Overshadowing a Brand?

So what do you do when the one you use to promote your brand gets more famous than the brand. Remove him or her by ending the contract?

Yes, that is what US luxury knitwear maker St John did. They ended Angelina Jolie's contract which started in 2005 and put on a new look.


Jolie’s departure had been announced in June 2008.

St John chief executive Glenn McMahon told Women’s Wear Daily Angelina“overshadowed the brand. We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.”

During the years that Jolie promoted the company’s fashions, she became one of the most recognizable and sought-after celebrities in the world through her romance with actor Brad Pitt, their six children, and her charity work in Africa and other countries.