Brand Beckham and the end of flawless brands

David and Victoria Beckham in leather for the 1999 Versace party
David and Victoria Beckham in leather for the 1999 Versace party

This weekend was a milestone for brands everywhere. One of the strongest – Brand Beckham – admitted they had made a mistake when they wore their matching leather suits to a Versace party in 1999. According to Vogue David  said “I look back on some stuff and think I can’t believe I actually wore that,” he said. “I have no regrets, though – I knew at the time it was good!”

This may not sound too significant at first glance, but I think it is. I really think it is.

In those days, long ago in the life of brands, when glossy and shiny was the norm over today’s more matt black world, brands needed to be flawless. In 2001, this song by The Ones confirmed it.

So what can we learn?

Well, according to Trendwatching.com, brands now need to show their flaws for their fans to continue to love them. Flawless is no more and brands, flaws and all are where it’s at.

So for me, this move by the Beckham’s only serves to show what a brilliant brand strategy they have been running for years and that it’s an early sign that brands with flaws win.

I’m not sure if I have seen such a seismic shift in brand thinking for years and I think it is so significant a change that it will affect every single brand in the developed world over the coming years.

It’s a big subject, so i’ll be adding more to it soon.

(Thankyou to HolyMoly for the use of the Beckham picture)

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