As the most significant event in advertising grows nearer, it will be interesting to see how many brands enlist the endorsement services of celebrities during the Super Bowl. After all, 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?
Not surprisingly, Tiger Woods led the list of the worst celebrity endorsements of 2010, along with other sports figures, including Lance Armstrong and Dale Earnhardt, Jr. Mired in controversy, Tiger’s sponsors chose to address his “mistakes” in their ads rather than the products that he was supposed to be hawking.
Issue: Why does bad behavior hurt some brands more than others?
Commentary by: David Vinjamuri
Accenture announced over the weekend that it would sever its relationship with Tiger Woods, who has fronted a major advertising campaign for the consultancy over the past six years. Nike, on the other hand has reaffirmed support for Woods after his accident and revelations of marital indiscretions
Mehul Patel is a Ahmedabad, India based creative designer with management background and available for freelance work throughout the India. He specializes in Illustrator, Advertising and Brand Identity. He taught himself Photoshop, Illustrator and Indesign in his spare time while gaining a MBA degree. He enjoyed 4 years of corporate experience with Marketing Division and moved full time into design and illustration. His management background helps a lot to produce great results from the marketing point of view as well as help him in professional life.
His goal is to create a striking visual experience, enhancing usability and simplicity, exploring content and information architecture in a collaborative process.
His motive is to transform small and medium scale industry which are running with a limited budget and not bear the agency fees. His approach wants business to be a successful and work with you as a creative partner to produce aesthetic, yet usable design to inspire your target audience.
For building medium of brand communication weapons of choice are Photoshop, Illustrator and Indesign. When he is not in front of computer, you will find him with pencil and sketch book with designing various creative stuff.