Viewpoint
How To Evaluate Celebrity Brand Endorsements
…Paul Friederichsen
One of the oldest brand strategies is celebrity endorsement. Brands are always seeking validation in one form or
another, and often the easiest and most compelling way is to have someone famous eat, wear, drive, walk in or just
say something nice about your brand. Think of the celebrity athletes who built Wheaties as the Breakfast of
Champions. Catherine Zeta Jones for T-Mobile. Fabio for I Can’t Believe It’s Not Butter. Michael Jordan for Nike and
Hanes..
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