This is a damning article, seen in The Times today.
Nick Muir ??
![Nick Muir ??]()
Nick Muir ??
Innovator | Business Leader | CX driver | NED, Business Transformation, Mobile Technology | Trustee
Not damning of Lewis Hamilton or Mercedes; but of the culture of corporate and celebrity endorsements. They are tough to enforce and as soon as a corporation stops paying, those paid will revert. They need enforcing even when still in place, so what value do they really represent? If as a consumer you buy in on this basis, you just buy in to a lie - or at best a temporary truth. The kicker is that, as a consumer, you therefore don't actually get the associative benefit you have likely paid a premium for. The cost of endorsements must ultimately be paid for by you...
Innovator | Business Leader | CX driver | NED, Business Transformation, Mobile Technology | Trustee
8 年Ah well James King each to their own on this. I am sure, as you say, that there are good ones but they feel like the exception rather than the norm. Someone haul me off the soapbox, quick!
Brand Marketing Director
8 年I get and support the Wileyfox business model as you know, but a statement that all personality deals are wrong and the consumer is hoodwinked is a little adrift too. The issue with the article is that Boss are expecting the impossible and indeed because their deal is by association and not directly with Hamilton it's even trickier. But there are plenty of good examples where brands can find the right fit of celebrity and work together to support a human interest story (e.g. TAG Heuer with DiCaprio) or a celebrity deeply involved in something that their fan base can genuinely buy into (e.g. Rihanna and her sports line with Puma Group). There of course plenty of bad examples and plenty within the delight of mobile world...so crack on with bringing them to task Nick ;)
Too true Nick!