Celebrity endorsement. It’s not a journey. Every journey ends, but they go on. Money turns over and they bank roll it. Careers disappear, dreams fade. But wherever they go, there we are. Their lives, our fate or misfortune?

You can rent a car, a pet or even a Japanese fembot, so of course you can rent a celebrity. It’s all the rage. Just feed them a huge wad of cash, perhaps offer to remove the brown M&M’s from the bowl and pay their limousine fare. It’s all in a day’s work.

Celebrity brand endorsement can of course be fraught with danger. Will the celebrity suddenly become embroiled in scandal, have a meltdown or be poorly cast in a popular feature. Not to dwell on it, but who cast Hayden Christensen as Darth Vadar in the Star Wars prequels? Seriously?

Of course celebrity endorsement can be an enormous benefit to a brand. If done right, the personality of the celebrity is transferred to the brand. For example, if you have a hot and smooth beverage to sell, who better than George Clooney to embody it. But, again, if done poorly, you have a guy that was in ‘Legends of the Fall’ spouting some nonsense about the world turning.

It has been suggested that an emotional connection is needed with either the brand and or the celebrity, but perhaps it’s just about relevance and believability. Do you think the celebrity believes in the product? Or has it just been a tough year, and they need some extra cash to buy that island east of Madagascar? And, are they relevant? Is it a good fit for the brand? Does their personality or career persona compliment the brand, or does it just seem like the brand couldn’t afford Hugh Jackman, so went with Warnie.

At the end of the day, careful consideration must be given to celebrity endorsement. A potentially easy and harmless way to boost awareness of a product or service can easily transform into a lifelong negative association for consumers.

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