The hottest non-car brand at the Beijing Auto Show: Lei Jun's Danny Atelier

In this article, we explore how public figures inadvertently promote brand popularity through natural usage preferences, analyze the five characteristics of non-endorsement marketing and its profound effect on brand influence. This article is recommended for readers who are interested in brand marketing strategies and the influence of public figures.

At the Beijing Auto Show which just concluded, in addition to the eye-catching debut of a series of new models, surprisingly, a non-auto brand also quietly became popular.

At the bustling auto show, Lei Jun, founder of Xiaomi Group, appeared in a light green T-shirt. His simple yet stylish outfit made him stand out in front of many auto giants and media cameras. This seemingly ordinary T-shirt is no longer ordinary because of the brand behind it - French light luxury brand Daniel Hechter. After some searching by curious people, it was found that even after the discount, the price of this T-shirt is as high as 1,490 yuan, far exceeding the average person's consumption expectations for short-sleeved T-shirts.

Dannyate, a brand that is not prominent in the public eye, quickly became popular because of a public appearance by Lei Jun.

Lei Jun responded in a subsequent live broadcast: "In the past, people often said that I wore the same clothes as Musk and Steve Jobs, so I made some special preparations for this auto show. When I was visiting the auto show, I wore a light green T-shirt, and everyone thought it looked good. In the future, I will try different styles of clothing to avoid being accused of wearing the same clothes as others."

According to Baidu Index, Danny At's search index reached a peak on April 28, which is more than 8 times the daily search volume. This significant data change undoubtedly proves Lei Jun's huge role in promoting brand influence.

Lei Jun's unintentional move is not the first case, which proves the huge potential of celebrities to influence brands. Inadvertently, their choice and preference are enough to trigger a chain reaction in the market, make a brand popular, and even lead a trend. This non-traditional way of brand promotion also provides new ideas and possibilities for brand marketing.

1. Brands that became popular accidentally

Under the public spotlight, every move of a famous person may become a trend indicator. Lei Jun's Danny Aite T-shirt is not the only case. Many brands in history have become famous because of accidental connections with celebrities.

In 2007, former US President Barack Obama was gifted a Jorg Gray Series 6500 watch during his presidential campaign. The watch was originally just a practical choice for Obama, but it quickly became popular when he wore it at important political events and public speeches.

Obama's high exposure made the watch a symbol of power and responsibility, leading to a surge in Jorg Gray's sales. The watch brand took this opportunity to launch the "Presidential Series", successfully transforming this political symbol into a fashion statement, which was well received by consumers.

Apple founder Steve Jobs was known for his signature black turtleneck, jeans and New Balance sneakers.

Jobs' preference for the New Balance 991 shoes made this pair of shoes a part of his personal brand and had a positive promotional effect on the brand.

Jobs's simple and focused image coincided with the design concept of Apple products, which triggered a casual fashion trend and gradually became a fashion model for "tech entrepreneurs". New Balance's sales and brand awareness increased accordingly, becoming a classic example of the combination of technology and fashion.

Jack Ma has worn Canada Goose down jackets on many occasions, increasing the brand's popularity. In particular, in 2017, Jack Ma wore a Canada Goose down jacket at the World Internet Conference in Wuzhen, which immediately attracted widespread public attention.

Since then, Canada Goose's sales in China have increased significantly, becoming synonymous with high-end down jackets. Jack Ma's move not only made the Canada Goose brand popular, but also promoted the development of China's high-end down jacket market.

These cases show how the personal choices of public figures in informal contexts can inadvertently influence and shape the market performance of brands. So what are the characteristics of non-endorsement marketing like this and what benefits can it bring?

2. Natural and Non-commercial

Celebrity endorsements are a tried and true tool for brand marketing. However, this traditional business partnership model is not without its drawbacks. Consumers are becoming more savvy and are able to discern which endorsements are genuine recommendations and which are merely contractual obligations.

When celebrity endorsements become prevalent, consumers’ trust in brands decreases, especially when some celebrities use products that are different from the brands they endorse in public.

In contrast, non-endorsement marketing, especially brand promotions that stem from real usage and preferences of well-known figures, exhibit distinct naturalness and non-commercial characteristics.

When public figures like Jobs, Jack Ma, and Lei Jun choose to use a brand's products because of personal preference, this choice is often seen as more authentic and trustworthy. The products they promote are not based on monetary transactions, but because of real likes and trust, which naturally increases consumers' trust in these products.

For example, Jobs' preference for the New Balance 991 shoe model was not due to any business contract, but because he truly appreciated the design concept and comfort of the shoe. This genuine preference was conveyed to consumers through his public image, making New Balance a synonym for technology and simple fashion.

This natural and non-commercial promotion method can effectively convey the message that "this product is so good that even industry leaders are using it." Consumers are more likely to believe in the quality and value of these products because they are endorsed by actual users rather than paid spokespersons.

This non-endorsement brand display can often stimulate consumers' purchasing desire and trigger a wave of imitations, thereby expanding the brand's market influence and consumer base.

3. Transmit influence and create imitation effect

When well-known public figures such as politicians, entrepreneurs or celebrities use a brand's products without any business background, their personal brand and credibility become a powerful engine for the product to deliver influence.

These people usually have a strong influence and wide attention. Their every choice and behavior will be closely watched by the public, thus forming a powerful demonstration effect. As a symbol of success and strength, their taste and choices are often seen as a sign of success.

Therefore, when such a figure chooses to use a certain brand of products, the public often sees it as a certification of quality and reliability.

In addition, there is a psychological tendency among the public that "what big people use must be right." This mentality not only increases the attractiveness of the product, but also stimulates consumers' desire to buy, hoping to imitate or get close to those successful people they admire by using the same products.

This kind of influence, delivered through real usage rather than commercial propaganda, can quickly expand brand awareness and enhance its market position.

4. Faster transmission speed

Traditional brand endorsements usually require careful marketing strategy planning and production cycles, plus the time for advertising and market penetration. The entire process may take several months to see a significant increase in sales.

In contrast, non-endorsement marketing spreads faster and the effects can be almost immediate.

For example, Jack Ma was photographed wearing a Canada Goose down jacket during the Wuzhen Internet Conference. The photo quickly went viral on social media and became a hot topic that day. Due to Jack Ma's influence and high public attention, his clothing choice immediately attracted widespread attention and discussion.

Within a few days after the photo of Jack Ma wearing Canada Goose went viral, Canada Goose's sales in the Chinese market increased significantly.

The reason for this rapid spread is mainly due to the influence of celebrities themselves and the instant communication capabilities of social media.

When a highly influential public figure uses a brand's product, the information can be transmitted to all parts of the world through the Internet in a short period of time, quickly arousing widespread interest and discussion, thereby directly promoting product sales.

This marketing method not only saves time and resources, but also creates significant market response and sales results in a short period of time.

5. Lasting Impact

A major limitation of traditional advertising is that it has a clear delivery cycle, and the impact of the advertisement often gradually weakens as the delivery ends.

In contrast, when entrepreneurs or public figures continue to use a brand’s products due to personal preference, this unintentional brand promotion can last longer and even affect the brand’s market performance in the long run.

For example, Steve Jobs is a classic example. Jobs almost always wore New Balance sneakers at every Apple product launch, and he was often seen wearing the brand's shoes in his daily public appearances.

This constant brand exposure is like a free advertisement every time. Because Jobs' public image is closely associated with innovation and success, his dressing habit has given New Balance a special status in the technology and entrepreneurial circles.

In addition, because this promotion method is based on real usage experience, the trust and influence it builds are far more profound and lasting than traditional endorsement advertising.

Consumers believe that these celebrities choose to use a brand's products out of a genuine recognition of the product's quality, rather than simply commercial cooperation. The establishment of this sense of trust allows the effect of non-endorsement marketing to leave a deeper impression on consumers and influence their purchasing decisions for a longer period of time.

6. Low cost, high return

Since non-endorsement marketing does not involve traditional commercial cooperation or endorsement fees, its direct financial investment is almost zero. However, due to its naturalness, influence, fast transmission speed and durability, the benefits of non-endorsement marketing can be huge.

First of all, non-endorsement marketing does not require expensive endorsement fees or advertising fees. When a well-known person uses a brand's products because of personal preference, this promotion is completely spontaneous and the brand does not need to pay any fees for it.

What brands need to do is to enhance their appeal and let the product itself drive marketing.

For example, Tesla attracted many celebrity users in its early days because of the high performance and environmentally friendly features of its products. This natural marketing driven by the product itself helped Tesla establish a strong brand image without large-scale traditional advertising expenditures.

Second, when this non-endorsement marketing occurs, brands can maximize its impact through quick and smart market strategies.

For example, when Barack Obama wore a Jorg Gray watch and it became a trend on social networks, the brand quickly launched the Presidential Collection, which not only enhanced the brand image but also significantly increased sales. This strategy is relatively low-cost, but it can effectively take advantage of the sudden market attention and convert it into actual sales growth.

VII. Conclusion

In this article, we explore the potential of non-endorsement marketing and the unique ways it can impact brands. Non-endorsement marketing has the following characteristics:

• Naturalness and non-commerciality: Non-endorsement marketing is more likely to gain the trust and favor of consumers because it is authentic and natural and not based on commercial contracts.
• Delivering influence: The personal brand and reputation of public figures provide a strong endorsement for the products used, enhancing the brand’s influence.
• Fast dissemination: With the help of modern social media, information can spread quickly, making the effects of non-endorsement marketing almost instant.
• Lasting Impact: Unlike short-lived advertising campaigns, long-term and consistent product use by public figures brings ongoing attention and recognition to the brand.
• Low cost, high return: Non-endorsement marketing does not require expensive advertising costs, but can bring significant market response and sales growth.

In view of the above characteristics, brands should consider the following two aspects when using non-endorsement marketing strategies: First, brands need to enhance the attractiveness of the product itself. Ensuring product quality, innovation and user experience is key, and these qualities themselves can attract industry leaders and opinion makers to naturally choose and use these products. Second, when public figures use these products because of their personal preferences, brands should quickly leverage the momentum for marketing. Taking advantage of this sudden market opportunity and acting quickly through social media and public relations strategies can maximize brand exposure and convert into actual sales.

Author: Xunkong; Source public account: Xunkong’s Marketing Revelation (ID: 846631)