David Gandy talks what it takes to be the perfect fit for a brand at Retail Week Live.
Consumers can very quickly spot whether a brand ambassador is authentic and brands can underestimate this, according to international model David Gandy.
David was speaking at Retail Week Live on his experience of working with brands – in particular Vitabiotic, with ceo, and new Dragon, Taj Lalvani also on the panel.
Both David and Taj said that they could see the relationship between David and Vitabiotic was authentic straightaway.
“It became clear it would be a great relationship,” David told the assembled delegates at The Intercontinental at the O2. “I’ve been taking the product for years, so I could vouch for it.”
Asked what he looked for in a brand relationship, David commented: “I ask does the brand or product align with me? What can I bring to the brand and vice versa. The relationship needs to work both ways.
“I am always looking at the end goal and whether the brand aligns in the same way.
“Brands can underestimate consumers as to whether they can spot authenticity. They can very quickly work out if it’s just a payday for that brand ambassador.”
Taj agreed that a brand needs an ambassador to embody everything the product/brand is.
“A brand ambassador can elevate your brand and can make people stop and pay attention to your brand,” he said. “Yes, you’re ultimately looking at sales, but it’s also about the perception of your brand.”
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