Celebrity Management: A Concept-Selling Challenge

Celebrity SellsIn a world filled with faces, how many do you remember? Admittedly the ones that evoke some kind of feeling in you, whether it’s humor, acceptance, appreciation or recognition could be it. These are the faces you’d turn to look at, the ones that would stop you in your tracks. And that’s when you have more than just a face. You have personality. Personality that’s reflective of your brand and promises to take it that extra mile is what you are looking at. 

As existing media get increasingly cluttered, the need to stand out has become paramount — and celebrities have proved to be the ideal way to ensure brand prominence. Synergising personality with product and message can create an instant breakthrough. Result? Brand buzz. People begin to notice opportunities come about. People want to be a part of the brand. Touch It. Feel it. Experience it. ‘Celebrities as Brands’ is a concept-selling challenge, as the current notion of celebrity management is far from ideal — it’s perceived as a business that merely attaches the celebrity to the brand to get that added advantage. However, the actual job is not mere brokerage — it’s about selecting a spokesperson whose characteristics are congruent with the brand image.