Thursday, 16 April 2015

Cara Delevingne Is Not A Good Face For Your Brand

I’ll keep this short and simple.

Cara Delevingne is a very successful model. She’s got a distinctive look, and wears the camera well. She’s good at what she does.

But I can’t for the life of me understand why anyone is using her for their campaigns right now.

Think about it. She’s everywhere. She may look good, but she’s looking good everywhere, for everyone she works for. And she has multiple brands that she works for.

So there’s the problem. What’s the value in working with someone who is inherently disassociated and disengaged from your brand? Someone like Cara Delevingne may be the face of a brand for a moment, but all it gives you is five minutes of memory in the mind of the consumer, before they see her in some other ad, perhaps even a competitor.

I know she’s working for Top Shop right now. A few months ago it was Burberry. Next week maybe it’ll be Gap. Who knows.

Face it. When you get someone like Cara Delevingne to front your campaign, you’re not building your brand. You’re building hers.

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