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 ?
Credibility is the key to selecting celebrity for product endorsement. Sounds logical to pick someone who is a renowned chef and gourmet to endorse a health supplement for cholesterol control. Yet I really don't know why one would employ To To although he is a renowned chef and gourmet for sure. There are many others you can choose. Why choose an overweight celebrity who doesn't have a healthy image ? I just can't help scratching my head...
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