Screen brand affinities to avoid celebrity risks

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands