I irritated Veronique by suggesting that she had effectively projected a message as a model 30 years ago; she corrected me saying that the message was mine, projected onto her. Her talent was to be an effective screen or mirror. She went on to explain her view that affirmation is something everyone seeks, and that affirming the optimism of lottery players may be the best way for us to use advertising. We remember some examples, in NASPL Insights October 2015.
Tag: advertising
Changing Brands: A Conversation with Veronique
Veronique, who as a model helped build a brand and a successful company in the eighties, finds the brand now gone, while the company thrives. Her perspective, based on 30 years’ experience, is that the brand and the company are separable: the customers create the brand among themselves, and as the customers change, so does the brand. We speculate about how the 30-year-old lottery brand should be changing, in NASPL Insights August 2015.