594. Your Brand’s Spokesperson Just Got Arrested — Now What?

594.您的品牌发言人刚刚被捕-现在怎么办?

Freakonomics Radio

社会与文化

2024-06-27

43 分钟
PDF

单集简介 ...

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.

单集文稿 ...

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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.