astute communications

astute

Gwyneth Paltrow at The Antique Home and Garden Show in Nashville TN

A First Hand Account of Gwyn and Goop: A Story of Authentic Branding

Posted on: February 12th, 2016 by Emily Fordice No Comments

“Well hey, yall!” That’s the line Gwyneth Paltrow used to greet an eager packed ballroom this morning at Music City Center during Antiques & Garden Show of Nashville. Instantly warming the room it was as if everyone’s back fell comfortably in their seats right at that moment. Since I had the opportunity of a lifetime to meet Ms. Paltrow herself I am going to refer to her as Gwyn throughout this post because in the 30 seconds we spent together I feel we were able to become fast friends- a girl can dream anyway.

Emily and Gwyneth Paltrow at the antique home and garden show in Nashville TN

Emily meeting Gwyneth Paltrow at the Antique Home and Garden Show in Nashville, TN

Gwyn’s story is more than movies, fashion or food, but one of a brand that has escalated this Oscar winning actress to sell a lifestyle- her lifestyle- to the public. As a marketing professional there are a lot of things to take from Gwyn’s success to date. Branding is a difficult thing to protect and maintain. One slip of a brand can cause rampant destruction throughout a company, but most importantly to the consumer that perceives you in a certain way. Gwyn has managed to overcome criticism and take her lifestyle brand, Goop, to the next level.

Everything about Gwyn is simple. From the middle part of her hair to the minimal make up on her face, she radiates a natural sense of “I woke up like this.” This totally complements the identity of Goop. A simple go to source for all things travel, fashion and beauty for the modern day woman on the go who strives to use the most minimal, natural products out there.

This is a kind of organic brand recognition that one cannot buy. It has to come naturally by proving to your consumer that you are the expert in what you do. Gwyn told stories of her childhood and life in the spotlight that have formed the way she lives her life today. Channeling your experiences into what you do is the best way to authenticate your brand and connect with the human emotion that at the end of the day will sell your product. Her perilous journey from acting to speaking on what she loves has paid off and the result of that is Goop.

After hearing her lecture and watching her be her most authentic self, I left a confirmation of her brand as the resource for design and beauty. She is the real deal and her brand speaks to that.

Long story short, if it’s good enough for Gwyn, it’s good enough for me.

If you are out and about in Nashville this weekend, take some time to get lost in Music City Center where you can browse the floor of the Antiques & Garden Show of Nashville. This truly one-of-a-kind event is not to be missed. Tickets are still available and there are many more lectures throughout the weekend! Happy antiquing!

 


Leave a Reply

Time limit is exhausted. Please reload CAPTCHA.