Celebrities can add unique value to brands but...

Where would global renowned brands be without Michael Jordan, Nelson Mandela, Tiger Woods, Beyonce Knowles, David Beckam, J-Zat, Giorgio Armani, Michael Jordan, Brad Pitt, Jennifer Lopez and many others representing and promoting their companies, products and services? Global companies now built their brands by leveraging the fame, fortune and influence of celebrities through celebrity marketing.

Intangible sort of magic

A partnership between a celebrity and a brand has an intangible sort of magic and may generate publicity, promote brand profile, shape public opinion, contribute to brand repositioning in the public perception, increase sales and produce unbelievable business results. Consumers have become more discerning and have developed their own sense of identity and can relate more closely with celebrities. Today, companies choose to use celebrities for speaking engagements, commercial endorsements, and personal appearances in their marketing strategies and campaigns.

For brands to leverage celebrity endorsements to the hilt, the following basic guidelines need to be considered, and include the following:

• Relationship should be consistent, long term and timely.
  
• Celebrities can be very powerful tools in increasing publicity around a launch or campaign, particularly when you do not have a strong news story and need a famous personality to drive initial interest in your messages.
  
• Strict selection strategy for celebrities. The choice of celebrities is based more on the celebrities' trustworthiness rather than attractiveness. Successful celebrity endorsement and branding depends on credibility and authenticity.
  
• Create a close connection and association. Ensure celebrity involvement is built on a foundation of solid product identity. It should be easy to separate the role of message and the role of the celebrity in an association.
  
• Direct match and relationship - meaning that the personality of the celebrity must be in sync with the personality of the brand. Unless category and celebrity are closely linked, like Nike and sports stars, the power of a celebrity's involvement is questionable.
  
• Association and return on investment should be closely and constant monitored.

Backfire easily

Some believe that the days of celebrity marketing working for the brand seem to be over. Today's marketing is about the power of an idea and insight and the strength of the product or service, and that ‘pure' celebrity is just another cost. They believe that this strategy can backfire easily. And the latest research has shown that celebrities and athletes are the least trusted of all company or brand spokespersons.

Do celebrities have the right credentials to be presented and paraded as role models to be admired, imitated, celebrated, honored or respected?

Celebrity credibility and reputation have come under question as more celebrities are becoming associated with bad behaviour and transgression. Most celebrities are more notorious than famous - hence they have become fodder for tabloid media. Few of them are seriously associated with good causes. For most of them, fame, fortune and entertainment are ends in themselves, not means to promote enlightenment, develop communities and to build role models.

Further complicated

The so-called celebrity clutter has further complicated this marketing tactic. An overload of brands associated with one star representing and endorsing brands in almost all conceivable categories leaves consumers confused.

Think of Sachin Tendulkar who represents Pepsi, Boost, MRF tyres, Fiat Palio, TVS Victor, Colgate Total, Britannia, Visa, Airtel, and Band-aid. What about David Beckam's brands - Adidas, Motorola, Aharpe, Pepsi, Emporio Armani, Coty, Cab Sao Roque Resort. Does it actually help each of these brands?

The bottom line is that celebrities can add unique value to your brand or organisation, provided they are managed carefully and closely as there are risks involved.