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An Idea A Day by David Thompson

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MARKETING

CATCH YOUR CELEBRITY EARLY

Jim Blythe

CELEBRITY ENDORSEMENT CAN be a major boost to PR activities, but at the same time it can be expensive—someone famous is likely to want to cash in as quickly as possible, because today’s celebrity is tomorrow’s has-been.

Celebrity endorsement also carries risks of another kind: the celebrity might do something disreputable (cheat on their partner, take drugs, etc.) and this might tarnish the product or company image.

The idea

Cole & Mason manufacture various kitchen products, but they are probably best known for their pepper and salt mills. These are upmarket, state-of-the-art utensils (inasmuch ...

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