Endorsements should be anchored in strategy | News

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Published: Business Standard | March 21, 2016

There are many examples from across the world that show the negative impact on brands arising out of the personal lives and actions of celebrities. So, what is the lesson here for brands? Do they stop using celebrities as endorsers and play safe? Probably not the best thing to do. Here are some key lessons for brands:

Strategy first, celebrity next:

All communication efforts around the brand should be guided by a strategy and the celebrity endorser should be brought on board only if the strategy demands it. If not for strategy, a celebrity merely remains a glamour feature and gets overlooked.

Be in sync:

A brand should tie up with a celebrity whose personal branding is in sync with what it stands for. There has to be a match between the values of the brand and those of the celebrity, to increase the probabilities of a successful association.

Ensure digital connect:

Brands today live in the digital world where consumers need to be served 24X7. It is a potent platform for establishing a strong connection with consumers. Focus on content to pull consumers/fans and create a strong community of people who believe in the brand and stand rock solid in support in case of adversities.

The golden rule - nothing comes closer to having the right strategy in place.


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