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Sponsorship or celebrity endorsement are only to work if the integrity of the well known personality can fully support brand building, without risking their own credibility. Successful Image transfer is only guaranteed if neither party gets into an undeserving situation, possibly even questioning their previous work. It is only this way that the awareness and and brand value can be multiplied.
For a good 20 years we have known in Hungary that “having dandruff is a mere question of money” and that on an international level, Keanu Reeves loves Corn Flakes, Demi Moore drinks Diet Coke and Elijah Wood is a Pizza Hut fan. Nevertheless I was surprised and found it backfiring how the recent (re)naming of the ING Insurance to NN Insurance was promoted by Ewan McGregor. .... |
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source: PeppeRsauce | author:
PeppeRsauce |
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