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I have always interpreted "Neil Perry" as a brand (like Rockpool), not really a person, from a Marketing perspective. Sure, there is a person named that who had a hand in creating that brand at the start, but that doesn't mean that everything that comes out of it now, actually has that person's involvement. I think that's an important distinction (brand vs person) and something that should always be thought about for "celebrity" endorsements.
I agree, but think about how Qantas uses his brand. He's a well known restaurateur and chef. They show him in a kitchen setting, talking about Qantas meals. They describe their meals as 'Neil Perry inspired'. The message that is being conveyed is obvious and its not that 'Qantas is clever enough to use Neil Perry's brand'.