When marketers employ celebrities they are simply renting fame
In Better Brand Health Professor Magda Nenycz-Thiel and I discuss the difference between ‘owning’ and ‘renting’ prominence, when trying to stand out in retail contexts. Here, I discuss how when marketers employ influencers, celebrities or other vehicles to promote the brand, they are similarly ‘renting’ their fame. Given the growth in activities in this sector I think it is timely to reflect on the risks associated with ‘renting’ fame from someone or something else.
What does it mean to rent ‘Fame’?
‘Renting’ fame involves partnering with a more well-known entity to boost your brand’s visibility among a target audience. This could mean collaborating with an influencer, celebrity, or a major event like the upcoming Olympics. The goal is to leverage the established fame of the other entity. However, this renting of another’s fame comes at a cost, and so its worthwhile to consider the risks to achieving a favourable outcome.
Beware the attention vampires
In a previous column, I discussed the vampire effect, where celebrities draw attention away from the brand. This happens because celebrities have established memory networks in buyers’ brains, making them feel familiar and attracting more attention. Influencers, who category buyers regularly follow, also have extensive memory networks, making them appear more like friends than strangers. Consequently, when your brand partners with these influencers, you risk the vampire effect, with more attention going to the influencer than the brand.
Read the full article in MediaCat.