I have spent literal hours, maybe days studying the Sydeny Sweeney lingerie site thinking what is interesting about the move. I think the nature of brand is shifting. Some celebrities get this and others don’t. I do not for a second believe that this brand is designed to be around forever, not even for 10 years, 5 maybe at a push. But it is captialising on a category and personal brand opportunity where timing is on her side. Others have done this and I think it started with Prime - whichever Paul brother that was.
The idea of a Kelloggs being born today or manhy household names seems a little absurd to me. I don’t know that we have the mental load for it. Last week I wrote about Allbirds - it has all the credentials to become a lifetime brand but fell foul of public market pressure and all goes with it - where it ends up is anyone’s guess. But it was built with authenticity - sustainability - reaching customers in their channels and somehow it has been replaced - Hoka or On anyone. Speaking of On - R Fed is leaning into this. Don’t expect him to be on forever.
I hear some loud brand commentators here schooling everyone on the science of brand as laid down in many journals before us. But there are consumer behaviours that are changing that I do not think are being factored in.
Take Emily in Paris - a different example but the story line of the TV show is now reflective of what is happening in real life as opposed to the opposite. Be part of the conversation by being part of the conversation. Don’t try to manufacture something you could not. 6 7 - why? Just cos.
Modern brand culture is shifting. Future Commerce wrote this really interesting article on Fortnite and Roblox among other blindspots for brands. This is how a new generation is being exposed to brand culture. Much the same way MTV did it for me or David Beckham. But I do not think the Sydney Sweeney brand is supposed to scale for years or more. I expect her to take a swing at other categories that make sense at the time. Syren could be jeans, or make or something. But she, like many others in the world today are leaning into relevance and doing it without worrying about convention.
I read from a tour of the Gymshark facility this week that Customer Service sits under brand not ops - this is what brand building is. Knowing the value you provide to the audience you serve.
This won’t be for everyone and nor should it. But brand building is changing and brand consumption is too - it is this second piece we need to be paying attention to.