Brand New Buzz

When celebrity endorsements work, they work. Companies take a huge risk when choosing the right person for the job of representing what the company does or the services they provide, or the products they sell. A public figure in a television or an online commercial becomes the representation of what that company means, becomes how the entire company is perceived. The current news today regarding Tiger Woods, has the companies he has endorsed in a bit of a quandary. This is something that extends to all kinds of business.  Take football for example…no matter how talented Michael Vick was charged with the crimes that he committed, influenced the way his entire team was perceived. A headline in the news this morning listed off the names of Vick and of Tiger Woods and why now their names mean nothing. Celebrities and well known figures have been endorsing products and services for years, and those with the reputation to back themselves up, such as Lance Armstrong, Montel Williams , and many other well respected public figures, will be the ones whose endorsements carry weight with the general public.  Public perception is influenced by a variety of media these days. What once could only be read in the morning paper, is now not only on the television and the radio, but the various social sites on line, and the many ways in which to find information through videos and sources from all over the world. The beauty of online advertising is that it reaches the world in a matter of seconds. Just as the positive reaches the public this quickly, so too does the negative. This means that advertising departments must take risks on public figures, as when such risks are taken, they can move the company into success and will guarantee that a prosperous future is ahead.

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