Know-How Exchange : Advertising/PR

Here's an interesting excerpt:

One should also consider whether or not the celebrity’s personality is appropriate for the product trying to be sold. Obviously, one would not want to use a vegetarian to promote a steakhouse, no matter if the celebrity is A-list or not.

Having the celebrity really believe in the product is a bonus, and the consumer will notice the authenticity. Wilford Brimley selling diabetes supplies is believable because he actually has diabetes. The consumer might identify with the celebrity, and feel like they are being recommended by and old, familiar friend.

Full article here: https://www.brandaface.com/the-pros-and-cons-of-using-personal-branding_67....

Over-investing in the celebrity can result in them being overly tied in to your brand.

Think Hertz is still happy about using O J Simpson as a spokesman?

Or Pepsi, about their long and very costly association with Michael Jackson?

You have no control over what a celebrity is going to do in the future. Select and use them very carefully - their future lack of judgement or inauspicious behaviour could reflect poorly on your brand. Claw-back clauses in the event of a PR problem could be an answer - if you can get the money back. But you can never undo the PR damage.

It's not only a celebrity spokesperson that can damage a brand - I wonder what was the long-term impact of Jonestown on the sales of Kool-Aid? Every time I see the product I think of it as a vehicle for mass suicide! No thanks, I'll have a coffee!

Hope that helps.

ChrisB