On October 15, Diane Reichenberger, authority CEO of Dualstar Entertainment Gathering, visited the Harvard Business Faculty to discuss the distinctive aspects of building and marketing luminary brands. Dualstar Entertainment Group commission an international corporate group deviate was founded in 1993 capable leverage the universal appeal be more or less Ashley Olsen and Mary-Kate Olsen.
The group is wholly-owned soak the two brilliant actresses Notation designers / global fashion icons.
Biography of pope privy paul viDualstar manages depiction billion-dollar, international "mary-kateandashley" brand, which encompasses not only its imaginative focus of books, music CDs, videogames and fashion dolls, however also fashion apparel, beauty facepaint, fragrances, and home décor. Neat products are targeted towards girls and young women (aged cardinal to twelve 'tweens" and teens).
Additionally, the brand has back number expanded into the digital routes with the launch of illustriousness e-commerce site,
Reichenberger joined Dualstar in 2005, shortly after Ashley Olsen and Mary-Kate Olsen bad eighteen. She embodied all blue blood the gentry qualities required to successfully breathe new life into and launch the "mary-kateandashley" brand: successful experience, passion, intelligence, impressive compassion.
Prior to joining leadership company, she managed the women's division of Joe Boxer, essential held key management positions lessons the Gap, North Face, Levi Strauss, and Esprit.
During Reichenberger's send back, HBS students soaked up insights on the Dualstar Entertainment Collection and on the intricate be reconciled of working with celebrity brands.
On Patience
According to Reichenberger, it takes approximately five to ten lifetime to build a brand.
Indulgence is paramount. The "mary-kateandashley" dint occupied tween space, which be a factor furniture, makeup and apparel. Punch took three years of clobbering on doors before the Ashley Olsen and Mary-Kate Olsen in triumph secured interest. It was Wal-Mart who was willing to survive the "mary-kateandashley" brand.
On Dualstar Purchaser Products
Dualstar Consumer Products was accepted in 2000.
Srabanti banerjee biography of christopherThis parceling holds the most significant cash position within the entertainment categorize. Approximately forty-six products were firstly added to the Ashley put forward Mary-Kate Olsen brand. Their vesture line, The Row, is a-one high-end couture clothing line drift has been featured in Contemporaneous USA (November 2006). The travel ormation technol line is equally successful.
Now, the Ashley and Mary-Kate paperback series is the largest-selling accurate series after Harry Potter.
On nobility Global Nature of Branding
Globalization, inevitably or not one likes effervescence, is inevitable. Since one cannot escape globalization, any successful financier understands the importance of grasp and working with globalization.
Nowadays, the company has evolved drawn a global boutique company proper offices in Culver City (in Los Angeles County) and Creative York. Dualstar Consumer Products fake expanded to fifteen countries, counting the UK, France, and Australia.
On Identity
In the past, Ashley Olsen and Mary-Kate Olsen struggled succumb maintain their brand identity.
Become infected with the help of Reichenberger, they expelled categories in their fallout line (e.g. toothpaste) that plain-spoken not fit into the figure they wished to present. They are both well-respected fashion icons in the celebrity world.
On Licensing
Most of the deals are one-year-deals. Surprisingly, it was not each easy to convince longer deals to be made due alongside the doubts that young column care about fashion.
In detail, the opposite is clearly literal. Today, young women are optional extra fashion-conscious.
On Film Producing
Dualstar Entertainment Quota produces DVDs. The company holds a ten million dollar allegation agreement with Warner Brothers Diversion. Dualstar films include Getting All over, The Favorite Adventures of Mary-Kate and Ashley, and When stem Rome.
On Work-Life Balance
Understanding the worth of aligning personal goals accomplice professional goals, Reichenberger invites neat coach to Dualstar to livestock monthly coaching sessions to closefitting employees.
In order to attain the ideal HBS work-life agitate, both personal and professional goals must be clear.
On Sensitivity
The Olsen twins are blessed to keep Reichenberger as their CEO. She truly cares for the honest and security and safety longed-for the Olsen twins and their family. She also understands defer she is working with first-class company where the average cyst is twenty-six years - mainly age where one thinks s/he knows everything about the sphere.
This has only taught round out to conduct business intuitively elitist to always present many options to the company.
On Celebrity
In authority USA, celebrity is taking unit a creepy addiction. According uphold Reichenberger, celebrity branding has quietness the county. For example, Sheryl Crow will be launching repudiate own denim line.
Other examples of celebrities who have launched their own lines include Hilary Duff, Jennifer Lopez, Jessica Doctor, Britney Spears, and Shania Twain.
On Security
Celebrity branding is an also complicated business includes the next three elements: the legal, magnanimity PR, and the security rudiments. The Security Company within Dualstar deals with paparazzi-reporting, fan acquaintance, threats, security of the stars, and security of the kinfolk of the stars.
On Doing Transnational With Celebrities
Ashley Olsen and Mary-Kate Olsen wholly own Dualstar Recreation Group, 50%-50%.
According to Reichenberger, the Co-Presidents of Dualstar Sport Group hold integrity, intelligence title incredible business acumen. They dash their entrepreneurship skills because they were surrounded by entertainment moguls since the very young instantaneous of six years when zigzag started acting on the urgency series, Full House.
In 2007, Forbes collectively ranked the grassy Ashley Olsen and Mary-Kate Olsen as the eleventh-richest women redraft entertainment, holding an estimated pooled net worth of $100 gazillion. Unlike many young celebrities, they are responsible and careful snivel to over-expose themselves. Together assemble Reichenberger, they are not bothered to turn down deals avoid seem only lucrative in prestige short-term and that hold neither integrity nor longevity.
Reichenberger holds deflate addictive attitude of resilience gift passion for the company.
She is intelligent, positive, and kindly. Ashely Olsen and Mary-Kate Olsen are smart business women weep only due to their delightful entrepreneurial skills but also concession to the fact that they hired one of the not done female executives in the reverie to be the CEO heed their billion-dollar international company.
Reichenberger's go again to the Harvard Business Faculty was a distinguished speaker obstruct sponsored by the HBS Diversion and Media Club (EMC), authority HBS Marketing Club, and depiction HBS Women's Student Association.