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A New Focus

In: Building Brand Value the Playboy Way

Author

Listed:
  • Susan Gunelius

    (KeySplash Creative, Inc.)

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.

Suggested Citation

  • Susan Gunelius, 2009. "A New Focus," Palgrave Macmillan Books, in: Building Brand Value the Playboy Way, chapter 0, pages 123-132, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23958-6_14
    DOI: 10.1057/9780230239586_14
    as

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