Branding Strategy Insider
has an excellent post
on how and how not to use
celebrity branding.
One of the key points
is that
“Celebrity endorsement is just a channel:
Companies must realize
that having a celebrity endorsing a brand
is not a goal in itself;
rather it is one part of the communication mix
that falls under the broader category
of sponsorship marketing.”
I often hear entrepreneurs say…
if only (big name star) ate in my restaurant
or wore my clothes
or promoted my book,
I’d be set.
Well, no.
We’ve all heard stories
about entrepreneurs getting a break like that
and then having their website go down
or their phone number wrong
or have no way to drum up repeat business
from the one time promotion.
A celebrity promoting your product
is NOT a marketing program.
You need more.