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,...

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