Building a Powerful Media Brand
Christie Hefner, daughter of Hugh Hefner, is the former chairman and CEO of Playboy Enterprises.
During her tenure, Hefner restructured operations and initiated the Company's highly successful electronic and international expansion. The Company launched its branded channel in 1982, making Playboy the first magazine brand to be successfully leveraged into television. In 1994 led the Company onto the Internet when Playboy became the first national magazine on the World Wide Web.
Hefner is active in a number of local and national organizations. She was the first woman elected to the Chicago chapter of the Young Presidents' Organization. Hefner helped found the Committee of 200, an international organization of preeminent women business owners and executives. She serves on the boards of Rush University Medical Center, Canyon Ranch Health Resort, and on the board of governors of the Paley Center for Media. Hefner is also on the Advisory Boards of the American Civil Liberties Union and The Creative Coalition, and a member of the Chicago Council on Global Affairs. She also spent four years as project board chairman for the CORE Center, raising $30 million to build this innovative clinic and research facility, which opened in Chicago in the summer of 1998. The CORE Center conducts clinical research and provides prevention education and outpatient care for people with HIV/AIDS and other communicable diseases.
Hefner: Well, as its essence, the Playboy brand stands for sexy, stylish lifestyle and I think that that’s been, you know, sort of its eternal core, and fortunately for us, has given it a really global appeal. So whether we’re extending the brand through multimedia or extending the brand through licensing into lifestyle products, that’s really what it stands for. I think when you’re responsible for a brand, a great deal of what you have to decide is both what you do with it and what you don’t do with it, because every action you take under that brand, you’re in effect either making a deposit or withdrawal from the brand bank account, if you will. And missteps are, you know, withdrawals and there is a limit to obviously how much you can do that can, you know, be not helpful to a brand and still preserve the brand’s inherent equity.
Christie Hefner reveals secrets to creating a global brand.
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