A New Focus

Susan Gunelius
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Susan Gunelius: KeySplash Creative, Inc.

Chapter Chapter 14 in Building Brand Value the Playboy Way, 2009, pp 123-132 from Palgrave Macmillan

Abstract: Abstract The 1990s began with a new set of problems for the Playboy brand. With its brand champion, Hugh Hefner, married to Playmate Kimberley Conrad and settling into domestic life, the brand was left without a vocal advocate. Consumers were confused by the inconsistent message being sent by the Playboy brand and its living embodiment. In the early 1990s, Hugh Hefner reinvented himself for the fifth time, but this time it was like nothing anyone had seen before or could have predicted. Former self-reinventions had taken the form of obsessive workaholic and aggressive partier, but the transformation in the 1990s was in stark contrast to the brand message he advocated for the four decades previously.

Keywords: Personal Freedom; Tobacco Company; American Express; Celebrity Endorsement; Vocal Advocate (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23958-6_14

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DOI: 10.1057/9780230239586_14

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