How to use celebrity in brand building

Hamish Pringle

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Executive summary

Andy Warhol's famous maxim has been misquoted from the outset. What he actually wrote on the frontispiece of the catalogue for his exhibition held at the Moderna Museet in Stockholm in March 1968 was: "In the future everybody will be world famous for fifteen minutes."1 Nearly all commentators since have left out 'world' because they could not conceive of a situation in which global fame could be achieved by more than a handful of movie and music stars, and a couple of politicians.