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Endorsements

Endorsements

Endorsements: Pathway Of Lazy Marketing?

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Jared Fogle and Subway brand endorsement strategy

As Subway’s Jared Fogle joins the pantheon of brand endorsers who’ve been dropped in a hurry for either real or alleged off-brand activities, it’s worth revisiting the risks and benefits of endorsement strategy.

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Endorsements

Celebrities In Advertising: A Marketing Mistake?

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Popular wisdom asserts that getting a celebrity endorsement is a tried-and-true, simple-to-implement way to maximize advertising effectiveness. Sure, it’s expensive, but celebrities always yield stronger ties with viewers and, ultimately, greater sales, right?

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Endorsements

Celebrity Endorsement Guide

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Nike is known around the world for being one of the most iconic brands. It was recently ranked as the world’s 25th most valuable brand in terms of its brand value – USD10.8 billion – by the annual Business Week’s global top 100 brand survey. In spite of many market maneuvers (such as the recent merger between Adidas and Reebok), Nike has remained the leader in its category. Nike is also very well known for another aspect and that is its consistent use of celebrities to endorse the brand. In fact one of the most successful collaborations between a brand and a celebrity is that of Nike and Michael Jordan.

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Endorsements

Formula For The Right Brand Spokesperson

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L’Oreal announced a new addition to their roster of celebrity spokespeople this week, signing actress Julianna Margulies as a new ambassador and celebrity face for the brand. Ms. Margulies currently stars in the critically acclaimed TV series “The Good Wife,” for which she won a Golden Globe and SAG award for her portrayal of a loyal yetbetrayed wife of a politician. 

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Endorsements

When The Brand Appeal Just Isn’t There

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This weekend, if the papers are to be believed, we might see the first British men’s finalist at Wimbledon for more than 70 years. I am not convinced that Andy Murray will make it to an apparently inevitable final against Federer on Sunday, but, irrespective of his performance on the courts this week, the bigger marketing question relates to the potential appeal of ‘Brand Murray’.

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