Celebrity endorsement: The road to fame or the road to shame?
November 15, 2010 at 1:23 pm
Of course, that’s not always the case. Tiger Woods’ personal issues became a fiasco for several brands – while allegations of drug use by Kate Moss led to Chanel, Burberry and H&M terminating their relationship with the model.
Do the benefits of working with celebrities outweigh the risks? Can a troubled celebrity seriously damage a brand that is being endorsed by them? What can brands do to protect themselves from negative publicity generated by celebrities associated with the brand? What’s the best way to structure such relationships? Which brands have done this well? When do brands drop the relationship and how?
We’d love to hear your thoughts. Please post your comments!!!