When Celebrity Influence Is Wielded Against A Brand

When Celebrity Influence Is Wielded Against a Brand

  • 2017-09-11

We’ve already discussed the risks associated with traditional celebrity endorsement, but what happens when the typically powerful influence of a celebrity is used against a brand? NBA star Kevin Durant’s recent negative statements on Under Armour provide some telling insights. “Nobody Wants to Play in…

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Why Celebrity Product Seeding Needs To Catch Up

Why Celebrity Product Seeding Needs to Catch Up

  • 2017-08-21

Brands continue to ramp up celebrity product seeding efforts, but the practice remains something of an ambiguous black box for a number of key reasons: Inadequate means of dispersing the product on a mass scale Difficult and nearly impossible to trace measurable consumer impact (i.e.…

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How Retail Employees Can Use Celebrities To Drive Sales

How Retail Employees Can Use Celebrities to Drive Sales

  • 2017-08-08

Wouldn’t it be better if, instead of reciting a memorized blurb about the brand and asking customers what size they are on their way to the dressing room, your retail sales employees spurred organic, lively conversations around a point of pop culture fascination? Okay, that…

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The Influencer Sweet Spot: Between Micro-Influencers And Mega-Stars

The Influencer Sweet Spot: Between Micro-Influencers and Mega-Stars

  • 2017-07-15

How can a marketer determine which type of influencer is the most influential? It’s all about finding that influencer sweet spot: a middle ground flush with ideal influencers that balance reach, engagement, cost-efficiency, and scalability. Though you may have heard the phrase “sweet spot” tossed…

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