Newhouse School of Communications
Bunny Brand
November 6, 2009
by Deaundra Cash
Christie Hefner, former chairman and CEO of Playboy Enterprises Inc., visited the Newhouse School on Wednesday, November 4. Her speech, “Transforming a Business, Transforming a Life,” aimed to inspire students to think differently about how to build, expand, and brand a company into different business markets.
"The right way to think about a brand and company across media is to think about how consumers use each medium, where they intersect with the brand, and what the brand itself means,” she said, basing a large portion of her speech on her successful career at Playboy.
Hefner became CEO at the age of 29 and at a time when Playboy was beginning to lose money from investing too much of the enterprise into other businesses, such as Playboy record and film companies.
Hefner worked hard to restructure the company and get it back in good financial standing. She played a key role in the company launching an online site.
“We decided to be creative risk takers and fiscally conservative," she said on the success of the site.
This tactic worked and Hefner began to work towards improving Playboy as an enterprise.
“If you are going to establish a brand, it's going to require you to decide what the consumers will tell you the brand is and what the attitudes are,” she said as she encouraged students to think about the what style their own brand might represent.
Hefner also stressed the importance of business leaders keeping an active, open mind to new experiences and the people around you.
“You’re not ever going to get to stop learning,” she said. “Learn how to learn while you’re in school.”
Finally, Hefner said she owes the ultimate successful to the people she worked with and felt the environment of a company is most important.
“I believe the secret to a successful business is building a diverse team of people,” she said and added that it also makes the workplace more enjoyable.
Hefner stepped down from her position at Playboy in 2008 after 33 years with the company and 20 years as CEO. She currently sits on the Council of National Advisors for Springboard Enterprises, which supports women-led growth ventures, and has long worked to advance women; elect progressive candidates; and advance treatment for people with HIV/AIDS. She also works on First Amendment issues.
