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Beyond Branding is written by members of The Medinge Group

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December 17, 2005

Face the brand 

I see has signed on to be the new face of . And I’m sure I didn’t dream an email from one of my staff that is the face of erectile dysfunction. A face is necessary, but with the decline in -oriented sales as the gets sick of them, is this a good move? Ferre might feel Roberts is the right of his , and if so, I withhold my criticism.
   Whatever the case, houses need to be very careful about whom they select in an age when they need to seem closer to , not more distant from them. Fortunately, Julia Roberts isn’t conventionally (read boringly) , and has had a role like Erin Brokovich—and thus may find greater affinity with independent women out there.
News of the decline in sales came from a friend. However, a search at Google News brings up other facts: a rise in celebrity magazines, which underscores Ferre’s decision. At the Indianapolis Star, there is an article on the rise of celebrity titles. However, part of my post stands: if people are in to celebs, then why not indulge them? Still, it seems to be at odds with other industries where “of the people” is the favoured, long-term approach.  
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