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The Journal
for Business Marketing & Advertising Professionals |
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BusinessMedia
is sponsored today by:
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THOUGHT LEADERSHIP |
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Celebrity Branding
Is it Good for Brands? |
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by Dr. Robert Passikoff, President
Brand Keys |
Henry Kissinger once mused, "the
nice thing about being a celebrity is that when you bore people,
they think it's their fault." But even no-fault boredom
won't help a brand that has shelled out a lot of money for a
celebrity spokesperson that doesn't actually help the brand
Celebrities - whether known for their entertainment or sporting
skills, how they look in (or out of) haute couture, or just
for their eccentricities - are increasingly known mainly for
being well-known. Unlike decades ago, when it was considered
a no-no for respectable celebrities to soil themselves doing
commercials, nowadays virtually any famous person is willing
to shill for one product or another, so your options are only
limited by how much money you have to put on the table.
But when it comes to spokespeople, even very famous spokespeople
need to be more than just famous. Their association with the
brand they're touting must first and foremost reinforce the
brand's values. Does the celebrity's values reinforce those
of the brand's? If not, the connection may do nothing. Or actually
harm the brand. Neither of which are outcomes that most marketers
actually expect to pay for!
What's more, more C-suites are asking more often, "what
did we get for all that money we gave (INSERT FAMOUS NAME HERE)?"
Happily, customer loyalty metrics allow marketers to evaluate
the brand-to-spokesperson value before they sign the contract.
Because to be profitable today, a brand must stand for something
in the consumer's mind besides being the product standing next
to you-know-who!
by Dr. Robert Passikoff, President
Brand Keys
Learn more by visiting www.brandkeys.com
BusinessMedia
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We offer a short - but important - article this week for all
of you that are halfway-out-the-door for the holiday weekend.
Best regards,
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Joseph DiPietro, Publisher
BusinessMedia
(815) 206-0780
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Susan Bauer, Managing Editor
BusinessMedia
(815) 206-0780 |
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