When celebrities are hot, the world goes to their doorsteps. When they're not, nobody wants to touch them with a ten-foot pole. That's the law of advertising, especially when it comes to celebrity endorsers. They move brands off the shelves, your brand future becomes bright (at least for now) and you smile, all the way to the bank. Every marketer anywhere in the world lives by selling. Selling, especially in a very competitive market, can be tough. If the going gets tougher, some marketers opt for the easy way out. They knock on a celebrity's door. Businessweek calls celebrity endorsement a "borrowed equity," the term used to describe ...
Keep on reading: Need a celeb endorser? Look at your product
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