Comments on: Celebrity Endorsement – Does it help build a DINU? http://www.rickliebling.com/2008/06/23/celebrity-endorsement-does-it-help-build-a-dinu/ Intelligence, Insight, Ideas Thu, 18 Mar 2010 17:41:58 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: e.m. szuplat http://www.rickliebling.com/2008/06/23/celebrity-endorsement-does-it-help-build-a-dinu/comment-page-1/#comment-319 e.m. szuplat Fri, 27 Jun 2008 02:42:17 +0000 http://eyecube.wordpress.com/?p=146#comment-319 interesting that you mention letting the consumer project their own emotional cue (selves?) on to the product and red bull in the same post. rob walker spoke of red bull's successful campaign doing just that when he was on the diane rehm show recently. check out the show online if you missed it! interesting that you mention letting the consumer project their own emotional cue (selves?) on to the product and red bull in the same post. rob walker spoke of red bull’s successful campaign doing just that when he was on the diane rehm show recently. check out the show online if you missed it!

]]> By: Paul Groves http://www.rickliebling.com/2008/06/23/celebrity-endorsement-does-it-help-build-a-dinu/comment-page-1/#comment-318 Paul Groves Tue, 24 Jun 2008 06:33:53 +0000 http://eyecube.wordpress.com/?p=146#comment-318 I can see the value and opportunity of celebrity endorsement. But I'm sick and tired of it, simply because we have bred a generation of "stars" with no obvious talent or reason to be famous. It can also adversely affect my opinion of the individual celeb if they hook up with a particular brand - such as those performers who have signed up for the Starbucks record label. I could quite easily get sucked in by a character created by a brand (up to the point where it has been flogged to death and starts to become a parody of itself, obviously) and I rarely fail to respond positively to an anti-hero. If it is done cleverly then it works, if it is done with humour too then chances are it'll last longer. Having done some work with a charity recently, it was refreshing to see they had a no celebrity endorsement rule and it didn't seem to get in the way of generating some pretty good coverage. As it happened, some high-profile figures did come on board but were used for their media contacts, rather than as the public face or a talking head. I can see the value and opportunity of celebrity endorsement. But I’m sick and tired of it, simply because we have bred a generation of “stars” with no obvious talent or reason to be famous.

It can also adversely affect my opinion of the individual celeb if they hook up with a particular brand – such as those performers who have signed up for the Starbucks record label.

I could quite easily get sucked in by a character created by a brand (up to the point where it has been flogged to death and starts to become a parody of itself, obviously) and I rarely fail to respond positively to an anti-hero. If it is done cleverly then it works, if it is done with humour too then chances are it’ll last longer.

Having done some work with a charity recently, it was refreshing to see they had a no celebrity endorsement rule and it didn’t seem to get in the way of generating some pretty good coverage. As it happened, some high-profile figures did come on board but were used for their media contacts, rather than as the public face or a talking head.

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