Sunday, January 16, 2011

Is Reality Star Publicity Good Publicity?

Big brands spend millions each year on marketing. They hire celebrities to do their commercials and hand celebrities expensive clothing and accessories just so their stuff can be seen in public.

Typically, many retail brands are thrilled when celebrities dress in their garb. But what happens when our most hated reality stars sport top brands? Are the companies happy? Upset? Ready to do damage control?

I'm sure there's no absolute answer for this, because some brands will cringe at disliked Z-listers sporting their attire while others will take the "all publicity is good publicity" approach. But seriously, would Amber Portwood (who was forced to continue her 'no communication' ruling with baby daddy Gary Shirley), really help a high end brand like Burberry? I doubt it would hurt the brand at all, but I don't think it would exactly be helpful, either.

What if a celebrity recently caught cheating started telling everyone how they love a brand? Take Jesse James or Tiger Woods for example - in Tiger's case, his celebrity endorsers dropped him because he was a danger to the brand. So, let's say he started wearing New Balance and touting how much he loves it. Would New Balance like this because it is publicity? Or hate it because Tiger Woods is not exactly loved by the public these days.

What do you think?

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