauty. Moreover, she used her stature to bring attention to cancer in a way that was unflinching and heartbreakingly real.
Very different from traditional advertising or product extensions, but no less impactful, are the more subtle ways an icon can be used to articulate nuanced messaging. The mega-band U2 recently used a variety of Mahatma Gandhi quotes in its massive Joshua Tree concert tour stop in Mumbai. Norwegian Air featured the world’s most renowned gay icon, Harvey Milk, on the tailfin of one of its Boeing 787 Dreamliner jets.
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