expert insights

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Saturday, July 25, 2009

Mark Day

by Mark Day

Your Brand Has a Celebrity Friend—Now What?

The first rule of relationships between celebrities and your brand is simple: you can’t fake it. Good celebrity relationships are not manufactured—they’re organic.

The second rule is just as important as the first: if your brand does have a celebrity fan, acknowledge them with no obligation to do anything other than what they have chosen to do themselves. Just open a dialogue and tell them “thank you.” If you ask for more, they’ll either expect money or feel exploited. If money changes hands, you’ve gone from a real friendship to a paid endorsement. If they feel exploited, your brand may lose a celebrity friend and gain a celebrity critic.

A good third rule is to be careful which celebrities you acknowledge as friends of your brand. The celebs need to be real fans whose personalities, attributes and lifestyles mesh with your brand’s image.

The friendship between your brand and a celebrity should be symbiotic. If the right celebrity is a fan of your brand, nurture that relationship responsibly. As they increase exposure for your brand, you can help increase their exposure. Do it right, and you’ll elevate your brand to new levels.


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