Are Celebs Right for your Brand?
Usually when we meet with prospective clients, they want to know how we can connect them to celebrities. Can we get Lindsay to carry their bag? Can we get Bradley Whitford to emcee their charity event? We often wonder if this is because we’re in LA, where everyone is so celeb-obsessed (though logically it should be the opposite - Angelenos should be sick of celebs!) or if it is just our culture in general.
And, we often caution against going this route - there are plenty of other ways to raise awareness about a product, and even about a charity, that do not involve celebrities. Why do we do this? Yes, our connections are limited and we can’t call upon them for every client, but more importantly, celebs are unpredictable. While some celebrities might be the perfect fit for your brand, others can tarnish it as easily as bolster it; they can be flighty; they can be divas…I could go on.
I read this in AdAge today and was reminded of the frustration we feel when clients ask about celebs before any other strategy. Celebrities can be a part of your communications mix, but don’t count on them to make your brand - they’re just as likely to break it.
Speak Softly or Speak Here
Yesterday the Sweet Talk crew went for a little shopping trip on our lunch hour. I was on a mission for a new pair of sunglasses since the nosepiece had fallen off mine over the weekend. It was only an hour, so it had to be a quick trip, and I was laser-focused on finding the glasses…until I heard, “I know! And did you hear about Owen Wilson? I know! Can you believe it?!”
Yep, that would be the chick standing in the aisle next to me talking on her cell phone (actually, it was more like yelling into her cell phone). I tried not to listen, but really, how could I not? She was trying on glasses in the mirror next to me, balancing her cell between shoulder and ear as she took pairs on and off. I put a pair on, but couldn’t really tell what they looked like because of this: “And he used to date that little actress I love. What’s her name? Ummm…I can’t think of it, but I LOVE her. Yeah, that cute blond. I know, I know…what’s her name? Nah, she’s not Kurt Russell’s daughter…she’s from the first husband. Yeah - I love her! What’s her name?!” Seriously, I was so distracted I almost yelled “KATE HUDSON.” But I didn’t.
Instead, I mozied over to the shoe department. And there were tons of shoes on the sale racks, but guess what? You got it - couldn’t really focus on those either ’cause of this: ”Isn’t it weird that school starts Thursday? Its so hot, it still feels like summer. I know! I couldn’t really buy them school clothes either ’cause its still so hot.” Yeah - its hot outside, but you’re INSIDE. If you’re gonna talk about how hot it is outside, maybe you should head out there so we don’t have to all hear your conversation!
I’ve gotta say, (even though we’re all guilty of it) this is one of my current pet peeves. Why, oh why is your conversation so important that you feel compelled to talk about it so loudly in a store full of strangers? Do you think we can’t hear you?
But alas, this morning I was perusing one of the trend-spotting email newsletters I receive, and I saw this post about a mobile phone booth at the Copenhagen airport. It actually says “Please, speak softly or speak here.”
And I had a vision! You know all those payphone booths in places like the mall that are always empty now? Can’t someone, somewhere, somehow turn those into mobile phone booths so people can hang out in there talking about Owen Wilson, and I can actually get some shopping done?!