Image courtesy of www.myitforum.com
Why do companies hire celebrities to endorse and promote their brands? Are they really that effective in helping a product sell to its target market? Are celebrities supposed to walk the talk and actually use the product that they endorse? What happens if they don’t?
It’s true: Celebrity endorsements spell a huge difference for a brand. Understandably, advertisers are selective when it comes to personalities who will represent the image of their brands. Celebrities make mistakes. When they are involved in scandals, their public image crumble and these can adversely affect the brands that they endorse.
The public consumers also look after the endorser’s credibility, taking into account if the celebrity really uses the brand that she/he promotes.
It is an unspoken but common knowledge that not all celebrities are loyal to their brands or endorsements. This is especially true for any star who endorses several brands simultaneously. When a celebrity works with so many companies, credibility suffers. People will feel that the celebrity will endorse anything for the money.
Not using the product (if found out) is bad enough, but have you heard of a Celebrity Endorser CE who not only doesn’t use the brand but also badmouths the very product that she is supposed to promote? Unthinkable, but true!
CE is the face of an Android Brand AB. The company executives got her for a huge talent fee knowing that she can deliver to the public the supposed great promise that AB is. Or so they thought.
Reportedly, at her gym, CE had been overheard many times to compare the not-so-good qualities of AB versus the very cool features of a more popular Market Leader ML - its direct competitor. In her ‘kilometric’ note, CE had only big praises for ML, including the ease of using it in her work and activities. To the amusement and dismay of those who heard her, CE went as far as saying that ML fits her since it is more ‘sosyal,’ so unlike AB that seems to cater to the ‘jeje’ – her words.
Thinking about using a celebrity- endorser? Cool - but you may want to be very circumspect — it might be a potential land mine.
" Your reputation and integrity are everything. Follow through on what you say you're going to do. Your credibility can only be built over time, and it is built from the history of your words and actions." ~ Maria Razumich-Zec
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