Celebrities may strengthen a brand

Sometimes brandowners ask celebrities to support their brand through PR and marketing-activities. They bring some kind of starquality and trustworthyness to the brand that they support.

Sportspeople are probably the most common faces in commercials. However, even personalities from the world of culture are becoming more common. Insurancecompanies and banks are starting to choose celebrities as frontfigures in their marketing. Clothing- and cosmetic-companies have already been active in this area for quite a while.

While it may be successful to work with celebrities, it may also take away the attention from the actual product or service. People may remember the celebrity but forget the product... There has to be a good manuscript which focuses more on the product than on the celebrity.

Another important aspect to consider, is the risk of soiling the brand if the chosen celebrity makes some kind of mistake which is hard for the buyers to forgive and forget.

As long as I find the celebrities trustworthy when they speak about the brands I like, it´s alright. If I can associate to both the brand and the celebrity, I´ll probably become a loyal customer.