How Celebrity Endorsements can Build a Better Brand

Image: Matthew McConaughey at Wild Turkey

Corporate Challenge: Your competitor invested in a celebrity spokesperson. Should you make a
similar investment?

Ironbound Strategy:  Celebrity endorsements are worthwhile to a brand when they create value for customers, employees, and society.

Ironbound Action: Executives at Jell-O and Subway might warn you about investing in a celebrity since brands can falter when the celebrity’s social standing collapses. The best endorsements happen when a celebrity creates or magnifies the value that the brand creates for employees, and society.  Matthew Mcconaughey recently joined Wild Turkey.  In his role he shares Wild Turkey’s employee value as a family centric business steeped in tradition.  Jim Beam chose Mila Kunis as their spokesperson, and are enjoying the benefits that Mila creates for society, as she draws in millennials to the brand by showcasing Kentucky pride to a larger audience. The return on investment is higher when celebrities use their influence to showcase how your brand values employees, and society.