Celebrity endorsement is the most irritating form of brand-boosting marketers have yet conceived – and that’s saying something. George Clooney flirting over a Nespresso coffee machine; Andy Murray fumbling for his Rado watch in what should have been his moment of US Open glory; Brad Pitt intoning “Chanel No 5: inevitable” in the new “groundbreaking” scent campaign: the product of such tie-ups is almost always cloying or annoying or both.
名人代言是在市場營銷人士目前想到的品牌推廣方式中最令人不快的一種——而這還算是委婉的說法。喬治?克魯尼(George Clooney)在Nespresso咖啡機(jī)旁調(diào)情；安迪?穆雷(Andy Murray)贏得美國網(wǎng)球公開賽(US Open)的時刻摸索著尋找自己的雷達(dá)(Rado)手表；布拉德?皮特(Brad Pitt)在新一輯“突破性的”香水廣告中娓娓道出“香奈兒五號香水：無可取代”(Chanel No 5: inevitable)。這種品牌和名人的組合幾乎總是過于甜膩或令人不快，甚至二者兼具。
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