The Value of Fame: Posh Spice and Persil

Jeremy Bullmore suggests that brands, not superstars, are the true celebrities. He asks who really owns the brand and concludes that brands belong, not to marketing companies nor their advisers but are built in people's heads.

Posh Spice & Persil

The Value of Fame

Jeremy Bullmore WPP Group and Guardian Media Group

'Right from the beginning, I said I wanted to be more famous than Persil Automatic.'

Victoria Beckham, Learning to Fly: The Autobiography, 2001

are almost as deceptive a stimulus as price and for much the same reason. A twoforthepriceofone, a banded offer of that new CD, the chance of a free holiday in the Caribbean: surely such bargains must lead to more sales and therefore be good for the brand? Maybe the first; but not necessarily the second.

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