Revisiting the Apple Logo Effect
YSL, the PR headache of 2012, is back in the news because its CEO, Paul Deneve, has decided to leave the fashion brand for Apple. Despite the confusion over the rebranding of YSL/Saint Laurent/Saint Laurent Paris, Deneve managed to almost double the fashion label's revenue while he was at the helm. A Steve Jobs-less Apple will likely benefit from his marketing prowess.
As Charlotte Cowles at New York Magazine points out, luxury bags and high-end electronics are not that different because "what really makes people want them is marketing and brand image." In fact, what really makes anyone want anything is marketing and brand image, but you already know that.
First Louis Vuitton discontinues logo use, now Apple hires the CEO of a logo-light brand to help with the company's wearables campaign (the much-anticipated iWatch), or as Deneve's new title refers to it "special projects." Deneve's job change is just another step toward the "Apple logo effect" becoming the norm. Look out for discreet logo placement and personalization chosen over logos on your luxury good and holiday gift sales.