Tue 19 Feb 2008
What good is a celebrity endorsement?
Posted by Mike Bawden under Brand Crafting, Brand USA
Comments Off
Laura Ries offers some worthwhile evaluations of celebrity endorsements enjoyed by Democratic candidates Barack Obama and Hillary Clinton. You don’t have to be a political wonk to enjoy her post.
From a marketing perspective, many of the lessons taught through this endorsement excercise carry over to consumer products and services. A celebrity endorsement isn’t worth that much if the celebrity doesn’t really understand the “what” and “why” of the brand he or she is endorsing.
One-dimensional product pitchmen, even if they’re well-known sports or entertainment celebrities, can elicit the same response Laura has about Cheer’s star Ted Danson: “Does anyone care what Ted Danson has to say? I don’t think so.”
No Responses to “ What good is a celebrity endorsement? ”
Sorry, comments for this entry are closed at this time.