02 May Using celebs to brand – more
I’m still thinking about the personalities I’ve used here in the Twin Cities to help brand some of my clients. I’ve got a bad example and a good example. First the bad – one of my clients had a promotion going on with a retail partner. That partner had paid for appearances of a few professional athletes from one of our local teams. However, one of those athletes had a recent arrest and this client was very pro-family. The partner basically tossed this guy off on my client without telling them about the arrest. This was not a good promotional arrangement, but we were stuck. Make sure you know the COMPLETE “back story” on anyone you might be working with for a talent appearance. Research them carefully to make sure they fit your brand profile. I remember when the cancer society was using Jessica Simpson to promote outreach for lung cancer. She called lung cancer a “selfish disease” on national morning television. That was the end of Jessica’s involvement right then and there. It took a while for the non-profit to recover from that one.