Elle Tells Attendees to Find Their “Brand Poem”
16 November 2012
Supermodel and brand owner Elle Macpherson told International Trademark Association members that they must stay true to their values in order to weather the economic downturn.
As keynote speaker at INTA’s 131st Annual Meeting in Seattle, Macpherson said addressing the meeting had given her the opportunity to “reflect on my own brand values and how I communicate them.”
Macpherson noted that conditions have changed for brand owners, and that challenges such as the global recession, a resurgent interest by consumers in social responsibility and the continuing increase of the internet’s reach have made it difficult for brand owners who only want to make a profit.
“Conspicuous consumption is no longer something consumers aspire to,” she said.
Macpherson told attendees that her “brand poem” – which consists of seven words related to the concepts of faith, intimacy, spontaneity, evolution, rebellion, truth and belonging to a tribe – helps guide her business decisions. “When I’m connected to my brand values, I find that results follow,” she said.
Macpherson owns the Elle Macpherson Intimates and Elle Macpherson–The Body lines.
