As more brands sign celebrities as brand representatives, it becomes increasingly difficult for brands to achieve the distinction that celebrities are expected to confer. The limited number of celebrities endorsing brands further compounds the problem. To derive full benefit from associating a brand with a celebrity, the brand must cut through the “celebrity clutter.”
Ironically, one solution to this problem is for brands to showcase the celebrity more, rather than less, but in a variety of media. Presenting the brand across multi-channels both helps to strengthen brand awareness and makes celebrities seem more interesting as they constantly reinvent themselves for each role as spokespersons, brand characters and experts.
Account Planning Manager