Nothing sells like a celebrity, especially when trying to bring older brands back to the forefront.
Brands leave long lasting impressions and establish strong bonds with consumers. In an ever-changing world, brands come and go, leaving consumers without their favorite go-to items. In order to bring a brand back to life, celebrity marketing builds awareness quickly, helps take market share from competitors and creates a strong emotional connection to buy.
Celebrities have long served as the public face of brands, but now they are being tapped to help brands return to the limelight. In addition to serving as a trusted trendsetter, celebrities serve as human billboards.
The popularity of classic brands can be traced back to various celebrities. Whether celebrities are endorsing a product, sporting the merchandise or even creating alliances, classic brands can meet or exceed previous success using celebrities to communicate their message.
For example, Reebok partnered with top fashion model, Gigi Hadid, in an effort to gain more popularity. Although the brand has been in existence for years, using celebrity marketing is the best method to invest in the brand’s existence for the years to come.
Similarly, Coach made a comeback using celebrity marketing. Despite being a top-seller in the 1990s, the logo-heavy leather goods fell out of the mainstream. In order to reemerge in the accessories industry, they used singing sensation, Selena Gomez. As the new face of Coach, Gomez has helped to create playful and eclectic designs that are a must-have for all young millennial girls, breathing new life into the brand.
While celebrity marketing is one of the most effective and successful ways to reintroduce a brand, it is not the only way.
Brands can make a comeback appealing to both old and new customers by tapping into nostalgia, completely overhauling and rebooting the brand, and utilizing social media as well as other digital channels.
As brand marketing continues to adapt and evolve, classic brands have managed to stay popular by using celebrity marketing. These classic brands remain successful because they have picked up on the one thing many disregard. That is, consumers strive for things they cannot have, and thus as an alternative, they choose to live vicariously through the products in connection with celebrities.
So, if you are the next brand thinking about making a bold comeback, who better to help market your product than a trusted, popular and admired celebrity. With their large following and strong influence, there is no denying that their help can restore your brand to what it once was.
photo credit: Matteo Mignani via Flickr.com