#1 To Kickstart your Brand, Use Borrowed Equity.
It can take years to establish a new brand, and millions of dollars in advertising. The advantage of hiring a star is that celebrities have well-established brands built by decades of viewership. When you hire a celebrity spokesperson, you are in effect “borrowing their equity” at a fraction of its actual value. Their name recognition, relevance, public awareness, credibility, attractiveness and likeability are valuable, and their endorsement of your product, if handled adroitly, can quickly transfer these same qualities to your brand. There is a large body of evidence that demonstrates that celebrity sells.