ESOMAR Congress 2008: The example of celebrities and other theories of branding

In this article, Geoffrey Precourt, U.S. editor of WARC Online, reports on a link between celebrities and consumers’ identities, and on the importance of staff-led branding.

ESOMAR Congress 2008: The example of celebrities and other theories of branding

Geoffrey Precourt, US editor of WARC Online, reports on a link between celebrities and consumers’ identities, and on the importance of staff-led branding. This is one of a series of edited extracts from the 2008 ESOMAR Annual Congress in Montreal.

This is one of a series of edited extracts from the ESOMAR 2008 Annual Congress in Montreal. Other articles cover: 

  • Asia’s social media boom and the luxury market  
  • Social change and co-creation with Philips and Henkel...

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