Archive for the 'Brand Integration' Category

Celebrity endorsement: The road to fame or the road to shame?

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Sometimes celebrity partnerships work out very well. And sometimes they can be a disaster.

For example, In 2004 Glaceau VitaminWater recruited the rapper 50 Cent to help promote the brand. He created his own VitaminWater flavor and sales of the brand skyrocketed among young consumers. Nike’s relationship with Michael Jordan is the stuff of legend. And Priceline has done well with William Shatner for over a decade; and lately Dr. Dre is using his own brand to help promote HP’s Envy notebooks. These partnerships have worked out very well.

Of course, that’s not always the case. Tiger Woods’ personal issues became a fiasco for several brands - while allegations of drug use by Kate Moss led to Chanel, Burberry and H&M terminating their relationship with the model.

Do the benefits of working with celebrities outweigh the risks? Can a troubled celebrity seriously damage a brand that is being endorsed by them? What can brands do to protect themselves from negative publicity generated by celebrities associated with the brand? What’s the best way to structure such relationships? Which brands have done this well? When do brands drop the relationship and how?

We’d love to hear your thoughts. Please post your comments!!!

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Nike, HP and other amazing brands will be at the Liquid Brand Summit.

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We are ramping up for the Brand Summit 2011, and soon we’re going to announce the final Session Leaders.

We’re not at liberty to reveal the names of the individuals who are considering being Session Leaders until they are confirmed, but soon we will be including names, photos and bios to our site. In the meanwhile, we wanted to share the names of the brands that we have contacted so you can get an idea of the caliber of expertise that will be there.

The line up is going to be spectacular!
Here’s a list of companies that are currently on our list:
Nike, HP, Jawbone, Virgin Mobile / Boost, Twitter, Cisco, Microsoft, MySpace, Method, Tesla, Skull Candy, and a few more.

Besides the Session Leaders we’re also going to announce some special guests.

Stay tuned…and if you have any questions, please feel free to contact me directly.

Jesse Kearney
jesse@liquidagency.com

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This is a session to check out

Earlier today I was talking to Laurie Probst, Symantec’s Sr. Director Global Enterprise Marketing Communications and one of our Brand Summit Session Leaders. If you are a marketer whose company is going through a merger or acquistion (and that means many of you) her session called: Brand Integration - What Happens When Brands Come Together - is one you will want to sign up for. Laurie’s will share with her group attendees some of her experiences working through the integration of brands, cultures, and working styles post the Symantec/Veritas merger. If you are someone whose been in a similar situation or might be, your contribution to this session will be valuable. See you there.