Cup Controversy - Did @JessicaMauboy jump or was she pushed?

Written on the 4 November 2015 by Rachel Quilty, Personal Brand Strategist @ Jump theQ

Cup Controversy...Did @Jessica Mauboy jump or was she pushed? 

In the wake of a history making Melbourne Cup 2015 by female jockey Michelle Payne on the long shot Prince Of Penzance,  the Victoria Racing Carnival, Myer and Jessica Mauboy are in brand management mode.
It's a mystery... Two million viewers were left wondering, " What happened to Jessica Mauboy?"  when at the last minute an alternative to sing the National Anthem at the Cup was announced.

With criticism being expressed that both Hillary Swank and Jessica Mauboy for not wearing clothing and shoe brands available at Myer, the question remains were they engaged as Brand Ambassadors for Myer and Victorian Racing Carnival or not? Were they are aware that failing to wear Myer brands would land them in controversy corner.

After receiving a call from aReporter about Hilary Swank and Jessica Mauboy's alleged faux pas, I was questioned about the importance of the Myer brand exposure at the Melbourne Cup given it is a major sponsor of the Victorian Racing Carnival and how much retailers control Race Day fashion.

The Melbourne Cup and the Victorian Racing Carnival generates millions in retail fashion industry and hospitality industry sales around Australia.

The interviewer went on to question me about Jennifer Hawkins and how important she was to the Myer brand during events such as Melbourne Cup. While no longer the face of Myer, Hawkins continues to have close ties, recently modelled Hawkins' Cozi range of swimwear and other brands in the Myer Spring Fashion Show.

Positive celebrity brand ambassadors and 'real' role models like Hawkins and in the past Megan Gale are incredibly influential in generating retail sales, something new Myer Boss, Richard Umbers should keep in mind...

So just how important are brand ambassadors to your corporate brand?  How significant is celebrity endorsement to your brand?

Jessica Mauboy has a great personal branding...she known as the hardest working Pop Star in Australia. Diva like behaviour is just not part of her Brand DNA.  So why, the no show? 

The one thing we know about Mauboy is that she is a professional and her success is something every Australian is proud of. The Jessica Mauboy aspirational brand reflects many Australian values, hardworking, down to earth and fun loving hence her universal appeal. 

Yes - Australian's are loved universally.

She also represents an underrepresented female fashion market group of young women who are not model thin who love fashion and playing dress up.  We all love fashions on field and the challenge of finding the best dress, ironically the winner of Melbourne Cup 2015 Myer Fashion on the Fields Women's Racewear Emily Hunter was wearing beautiful homemade navy vintage Dior inspired dress.

Attitudes to fashion are changing, fuelled by the appeal of retro or vintage quality and figure flattering silhouettes, both young and young at heart are increasingly choosing homemade alternatives, because the just can find what they want in stores. All major fashion retailers need to heed the warning to become relevant, listen to your market, stock fashion that represents the market fashion needs and ensure the face of your brand truly reflects the aspirations of your market.

Like you, I turned to the styling guru's for guidance on the best choices. One of the best online resources I have found to help you determine your own signature style and what suits your body shape is online styling tool, My Private Stylist. 

Be Beautiful, Jessica's new fragrance was released last week. Available from Target.

Copyright: Rachel Quilty

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About the Author:

Rachel Quilty is a Personal Branding Strategist. She is also known as the "Authority" on Personal Branding within Australia.
Rachel is the owner and CEO of Jump the Q Inc, a Personal Brand consulting firm with offices in Brisbane as well as in Las Vegas, in the US.

Rachel is also the Author of the book, 'Brand Yourself: How to design, build and position your personal brand' which is also now listed on Amazon.
Rachel regularly speaks on the importance of personal branding and strategic brand management. She assists her students and clients around the world to leverage their professional profile and expertise to establish their personal brand as the authority and recognised leader within their industry.

Rachel regularly speaks at seminars, conferences and workshops on personal branding, professional image and developing your signature brand. She has presented at Bond University, Gr iffith University Business School, Ernst & Young, Westfield, NSAA; conferences in Las Vegas, Hawaii, Tasmania, Gold Coast and Expos in Brisbane.

Rachel has also been featured in Australia on the Today show as well various national radio programs including 4BC & ABC. She recently featured in the Australian Institute of Management magazine and is regularly featured in popular magazines such as Cosmopolitan, Cleo, Marie Claire and national newspapers include the Courier Mail, Sun Herald and the Weekend Australian.

Rachel made a splash in the USA with a recent interview on Voice America Radio hosted by Personal Finance Guru Jordon E Goodman the author of a dozen best sellers and is a regular on CNN and The View. Rachel also recently spoke in Las Vegas at the Ultimate Joint Venture Boot Camp with some of the most prominent speakers in the world.

Media Contact:
Rachel Quilty
Brand Strategist
Jump the Q
web: www.jumptheq.com.au
Please email questions or story angle and a schedule call for interview.