Are brand ambassadors passé?
Image Source: http://goo.gl/dDhld5 Are brand ambassadors passé? At least for some product categories – yes. Brand ambassadors can bring to life the values, images and emotions associated with a brand 1 . Choosing a brand ambassador is an extremely critical choice – as you are transferring the essence of the brand to a living being, with his/her characteristics, attitudes and personality traits. Choosing the right celebrity can act as a financial force multiplier for the brand 2 as consumers equate and synonymize the brand with the celebrity – putting the brand at peril if there is incongruity between the brand and the brand ambassador. Published research in 2011 3 proves that brands that engage with top celebrities generate on average $10 million in additional sales annually and nearly a 0.25% increase in stock returns. In light of the incidents of negative celebrity news impacting brand endorsements, is a brand ambassador still relevant today? Is there evidence th