The pitfalls of celebrity marketing - Shaun Rein
Shaun Rein by Fons1 via Flickr
But brands like Omega and Visa that support Phelps are finding their image in China truly damaged, because attitudes towards drug use are much more conservative there than in the U.S. As one 34-year-old Beijing woman said, "I've lost all respect for Phelps, even though he's a great athlete."China has seen a long range of celebrity scandals, from Christian Dior's Sharon Stone, who blames the Tibet issue on bad karma. Shaun Rein:
Of course, celebrity endorsements do work sometimes, for instance for Nike with Michael Jordan and Tiger Woods. Those relationships work because they make sense. People wear Air Jordans because they think they'll help them play basketball just a little bit like Mike. People use Nike golf gear to hit that ball a little bit straighter and farther, a little more like Tiger does.Commercial
Shaun Rein is a speaker at the China Speakers Bureau. When you are interested in having him as a speaker, do get in touch.
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_c.png?x-id=6ebfc805-a39a-4ea1-a59e-e643a5780156)
1 Comments:
A well-behaved celebrity is almost an oxymoron these days. After all, they are constantly in the spotlight and the general public have a hunger for gossip which the media is more than willing to feed. So my guess is, recession or not, celebrity marketing will remain as long as people are fascinated by them...if you're lucky they might agree to drop the private jet request though! More on celebrity branding at http://tinyurl.com/ah2lm​4
Post a Comment
Links to this post:
Create a Link
<< Home