Lisa Song Sutton is an American model, philanthropist, business-owner and legal eagle. But her most recent title — Miss Nevada — presents new challenges and opportunities for building a brand synonymous with beauty, professionalism and social responsibility.
Lisa Song Sutton, the current reigning Miss Nevada, is one of The Ultrabrand® Collection’s staple clients in terms of brand congruency. Ultrabrand® was built specifically for people, businesses and brands who seek to aggressively draw in consumers and clients based heavily on the merits of the brand they represent. Lisa is no exception — the various brands she controls are steeped in luxury, elegance and class, with an element of diplomacy and philanthropy that is strongly aligned with her compassion for her community, clients and overall network. Lisa currently has five brands in her portfolio, each branded by Ultrabrand®, and each with its own unique flare and mission.
As Miss Nevada, one of Lisa’s foremost brands is highly influenced by her own taste and style — herself. Ultrabrand® built Lisa’s portfolio web campaign, lisasongsutton.com, in 2012. But aside from being an internationally-acclaimed Maxim model and contender for Miss United States, Lisa is also a serial entrepreneur. She is the co-founder of the wildly successful Sin City Cupcakes, one of Las Vegas’ hottest culinary treats (alcohol-infused cupcakes). In 2012, Ultrabrand® built the company’s web campaign, which hosts our highest-trafficked contact form, receiving thousands of E-mails per year. 2013 marked the inception of the Fundamental Elements Foundation, a charitable organization led by Lisa and a well-established panel of directors, aimed at providing underprivileged women with the clothing and other essentials they need to get back on their feet. Ultrabrand® was pleased to welcome the Fundamental Elements Foundation as the first charity brand in the Collection. In 2014, Lisa introduced Liquid & Lace to the world, a high-end bikini brand selling ‘bikinis for a cause’, with proceeds going to various charities, including Fundamental Elements. Finally, Lisa has extended her flare for premium brands into the real estate market, signing as an agent with Sotheby’s International Realty, the world’s foremost authority on ultra-luxury real estate. Ultrabrand® is excited to announce that Sutton & Chase, Lisa’s partnership co-branded with Synergy SIR, is now a member of the Ultrabrand Collection.
Challenges always exist when branding multiple product lines under a single conglomerate. Lisa Sutton is, by definition, a conglomerate — a collection of separate and diverse brands under one holding. What challenges, then, exist in branding a beauty queen, a power-real-estate agent, a director and a chief executive? The first is consistency, and whether it should or should not apply across all brands. It’s important to consider how the brand identity of one holding affects the identity of another. In the case of Lisa Sutton, a challenge exists in, for example, deciding which elements of the Sin City Cupcake brand, if any, should be evident the Fundamental Elements brand, or the Liquid & Lace brand, etc. What is important to understand is that brand consistency doesn’t necessarily mean a shared brand identity — Dove and Axe are both owned by Unilever, yet they present a radically different brand image, target consumer, and ad copy. That being said, we wanted to find a consistent theme across all five brands to define how each brand ultimately redirects up the chain and back to the head honcho – Lisa Sutton. That theme is one exuding tones of elegance — luxury — world class, but also, meaningful — desirable — and worth the premium price tag.
The solution? Elegance across all brands. Exploring through the web campaigns we have built for Lisa Sutton on behalf of her family of companies brings the visitor to a consistent theme across radically different brands. From a $38 million Las Vegas penthouse, to alcohol-infused cupcakes, to a line of luxury bikinis and swimwear, one thing remains clear — these brands present a well-manicured, high-end, luxury experience in deep congruency with the actual level of product quality and service they offer. We accomplished this by building web experiences that engage the user through beautiful imagery, bold lines and rigid, unique design, breaking the mould and doing away with the ‘cookie-cutter’ style of branding Lisa’s competitors are employing.
Ultrabrand® continues to serve as the exclusive branding and marketing provider for Lisa Sutton and her family of brands (Lisa Song Sutton – Miss Nevada, Sin City Cupcakes, Liquid & Lace, Fundamental Elements Foundation, and Sutton & Chase). We are excited to continue building luxury brands with Lisa as we continue to strengthen our position as a luxury branding services firm in the United States.