Screen brand affinities to avoid celebrity risks

Gavan Stewart

Gavan Stewart, founder of Touchdown Brand Affinity Marketing, reckons that tying your brand to a celebrity for endorsement, sponsorship or other partnership is a dangerous strategy.

Screen brand affinities to avoid celebrity risks

Gavan Stewart

When you consider the millions of pounds invested in developing and building a brand, its seems a bit odd that when it comes to associating that brand with celebrities or indeed other brands, the marketing department tends to throw caution to the wind.

Now, admittedly, quite a few celebrity endorsements or brand partnerships can deliver a degree of success. However, it is clear that most associations are arrived at as a result of a 'brainstorm' or simply 'it seems like a good idea'.

Indeed, I attended a conference recently where a...

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