David Ogilvy ‘s view Good recall as they remember the celebrity and forgets the product and the brand name. Testimonials from experts is persuasive (Ex burglar expert that he has never been able to crack the chub safe )
Celebrities can do wonders if Imageconnect and model connect is perfect
Celebrity Selection Independent understanding of the consumer mindset Profiling the brand-Positioning strategy Identify the target consumer
When in doubt use a celebrity No big idea. Use celebrity
Advantage Easy to connect consumers Tried and tested Follow the leaders (Easy way out )
Disadvantage Huge investments Lack of ideas Get the right brand fit Highly cluttered.
Types of celebrities Film star Sportsperson Social worker CEO endorsements Experts Opinion
Brand Sachin Profile -Intelligent - Credible - Success story - Role model
Characteristics Sachin’s character may not fit a perfume brand But Malika Sherawat will be a run away success for perfume Why- Malika is young, attractive,sensuous with strong sex appeal
Brand Sachin Characteristics Perfectionist Diligent,Hardworking & Punctual Always striving for success Setting new standards for himself Highly achievement oriented Cricket is religion for him
Sachin’s connect with brands Boost, Complain, Horlicks. Heath brands can be strongly connected with Sachin because of the zing and success NIIT could be another brand Premium apparel- connects brilliantly Expensive car- If connected with corporate or professional success Long association with MRF Sachin connects with stupendous success and achievement
Brand Dhoni: Profile Powerful Dashing Young cricketer Today a leader
Characteristics Confused between fun and cricket Mind has gone for a spin for the easy money he earned Strength of characteristics is power.
Celeb-Connect Power in his appearance and the way he bats Strong connect with Power bikes, High power engine oil, fuel and car batteries Thanks to his long hair he seems to be connected well with Brylcreem