The Celebrity Impact
Celebrities are sales drivers who strongly influence consumer engagement. Consumers believe Nike's edition of LeBron James and Michael Jordan shoes will enhance their skills on the court, and Proactiv acne treatment became a successful brand due to Justin Bieber, Jessica Simpson and Katy Perry saying it worked.
But just like the crises of Paula Deen and Lance Armstrong, celebrity endorsers and their corresponding brands can find themselves in a publicity nightmare through a bad decision or simple oversight. However, marketers should not avoid investing in a celebrity partnership due to fear of the unknown. In this blog, Hollywood Branded discusses how to protect your brand from the negative when a celebrity endorsement deal has a bump in the road.