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Why do brands need media muses?


“In reality, women are more ‘real,’ and not as perfect as Adriana Karembeu. People need reality, they need truth.” These are the words of Nicolas Chomette, head of Black & Gold, a design and strategy company. He adds, “Sometimes we wonder whether the use of muses simply hides a brand’s lack of imagination, and perhaps even their laziness. Have they run out of ideas?” (1) Some brands, like Dove in 2012, have chosen to use consumers as muses. Is it due to a lack of imagination or a way to increase sales? Why do brands use muses?