the blog Synergy

Thursday, December 08, 2005

More on personal brands

There are two main positions in the litterature of wished objects. One was defined by Melanie Klein´s description of partial objects. According to Klein, we wish some objects because they are part of some persons, for example, the breast and the mother.

Gilles Deleuze critiziced this opinion. For Deleuze, wishing is a self guided process and has nothing to with objects being part of other person.

I was thinking about this when i found Natalie Gulbi´s personal website. This beautiful girl has built a personal brand in a very short period of time. She´s got her own swimwear collection, she has posed as calendar-girl and she´s got her own TV program. The most interesting thing is that she´s a golf player.

What do you think the main interest brands can consider when they ask Natalie to work for them? Is it the fact that customers buy things guided by the wished image, in this case, Natalie? I don´t really know what -the hell- they have in mind. Is it just the matter of gaining exposure? I will sure focus on Natalie´s image but I will not probably focus on the product. Or do people buy these products based on an idealizing mechanism? I admit many of the current advertising techniques are a mistery for me. I cannot find any easy justification for them.


  • At 7:02 PM, Blogger Steve Sherlock said…

    Yes Felix, the marketing connections for personalities are somewhat tenuous. I can see her image working for her swim wear. Clearly (without being too sexist) she has the figure to best fit some appropriate swim wear.

    As she is also a golfer, then a club or any brand of golf apparatus would be an easy connection. But when you try her image/brand to sell something else, where is the connection?

    Is it just an endorsement, then what kind of credibility does she have for that product? Purely speculative at this point so I'll stop here.

    I wish Natalie well.

  • At 2:15 AM, Blogger Felix Gerena said…

    You are right. Her figure allows her to pose as a model. But there´s a contradiction in those techniques, and this is not an idea of mine. Some top fashion designers prefer not to work with top models and celebrities because magazines and media in general just talk about the models and not about the collections.

  • At 1:49 PM, Blogger omm said…

    She's physically the stereotype, which is commonly accepted today as pretty, althoug it is just another convention.

    Upon the words of J.A. Ramirez - very respected Art critic, writter, teacher and PhD- this "marketing connections" can be in part explained upon the following formula: "It's about subtituying the object of desire by the desire of the object".

  • At 3:49 PM, Blogger Felix Gerena said…

    Interesting quote, Omara. I think however you can interpret it, in a lacanian sense as the formal condition of desire or in the deleuzian sense as the arousal of wish in a repressed libidinal context, I think it helps to explain the attitude of the creator, but I find it more difficult to justify the accountability of such marketing actions.


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