The real meaning of celebrity endorsement

When a product is used by the ‘most popular stars’ / ‘most popular websites’ etc, what does that tell you?

That it’s good?

Or that their marketing team did a great job of snagging the most popular people?

As a consumer you need to understand the BS and look beyond it. As a marketer you need to understand how the BS works and use it to your advantage.

Celebrity endorsement is a tool, not an indicator of quality. Even if the celebrities themselves ‘believe’ that it’s the real deal, more often than not that’s a result of good marketing.

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