If the ‘noughties’ were the decade of celebrity endorsement, might the ‘teens’ herald a reversal?
The trend has already started with companies turning to everyday employees to promote the brand rather than expensive famous faces. High street banks are an obvious example (although, ironically, the gurning Halifax Howard has now become a minor celebrity in his own right).
Then, of course, there have been the major brand embarrassments. Tiger Woods, John Terry, Ashley Cole – all previously lending their name and face to at least one product in between their extra-curricular activities.
Surely, any clear-thinking marketing managers will now think twice about the relative benefits of celebrity endorsement. Perhaps there will be a swing back to true creativity – where it’s the message and the image that sells, rather than the face.
Tags: brand marketing strategy, CRM, marketing