Yes, but we're talking about the brand here, not the person behind it.
For example. I'm sure that JK Rowling, Rihanna and Beyonce, behind the scenes, are also just muddling along like the rest of us trying to work it out. And all 3 women certainly have experience of having to move between different worlds (single motherhood/working class Bahamas/rural Texas to world stages and red carpets).
That hasn't prevented them from building strong, differentiated personal brands that have showed themselves to be compelling, profitable and able to self-sustain. How have they done this? To build a really good brand you need:
- A good product that people will want to buy, whether it's a book, an album of songs or fancy underwear
- Hard work, gumshoe work for a long time patiently promoting the brand
- Ensure that EVERY INTERVIEW OR PERSONAL APPEARANCE YOU DO links back to the brand and the key messages
- Really good editors, producers, agents, marketing and PR advisers, whose advice they heed and carry out
In my view the H&M brand is diffuse, vague and keeps changing, and that's why people don't want to buy. so @Thoughtsareswirling was entirely right in what she said.
When they signed their NF and Spotify deals, H&M said that they wanted to make contain which 'entertains and uplifts'. That's a fantastic brand mission, imho. So now they need to get out on the promotion circuit and explain how Polo and ARO etc etc fits in with that brand mission.
Back to the original brand values, back to the mission. Remind people of what they exist for. Why people should be interested in them.
If they do this and keep at it, do the hard yards, then they might start to see some success again.