According to BusinessWeek contributing writer, Steve McKee, using a celebrity brand to gain equity can prove counterproductive especially when celebrity laurels, or worse, their integrity wanes.

Says McKee, “If you believe your brand is in need of additional equity, instead of borrowing it from a celebrity, develop it yourself… Take the money you would otherwise hand over to an already well-paid celebrity and invest it in developing original creative ideas that will make your brand stand out. That way, the equity you create will be nothing but your own.”

Reference: The Trouble with Celebrity Endorsements

Written by

Comments are closed.