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...