O'Reilly logo

The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 29. Effective use of celebrity endorsers: The fit’s the thing

Pairing brands with celebrities is a time-honored tradition (Mark Twain promoted flour back in the late 1800s) and continues as popular practice. Top celebrity endorsers are not cheap, however. Catherine Zeta-Jones landed a $20 million T-Mobile agreement; Angelina Jolie signed on with St. John and Nicole Kidman inked with Chanel, each for $12 million. This shows how expensive such deals can be.

But are these high-priced spokespeople worth it? Do celebrities add value to brands? With smart strategy—possibly.

Celebrities can create caché around a brand. Budweiser Select, an upscale, urban brand, employed popular singer Jay-Z to give the brand a heightened sense of cool. Budweiser ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required