The ability to spark sales by enticing consumers to learn more about the brand... LeBron James is one of the top three paid athletes in the world and generates a brand halo.
The means to promote a unique, relevant and sustainable brand attribute that might be hard to attain otherwise. Nike's rapid success in the golf category was chiefly because golfers wanted to lay claim to the number-one golfer in the world.
The option to build reciprocity into the partnership by supporting the celebrity endorser's brand. Lady Gaga knows how to sell, and business publications praise her business smarts as she masters social media and expands her brand beyond music.
The grounds for innovating the product/service offering. Rihanna's "Umbrella" song hit big at the Grammys, and her designs for Totes' umbrellas hit big at the retailer.
The challenge to a preconceived notion. Givenchy used Justin Timberlake's endorsement for the women's perfume Play for Her.
The collaboration that can impact the business model of the partnership. A noteworthy example is Sean Combs taking a 50/50 ownership in Diageo's ailing grape vodka, Ciroc.
We receive more than 3,000 commercial images a day; our subconscious absorbs more than 150 images and roughly 30 reach our conscious mind. Practice has it that if you use a celebrity-endorsement strategy, you dramatically accelerate the potential for your brand to reach the conscious mind of the consumer. What about the role and risks of social media? Does leveraging social media represent the next evolution for celebrity endorsement and brand advocacy? 95% of social-media users believe a company should have a presence in social media, which can get the brand into the conversation because social media enables consumers to adopt new behaviors.
http://adage.com/cmostrategy/article?article_id=146023
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