2024-06-27
43 分钟It’s hard to know whether the benefits of hiring a celebrity are worth the risk. We dig into one gruesome story of an endorsement gone wrong, and find a surprising result.
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Imagine for a second that you work for a big consumer brand.
Maybe it's sneakers, or fast food or high end wristwatches.
How do you persuade people that your product is the one worth buying?
No matter how wonderful your sneakers or fast food or watches may be, they are also inanimate objects.
They don't have faces.
Well, a watch has a face, but come on, you know what I mean.
So eventually you may ask yourself, what if I hired a well known actor or comedian or athlete to endorse my brand, to put a face on it?
And now potential customers who may not have noticed your brand are gonna be like, ooh, if they like it, maybe I will too.
The practice of celebrity endorsement has been around for a long time.
In the 1760s, the english pottery entrepreneur Josiah Wedgwood created one of the first luxury brands after receiving an endorsement from the queen.
In ancient Greece, some of civilization's earliest coins had images of gods and goddesses like Athena.
Who better to endorse a new product like money, which you might otherwise be suspicious of?
But what happens if you attach a celebrity to your product and that celebrity messes up?
Police believe that right now that OJ Simpson is in that car.
We've received a report of a gun in the car.