For years companies and brands have been in love with the notion of associating their brands with celebrities. Nowadays, it's nearly impossible to browse the Internet, read a newspaper or magazine or turn on the television without seeing a celebrity endorsing a product or brand. Let's face it, celebrity sells. This is the main reason brands are quick to leverage the popularity of celebrities to create impactful and effective campaigns around them. With huge marketing budgets allotted to such campaigns, the question remains: Is it really worth it? While these types of campaigns are often successful for many brands, there are always risks associated with aligning your brand or product with a celebrity—and plenty of horror stories out there.
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Jeff is executive director of the Quality Certification Alliance (QCA). Prior to that, he was responsible for developing safe and compliant brand merchandise for Michelin. He has worked with brands in publishing, consumer products, broadcasting and film for over 30 years. Follow Jeff on Twitter, and QCA on Facebook.