One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
Sometimes I really wonder how some advertisers justify the spending on celebrities. Aaron Kwok, big celebrity, big money. Celebrity works because if we choose the right one, he or she could provide the brand with credibility. Now the question is whether Aaron Kwok is the right one for Saint Honore, a cake shop which sells cakes and dumplings. The link is weak because as far as I know, Aaron is a singer and actor, not a gourmet. In both ads, you find Aaron is pretty "detached" and he's like appearing on his album cover. He's not even trying to sell anything. Is it worth the money ?
Comments
In my pt of view, Aaron is suitable for representing dancing and sport.