Charlotte Beers Philosophy
In an interview with the Fox New Network in 1999 Charlotte Beers discussed her return to from retirement with Neil Cavuto. She wanted to make it clear that the agency was not a "broken agency" and she was there to prevent "brand fragmentation", brands are her thing. She went on to discuss the numerous Internet companies that were vying for their attention. "Unless you're full born as a brand you need the same set of skills we've always had. I think we're indispensable."
Beers' beliefs about the importance of branding went back to her earliest beginnings in advertising but came to fruition at Ogilvy and Mather. "The brand is the boss here, and even the client has to agree with us in the orientation." It is Beers belief that the terms product and brand should not be used interchangeable: products have physical attributes, such as styles, models, features and prices. The brand is made up of how consumers feel about the product, the personality they give it, and the trust and affection they feel for it.
Beers is also famous for candidness and bold honesty. During a pitch to Jaguar while at O & M, Beers tossed her own car keys on the table, then rhapsodized about the relationship between an owner and her Jag.
This was considered a quintessential Charlotte Beers moment. The commercial went on to be made, the 1961 Etta James recording "at last my love has come along, my lonely days are over..." plays over the visual of a woman driving her Jag, one can not help but to think that the woman in the car is Beers herself. Beers is known for talking about passion over profits. For this she has been criticized, however the proof is in the enormous success that is Charlotte Beers.