Celebrities may boost a company’s recognition in the public eye and make it seem more glamorous, desirable or elite. However, the star power and publicity they bring to a company can just as easily damage its reputation – even in the case of local celebrities. There is always a liability when you associate your product or [...]
All posts tagged brand damage
The Dangers of Celebrity Endorsement
Posted by Jessica Soyak on March 4, 2013
http://mascola.com/insights/the-dangers-of-celebrity-endorsement/
Your Politics Are Bad for Your Bottom Line
We all know the two quintessential hot-button topics outside the home: politics and religion. Some might say sex is a third, but at least everyone can agree that they like sex. You can’t really say the same about politics or religion. CEOs should be especially sensitive to this, because if they go around spreading their [...]
Posted by Michelle Yue on July 19, 2012
http://mascola.com/insights/your-politics-is-bad-for-your-bottom-line/
Luxury/Non-Luxury Brand Collaboration, the Right Way
High-end brands are not built for the masses; they are designed for a group of people who can afford a certain lifestyle. It’s the exclusivity of such brands that makes the less fortunate masses yearn for the experiences they offer. These people, who put luxury brands on a pedestal, are a big part of what [...]
Posted by Kaitlin Randall on April 26, 2012
http://mascola.com/insights/luxurynon-luxury-brand-collaboration-the-right-way/
Discounting Killed the Luxury Brand
When the economy went south in late 2007, it initially impacted the lower-income demographics. As the downturn widened, it dragged down the middle class and crept toward the upper levels just a few months later. Those of us who make a living in the luxury sector fooled ourselves into believing that the brands we touch would not [...]
Posted by Chuck Mascola on January 9, 2012
http://mascola.com/insights/discounting-killed-the-luxury-brand/
Ben & Jerry’s Disappoints Its Customers
No, this is not a comment on the new B & J flavor/PR stunt: Shweddy Balls. As distasteful as that is (pun intended), I’ll stay out of that discussion because the company is already getting enough ink on that harebrained decision. No, this is about another, bigger disappointment from the good guys who changed forever [...]
Posted by Chuck Mascola on September 15, 2011
http://mascola.com/insights/ben-jerrys-disappoints-its-customers/
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