Josiah Wedgwood (1730 -1795) became the 18th century’s most famous potter through innovative, artistic products and a lean production system. But what really differentiated Wedgwood was his brilliant marketing strategy. Centuries before Arnold Schwarzenegger got into his first Hummer, Wedgwood understood the value of celebrity endorsements.
Once his wares started being used by Queen Charlotte, Wedgwood exploited his status as “Potter to Her Majesty” by increasing prices for the nobility. His efficient manufacturing methods allowed him to then lower his prices for middle class clientele. Despite their attainability, the artistry of Wedgwood’s products guaranteed that they were still coveted by the wealthy.
Source: Davide Duckcevich
The Blake Project can help you discover the right celebrity endorsement for your brand based on emotional connection measurement. Further, we work with all of Hollywood’s A list celebrities and can strategize and facilitate your celebrity endorsement.
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One comment
Ted Grigg
September 6, 2007 at 11:46 am
When testing direct response TV spots, it was almost impossible to match the high response rates coming from celebrity endorsed spots versus those that relied 100% on the brand. I have experienced this as a direct marketer in other media such as print advertisements and direct mail.
The drawback, of course, is to rely too much on celebrity reputations that can backfire on the advertiser when the celebrity commits a crime or otherwise looses credibility.
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