Celebrity endorsements: Three things marketers need to consider
Two years ago, the Lincoln Motor Co. needed help. Following a long skid, the Dearborn, Mich.–based luxury car company was coming off a reported 32-year low in sales. Once considered a leader of the American car industry, the brand had become an afterthought for consumers. It needed a new positioning, one that would resonate with car buyers and reestablish Lincoln as a top auto brand.
A lifeline came in the form of a fresh campaign called "Live in Your Moment," featuring Academy Award–winning actor Matthew McConaughey. The campaign, anchored by...