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A celebrity can truly feel that he/she has a budding career if a company has chosen him/her to be the face of its product. Not only does the company believe that the celebrity can influence people, the trust the firm gives to its endorser has more non-material value than the compensation itself. Of course, the pay is equal to the popularity in sales the company thinks the endorser can bring to the product.
Nonetheless, the basic requirement for a celebrity’s product endorsement is loyalty to the product. For example, if a celebrity is the face of a shoe brand, he/she should not be caught in public wearing another brand of shows while the contract is still alive. These days, companies consider the social media power of celebrity to be worthy of the high price they can compensate for promoting their product.
One of the hottest products these days tapped young Power Couple (PC) to promote their device. During the press launch, Female Half (FH) was seen taking photos and a lot of selfies. However, someone noticed that FH was using another brand of the device and not the one she was supposed to be endorsing at the launch. The Product Manager (PM) called the Management Team (MT) of FH and her Production Assistant (PA) was told to fix the matter
Apparently, FH gave the device she was supposed to endorse to her PA. So, she had to take it back and use the device to at least gain familiarity with the features. When the press started to ask questions about the product to FH, she could not come up with a decent answer. Similarly, Male Half (MH) behaved the same way. MH could not give a clear response when asked about their endorsement.
The power couple did not do their homework and came to the launch unprepared. The PM was infuriated as the device endorsers were not even familiar with the features. PM could only lash out at MT and remind them that the company paid PC handsomely and yet they were unable to deliver when needed. Thus, the camp of PC is worried as the renewal of their endorsement might be in jeopardy.
“Ethics is the key which opens big doors to business success. However, once it gets lost, the same access is locked forever. The newly acquired access gets eclipsed with lost reliability.” ― Priyavrat Thareja
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