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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